Key Questions to Ask B2B Intent Data Vendors

We all know that Intent data is no longer a "nice-to-have"—it’s fast becoming the backbone of modern enterprise B2B marketing. And the results are in–with intent-driven strategies, marketers consistently see up to 70% higher conversion rates and significant ROI improvements. 

Yet, not all intent data provides the right account intelligence or actionable insights that sales and marketing professionals need to create strong customer engagement. 

As many marketers have discovered in recent years, most current marketing platforms, data management tools, and business processes are not set up to properly integrate and leverage intent data the way it was meant to be. But there is no doubt that, when used effectively, intent data accelerates demand generation, sharpens targeting, optimizes marketing and sales efficiency, and fortifies long-term customer relationships.

SWZD Intent is unique. We combine internet-level third-party signals with millions of signals within Ziff Davis' proprietary brands, such as Spiceworks, PC Mag, CNet, ZDNet, IGN, Ookla, Mashable, and others. If you are selling into the technology vertical, there isn't a more authoritative view from a publisher’s perspective. 

Why Intent Data Alone Isn’t Enough—And How to Choose the Right Solution

As the market for intent data solutions surges to an expected $6.5 billion by 2031, it’s easy for tech marketers to get caught up or even lost in the noise generated by dozens (if not hundreds) of companies using similar terminology to stake their claim in the Intent market and showcase what amounts to vastly different data sets, tools, and solutions for marketers to “get ahead of your competition.” 

To help you establish a true north for your intent data strategy and clear away the market confusion, we’ve boiled success down to two things:

1. Start with a clear understanding of your business priorities,high-value use cases

2. Find the best-fitting vendors to deliver on your strategy.

As with many solutions, there is no one-size-fits-all. It comes down first to having a clear outline of what you’re looking to achieve and what you need to get there (even if it includes advice on what ELSE you need to think about). Today’s top intent data providers deliver deep behavioral insights across the buying journey beyond basic lists of anonymous clicks. But the right vendor for you will be able to address your specific use cases, staff support, and business needs to help you create useful account intelligence, generate a pipeline faster, win more deals, and YES, outperform the competition.

This guide outlines key questions to ask vendors for seven strategic intent data use cases:

• Expand access to the market

• Enrich account-level data

• Prioritize accounts

• Engage accounts effectively

• Conquest

• Retain accounts

• Simplify operations

Curious how research, content, and community can fuel your 2025 B2B strategy? The second half of the blog delves deeper, offering bold insights and practical takeaways you won’t want to miss. 👉 Read the full blog