EasyTrack by Kompass: Turning Anonymous Visitors into Opportunities with Intent Data

4 March 2025

Today’s consumer has become more selective when choosing products and services, is more sensitive to the range and quality of products, and is more attentive to studying and evaluating indicators of environmental friendliness and utilization of consumed goods.

B2B buyers increasingly prefer to remain anonymous and not contact the sales team until they are ready to make a purchase. This trend means that salespeople may have little or no opportunity to engage in conversation with these potential customers, let alone provide a customized offer.

It’s critical for B2B sales and marketing teams to identify this invisible audience. How can you discover these ‘hidden’ companies that are interested in your products and services? This is where intent data comes to the rescue.

According to the study of Rollworks and Bombora, 97% of B2B marketers believe that intent data will give brands a competitive advantage in the years ahead.

With the help of intent data, a seller can improve its communication with the audience, tweak tactics, and set strategy on the right course. Collecting and analyzing intent data allows for a more live, and therefore more relevant, connection with the customer.

What is intent data?

Intent data is information about the intent of a buyer (or group of buyers) to take an action.

Intent data comes in two types:

1. Implicit – that is, data that we obtain by analyzing patterns of behavior online
2. Explicit – a direct request from a user (inquiry, request for quotation, etc.).

These data can be either first party or third party. In the first case, they are collected based on the user’s activity on the company website. In the second case, they are purchased from operators who collect and process intent data.

Identify buyers who are prone to buying

As the B2B buying process becomes more digital and self-service, you need to identify your audience as quickly as possible to stand out. Intent data can help marketers and salespeople find potential customers who are in the market and ready to buy before your competitors discover them.

Use customer intent data to:

• Connect and engage with the right customers early in their buying journey.
• Create targeted content that encourages potential customers to go through the entire buying process.
• Avoid customer churn by determining how and when they contact competitors and consider buying from them.

Choosing a data provider

Sales and marketing managers often turn to external data companies to get data on buyer intent; choosing the right data provider can be critical to the success of your future targeting and prospecting initiatives.

According to Mixology Digital, 85% of B2B marketers source their intent data from external sources.

Look for data providers that offer a single platform for collecting, enriching and evaluating third-party intent information (e.g., EasyTrack by Kompass). A single platform should allow you to activate your audience with customized omnichannel campaigns. With better customer insights, your marketing and sales teams can more effectively optimize content for specific audiences and your marketing strategy.

The importance of context

Intent data alone only tells part of the story. An online search does not necessarily indicate that a buyer has a real need or an approved budget, nor does it necessarily indicate that they have the authority or even an intent to make a purchase. To help interpret behavior, context is needed.

Context can provide information about these buyers to help you decide if they are actually active in the market and want to buy, or if they are just showing general interest.

By analyzing your visitors’ IP addresses with EasyTrack, you need to generate their complete insights. Such content should include company data such as corporate hierarchy, buyer locations, and financial information. Context can also include the job title or the buyer’s role in the company structure, as well as more details that match the profile of your ideal customer. This is where the data enrichment process with the Kompass database comes into play.

Combining context and intent data with other B2B data helps marketing and sales teams conduct lead scoring and build a 360-degree view of potential customers. When these individual buyers or groups of buyers are no longer anonymous or hidden, you can create more compelling marketing and sales campaigns.

What should you use intent data for?

Below is a list of potential intent data opportunities that will significantly improve business performance:

• A source of insight for sales schemes. Let’s imagine you have a live lead with a high engagement rate – what do you do with it? After all, you’re not sure what exactly attracted the potential customer, and he’s already trying to get in touch with you for more details. In this case, with intent data you will know what to talk about from the very first minute of the dialog and thus grow in the eyes of the prospect.
• Better segmentation. It is quite possible that you have already segmented your audience by job description and market sectors. However, it would not be wrong to say that the CEO of Company A will in no way resemble the CEO of Company B. They are two completely different individuals with their own unique interests and habits. So such a leveling systematization may not be appropriate at times. If you segment according to intent data, you can build an ultra-correct way of communicating with your target audience.
• Optimization of commercial offers. Often marketers and sales managers suffer by creating offers and solutions based on their personal observations about the interests of a particular profession. By cramming every employee of one professional field or an entire company into templates, you lose the very purpose of such a program. On the other hand, if you engage in demand management based on intent data signals, you can offer the customer exactly what they need and in exactly the format they prefer.

Final thoughts

The digitalization of marketing and sales is progressing at a furious pace. The battle for leads is becoming more proactive than ever: it is no longer enough to collect a database of customers – it is important to identify them at the stage of anonymous interest, quickly generate their profiles and insights using data enrichment services, conduct lead scoring and prepare a customized offer before competitors do.

With EasyTrack by Kompass, you can address all of these challenges in one place – contact us for more information on how to identify your future customers with intent data.

b2b intent data