How to Use Intent Data for B2B Sales
Updated 26 August 2026
Intent data promises to tell you which companies are actively researching your solution. The reality is more nuanced. Some intent signals are gold. Others are noise. Here is how to use intent data effectively without overpaying for it.
Intent data promises to tell you who is in-market right now. Some of it delivers. Most of it does not. ORRJO separates the signal from the noise and builds outbound around the intent data that actually works.
The Challenge
Intent data is expensive and confusing
Bombora, G2, 6sense, and a dozen other providers all promise to identify in-market accounts. Pricing ranges from 1K to 10K per month. The data formats are different. The signals mean different things. And the sales pitch makes it sound like magic.
Most intent signals are weak
A company researching cloud security does not mean they are buying your specific product. Topic-level intent is broad. Only provider-level or competitor-level intent reliably predicts buying behaviour. Most of what vendors sell is topic noise.
Intent data without action is wasted money
Companies buy intent data subscriptions and then do nothing different with it. The data sits in a dashboard that nobody checks. Intent data only works when it triggers specific outbound actions: faster outreach, different messaging, higher priority.
Our Approach
How ORRJO solves this.
We evaluate your intent data sources and map them to your sales process. First-party intent from your website and content is gold. Third-party intent from aggregators is useful but noisy. We build a tiered system where different intent signals trigger different outreach approaches.
Signal prioritisation framework
We help you identify which intent signals are genuinely predictive for your market and which are noise. Not all intent is created equal. Focus on signals that correlate with actual buying behaviour.
Intent-triggered outbound workflows
When a target account shows high intent, our outbound automatically adjusts: priority increases, messaging references the trigger, and follow-up accelerates. Intent drives action, not just awareness.
Cost-effective data strategy
We often find that combining free signals like job postings, funding rounds, and technology adoptions with affordable tools produces better results than expensive intent platforms.
What's Included
An intent data evaluation and implementation programme that turns signals into meetings.
Intent data assessment
Evaluation of available intent sources for your market with cost-benefit analysis.
Signal prioritisation
Framework for ranking intent signals by predictive value for your specific ICP.
Workflow design
Automated processes that trigger outbound actions based on intent signals.
Free signal identification
Publicly available intent signals you can use without paid data subscriptions.
Provider evaluation
Objective comparison of intent data providers based on your requirements.
ROI measurement
Tracking the incremental pipeline impact of intent-informed outreach.
Results That Speak
LifeLink // Demand Generation
“The webinars have proven to be an excellent hook for initiating sales conversations, leading to real business opportunities.”
Jacqui Taylor, LifeLink
Read the LifeLink case study →FAQ
Intent data tracks online research behaviour to identify companies showing interest in topics related to your product. It can come from content consumption, review site visits, search behaviour, or technology evaluation signals. The idea is to reach buyers while they are actively researching.
It depends on your deal size and sales cycle. For enterprise deals above 50K, intent data often pays for itself through faster, better-targeted outreach. For smaller deals, the cost may not justify the incremental improvement over good ICP targeting alone.
Job postings reveal growth priorities. Funding rounds indicate budget availability. Technology adoption signals show infrastructure changes. Executive hires suggest strategic shifts. LinkedIn engagement with competitors shows category interest. All free.
Evaluate on three criteria: signal relevance to your ICP, data freshness, and actionability. Request a trial with your target account list and measure whether their signals correlate with actual engagement. Do not buy based on a demo alone.
It helps you prioritise which accounts to contact first, personalise messaging around the topic they are researching, and time your outreach to coincide with active evaluation. The combination of right account, right message, right time improves every metric.
No. Intent data supplements ICP targeting. A company showing intent that does not fit your ICP is still a bad prospect. Start with ICP fit, then layer intent signals to prioritise within the ICP. Fit first, intent second.
Why ORRJO Is Different
Most intent data is expensive noise
Intent data vendors sell you a list of companies showing interest in your category. But the definition of interest is often as broad as visiting a competitor's website or searching a general keyword. Your SDR calls the account, they have no idea what you are talking about, and the intent signal was meaningless.
ORRJO validates intent signals against real conversion data before acting on them. We know which signals actually predict a meeting and which are false positives. Our clients do not waste time chasing phantom intent because we have already filtered out the noise.
Use intent data effectively.
Tell us about your ideal customer and we'll build the pipeline to reach them.
Book a Strategy Call →