The Ultimate

Sales Playbook for

Intent Data
How to Drive Sales and Increase
Revenue Using Intent

Built with our partners:

Changing the Game with Intent Data
With sales becoming nearly 100% remote this past year due to the
COVID-19 pandemic, salespeople have had to adapt and become creative
in finding ways to stay ahead of the competition and continue to drive
growth digitally. One strategy, analyzing buyer intent data, was used
by more than half of B2B teams in 2020 to better assess prospects and
opportunities.*

B2B intent data refers to behavioral information collected about an

individual’s online activities. These data insights help reps tailor their
cadences and better understand who potential buyers are, what they are
looking for, and who the decision-makers are within an organization.

For sales teams, intent data provides the information

needed to tailor outreach, improve prospecting efficiency,
and achieve more pipeline.

If properly utilized, this data will help you shorten sales cycles and drive
more revenue. Keep reading to learn how to:

• Leverage intent data at your organization from providers like G2

and Bombora
• Drive sales and increase revenue with intent data
• Build a more relevant sales cadence to set your reps
up for success

*TOPO, Intent Data Market Guide, May 6, 2020

 Utilizing Intent Data – Featuring G2 and Bombora
In today’s data-driven business world, B2B intent data is the newest data
trend helping sales teams achieve higher engagement and response
rates, and consequently drive more revenue.

When properly utilized, intent data enables your sales team to tailor
their outreach, improve prospecting efficiency, and drive more positive
outcomes, including:

Quickly Identify Increase Close Deals Increase Renewals

Buyers Conversion Rates Faster and Up-Sells

Intent data is information generated by business users actively

conducting research online. It is aggregated by companies like
G2 and Bombora to provide insights into companies that are
researching an organization’s product or service category.
Sixty-two percent of companies

62%
are leveraging intent data today, compared to
only 28% of companies two years ago. By the
end of 2022, it is expected that more than 70% of companies
of organizations will use intent data to target are leveraging
intent data*
prospects and engage with groups of buyers in
selected accounts.*

With this information, sales leaders can simplify

prospecting and demand generation, as a
rep’s efforts can be narrowed down to a more
concentrated, qualified group of potential buyers.
70%
of organizations
will leverage
After all, B2B intent data shows signs of research intent data by
and engagement for funnel-specific topics and 2022*
can be a key driver of successful account-based
marketing efforts.

Salespeople can take more targeted actions by analyzing intent data

and the data of their competitors via sites like G2 and Bombora. Doing
so, reps can target specific accounts who are actively researching their
product offering or relevant topics – and even beat competitors to the
punch.

*TOPO, Intent Data Market Guide, May 6, 2020

What to Look for in an Intent Data Provider
If you are considering intent data at your organization and looking for a
provider, there are a handful of qualifications to first take into account.

When looking for a provider, consider companies that pull data from
a large pool of quality sources. Ask a potential provider what types
of intent data signals they track, and how they identify businesses or
contacts that are consuming content.

It is important to consider the scope and quality of a company’s data

sources (as some providers loosely define B2B intent data) to verify the
quality of the leads you’ll receive. Additionally, we recommend choosing
a provider that is both GDPR and CCPA compliant.

For example, Bombora’s Company Surge® Intent Data identifies

domains in three ways:

• The publishers in its membership-based Data Co-op provide the

business domain of the user from their own registration data.
Bombora’s proprietary Data Co-op is made up of 4,000+ B2B
websites that contribute non-PII engagement data from their
web properties, many in exclusivity. This allows Bombora to build
its data set that details business firmographics and buyer intent
across the B2B web at a massive scale.
• IP-to-business domain match using proprietary technology
• Offline databases and registration data sources provide
information that can be matched to online devices
 G2 provides companies with insight into behaviors
and activities of accounts visiting their “www” domain - such as the
accounts visiting a company’s G2 product profile or category, or even
when they’ve compared that company’s solution to a competitor. An
advantage with first-party intent signals is that they are less likely to be
filtered out by ad blockers.

Regardless of how the data is obtained, combining intent data from two
providers is one of the most powerful predictive indicators sales can use
in prospecting efforts.

These methods ensure accuracy and the ability to track signals, even
while business users are working remote.

G2 Pro Tip
Intent data isn’t only for
prospects. Keep an eye on
buyer intent signals from your
known customer accounts as
they could indicate a customer
evaluating alternatives. Get
in front of those signals to
proactively address potential
at-risk accounts.
Drive More Sales with Intent Data
Most sales and marketing teams are accustomed to utilizing first-party
data captured from their own website visitors and email click-throughs.
However, partnering with an intent data provider can be a game-changer
for sales organizations.

If you are considering intent data to make smarter sales decisions for
your organization, the execution of a data-driven intent campaign may
seem daunting at first. With so much information available, where do
you start?

With the right actionable strategies in place, your team will be able to
execute and deliver upon these campaigns to drive more qualified leads
through the sales funnel. Here are a few tips to help you get started:

• Update target lists based on changing buyer journey stages or

consumption patterns. This will allow your reps to better spend
time selling to accounts that are qualified, as intent data updates
weekly.
• Tailor messaging. For example, you may offer a “speech
analytics” solution, but if your prospect has been searching for a
“conversation intelligence” tool, try switching up the verbiage in
your emails.
• Create segmented lists based on topics of interest. This enables
your team to create highly relevant nurture campaigns and begin
to see higher open, click, and reply rates.
 Three ways intent data drives more revenue.

1 Fuel Pipline
Intent data provides insights to sales teams even if a buyer is not looking
at their product offering. After all, the buyer journey often starts long
before a prospect lands on your website.

With B2B intent data, sales and marketing teams can assess early
behaviors like buyer research and initial interest through analysis of
relevant intent topics that capture the content and context of a webpage
– not just singular keywords.

“As a team, we built out cadences around several topics like

sales coaching and sales performance management. We get
notifications from G2 and Bombora when a potential buyer is
looking at or comparing a competitor’s product. This gives us
a better understanding of how the market views the different
solutions we offer based on how our solutions are being
compared.” –Gryphon SDR

After all, a buyer may not be aware of your product. However, pursuing
them knowing that they are looking to buy in that category improves
your odds of getting an email response or having a successful phone call.

This strategy also allows reps to reach prospects before their

competition by alerting salespeople of potential customers earlier in the
buying process.
2 Increase Conversion Rates
One of the best uses of intent data is to provide your go-to-market team
with leads and more informed insights so they can better align their
outreach with a buyer’s intent to build more pipeline and close more deals.

“If I receive a notification that a potential buyer is looking at

conversation intelligence products; if I use the term “speech
analytics” in an email, that isn’t going to resonate with them as
strongly as if I used the term conversation intelligence because
they are familiar with that concept from their research.”
-Gryphon SDR

This strategy can improve engagement and lead quality as reps can
focus on prospects who show active intent and tailor their messaging
accordingly.

Reaching the right prospects and relating to them in a way that resonates
by using topics proven by intent data – such as a specific technology or
category they are familiar with – allows you to get your foot in the door
and show them that you’ve got the right solution for their pain point if
they are seriously looking to make a purchase.

Utilizing buyer intent data to tailor your sales cadences can improve
conversion rates by 40%.*

* [Link]
3 Narrow the Funnel
Intent data helps sales teams prioritize certain accounts or certain roles
within a company.

“I start with high-level information. I cast a wide net because

things like ‘sales and revenue intelligence’ can mean a lot of
different things to different people. As I move along in my
cadence, I work in names of actual competitors and compare
our features to theirs.”
-Gryphon SDR

The right intent data can tell salespeople the intensity of research spikes
compared to the normal behavior of a business and topic. For example,
Bombora’s Company Surge® Intent data dissects how at any given time
only around 15% of a total addressable market is in the active buying cycle.

With this information, reps can take the guesswork out of relationship
building and shape their cadences to a prospect’s job function or stage in
the buying journey. They can better identify decision makers and shorten
their sales cycle by going directly to the buying source.
Building a Cadence with Intent Data
Warm up leads using strategic account-based sales (ABS) cadences
built on intent data insights to more effectively build pipeline and move
prospects through the sales funnel.

When creating a cadence around intent data, start with these three steps:

1 Identify the best length for your cadence – how many touches
you need for each contact, and how many contacts you need.

2 Determine if your cadence is specific to an account or geared

toward enterprise organizations.

3 Find the relevant people to reach out to in each cross-functional

group relevant to your ideal customer profile.

Leverage your intent data to identify companies that are researching

your solution, similar solutions, or your competitors. Ask yourself,
“They’re looking at these technologies, why aren’t they looking at our
solution?”

A prospect may be looking for a product you offer but may be searching
for it by a different name or category. The strategy is to get on their radar
and work your way through the organization to reach the right person.

Often reps like to begin by casting a wide net; this allows them to find the
right people while also spreading as much awareness as possible.
When reaching out to prospects, tell a story
to each group and tell them why your product would be valuable and
help their day-to-day. Here are a few more tips to help progress your
cadence:

As you develop your cadence, touch each category with different

messaging. This will depend on their job title or the specific term
they were researching.

If you offer a “speech analytics” solution, but the prospect is

searching for “conversation intelligence,” make sure to include the
prospect’s search term in your messaging. The language you use
can make all the difference in achieving a positive response from
the prospect.

With each touch, add value proposition statements and offer a

new piece of content, such a video or case study. Include multiple
outreach channels in each cadence, including phone calls and
LinkedIn, as buyers rarely respond through one channel alone.

Study the data; identify who’s opening your emails, who’s clicking the
video and watching, and who’s responding to narrow down the right
cross-functional groups and funnel these contacts down the cadence.

By developing a consistent, custom outreach messaging cadence

combined with targeting high intent buyers, you will have a greater
opportunity to be in the right place at the right time when a prospect is
ready to begin the buying process.
 Use Your Intent Data in 4 Easy Steps

1 Salesforce Report
Create a Joined Report in SalesForce Reports

Salesforce that combines Joined Report: G2 & Bombora Data

Bombora and G2 data. Bombora Company Surge® Intent Data G2 Intent Data

Account Owner Intent Score Topic ID Event Title

ABC Co. John Doe 65 Conversation Intelligence 2909 Gryphon Alternatives/Competitors
ABC Co. John Doe 75 Sales Software 2348 Best Sales Coaching Software

This allows you to see intent

ABC Co. John Doe 80 Call Analytics 1892 Best Sales Performance Management
ABC Co. John Doe 78 Speech Analytics 2643 Gryphon Networks Reviews 2021
ABC Co. John Doe 63 Learning Mangement

data from both providers in one

ABC Co. John Doe 84 Sales Training

simplified report. You’ll see data

across all of your accounts that
have data intent signals firing in
your Salesforce instance.

Bombora Company Surge® Intent Data G2 Intent Data

Account Owner Intent Score Topic ID Event Title

ABC Co. John Doe 65 Conversation Intelligence 2909 Gryphon Alternatives/Competitors
ABC Co. John Doe 75 Sales Software 2348 Best Sales Coaching Software
ABC Co. John Doe 80 Call Analytics 1892 Best Sales Performance Management
ABC Co. John Doe 78 Speech Analytics 2643 Gryphon Networks Reviews 2021
ABC Co. John Doe 63 Learning Mangement
ABC Co. John Doe 84 Sales Training

ABC Co. has a variety of topics with a high intent score, like
Conversation Intelligence, Sales Software, Call Analytics, Speech
Analytics, Learning Management, and Sales Training.

Additionally, ABC Co. has multiple intent signals firing from G2:
Gryphon Alternatives/Competitors, Best Sales Coaching Software,
Best Sales Performance Management Software, and Gryphon
Networks Reviews 2021. This data tells us that ABC Co. has a high
level of intent or interest.
2 Prioritizing Accounts
When you are looking at the combined Salesforce report, focus on the
accounts that have data in both of the G2 and Bombora blocks as this
shows the highest level of intent. The data G2 and Bombora provide will
give you a larger picture of what’s happening in the account.

Once you have identified the top accounts you want

to pursue, group them by vertical or by topic, to
streamline your outreach and cadence development. Bombora Pro Tip
Focus on the accounts
By prioritizing your accounts, you can begin to that have a high topic
count, rather than
outline your plan of attack, and start developing one account with one
targeted cadences. highly scored intent
topic.

®
Bombora Company Surge Intent Data G2 Intent Data

Account Owner Intent Score Topic ID Event Title

ABC Co. John Doe 65 Conversation Intelligence 2909 Gryphon Alternatives/Competitors
ABC Co. John Doe 75 Sales Software 2348 Best Sales Coaching Software
ABC Co. John Doe 80 Call Analytics 1892 Best Sales Performance Management
ABC Co. John Doe 78 Speech Analytics 2643 Gryphon Networks Reviews 2021
ABC Co. John Doe 63 Learning Mangement
ABC Co. John Doe 84 Sales Training
3 Understanding the Data
Once you have your accounts prioritized, you now have the all of the
information needed to create customized cadences based on data. Let’s
take ABC Co. as an example of how to structure a cadence, based on the
intent data you see here:

Bombora Company Surge® Intent Data G2 Intent Data

Account Owner Intent Score Topic ID Event Title

ABC Co. John Doe 65 Conversation Intelligence 2909 Gryphon Alternatives/Competitors
ABC Co. John Doe 75 Sales Software 2348 Best Sales Coaching Software
ABC Co. John Doe 80 Call Analytics 1892 Best Sales Performance Management
ABC Co. John Doe 78 Speech Analytics 2643 Gryphon Networks Reviews 2021
ABC Co. John Doe 63 Learning Mangement
ABC Co. John Doe 84 Sales Training

ABC Co. has data in both G2 and Bombora, so

this is a high priority. Based
Bombora on the
Company G2 ®data,
Surge Intent Data G2 Intent Data

we know Account
that ABCOwner
Co. compared Gryphon
Intent Score Topic ID Event Title
NetworksABC against
Co. competitors,
John Doe 65 lookedConversation
at the Intelligence 2909 Gryphon Alternatives/Competitors
ABC Co. John Doe 75 Sales Software 2348 Best Sales Coaching Software
Best SalesABCCoaching
Co. John Software
Doe 80 category, Callthe Best
Analytics 1892 Best Sales Performance Management
ABC Co. John Doe 78 Speech Analytics 2643 Gryphon Networks Reviews 2021
Sales Performance
ABC Co.
Management
John Doe 63
category, and
Learning Mangement

Gryphon Networks
ABC Co.
Reviews
John Doe 84 in 2021. Sales Training

After looking at the Bombora data,

Bombora Company Surge® Intent Data cluster
G2 Intent Datathe topics you see into groups,

Account Owner Intent Score Topic ID to Event

identify Title different elements of your
ABC Co. John Doe 65 Conversation Intelligence 2909 Gryphon Alternative/Competitors
ABC Co. John Doe 75 Sales Software 2348 cadence. ForSoftware
Best Sales Coaching ABC Co., we know topics
around conversation intelligence are very
ABC Co. John Doe 80 Call Analytics
ABC Co. John Doe 78 Speech Analytics
ABC Co.
ABC Co.
John Doe
John Doe
63
84
Learning Mangement
Sales Training
top of mind, as well as sales training.
 Because Gryphon has a conversation intelligence solution and a learning
management system to incoporate sales training, our cadence will focus
on these elements.

Taking all of the information from G2 and Bombora about ABC Co., we
can develop a targeted email and cadence based on the topics that ABC
Co. cares about.

4 Example Email Backed by Intent Data

To: prospect@[Link]

Subject: Taking Call Recording to the Next Level

Dear {First Name},

It’s a daunting task to to listen to 5 full call recordings to figure out why one rep closes more
deals at a faster pace than another. It doesn’t sound scalable... or fun.

Don’t get me wrong, I like the idea of call recording, but why not take it to the next level? We
don’t believe in putting more work on your plate. Using AI & machine learning, the Gryphon
ONE platform will analyze your reps calls in real time. Next, it will deliver back to you
actionable insights into what your best reps are doing that’s making close deals so quickly.

Furthermore, you can then leverage our sales training, or learning management system, to
help upskills the reps that need the most help.

Does this sound of interest to you?

John Doe
Sales Development Rep
Gryphon Networks
Conclusion
In today’s data-driven sales environment, organizations that utilize the
buyer information that remains at their disposal will surely have a leg-up
on their competition and improved odds of reaching positive outcomes.

Here are a few key takeaways to keep in mind when utilizing intent data
at your organization:

The remote sales world is here to stay, and this past year 62%
of B2B teams used intent data to better assess prospects and
opportunities.

By the end of 2022, it is expected that more than 70% of

organizations will use third-party intent data to target prospects
and engage with groups of buyers in selected accounts.

When searching for an intent data provider, consider what

types of intent data signals a company tracks, how they identify
businesses or contacts that are consuming content, the scope
and quality of a company’s data sources, and if they are both
GDPR and CCPA compliant.

If you are looking to drive success across your sales team, intent data
may be the tool you need to better identify prospecting opportunities,
improve cadence effectiveness, and drive more revenue.
Accelerate Sales with Gryphon ONE

Sales reps need better technology to help them sell more and sales
leaders need visibility and insights from this technology to stop working
off intuition alone.

As a result, forecasts will be more accurate and good sales people will
become great.

At Gryphon Networks, we are dedicated to fully-integrated technology

solutions that accelerate the sales process and drive more revenue,
faster. We do this through a single technology platform that provides
automation, visibility and insights for better coaching and sales
performance analytics.

If you are interested in learning more about how a sales acceleration tool
can improve sales at your organization, schedule a demo with Gryphon.

866-665-2670 | [Link]