What is Conversational Intent?

And, why can it help you sell more in today's world?

Conversational intent identifies conversations online where potential prospects are expressing interest and emotions about topics relevant to your business.

Identifying public conversations with intent data helps marketing and sales professionals reach earlier into the buyer journey where their time and efforts can have a greater impact.

There are 3 main categories of intent data.

First party

Your own data
People filling out forms on your website. Visits to your websites where you gain analytics insights. CRM data. Surveys and questionnaires. Interviews. Your business is an example of a first party vendor.

Second-party

Another company's first-party data
Most often, this is comparision or shopping sites. Visitors can put in vendors, get comparisions and pricing. The companies sell this information to your business. That makes it second party. Examples of vendors in this section are TrustRadius, G2, etc.

Third-party

Gathered from the web
This is what Audienti provides. It can come from ad networks, retargeting, IP addresses, databases, and media mentions. This is where most intent-providers sit that provide services to you.
The key with third party data is the freshness of the data. The older the data, the less likely the data will be relevant. And, irrelevant data wastes money.

Intent platforms help with 2 goals: eliminating waste and reaching new prospects.

Eliminating waste

Spend money in the right places
Any efforts made that don't result in a sale for your business amount to wasted money. Intent platforms help you do a better job segmenting and targeting. So, you reduce the risk that you target people that will not buy.

Reaching new prospects

Finding unknown new prospects
The other main use of intent is to reaching unknown, but good prospects. Intent platforms use various techniques for this. Once identified, they can be targeted with ads, outreach, or other methods.

Intent platform leverage two models to provide benefits: forecasted data and direct data.

Forecasted data

Identifies groups not visible to human reasoning
Leveraging big data and AI models, these systems forecast that one group is a fit for your business. These models use sophisticated (and not transparent) models to segment prospects into groups. Then, based on their attributes, group them into affinities that make them more likely to be a buyer.

Primary data

Filters vast amounts of data to find needles in the haystacks
Primary data intent is simpler to understand. This method often filters vast amounts of data to find the needle in the haystack in available data. Usually, this will either label your existing data with this. Or, provide a new, filtered data source for your use.

Where does Audienti fit into the intent data marketplace?

Eliminating waste

Spend money in the right places
Time spent promoting content using social media can be more tightly targeted at a group of likely prospects. This both helps you seem bigger in a market, while spending less time and money on customers.

Reaching new prospects

Finding unknown new prospects
Audienti uses conversations found online and social media profile descriptions to filter and label data for your specific business. Unlike database-driven providers, our data is unique to your project. This allows us to target hard to reach segments more effectively.

Interested in trying out intent data in your business? Sign up for a free plan.