What when you might see alternatives come up together with your prospects earlier than they go public?
Many go-to-market professionals already use intent knowledge to identify prospects which are enthusiastic about their services or products. However superior customers know that intent can be a helpful software for forecasting main company bulletins like layoffs, acquisitions, or knowledge breaches — occasions that may drive enormous alternatives for any enterprise in a position to capitalize.
Let’s break down a couple of examples to indicate how intent could be your crystal ball.
Intent Information: The way it Works
Intent knowledge detects what your leads and accounts are actively researching on third-party websites throughout the net. When an organization is consuming a larger-than-usual quantity of data on a specific subject, the ZoomInfo platform will show an intent spike for that account.
We mixture these spikes so your go-to-market groups can get forward of buyer issues and alternatives, whether or not which means gross sales reps reaching out to key contacts or account-based advertising campaigns that may get your model in entrance of decision-makers.
ZoomInfo covers over 4,500 subjects, starting from gross sales enablement instruments to M&A to non-public fairness. We additionally run a dwell feed of corporations spiking on numerous subjects. If you happen to’re undecided the place to begin, you may flick thru the Intent Subject Explorer — it doesn’t matter what business you’re employed in, we have now intent subjects that may enable you to pinpoint precisely when your subsequent finest prospect is available in the market.
Listed below are a couple of examples:
Twitter’s Rebrand
On July 22, 2023 simply earlier than midnight, Elon Musk introduced the rebrand of Twitter to “X.”
Within the days and weeks main as much as this second, Twitter’s profile registered ZoomInfo Intent spikes on subjects together with:
- Area Identify Providers
- Trademark Registration
- Copyright Licensing
Whereas Musk’s affinity for the letter “X” (which is featured in different corporations he owns like SpaceX, and even his baby’s identify X Æ A-12) makes the letter a doubtlessly predictable mascot to interchange the corporate’s blue chook icon, ZoomInfo Intent might have helped you see the rebrand was brewing.
Washington Commanders Sale
On Nov. 2, 2022, the homeowners of the Washington Commanders introduced they have been placing the group up on the market.
In September and October, the group was spiking for “mergers & acquisitions (M&A),” “mergers & acquisitions due diligence,” and “acquisition technique.” ZoomInfo CEO Henry Schuck highlighted on LinkedIn how invaluable this info can be to these working in M&A.
T-Cellular Information Breaches
On Jan. 19, 2023, T-Cellular revealed that somebody had hacked into their programs and accessed private knowledge affecting 37 million clients.
5 days earlier than the announcement, ZoomInfo Intent tracked spikes for T-Cellular on these subjects:
- Cyber Threats
- Cybersecurity
- Cybercrime
- Pc Hacking
Curiously, it seems that intent spikes aren’t confined to comparatively large occasions. ZoomInfo Intent registered related safety spikes for T-Cellular in mid-March and early April, and in late April, the firm disclosed one other knowledge breach, this time affecting fewer than 900 clients.
Amazon Layoffs
On Nov. 16, 2022, Amazon confirmed that it was shedding 1000’s of workers. Within the weeks earlier than the announcement, ZoomInfo recorded intent spikes for “layoffs,” “severance pay,” “labor relations,” and “unemployment claims administration.”
Unlock Insights with ZoomInfo Intent
Whether or not you’re employed in cybersecurity, regulation, PR, HR or finance, ZoomInfo has invaluable intent knowledge that may assist your organization go to market extra successfully. Armed with our intent alerts, you may attain out to prospects proper once they want you — and earlier than your opponents.
Able to capitalize in your subsequent massive prospect? We’ve put collectively an explainer for how one can incorporate intent alerts into your gross sales technique.
