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A co-pilot in sales and the first step to first-party marketing.

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We are sharing a unique point of view regarding your sales data and how it should be the first step for marketing. Requirements regarding first-party data are increasing, and we want to ensure all small to medium businesses are up to date.

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The first steps to first-party marketing.
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What is first-party intent data?

First-party intent data shows the amount of interaction and interest you receive from prospects. This data is measured through, for example, your content, website, and other channels prospects can engage with. The level of buyer intent can also be measured through third-party applications, which track online behavior throughout multiple other channels.

There are two main first-party intent data sources: the known email addresses you retrieved from forms, webinar attendees, and downloaded whitepapers, amongst others. The second source is the IP addresses that are captured through webpage cookies and can be stored in Google Analytics. Their data is unknown, but you can reconnect with them through ads.

Driving more sales with intent data.

There are two ways to use intent data to increase your sales conversions. This article will discuss the two sales platforms you can use to do this.

The first way is using a sales platform with third-party intent to help you with your prospecting. These platforms can give company-level information regarding their interest in your product or service. They won't provide you with the exact contact information, but it gives you a great indication of where to start. This data is usually retrieved from review websites such as G2 and Bombora but given to you through sales platforms such as Apollo or Cience.

The second and best way for your later marketing efforts is to use a sales platform that allows you to retrieve as much first-party information as possible. This would be a platform that gives you easy access to accumulate email addresses and follow up on those same prospects. What type of information would that be? We're talking about email opens, clicks on your content files, a visit to your website, viewing one of your videos, or any other resource your prospect can view.

How do first-party sales insights help first-party marketing?

Google is phasing out third-party cookies, which means you won't be able to rely on your marketing on users' online behavior or third-party data. You'll now need to rely on the visitors that have come to your site or the interested leads who have left their details behind. In 2024 this will be a crucial shift everybody has to make if they want to compete with large companies.

Large companies with a lot of data will have a big advantage when maximizing their profits with just first-party data. So what are the next steps for your business to stay up-to-date? First, you'll need to gather as much personal data as possible. Multiple apps and extensions can help you do this, but Leadcamp is the only sales platform that does this for you with all the extra features which help you measure an individual's interest so you can sell to the right person at the right time.

Intent data in marketing.

Here's the amazing news, all those people you have in your prospect list and weren't interested are not lost! They are the basis of your marketing campaigns. For the marketers reading this, upload them in your audience manager and use them for your targeting. Don't forget to use similar audience lists too!

Leadcamp is the first sales tool to help you transition.

Leadcamp already has great tools to grow your first-party audience, and we will keep adding great features to support you in sales and marketing. Our objective is to help all business transition into the next technological wave where privacy and personalization are both key points.

B2B intent data

B2B intent data is when you can identify when a prospect is actively considering purchasing your product or service. Taken from a range of different digital sources.

On Leadcamp, B2B intent data is retrieved from a prospect's interaction with your website and content. So you'll need to upload your prospects firsthand; you can find B2B email addresses via Hunter, Lusha, or Echobot. These three platforms have different ways of finding a prospect's email address for you.

B2C intent data

If you are looking to shift to first-party data in e-commerce, you'll have to start looking into CDP = Customer Data Platform. These platforms will accumulate data from individuals from many touch points with your eCommerce; social media, website, transactions, and third-party interactions.

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