We surveyed 320+ B2B decision-makers across marketing, sales, and operations to find out what's really working. No theory — just real data on how top-performing teams are using intent intelligence to cut through the noise and drive results.
B2B Professionals Surveyed
Already Using Intent Data
Report Improved Lead Quality
Higher Conversion Rates
WHAT’S INSIDE
The benchmarks, pain points, and next-gen tactics that will make or break your intent data strategy.
76% of respondents are already using or exploring intent data as part of their GTM strategy, with lead prioritisation and ABM leading the charge.
53% of teams haven’t fully integrated intent data into their broader marketing stack — data silos and lack of actionable insights remain the top barriers.
67% of teams use intent data primarily to personalise content and target high-value accounts, going beyond emails to align ads and outreach with buyer pain points.
Among teams fully implementing intent data, 72% report improved lead quality and 65% see increased conversion rates — measurable business outcomes, not just theory.
75% of respondents believe AI and ML are critical to effectively leveraging intent data — from scoring leads to triggering workflows and optimising content delivery.
Nearly 60% of marketers plan to increase their intent data investment in the next year, positioning it as a must-have, not a nice-to-have.
WHO THIS REPORT IS FOR
Whether you're already using intent data or still figuring out where it fits, this report gives you insight and inspiration to take action.
Align spend with buyer behaviour and build high-velocity pipeline.
Better targeting, higher conversions, and smarter ABM programmes.
Stop chasing cold leads and start prioritising in-market buyers.
Tech stack ROI, data integration, and GTM efficiency.
Hit revenue goals while future-proofing go-to-market motions.
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50+ pages of insights