Contextual Intent

Contextual intent is data intent similar to passive and active intent data. Instead of focusing on where an organization is in the sales funnel, however, it filters out unnecessary information and leaves you with actionable context instead. It combines different types of intent to give you a specified list of behaviors that better cater to your business’s needs. You can break contextual intent down into different intent signals. Whitespace signals are signals that represent a company researching a product where they have no technologies from a tech category, expansion signals that show a company researching new techs, and displacement signals where a company has a competitor’s technology already implemented.

In other words...

When someone is up to no good.

Intent data is vital for B2B companies to generate meaningful and valuable leads. What if we could discover lead data that gives us details that positively impact most aspects of our business? That’s where we’re at with contextual intent data.  

What is Contextual Intent?

Contextual intent is data intent similar to passive and active intent data. Instead of focusing on where an organization is in the sales funnel, however, it filters out unnecessary information and leaves you with actionable context instead. It combines different types of intent to give you a specified list of behaviors that better cater to your business’s needs. You can break contextual intent down into different intent signals. Whitespace signals are signals that represent a company researching a product where they have no technologies from a tech category, expansion signals that show a company researching new techs, and displacement signals where a company has a competitor’s technology already implemented.  

How to Use Contextual Intent

Contextual intent is meant to be cross-departmental. This type of intent is very powerful, as it’s all-encompassing and gives you a lot of useful information that everyone at your organization can use. You can apply this data to customer success, business development, and strategies, but for the sake of this article, we’ll be focusing on sales and marketing. 

Use Cases for Contextual Intent by Marketing Teams

Marketing is at the front lines, pushing your services and products out there. Contextual intent gives your marketing team insight into what’s happening with your prospects and can come up with actionable marketing plans to push things forward. You can use contextual intent for marketing by: 

  • Targeting marketing spend. When your marketing team sees prospects that are closer to buying, they can allocate more resources in that direction. 
  • Unlock/accelerate existing opportunities. Your marketing team can use contextual intent to come up with plans that inspire new or increased interests in you.
  • Increase conversion rates. Marketing will become more efficient, leading to more conversions.
  • Build an effective ABM strategy. You can build better relationships with your leads via marketing, thus leading to more solid foundations of interest.
  • Support sales by generating leads. Getting a better view of the market allows your team to curate better strategies to generate more substantial leads.

Use Cases for Contextual Intent by Sales Teams

Sales teams are no stranger to buyer intent. Contextual intent will give them a more in-depth structure to filter out dead-end leads and organize leads by urgency. Your sales team will have a much easier time mapping out where their leads are in the sales funnel and following up with accuracy. Some big benefits of using contextual intent include:

  • Creating sales territories. Your sales team can start making customer bases in various industries relevant to your product.
  • Correct mix of accounts. You can gain and learn more about a good mix of long-term and in-cycle accounts that works for your company.
  • Bridging pipeline gaps. Contextual intent can help you move the sales funnel along to bring people into new stages.
  • Unlocking/accelerating existing opportunities. Sales teams will be able to have better timing and insight when it comes to reaching out to organizations at specific stages of intent. 
  • Meeting organizational needs/abilities. You can make more consciences sales moves when you know what your target organization’s needs are.

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