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Hotels that align tactics to guest intent and new AI behaviors will win more profitable bookings while reducing OTA dependence. Optimized targeting based on purchase intent signals also reduces wasted ad spend on low-intent audiences. This approach builds consumer trust while maintaining marketing effectiveness. The combination creates an omnichannel presence that meets consumers wherever they engage with media. This approach creates more precise targeting than third-party data alone by using actual dealership transaction and service history. Dealerships should implement comprehensive CRM and DMS integration with marketing platforms to track customer interactions across all touchpoints.
To drive real pipeline impact, you need both, but first-party data fills the gaps intent can’t. That’s where first-party data steps in capturing verified, high-intent signals from direct interactions. It’s the combination of intent data with first-party data direct interactions with your brand, that turns curiosity into qualified opportunity. Learn how to use both to drive better B2B targeting and conversions. Over the past 10 years, he has worked with startups and enterprise B2B SaaS companies to boost pipeline and revenue through strategic content initiatives. In Influ2, once you’ve mapped the contacts you want to go after, you can start showing them ads to collect first-party intent data instead of waiting for them to find you.
A data-driven approach will help marketing and sales to identify the best plays over time to drive pipeline and increase revenue. This is why depending solely on third-party intent data can be a problem when trying to identify buying signals. However, when compared to first-party intent data, third-party intent data is less reliable. For example, with Bombora Company Surge® audience criteria, you can identify accounts surging on relevant topics, and nurture them using multistage, multichannel tactics, including personalized display ads, website messaging, and SDR outbounding all based on the initial topic surge. Integrating third-party intent into ABM campaigns allows marketers to orchestrate the buying experience from the top of the funnel through the middle of the funnel and fill your pipeline. This is a double-edged sword as this data will not reveal top-of-funnel activity, so it won’t be as helpful in reaching accounts that have just identified their problem, potentially making for an uphill battle against your competitors.
You can identify audiences researching product pages for project management companies like Monday.com or Basecamp and nurture them with relevant competitive differentiation messaging. You can download second-party intent data directly from the source or utilize an ABM platform to leverage it more effectively. The main second-party intent data offerings for B2B marketers come from software review sites like G2 or TrustRadius. When discussing intent data sources, second-party intent data is often left out of the conversation. The key to leveraging buyer intent data is combining first and third-party intent to give you the most comprehensive and accurate buying signals of your target accounts, thus enabling you to engage those accounts with relevant ads and sales plays in your ABM campaigns.
Of course, the goal of these efforts is to give your salesforce the “tells” they need to engage with your B2B buyers in a way that is meaningful and relevant to them at the moment. If you use IP identification technology or monitor downloads or forms, you might tie the activity to an individual or a specific company. Long before the internet, algorithms, and data analytics, there were prospect body language “tells” like crossing arms, a glance, or change in voice tone; those in the business could spot clues that revealed what a prospect was thinking. Top salespeople and marketers can “read the room” in any tradeshow, sales meeting, or even a one-to-one interaction with a prospect. When you have a clear picture of your customers, including what they’ve browsed, purchased, and saved for later, you can create hyper-relevant campaigns.
By combining buyer intent algorithms with your own company records and continually updating them, you can tap into data you already own to see which accounts are in-market to purchase imminently. The reason why so many marketers rely on first-party data is having a direct view of your audience – the people who are already interested in what you have to offer. As a result, it’s important to invest in building strong direct relationships with your customers and collecting data ethically and transparently. In this article, we’ll cover what intent data is, why it matters, and how you can leverage first-party data in your intent-based targeting strategies for effective campaigns.
Intent only matters when it is timely enough to influence action. You need to know where the signal comes from before you can judge freshness, fit or compliance. If a platform is weak on those basics, it turns into a dashboard your team stops trusting, no matter how much data volume it advertises.
Gong's analysis of 1.8 million opportunities found that closed-won deals have twice as first party intent data many buyer contacts as lost deals, and multi-threading boosts win rates by 130% in deals over $50K. Qwilr analyzed over 1 million proposals and found that proposals viewed for more than 4 minutes had a 41% acceptance rate — compared to just 3.5% for proposals viewed less than 1 minute. This data lives in a completely different system from your website analytics, marketing automation, or CRM — so nobody includes it in the "first-party intent data" conversation.
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In a nutshell, while first-party intent data remains a priority, second-party intent data can play a pivotal role in enhancing your marketing efforts, broadening your customer reach, and providing you with deeper market insights. This makes it a reliable source for businesses looking to make informed decisions. While first-party intent data provides you with direct insights about your customers, second-party intent data can provide you with a broader view of market trends, patterns in customer behavior, and potential opportunities. One of the key benefits of second-party data is the opportunity to access a wider audience base.
With this in mind, we recommend that all B2B marketing teams should leverage their own first-party intent data and incorporate this into their marketing strategies. In short, first-party intent data is easily accessible, highly valuable, with little-to-no significant additional costs incurred. With 1st party data, the benefits include saving money through in-house data collection, full control over the data, the ability to tailor topic taxonomies, and the ability to drill down into individual buyers within an account. We spoke to 200 senior marketing specialists in large companies of 500+ employees across multiple industries to see what they had to say – which is better for demand generation, first-party, second-party or third-party intent data? When it comes to deciding where to source your intent data, it is worth considering that first-party data, second and third-party data all give different outlooks, provide different benefits and have their own challenges. Businesses can utilize it to grow their lead pipeline and discover sales opportunities that were previously hidden.
The real power of first-party intent data lies in its ability to inform real-time personalization. To fully unlock the potential of first-party intent data, integrate it across your marketing tech stack. Hushly’s segmentation tools make it easy to personalize campaigns at scale, ensuring that every lead receives content tailored to their unique needs and preferences. If your data indicates that small businesses in the healthcare industry are most interested in compliance resources, create a dedicated campaign that focuses on these needs. For example, if visitors from a specific account repeatedly view content about “cost-saving strategies,” it’s a clear sign that affordability is a top priority for them.
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You can also sync Klaviyo to all your Shopify data, such as website activity, tags, catalog, and coupons, and benchmark your business performance against other brands like yours. Shopify’s platform brings together interactions across all devices, channels, and sessions into a single, coherent profile for each shopper. It provides accurate, real-time insights straight from your audience’s interactions, allowing for precise targeting, personalization, and lead prioritization.
Protect margin with smart mix and targeting. The industry’s growth trajectory is strong, with hospitality projected to reach $5.82T in 2026 Hooray Lab. For a $200 room, OTA commissions of 15-30% cut deeply into profit monday.com, while direct retains about 95.82% of revenue. Guests expect fast, mobile-first discovery and direct booking benefits.
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Compare the best tools for doing more with fewer reps, from all-in-one platforms to AI that handles busywork. B2B organizations continue to push the envelope and find better ways to act on intent data insights, and in turn, buyers are being reached quicker and having their businesses’ pain points addressed in real time. First-party, second-party and third-party intent data are each valuable to marketing and sales teams but the quality of intent data is only as good as the sources it draws from. Foundry Intent is a combination of intent data collected from your website, social media interactions, engagements across the public web, research signals on global content, and Foundry’s proprietary audiences from their publishing network, and events data. By pairing multiple types of intent data with ABM orchestration, you can achieve fuller coverage of your total addressable market in real time.
Too many strategies are still built on demographics and interests, rather than on what consumers are doing in real life. In 2026, the biggest risk in media planning isn’t choosing the wrong channel, it’s planning around assumptions that no longer reflect how people actually behave. Media teams are now juggling more channels, more data, more formats, and more pressure to prove impact, all while consumer behaviour becomes harder to read and AI reshapes how discovery actually happens. Get instant alerts when a competitor gains citation ground on a prompt that matters, and when a new opportunity opens up for your brand to claim first. Know whether your content is strong enough to earn an AI citation before it is ever published. Omnibound continuously analyzes every buyer interaction and market shift to surface themes, triggers, objections, and competitive intelligence that drive AI search visibility, citations, and pipeline.
