In today’s competitive marketplace, intent data has emerged as a game-changing tool for marketing and sales teams. Yet, despite its growing popularity, a number of myths and misconceptions surround its use. From questions around its accuracy to concerns about its application, let’s check out some of the common myths leaving some organisations hesitant to onboard an intent data partner.
Myth: “It’s just keyword-based guesswork”
Reality: Intent data tracks real interactions across various digital touchpoints, offering insights into buyer behaviour and needs.
In the early days, keyword tracking was very much the premise of data insights, but we’ve moved on. Today, we can go further than just capturing random keyword searches, and instead focus on analysing meaningful interactions with relevant content.
For example, spending time to understand what specific content a prospect is engaging with online provides a stronger picture of their genuine interest and buying intent.
Myth: “We already track prospects’ interactions with our brand, intent data isn’t necessary”
Reality: Intent data identifies hidden opportunities, acting as a multiplier for your existing strategies.
It’s not unusual or revolutionary for sales teams to be monitoring website visits or tracking lead activity in a CRM, but wouldn’t it be great to find prospects before they interacted with your brand? Intent data uncovers opportunities your team may not be aware of, such as those actively engaging with industry-specific content.
By integrating these insights into sales and marketing teams’ workflows, all of a sudden there’s visibility beyond the existing database.
Myth: “It’s not compliant with data privacy laws”
Reality: Intent data is ethically collected, privacy-compliant, and aligns with global regulations.
With growing concerns over data privacy, many organisations worry about the compliance of intent data solutions. The truth is that reputable intent data providers prioritise ethical data collection and adhere to global privacy regulations like GDPR and CCPA.
Modern platforms use anonymised, aggregated data from consent-based sources. This ensures compliance while still delivering actionable insights that drive results.
Myth: “It’s the same as lead generation”
Reality: Intent data provides context and timing, not just contact information.
Another common misunderstanding is that intent data is just another form of lead generation. While both serve to identify potential customers, intent data adds a critical layer of context. It tells you who’s ready to buy, what they’re interested in, and when they’re looking.
Think of it as the difference between having a name on a list and knowing what that person is researching and why. Intent data allows you to time your outreach perfectly, tailoring your message to meet the prospect’s immediate needs.
Myth: “It is only useful for our sales team”
Reality: Insights provide marketing teams with better insights into what their target audience are engaging with
Intent data does not only have to sit with the sales teams. This data can provide valuable insights for marketing teams when building a prospective audience and making sure they are targeted with content and products they are interested in.
Myth: “It won’t fit with my workflow”
Reality: Intent data enhances your current workflow with minimal disruption.
Some businesses worry that adding intent data will complicate their workflow. On the contrary, modern solutions are designed to integrate seamlessly with existing tools like CRMs and marketing automation platforms.
Intent signals can be used to prioritise leads, trigger personalised email campaigns, or inform sales outreach strategies.
Myth: “It is just not for me”
Reality: A hands-on trial is the fastest way to see how intent data can transform your sales and marketing outcomes.
Give it a try. Take up offers of free trials, demos, or sample datasets to see firsthand the value offered. By testing intent data in your context, you can quickly determine its effectiveness for your business.