Unlocking the Power of B2B Intent Data

In the world of B2B sales and marketing, having access to the right information at the right time can be the difference between closing a deal and losing out to a competitor. That's where B2B intent data comes in – a powerful tool that provides behavioral insights into a business's online activities, indicating their interest in specific products or services.

In essence, B2B intent data helps you identify potential customers who are actively researching solutions, allowing you to target them with pinpoint accuracy at the optimal time in their buying journey. This level of precision can lead to significant increases in conversion rates, deal sizes, and ultimately, revenue growth.

Enter Bombora and Prospeo.io

Two prominent players in the intent data market are Bombora and Prospeo.io. Bombora is an established player, known for its comprehensive intent data cooperative, while Prospeo.io is a newer entrant, offering a range of innovative tools, including email finder and verification capabilities. While both providers share the same goal – to empower B2B sales and marketing teams – their approaches, features, and pricing models differ significantly.

In this article, we'll delve into the world of B2B intent data, exploring its importance, types, and sources. We'll then dive deeper into the features, strengths, and limitations of Bombora and Prospeo.io, comparing their offerings and helping you make an informed decision about which solution best fits your business needs.

Understanding B2B Intent Data

In the realm of B2B sales and marketing, intent data has become a buzzword. But what exactly is intent data, and how does it work?

Types of Intent Data

There are three primary types of intent data: first-party, second-party, and third-party data.

• First-party data: This type of data is collected directly from your own website and interactions with your business. It's like having a guestbook at a physical store, where you can see who's visiting and what they're interested in.

• Second-party data: This type of data is shared between non-competing businesses. Imagine partnering with a neighboring store to share information about your customers' interests.

• Third-party data: This type of data is purchased from external providers. It's like buying a database of potential customers from a third-party vendor.

Sources of Intent Data

Intent data can be sourced from various online activities, including:

• Website visits and interactions (e.g., page views, clicks, and time spent on site)

• Content downloads (e.g., whitepapers, case studies, ebooks)

• Webinar registrations and attendance

• Online advertising clicks and impressions

• Social media engagement (e.g., likes, shares, comments)

Key Metrics and Signals

Intent data typically includes several key metrics and signals that help you understand a company's buying behavior:

• Topic relevance and intensity: How closely is the company's activity related to your products or services?

• Recency of activity: How recently has the company shown interest in your offerings?

• Frequency of interactions: How often is the company engaging with your content or website?

• Engagement duration: How long does the company spend on your website or with your content?

How Intent Data is Collected and Processed

The collection and processing of intent data involve several steps:

• Web scraping and tracking technologies: This involves using algorithms to extract data from websites and track user behavior.

• Data aggregation from multiple sources: This involves combining data from various sources, such as website interactions, social media, and content downloads.

• Machine learning algorithms for pattern recognition: This involves using AI-powered algorithms to identify patterns and correlations in the data.

• Data cleansing and normalization: This involves ensuring the data is accurate, complete, and standardized for analysis.

By understanding these concepts, you'll be better equipped to make informed decisions about using intent data in your B2B sales and marketing strategies.

Bombora: In-depth Analysis

Bombora is an established player in the intent data market, founded in 2014 by Erik Matlick. The company focuses on providing B2B intent data through its cooperative model, which aggregates data from over 4,000 B2B websites.

Core Offerings

Bombora's core offerings include:

• Company Surge® data, which provides intent signals on companies and their buying behavior.

• Audience solutions for advertising, which enable targeted outreach to potential customers.

• Intent-driven account-based marketing (ABM) platforms, which help businesses personalize their marketing efforts.

Data Collection Methodology

Bombora's data collection methodology is based on its co-op model, which tracks over 14 billion monthly content interactions. The company uses proprietary algorithms to calculate the Company Surge® score, which indicates a company's buying intent.

Integration Capabilities

Bombora integrates with a range of CRM systems, including Salesforce and HubSpot, as well as marketing automation platforms like Marketo and Eloqua. It also integrates with data management platforms like Oracle and Adobe.

Pricing Structure

Bombora operates on an annual subscription model, with tiered pricing based on company size and data usage.

Strengths

Bombora's strengths include:

• Its large data cooperative, which provides comprehensive insights into B2B buying behavior.

• Its established reputation in the market, with a proven track record of delivering actionable intent data.

• Its robust integration ecosystem, which enables seamless integration with existing workflows.

Limitations

However, Bombora also has some limitations:

• Potential data privacy concerns, given the scale of its data collection efforts.

• A higher cost compared to some competitors, which may be a barrier for smaller businesses.

• A learning curve for optimal usage of intent signals, which may require significant resources and expertise.

Prospeo.io: Comprehensive Overview

Prospeo.io is a newer entrant in the intent data market, founded in 2019 as an email finder tool. Over time, the company has expanded its offerings to include company and contact database, browser extension for LinkedIn prospecting, and intent data signals. In this section, we'll delve deeper into Prospeo.io's core offerings, data collection approach, integration options, pricing model, strengths, and limitations.

Core Offerings

Prospeo.io's core offerings include:

• Email finder and verification: Prospeo.io's proprietary algorithm helps users find and verify email addresses of potential customers.

• Company and contact database: The platform provides access to a comprehensive database of companies and contacts, complete with firmographic and contact information.

• Browser extension for LinkedIn prospecting: Prospeo.io's browser extension allows users to prospect on LinkedIn with ease, collecting valuable information about potential customers.

• Intent data signals: Prospeo.io's newer offering provides users with intent data signals, helping them identify potential customers actively researching solutions.

Data Collection Approach

Prospeo.io collects data through:

• Web scraping of public sources: Prospeo.io's algorithm scrapes public sources to gather valuable information about companies and contacts.

• Proprietary email verification technology: The platform's email verification technology helps ensure the accuracy of collected email addresses.

• Partnerships with data providers for intent signals: Prospeo.io partners with data providers to collect and analyze intent signals, providing users with actionable insights.

Integration Options

Prospeo.io integrates with:

• CRM connectors (Salesforce, Pipedrive): Prospeo.io seamlessly integrates with popular CRM systems, allowing users to leverage intent data within their existing workflows.

• Chrome extension for LinkedIn: The browser extension allows users to prospect on LinkedIn with ease, collecting valuable information about potential customers.

• API access for custom integrations: Prospeo.io provides API access for custom integrations, allowing users to connect the platform with their existing tools and systems.

Pricing Model

Prospeo.io's pricing model includes:

• Freemium tier with limited features: Prospeo.io offers a freemium tier with limited features, allowing users to try out the platform before committing to a paid plan.

• Subscription-based plans for individuals and teams: The platform offers flexible subscription plans for individuals and teams, catering to different business needs and sizes.

• Custom enterprise solutions: Prospeo.io provides custom enterprise solutions for large businesses, offering tailored solutions to meet specific needs.

Strengths

Prospeo.io's strengths include:

• User-friendly interface and tools: Prospeo.io's platform is designed to be intuitive and easy to use, making it accessible to users of all skill levels.

• Affordable pricing for small businesses and startups: Prospeo.io's pricing model is designed to be affordable for small businesses and startups, providing an entry point for those looking to leverage intent data.

• Accurate email finder and verification: Prospeo.io's proprietary algorithm ensures accurate email addresses, helping users reduce bounce rates and improve email marketing ROI.

Limitations

Prospeo.io's limitations include:

• Smaller intent data coverage compared to Bombora: Prospeo.io's intent data coverage is smaller compared to Bombora's extensive co-op network, which may limit the platform's ability to provide comprehensive insights.

• Less established reputation in the intent data space: As a newer entrant, Prospeo.io may not have the same level of recognition or reputation as established players like Bombora.

• Limited advanced analytics and reporting features: Prospeo.io's analytics and reporting features may not be as advanced as those offered by other intent data providers.

Comparative Analysis: Bombora vs Prospeo.io

In this section, we'll dive into a detailed comparison of Bombora and Prospeo.io, highlighting their differences in data coverage and quality, user experience, integration capabilities, pricing, and customer support.

Data Coverage and Quality

Bombora boasts an extensive co-op network with over 4,000 B2B websites, providing comprehensive intent data signals. This vast network enables Bombora to track 14 billion monthly content interactions, making its data coverage vast and accurate. Prospeo.io, on the other hand, has a smaller but growing database, with a focus on email finder and verification tools. While Prospeo.io's intent data signals are still developing, the company is working to expand its coverage and partnerships with data providers.

Ease of Use and User Interface

Prospeo.io is known for its user-friendly interface and tools, making it easy for sales and marketing teams to get started. The platform's intuitive design and clean layout enable users to quickly find and leverage intent data signals. Bombora, while powerful, has a more complex dashboard that may require more time to learn and master.

Integration Capabilities

Bombora offers a wide range of enterprise-level integrations with CRM systems (Salesforce, HubSpot), marketing automation platforms (Marketo, Eloqua), and data management platforms (Oracle, Adobe). This flexibility makes Bombora an excellent choice for large-scale B2B operations. Prospeo.io, on the other hand, focuses on email-centric tools and LinkedIn integrations, making it more suitable for SMBs and email outreach campaigns.

Pricing and Value Proposition

Bombora operates on an annual subscription model, with tiered pricing based on company size and data usage. This approach can be cost-prohibitive for smaller businesses. Prospeo.io, in contrast, offers a freemium tier with limited features, as well as subscription-based plans for individuals and teams. Custom enterprise solutions are also available for larger businesses.

Customer Support and Resources

Both Bombora and Prospeo.io provide customer support and resources, including training materials and documentation. However, Bombora's established reputation and larger customer base may result in faster response times and more comprehensive support.

Use Case Scenarios

Bombora is ideally suited for large-scale enterprise ABM campaigns, where its comprehensive data coverage and robust integration ecosystem excel. Prospeo.io, with its focus on email finder and verification tools, is better suited for SMB email outreach campaigns, where accurate contact data and streamlined workflows are essential.

Implementing Intent Data in B2B Sales and Marketing

To get the most out of intent data, you need to develop a well-thought-out strategy for implementation. Here are some key considerations to keep in mind:

Developing an Intent-Based Strategy

Before you start leveraging intent data, you need to have a clear understanding of your ideal customer profiles and buyer personas. This will help you define the specific intent signals that are most relevant to your business goals.

Next, map these intent signals to the different stages of the buyer's journey. This will enable you to create targeted campaigns that speak directly to the needs and pain points of your potential customers.

Integrating Intent Data into Existing Workflows

To get the most out of intent data, you need to integrate it into your existing sales and marketing workflows. This might involve:

• Prioritizing sales outreach based on intent signals, so that your sales team is targeting the most engaged and interested leads

• Using intent data to personalize marketing campaigns, so that you're delivering the right message to the right people at the right time

Measuring Success and ROI

To measure the success of your intent data strategy, you need to track key performance indicators (KPIs) such as:

• Conversion rates from intent-driven campaigns

• Return on investment (ROI) for intent data-powered sales and marketing initiatives

A/B testing and optimization techniques can also help you refine your approach and improve results over time.

Best Practices for Intent Data Implementation

Here are some best practices to keep in mind when implementing intent data:

• Combine first-party and third-party data for a more comprehensive view of your target audience

• Regularly clean and maintain your data to ensure accuracy and freshness

• Ensure compliance with data privacy regulations such as GDPR and CCPA

By following these best practices, you can get the most out of your intent data and drive real results for your business.

Future Trends in B2B Intent Data

As the B2B intent data landscape continues to evolve, several trends are emerging that will shape the future of sales and marketing. Here are some key developments to watch:

Advancements in AI and Machine Learning for Intent Analysis

Artificial intelligence (AI) and machine learning (ML) will play an increasingly important role in intent data analysis. These technologies will enable more accurate identification of intent signals, improved pattern recognition, and more precise predictive modeling. As a result, businesses will be able to better target their marketing efforts and sales outreach.

Increased Focus on Data Privacy and Consent-Based Tracking

With growing concerns about data privacy, regulations like GDPR and CCPA will continue to influence the intent data market. Businesses will need to prioritize consent-based tracking, transparency, and data protection to maintain customer trust and comply with regulations.

Integration of Intent Data with Predictive Analytics

The integration of intent data with predictive analytics will become more prevalent, enabling businesses to anticipate buyer behavior and create more effective sales and marketing strategies. By combining historical intent data with machine learning algorithms, businesses can identify high-value prospects and tailor their efforts to maximize conversions.

Expansion of Intent Signals Beyond Traditional Web Browsing

Intent signals will expand beyond traditional web browsing to include data from social media, online communities, and other digital platforms. This will provide a more comprehensive view of buyer behavior and enable businesses to identify intent earlier in the buying process.

Potential Consolidation in the Intent Data Provider Market

As the intent data market continues to grow, there may be a trend towards consolidation among providers. This could lead to more comprehensive offerings, increased competition, and improved pricing for businesses.

By keeping an eye on these trends, businesses can stay ahead of the curve and maximize the value of their intent data investments.

Conclusion

In the world of B2B sales and marketing, making data-driven decisions is crucial for success. Intent data has emerged as a powerful tool to understand buyer behavior and stay ahead of the competition. In this article, we've delved into the world of intent data, exploring its types, sources, and key metrics. We've also conducted an in-depth comparison of two prominent players in the market – Bombora and Prospeo.io.

While Bombora is an established leader in the intent data space, offering a comprehensive co-op network and robust integration ecosystem, Prospeo.io offers an affordable and user-friendly alternative with a focus on email-centric tools and LinkedIn prospecting. Ultimately, the choice between these two solutions depends on your specific business needs and goals.

As you embark on your intent data journey, remember to develop a clear strategy, integrate intent signals into your existing workflows, and measure success through key performance indicators. By leveraging intent data effectively, you can unlock new opportunities, drive conversions, and stay competitive in the B2B landscape.

With the intent data market continuing to evolve, it's essential to stay informed about the latest trends and best practices. By doing so, you'll be well-equipped to capitalize on the opportunities that intent data presents, driving growth and revenue for your business.