The Difference Between Different Types of Buyer Intent Data

The sales intelligence space is noisy. AI has become a buzzword, with every list building startup touting their use of AI to add phone numbers and email address to contact lists. And most of these contact lists are sold as “lead generation.”

Most enterprises now use buyer intent data. For many, it has become a valuable resource for B2B sales and marketing teams, helping them understand which companies are showing signals that they're a target for specific products or services.

Intent data is more complex than contact list data, and falls into a number of different categories:

First-party intent data

These are insights that you capture from actions people take on your website, from Google Analytics and website tracking services. The marketing team captures this.

Second-party intent data

This is data that a company collects on its own website and then sells to others. Common second-party data sources can be reviews about a product or service, from websites like Yelp or Amazon for consumer products, or G2 or Tech Target for B2B tech products and services. This is first-party data for the sites that collect it, but second-party data to the companies they sell it to.

Third-party intent data

These are insights captured from actions people take outside of your website. They're collected and sold by other parties and include publisher data (data about which articles or PDFs users are reading from specific sites), co-op data (data aggregated about intent from a collection of industry sources) or bidstream data (data gathered about online advertising keywords and inventory).

Stack data

These are web applications and services that connect to a company's website and are visible to the public.

Company data

This is information about a specific company, including industries, estimates of revenue and employee counts, news, products and services.

Contact data

These are a name, title, email address and phone number. They’re collected by companies like ZoomInfo and resold. ZoomInfo collects this data from business users’ email signatures when they send an email to a ZoomInfo user (meaning their software reads your email signature).

Custom third-party intent data

These are insights captured from specific sources that are most relevant for your product or service. They can contain the proverbial "needles in the haystack" when compared to general third-party intent data and stack data.

Most intent data providers track IP address activity, content viewed, whitepapers downloaded and web searches to map content consumed to a company website. Rehinged delivers custom third-party intent data that we acquire from external sources. Our real-time data processing engine processes business news, job postings, government reports, financial and headcount data, business licenses, business social media and government data – identifying signals that companies emit from these sources and scoring them for our end user.

This is different from standard third-party intent data. When combined with a custom scoring algorithm designed specifically for your target buyer, it provides the strongest and most valuable buyer intent signals – signals that are actionable for the sales and marketing team.

Rehinged Custom Sales Intelligence brings this all together into a single app, eliminating the need for having multiple intent accounts and siloed data.

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