**Published:**  
**7 April 2025**  
Last updated:  
15 April 2026

# 10 Best Ways to Use Intent Data in Your ABM Campaigns

6 minute read

By: [Joe Barron](/content/blog/author/joe-barron/index.html)

## What is intent data and why does it matter for ABM?

Intent data captures the digital footprints left by prospects while researching products, challenges, and solutions online.  
These [buyer signals](/content/blog/buying-signals/index.html) reveal who’s in-market now, what they’re interested in, and where they are in their decision-making process.  
When layered into your [ABM strategy](/content/blog/account-based-marketing/index.html), intent data creates the perfect storm of targeting precision:

- Target the right accounts - Focus solely on businesses that match your ICP ( [ideal customer profile](/content/blog/ideal-customer-profile/index.html)).  
- **At the right time -** Engage when they’re actively researching relevant solutions like yours.  
- **With the right message -** Address their specific interests and challenges.  
- **Through the right channels -** Reach decision-makers on platforms where they’re most receptive.

## What are the types of intent data?

### First-party intent data  
This is data you collect directly from your digital properties.  
Examples:  
- Website visit patterns (pages viewed, time spent).  
- Email engagement (opens, clicks).  
- Content downloads (whitepapers, ebooks).  
- Form submissions.  
- Product usage metrics.  
- Customer support interactions.

### Second-party intent data  
This is first-party data acquired directly from a trusted partner, publisher, or vendor.  
Examples:  
- Review site engagement data.  
- Partner website behaviour.  
- Industry publication reading habits.  
- Event attendance information.  
- Webinar participation.

### Third-party intent data  
This is collected by external data aggregators across many websites and digital properties. It’s then sold as a service.  
Examples:  
- Technographic data (technology stack usage).  
- Search queries across the web.  
- Content consumption across multiple publications.  
- Social media post engagement.  
- Forum and community participation.

### Behavioral intent data  
This focuses on online activities that signal buying intent.  
Examples:  
- Pricing page visits.  
- Competitor comparison research.  
- Multiple product demo views.  
- Sales-related content consumption (ROI calculators, buying guides).  
- Multiple visits in a short timeframe.

### Contextual intent data  
This examines the context surrounding engagement to determine intent level.  
Examples:  
- Content topic relevance.  
- Content consumption patterns.  
- Device and location patterns.  
- Time-of-day engagement patterns.  
- Seasonal or event-triggered research.

### Declared/zero-party intent data  
This is information explicitly shared by the prospect about their intentions.  
Examples:  
- Survey responses.  
- Preference center selections.  
- Purchase timeline indications.  
- Budget information.  
- Decision-maker identification.

## What are the best ways to use intent data in ABM?

### 1. Prioritize accounts based on real-time purchase intent  
Real-time purchase intent signals include the following:  
- Content consumption about your product category.  
- Competitor comparisons.  
- Problem-specific online searches.  
Create a weekly “hot accounts” list.

### 2. Personalise your outreach  
Fuel your entire outreach strategy with intent-driven messaging.  
Direct mail campaigns show impressive results. Cognism customers combining intent data with direct emails consistently achieve up to [60% open rates](/content/blog/tharsus-case-study/index.html).  
Intent data ensures your message arrives at the perfect moment with the exact context that resonates with decision-makers.

### 3. Align sales and marketing around intent-driven insights  
Create a unified workflow where both teams can access the same intent signals and coordinate their activities based on account engagement levels.

### 4. Time your interventions precisely  
Set up alerts that show you when there are sudden spikes in digital activity from multiple stakeholders at the same account.

### 5. Rescue stalled deals  
When engagement drops suddenly, you’re likely losing ground. Set up triggers for renewed intent from dormant accounts.

### 6. Intercept competitor evaluations  
When signals show a high-risk customer exploring competitor solutions, your team can proactively address concerns.

### 7. Prioritize high-intent accounts for ad campaigns  
Use intent signals to create highly targeted advertising audiences on platforms like LinkedIn.

### 8. Track champions through job changes  
Monitor when your internal advocates move to new companies.

### 9. Identify cross-sell and upsell opportunities  
Cross-sell and up-sell intent signals point out existing customers who are researching complementary solutions.

### 10. Measure and refine ABM campaign performance  
Track intent signal patterns throughout your campaign lifecycle.

## How do you get started with intent data in ABM?

### Define your ideal customer profile (ICP)  
Use your CRM data to identify your best customers’ common attributes.

### Select the right intent topics  
Choose keywords and phrases that indicate serious buying interest.

### Ensure data quality and coverage  
Verify source breadth and relevance when considering providers.

### Integrate intent data with your existing stack  
Connect the data to your CRM, sales engagement, and marketing automation tools.

### Create processes for responding to intent signals  
Develop playbooks for different intent scenarios.