{"id":39023,"date":"2025-03-04T11:13:48","date_gmt":"2025-03-04T16:13:48","guid":{"rendered":"https:\/\/exob2b.com\/donnees-dintention-comment-predire-achats-b2b-generer-des-leads\/"},"modified":"2025-03-04T14:56:57","modified_gmt":"2025-03-04T19:56:57","slug":"intent-data-how-to-predict-b2b-purchases-and-generate-leadsintent-data-how-to-predict-b2b-purchases-and-generate-leads","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/intent-data-how-to-predict-b2b-purchases-and-generate-leadsintent-data-how-to-predict-b2b-purchases-and-generate-leads\/","title":{"rendered":"Intent data: how to predict B2B purchases and generate leads?"},"content":{"rendered":"\n

In the B2B world, where sales cycles are long and decisions complex, capturing buying signals before competitors do is a real strategic advantage. Today, companies that make intelligent use of intent data can transform these signals into concrete opportunities and optimise their customer acquisition.<\/strong><\/p>\n\n\n\n

Why should B2B buyers be interested in intent data?<\/h2>\n\n\n\n

According to a study by Forrester, 68% of B2B buyers carry out online research before even contacting a supplier.<\/strong> What’s more, only 5% of companies are actively intending to buy at any given tim<\/strong>e, which means that 95% of your potential customers (prospects) are consuming content and comparing their options before raising their hand.<\/strong><\/p>\n\n\n\n

Intent data enables you to identify these weak signals and position your company in the right place, at the right time, with the right message.<\/strong><\/p>\n\n\n\n

How can you use intent data to accelerate your B2B sales?<\/em><\/h4>\n\n\n\n

Integrating intent data into a B2B strategy makes it possible to identify the potential customers most likely to buy. By detecting signals of interest, your sales team can personalise their interactions and prioritise high-potential opportunities.<\/p>\n\n\n\n

What tools can be used to identify buying signals in B2B?<\/em><\/h4>\n\n\n\n

Several strategic account marketing solutions (Account-Based Marketing) and behavioural analysis tools can be used to capture buying signals. These technologies analyse online behaviour, searches and interactions with content to identify companies in the buying phase.<\/p>\n\n\n\n

The three types of intention data<\/h2>\n\n\n\n
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  1. First-party data: <\/strong>collected directly via your website, CRM, email interactions, webinars, etc.<\/li>\n\n\n\n
  2. Second-party data: <\/strong>from partner platforms (e.g. G2, TrustRadius) that share insights into buyer behaviour.<\/li>\n\n\n\n
  3. Third-party data: <\/strong>aggregated by tools such as 6sense, Bombora<\/a> or LinkedIn Sales Insights, it analyses the behaviour of companies on several external sources.<\/li>\n<\/ol>\n\n\n\n

    Why is third-party data strategic?<\/h3>\n\n\n\n

    Third-party data enables us to detect growing interest in a solution long before a potential customer (prospect) makes contact. A Gartner study reveals that companies that use this data see a 63% improvement in their conversion rate<\/strong> by aligning their marketing campaigns with the signals captured.<\/p>\n\n\n\n

    What’s the difference between lead scoring and intent signal analysis?<\/em><\/h4>\n\n\n\n

    Lead scoring is based on internal criteria (potential customer profile, interactions with the company), whereas intent signal analysis is based on external data (online behaviour, research into specific solutions). If you combine these two approaches, you can improve the qualification of potential customers.<\/p>\n\n\n\n

    Intent data and purchase prediction: how to capture the right signals?<\/h2>\n\n\n\n

    1. Understanding the B2B buying journey<\/h3>\n\n\n\n

    Unlike B2C sales, the B2B purchasing decision involves several stakeholders (6 to 10 decision-makers on average, according to Gartner<\/strong>). The buying cycle is divided into several stages:<\/p>\n\n\n\n