How To Leverage First Party Intent To Inform Your Marketing Strategy

Modern marketers and sales professionals understand the value of capturing and using data effectively to grow and strengthen their sales pipeline. Today, businesses collect, interpret, and analyze a wide range of data, from both current customers and prospects, and put it to work to make informed strategic marketing and sales decisions. This includes data such as purchase history, conversion rate, time from quote to conversion, website and social media analytics, and more. 

A highly effective data point, which is becoming increasingly popular and helping businesses gain a competitive advantage, is buyer intent data. 

“Buyer intent data is highly valuable data that signals an individual’s interest in purchasing a company’s product or service.” Michael Green, Chief Operating Officer of Lead Onion.

Buyer intent data is information on the behavior and actions of your potential customers, which signals their purchase intentions. Buyer intent data may include visiting websites, clicking on shared links, clicking on ads, downloading marketing materials, subscribing to newsletters, opening marketing emails, and more. 

How can you leverage first party intent data? By accurately interpreting and analyzing this data, savvy marketing and sales teams can read the digital footprint of their ideal prospects to better understand how to actively engage with them – with the right messages, in the right content, at the right time – and boost sales and conversions as a result. 

Not only does buyer intent data help you map out your prospects’ location in the sales cycle, it also helps you to identify new prospects in your target market, who match your ideal customer personas, and who you otherwise would not know are in the process of researching what you’re selling. 

Regardless of your industry, buyer intent data can help you navigate unknowns, provide significant market intelligence, and help you position your marketing and sales teams for future success. 

What Is First Party Buyer Intent Data?

Buyer intent data has three levels – first party, second party, and third party intent data. 

“First party intent data is the buyer intent signals that you can collect from the marketing and sales activities that you undertake, through the proprietary data that belongs to you.” Michael Green, Chief Operating Officer of Lead Onion.

First party intent data is any data you own that is collected directly from your interactions with customers, prospects, and visitors. This will include data captured from across your digital properties and touch-points, but may also include data captured from offline interactions. For example, information input to a CRM system from phone calls and in-person interactions with customers and prospects. 

In the age of data driven marketing, first party buyer intent data is one of the richest sources of data that can be used to inform marketing and sales strategies, priorities, and decisions. 

Lead Onion lets you monitor your prospects’ online behavior, and map their intent data to your sales journeys to predict motives and generate potential targeted leads for your sales and marketing teams.

The sooner you pinpoint the exact stage of your prospects in their buyer cycle, the easier you can target them with specific marketing materials and techniques. 

The platform can not only help you fill your funnel with leads scale, but it can cover all layers of buyer intent from first, to second and third party data. 


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