57 • How to find & use intent data to target people showing interest in your solution

In this episode, Ryan explains why intent data is one of the most powerful tools in a B2B SaaS marketer’s arsenal. He breaks down what intent data is, the difference between first-party and third-party signals, how to collect it, and how to use it to align sales and marketing for maximum impact. From simple website visitor tracking to advanced ABM campaigns, Ryan shares practical ways to spot buying signals and turn them into high-converting opportunities.

Takeaways:

• Intent data shows which prospects are actively considering solutions like yours
• First-party intent = data you own (e.g., site visits, demo page views, webinar attendance, email engagement, in-product usage)
• Third-party intent = external signals (e.g., review site activity, funding news, hiring patterns, event attendance)
• Tools like AlbaCross and HubSpot can help identify and track high-intent website visitors
• Review sites (G2, Capterra, TrustRadius) often offer paid intent data packages
• Signals such as funding announcements, hiring for relevant roles, or leadership changes indicate potential buying cycles
• Enterprise tools like Bombora and 6sense offer advanced, large-scale intent data (but at a higher cost)
• LinkedIn activity — profile views, follows, post engagement — can also signal interest
• Sales and marketing must work together: sales to follow up directly, marketing to run targeted ABM/retargeting campaigns
• Upload intent-driven contact or account lists into LinkedIn Ads for highly targeted, high-performing campaigns

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By Ryan James

Founder of Rocket SaaS