Because Garbage In = Garbage Out

Intent data is the hot commodity in B2B marketing and sales right now. Everyone wants it. Every vendor claims they have the best. Every platform promises buyer insights you can’t afford to ignore.

But before you start making revenue-driving decisions based on these so-called insights, there’s one question you should be asking:

Where is this data actually coming from?

Because here’s the reality:

If you don’t know how your intent data is collected—or how accurate it is—you’re not driving pipeline. You’re gambling with it.

Let’s unpack what intent data really is, where it comes from, how it’s collected, and how to separate real buying signals from noise.

The 3 Types of Intent Data (And Why It Matters)

Not all intent data is created equal. Some of it is powerful and predictive. Some of it is outdated, anonymous, and misleading.

Here’s a breakdown of the three main types of intent data:

1.

First-Party Intent Data (The Gold Standard)

What it is:

Behavioral data collected directly from your owned digital properties and platforms.

Where it comes from:

• Website visits and page views (especially pricing, demo, and product pages)
• Email opens, clicks, and replies
• Trial or freemium product usage
• Resource downloads (whitepapers, guides, case studies)
• Webinar and virtual event participation

Why it matters:

You own it. It’s real, verified behavior from real prospects engaging with your brand. It’s also the most accurate, timely, and relevant source of intent.

Limitations:

It’s limited to your own ecosystem. If a buyer is doing research somewhere else (before they land on your site), you won’t see those signals.

2.

Second-Party Intent Data (Trustworthy When You Know the Source)

What it is:

Someone else’s first-party data, either purchased or shared through partnerships.

Where it comes from:

• Publisher networks tracking article and content engagement
• Partner platforms aggregating user behavior
• Media sites that share user behavior with sponsors

Example:

A business software review site tracks who’s reading articles about CRM platforms and sells that data to CRM vendors.

Why it matters:

It’s typically more trustworthy than third-party data and can be hyper-targeted—if you know and trust the source.

Limitations:

It’s harder to access, requires partnerships, and can vary in quality and freshness.

3.

Third-Party Intent Data (Where Things Get Messy)

What it is:

Aggregated behavioral signals pulled from multiple external sources and resold by data providers.

Where it comes from:

• Ad network tracking
• Data co-ops pooling user activity across platforms
• Tracking pixels embedded across thousands of websites
• Scraping tools crawling public content and social activity

Why it matters:

Third-party intent data helps you spot buyers earlier in their journey, beyond your owned channels.

The problem?

Much of it is vague, outdated, or inaccurate. You might be paying top dollar for anonymous IP lookups or a single article view from three months ago.

How Intent Data Is Collected (Behind the Scenes)

Let’s go one level deeper. Understanding the mechanics of intent data can help you vet providers and interpret signals more effectively.

✔ Website Behavior Tracking

Using cookies and pixels, platforms track time on site, pages viewed, click paths, and repeat visits.

✔ IP Address Matching

A visitor’s IP is linked to a business or organization using IP intelligence databases. This can identify which company is researching you—but not necessarily who.

✔ Content Consumption Signals

Providers track topic-based engagement across networks of websites and use AI to group behaviors by intent category (e.g., “searching for project management software”).

✔ Ad Engagement

Clicks, impressions, and view-throughs from paid campaigns are logged as intent signals.

✔ Search Behavior & Keyword Triggers

Some providers claim to monitor corporate-level search patterns to understand what topics specific companies are researching.

Not all of these methods are accurate. Many involve assumptions, probabilistic matching, and anonymous data, making them good for trends—not precise targeting.

Not All Intent Data Is Good Intent Data

Here’s the uncomfortable truth:

Bad intent data is worse than no data at all.

If your strategy is built on weak signals, old data, or flawed attribution—you’re wasting budget and burning sales cycles.

Watch out for these red flags:

🚩 Outdated Data

If someone searched for a solution three months ago, they’ve either already bought—or moved on. Recency matters.

🚩 Low-Confidence Signals

Reading a single blog post doesn’t mean someone’s ready to buy. Look for patterns, not one-off actions.

🚩 Opaque Data Sources

If your vendor can’t (or won’t) explain how they collect intent data, it’s time to walk away. Lack of transparency = lack of trust.

🚩 Anonymous Leads

Intent data tied to IP addresses or company domains can’t tell you who is interested—just that someone might be. That’s not always actionable.

How to Buy (and Use) Intent Data That Actually Works

If you’re investing in intent data, make sure you’re investing in intent intelligence—not noise.

Here’s how to do it right:

1️⃣

Prioritize First-Party Data

Your owned signals are the highest quality. Use web behavior, email engagement, product usage, and CRM history to build accurate profiles.

2️⃣

Vet Third-Party Providers Thoroughly

Ask tough questions:

• Where do you source your data?
• How fresh is it?
• What signals do you track?
• How do you validate accuracy?

3️⃣

Combine Multiple Sources

A blended intent model (first + second + vetted third-party data) gives you a more complete and trustworthy picture.

4️⃣

Prioritize Recency and Frequency

One view isn’t enough. Look for patterns of engagement across channels in a short time span.

5️⃣

Score Based on Intent Intensity

The more frequent and focused the behavior, the stronger the buying signal. Adjust your scoring model to reflect real purchase intent—not just content curiosity.

Bottom Line: Know What You’re Paying For

Intent data isn’t magic—it’s math, behavior tracking, and pattern recognition.

Used properly, it helps you get in front of buyers before they raise their hand.

Used blindly, it leads you down the wrong path with confidence.

The best companies don’t just buy intent data—they understand it.

They know:

• What signals to trust
• Which platforms deliver quality
• How to act on data without overwhelming their teams

👉 If you’re ready to stop guessing and start closing with clarity, it starts with knowing where your intent data comes from.

Want intent data that’s actionable, transparent, and tailored to your ICP?

Let’s talk about how Longcut delivers intent intelligence you can actually use.

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