ZoomInfo‘s intent data is one of its most powerful and most differentiated features. It identifies companies that are actively researching topics related to your solution by analyzing content consumption patterns across the web. Using intent data in your outbound outreach allows you to reach prospects when they are already thinking about the problem you solve, which dramatically improves response rates and conversion.
What is Intent Data?
Intent data is behavioral data that indicates a company is actively researching a specific topic or category. ZoomInfo collects intent signals by tracking which companies are consuming content related to thousands of different topics across a network of business websites and publications. When a company shows strong intent around topics relevant to your solution, it is a signal that they may be in a buying cycle.
How to Access Intent Data in ZoomInfo
Intent data is available in ZoomInfo’s search interface as a filter. When building your prospect lists, add intent topic filters that align with the problems your solution addresses. ZoomInfo will surface companies showing strong intent signals around those topics, allowing you to prioritize your outreach toward the accounts most likely to be receptive.
Using Intent Data in Your Outreach
Intent data is most powerful when it informs your outreach messaging. When you know a company is actively researching a specific topic, you can reference that context in your outreach to make it more relevant and timely. This level of relevance is what separates effective outbound from generic cold outreach. Execute your intent informed outreach using tools like Instantly to manage your campaigns at scale.
Integrating Intent Data with Your CRM
Connect ZoomInfo intent data to your CRM like HubSpot to create automated workflows that notify your sales team when a target account shows strong intent signals. This allows your team to act on intent data in real time rather than waiting for a scheduled list review. Speed of response to intent signals is one of the most important factors in outbound conversion rates.
