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In general, intent data is the information or data that we can retrieve from a prospect´s level of interest in your product or service. This data is sourced from online behavior, such as website visits, content downloads, video views, and more. There are two ways of measuring this data: through third-party websites or your own channels such as website and content. In this article we'll review the two different types of intent data involved.
First-party intent data is the interest rate we can measure from direct interactions of prospects and customers with a brand or company. These people are identified in two steps; email addresses and IP addresses. We can source these addresses through forms and cookies on your website. Once captured, the intent level is measured by the interactions you receive from these email addresses or IP addresses.
Third-party intent data given by sales platforms are based on a company's IP address and only show account search behavior. Though Google is stepping away from using this information, other companies are still willing to sell third-party data so you have a more holistic view of which prospects can turn into customers.
Apple is one of the first to block third-party cookies in their Safari browser completely.
The data source is the main difference, as first-party data is your own, and third-party data is sold to you by other companies. However, you miss much when only working with third-party intent data.
|Captured by first-party data platforms||Captured by third-party data platforms|
|Account (company) level of interest||Yes||Yes|
|Individual level of interest||Yes||No|
|High-level website activity||Yes||Yes|
|Detailed website activity on personal level||Yes||No|
As the word first-party already insinuates, you'll have to accumulate this intent data yourself. It is possible to do this as all you will need to do is measure the interaction with your content, videos, website, or other business material. There are many different companies out there that can help you do this separately. However, Leadcamp is the only sales platform that gives you an all-in-one solution.
Third-party data providers will give you an overview of the customers' interests outside your website. When a company or decision-maker conducts a purchase, they will do more than 12 internet searches before making a purchase. Those internet searches will result in data the B2B intent data providers can sell to you. Here are some of these companies:
Both give you leverage and will improve your prioritization of who to call first.
With first-party intent data, you will have a much more in-depth understanding of your prospects. However, you might not receive an initial alert when a new company is interested in your service or product.
With third-party intent data, you will get that initial alert about which company is interested in your product/service. The downside is that you might not have the correct contact details and could miss out on the opportunity.