I. Intent data & the promise

Intent data. You’ve probably heard about it often if you work in B2B marketing. The promise of knowing exactly which companies are ready to buy? That sounds like a dream. Tapping into that 5% of B2B buyers actively searching for solutions makes it seem like a tool that could solve everything.

But here’s the thing: it’s not that simple. Many marketers dive headfirst into intent data, assuming it’s a shortcut to success, but they often end up chasing false positives. These signals look like interest but lead nowhere, wasting valuable time and resources.

The problem is not the B2B intent data but how it’s used. When marketers rely on it too much, they overlook the 95% of potential customers who aren’t in the market yet and miss key steps in the buyer’s journey. This piece isn’t about saying intent data is bad—it’s about using it smarter. By learning to avoid common pitfalls, you can ensure your marketing strategy stays on track and your sales team focuses on the right leads.

II. What Is B2B Intent Data?

B2B Intent data can seem like magic. The idea is that you can track a company’s behavior—like the pages they visit or the content they consume—and know whether they’re interested in buying. In theory, this means marketers and sales teams can zero in on companies actively searching for solutions, making it easier to prioritize leads and close deals.

But it’s important to know where this data comes from. There are two main types: first-party and third-party intent data.

First-party intent data is gathered directly from your own digital platforms—your website, emails, or webinars. It’s reliable because it tracks direct interactions with your brand. If someone spends time on your product pages, they’re probably interested.

Third-party intent data, on the other hand, comes from external sources like other websites or social media. It’s broader, but it’s also where things can get tricky. A prospect could be researching an industry trend, not necessarily your product, but the data might still flag them as a potential lead.

The risk here is misinterpreting these signals. Just because someone downloads a white paper or reads an article doesn’t mean they’re ready to buy. A lot of these signals don’t always mean what you think they do, and that’s how you end up chasing false positives.

Understanding what these signals really mean is the key to using intent data effectively. It’s one part of the puzzle, not the whole picture.

III. The 5 Common False Positives in B2B Intent Data

Relying too much on intent data can lead you down the wrong path. You might think you’ve found a hot lead, only to realize later that the signals were misleading. These false positives waste time, money, and energy. Let’s go over five common traps and how to avoid them.

1. Browsing Behavior Mistaken for Buying Intent

Just because someone visits your site doesn’t mean they’re ready to buy. Often, people are just in the early stages of research, browsing around to gather information. They might spend time on your blog or read a few case studies, but that doesn’t automatically make them a lead.

How to Avoid: Focus on deeper engagement. If they’re coming back repeatedly or downloading more product-specific content, that’s a better sign they’re interested. Prioritize leads who are interacting with key parts of your funnel—like filling out demo requests or spending time on your pricing page.

2. Competitor Research

Sometimes, intent signals are triggered by your competitors. They might be scoping out your website or downloading your content to see what you’re up to. And if you don’t catch this, you could end up wasting time on leads that will never convert.

How to Avoid: Many third-party data tools let you filter out competitors by identifying their IP addresses. Cross-check your intent data with firmographic info to make sure the signals you’re seeing aren’t just competitors snooping around.

3. General Industry Research

B2B Intent data can flag prospects who are digging into industry trends or reading up on new technologies. But here’s the thing: they might not be interested in your product at all. They could just be curious about what’s happening in their field.

How to Avoid: Look for more direct engagement with your specific offerings. If they’re attending webinars or downloading content focused on your solutions, it’s a stronger signal. Generic industry research should be filtered out, so you’re not chasing vague interest.

4. Wrong Role in the Organization

A big mistake people make with intent data is assuming that anyone engaging with your content has the power to make purchasing decisions. In reality, a lot of times the people looking at your stuff aren’t the decision-makers, and chasing those leads can lead to dead ends.

How to Avoid: Use account-based marketing (ABM) tools to identify the right roles within a company. Focus on leads with titles or responsibilities that show they have the authority to buy. Combining this with CRM data can help you avoid wasting time on people who can’t make decisions.

5. Geography-Based False Positives

Intent data often picks up signals from all over the world, but not every region is relevant to your business. If you’re not careful, you could be spending resources on leads from markets you don’t even serve.

How to Avoid: Make sure to filter intent data by geography to ensure it aligns with your actual target market. Most intent data providers allow you to do this. It’s a simple but effective way to avoid irrelevant leads from the start.

IV. Why False Positives Can Hurt Your B2B Marketing

False positives in B2B intent data can do more damage than you think. At first glance, these signals might look like opportunities, but chasing them can lead to wasted time, misaligned strategies, and even harm to your brand. Let’s break down how this happens.

Wasted Resources

One of the biggest problems with false positives is that they drain your resources. When your marketing team thinks they’ve found a lead based on faulty intent signals, they pour time and energy into nurturing that prospect. Maybe it’s multiple emails, follow-up calls, or even personalized campaigns—all based on the idea that this lead is worth the effort.

But if the intent data was wrong, all that time goes to waste. Sales teams might get involved, scheduling meetings and delivering proposals, only to find that the lead was never actually in the market. That can add up quickly, especially if you’re dealing with dozens of false leads.

It’s not just time and energy that’s wasted. Marketing budgets take a hit, too. Resources get funneled into campaigns targeting accounts that looked promising based on intent data but never had any real interest in your product. When budgets are already tight, this misallocation can hurt your overall performance.

Damaged Reputation

False positives can also harm your brand’s reputation. Imagine reaching out to someone who isn’t ready to buy or worse, never even had the authority to make a purchasing decision. B2B buyers aren’t always patient, and if they feel like your outreach is irrelevant, they may start to see your brand as annoying or out of touch.

Even more damaging is the risk of burning bridges with key accounts. Let’s say you’ve been aggressively pushing content, offers, or sales calls based on intent signals, only to find out later that the timing was off. This kind of mistimed outreach can sour a relationship before it even starts. When your team approaches the same account down the line—at a time when they are ready to buy—your brand might already be seen in a negative light.

Misaligned Strategies

When false positives guide your strategy, things can spiral quickly. Marketing teams may think certain sectors or industries are showing high intent, and they might shift their focus or messaging accordingly. This leads to campaigns that miss the mark and aren’t targeted at the right audience. If your entire strategy is built on shaky intent data, you risk losing sight of the prospects that actually matter.

The end result? Lower ROI, missed opportunities, and a marketing strategy that feels disconnected from the real needs of your audience. And once a strategy goes off course, it can take significant time and effort to get things back on track.

V. How to Improve Accuracy in B2B Intent Data

Getting intent data to work for you is all about refining your approach. The goal isn’t to abandon intent data when it doesn’t immediately deliver results—it’s to make it more accurate and useful. There are a few key steps you can take to make sure your intent signals are aligned with real opportunities, not distractions.

Data Enrichment

Intent data by itself can be pretty limited. It might tell you that a prospect is showing interest, but it doesn’t give you the full picture. That’s where data enrichment comes in. Adding layers of firmographic and demographic information helps paint a clearer picture of who you’re dealing with.

For example, if your intent data flags a company, data enrichment can provide extra details like company size, revenue, or industry. This helps you figure out if that prospect is even a good fit for your business. You can also gather individual-level insights, like job titles or departments, to make sure you’re targeting decision-makers, not just random employees.

How to Apply It: Look to third-party providers like ZoomInfo or Clearbit to help you enhance your intent data. This extra layer of information can give you a fuller understanding of each lead, making your targeting more precise and less likely to focus on the wrong people.

Combine with First-Party Data

Intent data is most valuable when combined with your own data. First-party data—like website analytics, email engagement, and CRM interactions—adds context that intent data alone can’t provide. If someone is consuming a lot of your content, attending webinars, or opening your emails, that behavior layered on top of intent signals can give you a clearer sense of their actual interest.

First-party data allows you to confirm whether the signals you’re seeing match up with real buyer intent. It helps you avoid wasting time on leads that aren’t showing any actual engagement with your brand.

How to Apply It: Set up systems that allow you to track intent data alongside first-party data in your CRM. Integrating tools like Salesforce, HubSpot, or Marketo ensures that you’re getting a full view of each prospect. This way, you can prioritize leads based on both intent and actual engagement.

Regularly Review and Refine Your Signals

Intent data is not a “set it and forget it” kind of tool. It needs constant review. Over time, you’ll start to see patterns in the data. Some signals will consistently produce high-quality leads, while others might lead you down a dead end. Regular reviews help you figure out which signals to prioritize and which to filter out.

For example, you might notice that top-of-funnel content engagement often results in false positives. If that’s the case, it might be time to put more weight on mid-to-bottom-of-funnel interactions, like requests for demos or engagement with pricing pages.

How to Apply It: Set up a regular cadence for reviewing the performance of your intent data. You can do this monthly or quarterly, depending on your lead volume. Work with both your marketing and sales teams to identify which signals are producing the best results and which ones need tweaking. This way, you’ll stay agile and avoid wasting resources on signals that don’t convert.

intent data is a tool—one piece of a larger strategy

VI. Intent data can be a game changer for B2B marketing and sales teams

Intent data can be a game changer for B2B marketing and sales teams, but only when it’s used thoughtfully. Too often, marketers dive into intent signals expecting easy wins, only to end up chasing false positives that drain resources and misalign strategies. The key isn’t to give up on intent data—it’s to get smarter about how you use it.

False positives are a reality, but they don’t have to derail your efforts. By enriching your data with firmographic and demographic details, layering intent signals with first-party data, and regularly refining your signals, you can focus on leads that matter. This way, you avoid wasting time on dead-end prospects and make sure your marketing and sales teams are targeting the right opportunities.

At the end of the day, intent data is a tool—one piece of a larger strategy. It’s most effective when combined with a deep understanding of your audience and a smart approach to customer engagement. When used the right way, intent data can accelerate your sales efforts, boost conversion rates, and help your business grow. But like any tool, it’s only as good as how you use it.

It’s a B2B Marketing jungle out there. You’re trying to grab attention in a space overflowing with content. It’s tough. Marketing execs at big companies know the drill. They’re always on the hunt for something new. Something that doesn’t just catch the eye but makes a real connection. That’s where things change. (more…)

Did you know that 47% of B2B buyers now base their purchase decisions on content? This stat highlights a big shift in the B2B marketing world, where being innovative and creative is key. B2B marketers have figured out that sticking to old methods just doesn’t cut it anymore. Instead, they’re always on the hunt for fresh ways to engage audiences, boost conversions, and build lasting relationships. Let’s dive into how the B2B marketing industry is driving innovation and creativity right now.

47% of B2B buyers now base their purchase decisions on content

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