In B2B sales and marketing, timing is everything – and relevance is your secret weapon. The best Go-to-Market (GTM) teams know that simply identifying companies in your Total Addressable Market (TAM) isn’t enough. To win new business, you need to know who’s in-market and why they’re a good fit. That’s where both intent data and technographic data come into play.
Individually, each signal offers deep insights into buying behavior and customer fit. However, using them together unlocks an unfair advantage: the ability to engage the right accounts at the right time with the right message.
What Is Intent Data?
Intent data reveals which companies are actively researching topics relevant to your product or solution. Intent data is collected through:
- Web content consumption across publisher networks
- Search behavior
- First-party engagement (e.g., email clicks, site visits)
- Third-party behavioral signals (e.g., Leadspace)
Intent data tells you which companies are showing signs that they might be in-market this week.
What Is Technographic Data?
Technographic data tells you what tools, platforms, and technologies a company is currently using – or used in the past. This includes:
- CRM, marketing automation, cloud providers, security tools, hardware, some services, etc.
- Recently adopted or dropped technologies
- Tech maturity and compatibility with your offering
Technographic data tells you if an account is a good fit for your product based on their technology stack.
More Powerful Together
Intent and technographic signals are useful by themselves, but they become much more powerful when used in combination. By aligning on both signals, sales and marketing teams are able to:
Pinpoint High-Fit, High-Intent accounts. When a company is actively researching a problem you solve and has the right tech stack to support your solution, they jump to the top of the priority list.
Accelerate pipeline with precision outreach. Technographics inform how your solution fits, while intent shows why the timing is right. This enables reps to craft personalized, relevant outreach that resonates immediately.
Customize messaging by tech environment. Your messaging should adapt based on what tools the prospect already uses. If someone is using your competitor, you can highlight migration advantages. If they lack a key dependency, you can qualify them out early – or position an add-on strategy.
Fuel Account-Based Marketing (ABM) campaigns. Layering intent and technographics lets marketing launch highly targeted ABM campaigns based on real signals – not guesswork. Target only those showing buying intent and product compatibility, increasing conversion rates and reducing ad waste.
Improve AI scoring models. Technographic and intent data are both strong predictors of purchase behavior. Feeding these into your AI scoring engine enhances accuracy – helping your GTM teams prioritize the right accounts across your TAM.
Basic Steps to Aligning on Intent and Technographic Data
Step 1: Define your Ideal Customer Profile (ICP).
Start with clarity. What tech stack characteristics define a good-fit customer? What intent topics map to buying triggers?
Step 2: Integrate data sources.
Connect your intent provider with your technographic data source. Feed both into your CRM or CDP to build unified account views.
Step 3: Build precision segments.
Use filters to create dynamic segments like:
- Companies using X + researching topic Y in the past 2 weeks
- Accounts showing intent that also use your competitor’s product
- Prospects with complementary stack but not yet in-market (for nurture)
Step 4: Segment Fit Scores.
Filter segments for High-Fit scores (e.g., Leadspace) to ensure the company is a firmographic match to your Ideal Customer Profile (ICP).
Step 5: Activate sales and marketing plays.
Turn data into action:
- ABM ad campaigns targeting top matched accounts
- Sales sequences personalized to current tech and pain points
- Content offers aligned with intent topics and stack maturity
Step 6: Measure and optimize.
Track pipeline velocity, win rates, and engagement for accounts surfaced by this combined approach – and refine your ICP, scoring models, and outreach accordingly.
Conclusion
In the noisy B2B landscape, relevance is what cuts through. By aligning Intent data with Technographic data, sales and marketing teams can stop chasing every lead – and start focusing on the right opportunities at the right time. This isn’t just smarter marketing. It’s a competitive edge that helps you move faster, convert better, and land more new business – especially in a world where precision is everything! For more information about Leadspace’s Intent offering, get the product sheet here. Stay tuned for our next blog series, where we will explore the importance of maintaining accurate customer data with a strong Identity Resolution framework when implementing AI scoring models.
