Introducing Person-Based Intent

Intent data has long been a valuable asset for B2B organizations, shining a light on which accounts are actively researching their keywords or products and identifying potential interest. But for all its advantages, one key issue has remained a sticking point for sales and marketing teams alike:

“Who is showing intent?”

While intent signals at the account level are useful, they fall short of providing true actionable insight. Without understanding which personas or buying group members are behind those signals, sales teams are left guessing. Let’s face it, nobody wants to chase vague signals.

At Demandbase, we’ve been listening closely to these frustrations, and we’re thrilled to introduce Person-Based Intent. This ground-breaking capability finally bridges the gap between intent data and actionable insights by delivering clarity on who is signaling intent.

Why “Who” Matters in Intent Data

The Problem with 3P Intent Alone

Traditional third-party (3P) intent data has always offered a piece of the puzzle, but often left sales teams skeptical. They’ve rightly pointed out that account-level intent alone isn’t enough. How can you effectively engage an account when you don’t have a clear idea of who within that account is showing intent and part of the buying decision?

Take this scenario, for example:

• Acme Corporation is showing intent, as it is researching your product’s keywords.
• Great! But who at Acme Corporation is behind this activity? Is it a decision-maker? An influencer? Or someone who has no purchasing authority? Without knowing, you’re working blind and wasting time.

Sales cycles are too valuable and competitive to waste time chasing the wrong people. What teams truly need is insight into the buying group and what they care about, to better focus their outreach efforts.

The Solution

Enter Person-Based Intent. Leveraging Demandbase’s advanced identity resolution and patented ID technology, this feature uncovers which contacts within an account could be signaling intent. It then ranks them by relevance within their buying group, giving you a starting point to target the right people at the right time.

How Person-Based Intent Works

Advanced Identity Matching

Using our patented ID technology, we match keyword intent signals to known contacts within an account. These signals are then enriched with both first-party (1P) and third-party (3P) data, ensuring that your targeting is as accurate as possible.

Strategic Ranking for Sales Focus

Person-Based Intent doesn’t just stop at identifying the contacts behind the activity. We go further:

1. Analyze intent signals to pinpoint the buying group
2. Highlight the top personas sales teams should prioritize
3. Recommend the people to reach out to ranked on confidence score in having the person showing intent

Check out the example here:

• We can see that there was anonymous web traffic to our site, viewing the ‘problems we solve for sales’ page.
• Our intent ID technology will look at people, personas, and buying groups who were showing keyword intent related to sales and then recommend the people who had shown that interest.
• Provide sales with a ranked list of contacts to begin outreach with

Use Cases of Person-Based Intent

For Marketers

• Insight and Segmentation: Understand who is engaging with your keywords at the contact and persona level. Use these insights to create tighter audience segments that improve the efficiency of demand generation campaigns.
• Activation Across Channels: Activate the data effortlessly within Demandbase One or your favorite CDP, and launch hyper-targeted campaigns that speak directly to the most relevant personas.

For Sales Teams

• Pinpoint Key Contacts: Arm your reps with alerts about people showing intent, equipping them to prioritize their outreach efforts and engage high-value buying group members promptly.
• Make Intent Actionable: With confidence in why an account is researching and who is behind that activity, reps can align their messaging to buyer challenges effectively and book meetings faster.

The Value of Person-Based Intent

Enhanced Efficiency

Stop wasting time chasing vague intent signals at the account level. With specific names, roles, and personas tied to those signals, both sales and marketing teams can align their efforts and work more efficiently together.

Actionable Insights Across Platforms

With Demandbase One and our partner CDPs, you can analyze, segment, and activate Person-Based Intent data seamlessly across your tech stack. Whether you’re running campaigns in a marketing platform, setting up sales alerts in Slack, or monitoring CRM activities, the persona-level insights ensure every move is intentional.

Immediate Results

The impact of Person-Based Intent begins as soon as it’s activated. Take our own internal test case, for example:

• Our SDR, Omid Gholizadeh, received an alert that one of his top accounts had come to the website. He then saw recommended people from the buying group who had shown intent.
• He immediately added recommended contacts from the buying group to his sales engagement tool and connected on LinkedIn.
• Within hours, Omid had responses from two members of that buying group and booked a meeting with a decision-maker.

Imagine replicating this success across an entire sales organization. The potential is just nuts.

What’s Next for Demandbase Customers?

Sales teams with a Demandbase buying group setup will have access to alerts via Slack whenever accounts viewed web pages tied to intent signals. These alerts include contact recommendations within the buying group, complete with confidence scores for each recommendation.

If you’re not a current Slack user, don’t worry! The insights are coming soon to the broader Demandbase One platform, where they can be viewed by both sales and marketing teams across email alerts, CDPs, CRMs, and other integrations. Sneak peek at what that will look like:

A New Standard for Intent Data

This is more than just a feature; it’s a game-changer for revenue teams everywhere. For marketers, it’s about targeting the right people in the right way. For sales, it’s about cutting through the noise and zeroing in on the critical members of a buying group, giving you the competitive edge you need to win.

Get Started with Person-Based Intent Today

Are you ready to take your sales and marketing efforts to the next level? Contact our team to learn more about Person-Based Intent or log into your Demandbase One platform to explore the feature today!