Why stop at Buyer Intent when you can get to Higher Intent?

Yesterday I laid out why Buyer Intent is powerful, but has its limitations.

1. Much of the data is also in your competitors’ hands. So, you’re back in the same loop of competing against the noise of other vendors.

2. When the data is more specific to your business (e.g. website visits, content engagement, or product use), it can narrow outreach but is often inexact.

3. It can be too lightweight of a signal. Is looking at your eBook a good signal for outreach? Yes. Is it proof that they are about to buy? No.

Buyer Intent data is helpful for targeting and demand generation. But as you get into the heart of your funnel, where prospects stall due to inertia, internal dynamics, failed business cases, competitive pressures, and more, Buyer Intent is inadequate.

It’s a lower intent signal than your sales team needs.

That’s where Higher Intent data comes in. It confronts wasted, stalled, slipped, and lost deals.

What if you could give your sellers insight like:

🤔 Who is your prospect’s economic buyer and what is their reaction to your pitch?
🥇 What do top reps on your team do to convince that buyer to move forward?
🏢 Which other people and key roles in the organization must be multi-threaded to get the deal advancing?
🚒 Which of your deals are stuck? And what will unstick them?

Higher Intent data answers these questions. It’s data that comes from mining the email, call, calendar, and other conversations that your sellers are having right now with your most valuable and qualified prospects.

It’s the data that helps your sellers position smarter, bring the right people into conversations, and confront inertia before deals go wrong. It’s insight into the actual thinking and actions of your pipeline accounts. It’s information about what sales motions can be repeated successfully across your teams.

If you use that data, you’ve got a differentiated moat that your competitors have zero access to. And your sellers can better advance your prospects to close.

The problem, though, is how do you access all of this data across all these teams and tools? And how do you make sense of it in a way that isn’t just yet another generic set of “you should multi-thread!” recommendations that could apply to any company?