11 Mind-Boggling ☝️Intent Data Statistics That Everyone Needs to Know

The data is in, and intent data runs the show when it comes to sales and marketing in 2022 and beyond.

Intent data is information that indicates a person’s likelihood to make a purchase or take a specific action. This information can be collected from various sources, including search engines, social media platforms, and website interactions.

By understanding intent data, companies can propel their sales and marketing campaigns to new heights, generating a jaw-dropping ROI. Don’t believe us? Check out those hand-picked stats that will change your mind.

Key Intent Data Statistics – Editor’s Choices

Here are our top picks for the most insightful intent data statistics in 2022 and beyond.

99% of large companies leverage intent data in their sales and marketing campaigns

(Insights for Professionals)

For years, Fortune 500 companies have used intent data in their sales and marketing campaigns. Their ability to track the buyer’s journey allows them to anticipate customer needs and tailor their messaging accordingly.

As a result, these companies enjoy a significant competitive advantage. However, intent data is not only used by Fortune 500 companies. In fact, over 99% of large companies utilize some form of intent data for various purposes, from lead generation and content marketing to targeted outreach.

This data can provide valuable insights into buyer behavior and be used to increase brand awareness, generate prospects, and close sales. As the use of intent data becomes more widespread, it is clear that it will continue to shape the future of sales and marketing.

97% of companies report a positive ROI of intent data

(Demand Gen Report)

In a recent study, 97% of companies reported a positive ROI from using intent data.

Investing in the collection and analysis of intent data initially can be expensive, but the long-term benefits far outweigh the costs.

With more and more companies recognizing the value of intent data, it is becoming clear that this is a powerful tool that is here to stay.

B2B companies report an average increase in ROI by 232% after implementing intent data


Companies that utilize buyer signals are able to increase their ROI by 232%, mainly thanks to intent data providers. Because these providers have advanced analytics capabilities in addition to artificial intelligence and machine learning capabilities, they are able to better understand their customers’ needs.

As a result, sales and marketing teams are better able to tailor their sales, resulting in more closed deals and higher ROI.

Additionally, intent data vendors offer a number of other benefits such as improved customer segmentation and target marketing, which explains why so many B2B companies are turning to customer data to improve their performance.

Only 42% of marketers supplement first-party intent data with third-party data sources


Even though third-party data has many advantages, only 42% of marketers combine it with their first-party intent data. Nearly half of marketers are missing out on valuable insights that could aid in increasing sales and identifying key accounts early on.

It is true that first-party data provides valuable insights, but it is nowhere near sufficient to make the most of intent signals. Third-party data can be used to fill in the gaps and provide a more comprehensive picture of customer behavior.

It is clear that more marketers should take advantage of this valuable resource, given the benefits that can be obtained from using third-party data.

53% of companies use intent data to enhance their account-based marketing campaigns


As businesses increasingly look to account-based marketing (ABM) to boost their sales, many are turning to intent data to help identify and target potential customers.

In fact, 53% of companies are using intent data to enhance their ABM campaigns since this data type is especially effective in the early stages of the sales cycle.

As businesses increasingly embrace ABM, it’s clear that intent data will play an increasingly important role in helping companies succeed.

67% of companies plan to increase their spending on intent data in 2022

(Insights for Professionals)

As businesses look to better target their audiences, intent data is becoming increasingly valuable. Companies can use this data to figure out what their customers want and when they’re most likely to convert.

Therefore, it is not surprising that 67% of companies plan to increase their spending on intent data in 2022.

As businesses invest more heavily in intent data, it will become increasingly important for marketers to understand how to use this data effectively. Those who are able to leverage intent data will be well-positioned to create effective marketing campaigns that drive results.

73% of B2B marketers use intent data in email marketing


According to a recent study, 73% of B2B marketers use intent data in their email marketing campaigns.

By tracking and analyzing intent data, businesses are able to send more targeted and relevant emails, which can lead to higher open rates and click-through rates (CTRs).

The use of intent data in email marketing has clearly many advantages, yet it is important to keep in mind that this type of data is often changing and can be difficult to interpret.

As such, businesses should ensure they have the resources and expertise required to leverage this technology to the maximum extent possible.

98% of companies find intent data key for their sales and marketing campaigns

(Insights for Professionals)

Intent data has quickly become a key component for sales and marketing success. By observing a lead’s digital body language, companies can determine how interested they are in our product.

In fact, 98% of companies find that intent data improves the effectiveness of their sales and marketing campaigns.

Only 46% of B2B companies are currently using intent data and monitoring tools

(Demand Gen Report)

In the big data landscape, intent data remains relatively untapped.

The B2B industry is currently only using 46% of intent data and monitoring tools, which means there is a huge opportunity for those companies that can effectively harness it.

Intent data provides a more accurate picture of customer behavior than other forms of big data, such as web analytics, behavioral, or bidstream data.

For this reason, intent data is an incredibly valuable asset for any company that wants to get ahead in the big data game.

62% of B2B marketers agree intent data improves their nurturing and personalization workflows


62% of B2B marketers agree that intent data improves their nurturing and personalization workflows.

Marketers who know what people want online can target their communications and offer the right content at the right time.

With so many benefits, it’s no wonder that B2B marketers are eager to incorporate intent data into their workflows.

Over 70% of B2B marketers are projected to incorporate third-party intent data into their marketing and sales strategies by the end of 2022.


B2B marketers are increasingly relying on third-party intent data since it provides a valuable method of understanding the needs and wants of prospective customers.

For that reason, over 70% of B2B marketers are projected to incorporate third-party intent data by the end of 2022.

The basis for this trend is the growing availability of high-quality intent data, as well as the advancing sophistication of marketing and sales technologies.

Considering all of this, it is likely that the use of third-party intent data will become the norm in B2B marketing.

71% of online users are concerned about how companies handle their personal data

(Marketing Dive)

As the use of online services has become more prevalent, concern over how companies handle personal data has also increased. A recent study indicates that 71% of online users are concerned about how their personal information is used and collected by businesses.

This concern is not unfounded, as there have been a number of high-profile data breaches involving major companies in recent years. Due to this, many individuals are now aware of the need to protect their personal data.

There are a number of laws and regulations that govern how companies may collect and use personal information, including behavioral information that helps identify buyer intent.

Companies operating in the EU must comply with General Data Protection Regulation (GDPR), while businesses doing business in California must comply with California Consumer Privacy Act (CCPA).

In addition, the Health Insurance Portability and Accountability Act (HIPAA) applies to businesses that handle sensitive health information. Generally, these laws restrict what companies can do with personal data and provide individuals with certain rights, such as the right to access their own data or request that it be deleted.

If you are using buyer intent data to enhance your sales and marketing strategies, ensure that you collect and use the data in a compliant manner.

The intent data statistics featured above provide a glimpse into the value of this type of information.

As technology advances and we get better at capturing intent data, it will only become more important for companies to understand and use it to drive sales and growth.

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Daniel Smith
Daniel Smith
Daniel Smith is automation consultant with a passion for technology, data, AI, and machine learning. Daniel loves to learn about new technologies and how they can be applied to solve complex problems. He is also a big fan of productivity hacks and enjoys finding ways to automate tasks to make organizations more efficient.