The use of intent data in B2B sales is essential for success in today’s business world. With the abundance of data and technology available, leveraging intent data can help sales teams work smarter and achieve better results.

Using intent data allows sales teams to engage with potential customers earlier in the sales cycle, reducing the time spent competing on price. This, in turn, can help maintain higher average selling prices (ASPs). In fact, opening an account with intent can result in a seven to eight times lift in opportunity. This is because getting in first helps sales teams to nail the timing and messaging.

To prioritize efforts, sales teams can identify the most important accounts to work on, including inbound leads, event registration, event follow-ups, and tier one accounts. Automated alerts can help stay on top of customers’ needs and engage with them while they’re still open to an upsell.

To engage with the right people, intent data from 6sense can be used to build a list of all the key accounts that should be targeted. Platforms like 6sense can help to quickly find the relevant personas and their contact details, and add those people to Salesloft outbound cadences.

When driving intent into the sales process, sales teams aim to give themselves a competitive advantage. By leveraging data across different channels, they can effectively prioritize their efforts and separate who does what and when. 

Messaging is also a crucial component of intent-driven sales. By analyzing website visitor behavior and 3rd party intent signals, sales teams can group keywords together per persona to help craft messaging for sellers, that in turn can help them to create personalized outbound motions with higher success rates.

In conclusion, intent data is critical for B2B sales success. By using it, sales teams can work smarter, prioritize their efforts, engage with the right people, and create messaging that resonates. If sales teams are not leveraging intent data in their sales process, they’re missing out on a significant competitive advantage.