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How intent data is impacting B2B lead generation

With so many brands using the term 'intent data' these days, things have started to become hazy.

So we wanted answers to the hard questions:

  • What exactly does intent data look like?
  • What can it actually do?
  • Is it really that useful?

And the results are in! We collected responses from over 400 B2B marketers who are using intent data in their strategies. Want to know what they said? Download the research report today.

A man and woman reviewing intent data results on a desktop computer

Lead generation

What do current lead generation efforts look like?

Before we could dig into how intent data is impacting lead generation, we first needed to know more about the current state of lead generation.


will be spending more on lead generation in 2024


say their lead generation is successful at delivering high-quality leads


do all of their lead generation in-house

Intent data

How are marketers using intent data?

Then it was time to examine intent data a little more closely; how is it being used, where does it come from, what are the current challenges?

How do you currently use intent data - all responses

Intent data + lead generation

When lead generation and intent data come together

So what happens when you combine the two? Is it a match made in heaven? Or are there bigger issues at play?


have been using intent data in their lead generation strategy for more than 6 months


say intent data better enables them to find high-quality leads


say their lead conversion rate increases when using intent data

Want to know more? Download the full report 👇