B2B marketing has come a long way with buyer intent data. Today, we can pinpoint which companies are actively researching solutions in your space, giving sales and marketing teams a clearer direction on where to focus. But what if we took that insight a step further?
Knowing a company is interested is just the start. With buying committees often involving 6 to 10 decision-makers and research cycles stretching over months, the real challenge is identifying the right individuals who influence those purchasing decisions.
That’s where Lead Onion’s person-based intent takes centre stage.
Instead of stopping at company-level signals, person-based intent drills down to the actual people behind the research: their roles, what topics they’re exploring, and how engaged they are in finding solutions. This granular insight transforms broad, generic targeting into precise, personalized outreach – connecting you with the right individuals at exactly the right moment in their buying journey.
Why Person-Based Intent Matters?
Traditional intent data tells you which companies are looking, helping you prioritize accounts and focus resources. Lead Onion’s person-based intent adds a powerful layer by revealing who within those companies is researching your solution – helping you tailor messaging and outreach like never before.
How Lead Onion’s Person-Based Intent Works
Unlike conventional IP-based intent solutions that map behaviour to company domains, person-based intent operates on a sophisticated individual-level aggregation model.
Our upcoming data partner is a pioneer in this space, collecting intent data by aggregating content consumption at the individual level across multiple devices, linking this activity directly to user profiles. This data comes from authenticated publisher networks and advertising ecosystems where users have explicitly opted in to data collection.
By matching hashed emails, cookies, and other identifiers, Lead Onion helps you to identify the individuals actively researching your topics of interest – delivering insights with unmatched scale and precision.
Real Benefits for Your Teams
Marketing:
- Hyper-personalized messaging tailored to the topics each person is researching
- Campaigns focused on the 5–10% of your market who are actively buying, down to the individual
- Content that answers specific questions prospects are asking
Sales:
- More relevant conversations based on actual research interests
- Clearer prioritization of who in target accounts is engaged
- Deeper topic intelligence to address the exact concerns of each prospect
Revenue Leaders:
- Smarter resource allocation targeting individuals showing real buying signals
- Faster pipeline acceleration by engaging decision-makers earlier
- Better alignment between sales and marketing around unified buyer insights
The Impact on Results
Companies that enhance their intent strategy with person-based intelligence see dramatic improvements:
- 67% faster time-to-first-meeting by engaging the right people on the right topics sooner
- 42% higher meeting conversion rates thanks to more relevant, tailored conversations
- 3.8x boost in email response rates through personalized outreach
- 28% larger average deal sizes by engaging multiple stakeholders on their specific interests
- 31% reduction in wasted resources by focusing on genuine buying signals
This isn’t just data – it’s a fundamental shift from generic company targeting to pinpointing and engaging the individuals who truly matter.
The Future is Person-Based Intent
The evolution of buyer intelligence is here. Combining traditional account-level data with person-level insights creates a complete picture of your target market: who is interested, what they care about, and when to engage them.
As buying committees grow and research cycles get more complex, Lead Onion’s person-based intent lets you cut through the noise and connect with the real decision-makers driving purchase decisions.
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