For a long time, the sales teams worked blind. CRM tools structured declared contacts, marketing campaigns generated formalized leads, and prospecting was based on more or less qualified lists. But today, most of the purchasing course takes place without direct contact. Weak signals have become the main indicator of interest, and their good exploitation can make the difference between an opportunity seized and a lost prospect.
A commercial paradigm change
In the traditional model, commercial activation begins with a completed form. In the current model, it starts well before. According to various sectoral studies, more than 70 % of the B2B purchase route takes place anonymouslyon search engines, competing sites, or specialized content. The lead is no longer captured, it is deduction from behavior.
What is called “Intent Data” includes all digital signals which reveal a potential interest in a given solution, product or subject. These signals include:
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- sensitive pages visits (prices, comparators, customer cases),
- research associated with a business issue,
- repeated reading of content on a specific theme,
- Interactions with partners or sectoral platforms.
The challenge is no longer the signal capture, but its rapid and structured activation.
From detection to action: good practices
1. Call up your targets, not just its leads
Inteent Data only makes sense if it is faced with a specific repository: The Addressable Market (TAM). Working without framework is running after all the signals indistinctly. We must first segment clearly: by sector, business size, technologies used, geographic area. This filter allows the commercial effort to be concentrated on high -value signals.
2. Qualify the signal before initiating an action
An anonymous visitor on the “Prices” page is not a qualified prospect. A signal is not a green light. The best teams define engagement thresholds : visit frequency, nature of the content consulted, cross -behavior with other channels. The objective is to deal with only rich signals, crossed with client fit criteria.
3. Align dirty and marketing on activation scenarios
Each signal must trigger an appropriate response:
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- Low signal → Automated nurturing or advertising retargeting.
- Average signal → personalized email sequence.
- Strong signal → Commercial call with enriched preparation.
The most efficient teams write signal processing playbooks. They leave nothing to individual interpretation: each combination “Signal type X target profile” triggers a standardized action.
Industrialize without dehumanizing
One of the risks of the Inteent Data is to fall into systematic automation. However, a signal has value only if it leads to a relevant human interaction. This is where the commercial function resumes its place: it is less to “prospect” than toInterpret signals and orchestrate the right timing.
Data enrichment tools (Clearbit, Apollo, Kaspr, etc.) today make it possible to identify companies from their field or behavior. But it is still necessary to integrate this data into a fluid process, where the sales teams can act in contextwith a maximum of consolidated information.
Towards prospecting increased by AI
The near future will see IA commercial agents develop capable of automatically identifying a signal, writing a personalized first approach, and offering an appointment. These autonomous assistants will not replace salespeople, but will move their added value towards context analysis, negotiation and complex qualification.
The role of the Sales Ops evolves accordingly: It is no longer the tooling that is strategic, but the orchestration Data flows, highlights, and responsibilities.
📌 Synthesis: what the best already do
| Signal level | Recommended action | Activated channel | Responsible |
|---|---|---|---|
| Repeated visits Page “Prices” + Blog return | Personalized email with joint resource | SDR | |
| Customer case download + “Contact” page visit | Direct call with script on use cases | Phone | AE |
| Competitive request on comparator + absence CRM | Retargeting + Lead Gen sequence | Ads + Email | Marketing |
| Pricing visit + “Contact” page on TAM company | IA + Human Relaunch Sequence | Email + call | Bdr |
Inteent Data is no longer a marketing automation gadget. It’s a Momentum strategic sensor For sales teams. But you still have to know how to take advantage of it: Define the right filters, structure reactions, and empower teams.
