3rd Party Buyer Intent Explained

Understanding buyer intent is crucial for effective B2B marketing and sales strategies. Third-party buyer intent data, in particular, offers a unique advantage by providing insights into the behaviors and interests of potential customers outside your immediate environment. This data helps you identify companies showing signs of interest in your products or services before they even visit your website. 

In this blog, we will explore what 3rd Party Intent is, how it works, real-world examples of its use and provide top tips for leveraging this data to drive business growth.

What is 3rd Party Buyer Intent Data?

3rd Party Buyer Intent Data is collected from sources external to your own company, such as websites, forums, social media, and other digital platforms. 

Unlike 1st Party Intent Data (collected directly from your website) and 2nd Party Intent Data (acquired from partners), 3rd Party Intent Data aggregates signals from a broad array of external sites to reveal which companies are actively researching topics related to your industry.

How Does 3rd Party Buyer Intent Work?

Intent data providers like Lead Onion use technology to monitor millions of data points across thousands of websites. By analyzing consumption patterns—such as topic consumption, keyword searches, and social media engagement—these tools can identify signals indicating a company’s interest in specific topics.

For example, Lead Onion’s Topic Intent data, powered by Continuity, analyzes content consumption across over 5,000 B2B sites to identify companies consuming high volumes of content on relevant topics. This helps you gauge market demand, track industry trends, and identify companies that may be entering a buying cycle.

In addition, Lead Onion’s partnership with Bombora enhances this capability, offering access to insights across 15,600 unique topics for even greater precision in intent data. 

With Bombora’s extensive coverage, you can pinpoint companies engaging with highly specific topics that align with your product or service. This level of granularity allows you to refine your targeting strategies, ensuring that you’re reaching prospects whose current interests and needs are a perfect match for your offerings.

Top Tips for Using Lead Onion’s 3rd Party Buyer Intent Data

Leverage Topic Intent for Precise Targeting

With Lead Onion’s Topic Intent, you can identify companies consuming high volumes of content on specific topics relevant to your offerings. Use this data to target accounts that are already showing an interest in your industry. For example, if your product is related to digital transformation, you can directly engage with companies researching those topics, positioning your solution as the next logical step in their journey.

Use Keywords to Tap into Active Conversations

Lead Onion’s Keywords feature, helps you identify accounts actively engaging with your industry-specific keywords across online posts, discussions, and reviews. This allows you to insert your brand into relevant conversations at the right moment, enhancing engagement and driving interest by aligning your messaging with the specific terms and topics your prospects are discussing.

Target Companies with Hiring Signals for Tailored Outreach

Lead Onion’s Hiring Signals feature tracks organizations hiring for roles relevant to your industry, signaling potential needs for new products or services.

Use this data to target companies undergoing growth or change, tailoring your messaging to address their evolving needs. For instance, if a company is hiring for IT roles, position your cybersecurity solution as the perfect fit for their expanding tech team.

Gain a Competitive Edge with Competitor Insights

The Competitors feature lets you pinpoint leads engaging with your rivals. This insight allows you to craft outreach that directly addresses the pain points or gaps left by your competitors. For example, if a prospect has liked a competitor’s post but hasn’t engaged further, you can highlight what sets your solution apart, turning their interest in the competition into an opportunity for your business.

Identify High-Engagement Prospects with Events Data

Use Lead Onion’s Events feature to discover companies actively participating in industry events, like trade shows and webinars.

Knowing which companies are engaging in your industry’s top events allows you to plan strategic outreach before, during, and after these events, enhancing your chances of meaningful connections with highly engaged prospects.

Capitalize on Funding Signals for Timely Engagement

Lead Onion’s Funding tool identifies companies that have recently secured new investments, making them prime targets for new product adoption. Tailor your messaging to highlight how your solution can help them maximize their fresh capital, positioning your product as the ideal investment to support their growth and strategic initiatives.

Sync Lead Onion Data with Your CRM for Seamless Sales Execution

Integrate Lead Onion’s intent data directly into your CRM or marketing and sales system e.g. HubSpot or Salesforce to ensure that your sales and marketing teams have real-time access to actionable insights. This integration streamlines lead management and ensures that your team can quickly act on intent signals, optimizing outreach and boosting conversion rates.

Use Lead Onion’s Research Surge for Real-Time Lead Prioritization

Lead Onion’s Research Surge categorizes an account's intent level, from early-stage initial research to in-depth, decision-making readiness.

By notifying you of spikes in engagement, Research Surge helps you prioritize leads actively seeking solutions like yours. These real-time alerts ensure your sales team reaches out when prospects are most interested, maximizing your chances of meaningful engagement and conversion.

Conclusion

Lead Onion’s 3rd Party Buyer Intent Data tools are designed to help you find, prioritize, and engage with prospects showing genuine interest in your industry. From spotting emerging trends with Topic Intent to engaging high-potential leads with Hiring and Funding Signals, Lead Onion equips your team with the insights needed to make data-driven decisions and tailor your outreach for maximum impact.

Implement these tips to get the most out of Lead Onion’s powerful intent data capabilities, turning insights into actionable strategies that drive growth and success.