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In modern B2B sales, understanding when someone is ready to buy is just as important as knowing who they are.
That’s where intent data comes in.
Intent data refers to signals that show you what your prospects are actively researching, engaging with, or be interested in something particular.
These signals can come from your own platforms, like someone visiting your pricing page or from external sources like LinkedIn engagement, Google searches, or visits to competitor websites.
By leveraging intent data, you can prioritize your outreach, personalize your message, and engage prospects at the exact moment they’re most likely to respond.
Instead of cold emails to random contacts, you shift toward warm, timely interactions with leads who are already showing signs of interest.
One of the simplest and most actionable forms of intent data comes from LinkedIn engagement.
When someone likes or comments on a post, especially if that post is yours or touches on a topic your solution addresses. They’re giving you a public signal of interest.
The moment people start interacting with a post, we use La Growth Machine’s LinkedIn integration to extract the list of likers and commenters. These interactions indicate soft intent: they’re not in-market yet, but they’re leaning in.
To import them in LGM, choose any LinkedIn post even if you are not the author and click on “…” Then, click on ‘Copy link to post’ and paste the URL into LGM.
From there, we can make a light-touch LinkedIn sequence that references the post, thanks them for the engagement, and opens up a conversation.
Even if they’re not ready to buy, these prospects have seen your content and are more likely to recognize your name.
That familiarity makes follow-up much more effective.
Events are a much stronger signal of buying intent.
When someone signs up or attends a LinkedIn event, especially one related to your product’s value proposition. They’re not just curious, they’re exploring.
Let’s say your target audience is Heads of Growth at B2B startups.
If you find an event titled “Scaling B2B Growth in 2024” and you see dozens of your ICP signed up, that’s gold. You can extract the list of attendees or registrants and import them directly into an audience.
To import them in LGM, click on “Attended an event” a new LinkedIn tab will open.
Go to the event’s LinkedIn page and copy this link. Then you can paste the URL and import them:
Unlike likes or comments, event participation shows a proactive step.
Your outreach should reflect that.
Reference the event in your first message, provide value that builds on what they learned, and position your product as the next logical step.
This type of intent is mid-funnel: they’re aware of some of their problematic and actively looking for solutions.
If someone follows one of your competitors on LinkedIn, they’ve already declared interest in the type of solution you offer.
This is an incredibly valuable signal, especially if you’re trying to capture market share or position yourself as an alternative.
Using Sales Navigator lead search, you can build a lead list of people who follow a competitor’s LinkedIn page.
These followers may not be actively looking yet, but they’ve opted in to receive content, updates, and news from your competitor.
That means they’re paying attention.
Simple, effective (and a bit risky).
You can also use a third-party tool like Pronto or Scrapeli to do the work for you.
In your outreach, you don’t need to name-drop the competitor, but you can speak directly to the problem your category solves, and the ways your approach is different.
These leads are aware and interested, but they may still be in evaluation mode. Your job is to accelerate that decision.
This is the highest form of intent you can capture: someone who landed on your website, especially on high-intent pages like pricing, demo requests, or product comparisons.
To identify these visitors, install the LinkedIn Insight Tag on your website.
This tag tracks anonymous website traffic and connects it to company-level data inside your LinkedIn Ads account. You can follow LinkedIn instruction.
Once installed, you can build matched audiences based on visits to specific URLs.
If someone visits your pricing page but doesn’t fill out a form, you can segment that behavior and push those companies into an audience.
From there, you can either retarget them with ads, or go one step further by using LGM’s workflow.
You can also use a third-party tool like RB2B (not GPRD compliant and only on US leads) or Clearbit (they identify companies not leads, so you’ll need to use SN account search with those companies and use the “View current employees” to make a list).
In your outreach, don’t mention their visit directly. Instead, focus on the problem they were likely exploring.
For instance, if they were on your integrations page, you could say:
“I’ve been speaking with several teams trying to unify tools like X and Y. Happy to share what’s worked best in similar setups.”
These kinds of cues hint at relevance without breaking trust.
This approach combines intent data with subtle, high-relevance messaging that respects the user’s privacy while still converting their interest into conversations.
Now, let’s move on to the next module : Enriching my database!
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