How to Use Intent Data to Support Your Sales Team and Close Deals Faster

Expected Results

• Understand intent data and how it reveals real buying signals.
• Identify and prioritize high-intent prospects with RB2B.
• Personalize outreach and enrich your CRM with actionable insights.
• Align sales and marketing while automating workflows for faster results.

Wondering Why Your Sales Team Still Struggles to Close Deals?

Most deals are lost long before your reps ever get on a call. Not because they can’t sell, but because they’re reaching out blind.

Without buyer intent data, outreach turns into guesswork. Reps chase cold leads, send generic messages, and waste time on people who were never ready to buy. Meanwhile, your best prospects are dropping hints through their online behavior, but you’re just not seeing them.

This guide will show you how to use intent data to bring clarity and focus to your sales process. You’ll learn how to spot hidden buying signals, prioritize high-value prospects, and craft outreach that converts.

Why Signals Alone Don’t Close Deals

Having intent data is one thing. Turning it into revenue is another.

Most sales teams already have access to signals, but without context, those signals create confusion. Reps end up guessing who to contact, when to reach out, and what to say.

Other challenges they face include;

• Data overload: Too many dashboards, alerts, and spreadsheets, not enough direction.
• No real context: A page visit or content download doesn’t tell you who’s actually ready to buy.
• Missed opportunities: Buyers signal interest, but deals slip away because no one follows up in time.

Without a clear system to prioritize, enrich, and act, intent data loses its competitive edge. RB2B fixes that. It turns anonymous signals into person-level insights, showing your team exactly who’s ready, what they care about, and when to engage.

The Solution: Turning Signals Into Sales Intelligence

Modern sales teams don’t need more data; they need direction. The real power of intent data comes when you combine signals with context, helping reps focus on buyers who are both interested and ready to act.

According to Forrester, 62% of B2B buyers finalize their vendor list based on digital research alone. That means if your team isn’t leveraging intent data, you’re losing deals before outreach even starts.

RB2B bridges that gap. It reveals the real people behind the signals, complete with LinkedIn profiles, job titles, and engagement history, so your team knows exactly who is showing interest, what they care about, and when to engage.

By layering behavior with firmographic filters like company size, seniority, and industry, RB2B turns traffic into a ranked list of high-value prospects. Real-time alerts and CRM syncs make sure your reps never miss a window to engage.

This is what modern selling looks like: focused, data-backed, and perfectly timed. 

What Is Intent Data?

Intent data shows you which prospects are actively researching topics or solutions tied to your product. It tracks behavior like page visits, content engagement, and keyword searches to show buying interest and timing.

There are three main types of intent data:

• First-party data: Collected directly from your own channels, such as your website, CRM, or email campaigns.
• Second-party data: Shared by trusted partners or integrated platforms.
• Third-party data: Sourced from external sites, ad networks, or specialized intent providers.

RB2B combines first- and third-party data to help sales teams spot high-intent buyers, tailor outreach, and engage at the moment that matters most.

How to Use Intent Data to Support Your Sales Team with RB2B

Step 1: Identify and Track Buyer Intent Signals

Sales success starts with visibility. To target the right prospects, you need to know who is visiting your site, what they’re viewing, and how they’re engaging. These actions reveal real buying intent, not just casual curiosity.

RB2B’s tracking pixel makes that possible. It identifies individual visitors in real time and connects their activity, like pricing page views or content downloads, to verified LinkedIn profiles, job titles, and contact details. Suddenly, anonymous traffic becomes actionable insight.

Here’s how to set it up:

• Visit rb2b.com and click “Start for Free.”
• Get instant access to a 7-day free trial with LinkedIn profiles, company insights, CRM integrations, and verified emails, no credit card needed.

• On your RB2B interface, navigate to Script → View Script.

• Copy the tracking code provided.

• Paste it into your website’s header, just before the closing </head> tag.
  
  • For WordPress: Use the Insert Headers and Footers plugin or edit your theme’s header.php file.
  • For Shopify: Add the code to your theme.liquid file.

• Confirm installation: RB2B’s tracking pixel loads asynchronously, so it won’t impact site performance. It automatically focuses on U.S.-based traffic to maintain GDPR compliance and improve match accuracy.
• Verify setup by visiting your site, then check your RB2B dashboard within 5–10 minutes. If your IP is trackable, your visit should appear in the activity log.

For more insights, read our guide on identifying buyer intent signals. 

Step 2: Let RB2B Prioritize Your High-Intent Prospects

Not every signal means “ready to buy.” A visitor exploring your pricing page shows far more intent than someone skimming a blog. RB2B’s Hot Leads feature helps you filter and prioritize the visitors who matter most.

Here’s how to set it up:

• On your RB2B dashboard, go to Hot Leads → Edit Filter to define what qualifies as a high-intent visitor.

• Name your filter for easy reference.
• Set your matching criteria such as company revenue, size, seniority, department, category, or location.
• Set the number of required matches. By default, a lead is marked as hot if it meets just one filter.
• Apply filters to integrations like Slack or HubSpot CRM so only qualified leads sync automatically.

Once saved, RB2B tags new visitors who meet your filters in real time. They’ll appear instantly in your dashboard and integrations, making sure your team sees high-intent prospects first and acts fast.

Step 3: Enrich Your CRM with RB2B’s Contextual Data

Smart outreach starts with context. RB2B connects directly with HubSpot and Salesforce, enriching your CRM with verified person and company-level data, updated in real time.

Here’s how to set it up:

• In your RB2B dashboard, go to Integrations and connect your CRM of choice. 

• Once linked, RB2B automatically syncs identified visitors with key data points, including:
  
  • LinkedIn profiles and verified contact details
  • Job titles and seniority levels
  • Company size, revenue, and industry
  • Engagement history: pages viewed, time on site, and visit frequency

All of this context lives right inside your CRM. Your reps see the full picture before they reach out — who they’re talking to, what that person cares about, and when they’re most engaged.

Step 4: Use RB2B Insights to Personalize Sales Conversations

Intent data doesn’t just show who is interested, it shows why they’re interested. With RB2B, your team can see which pages prospects visit, how often they return, and what captures their attention.

When a Director of Sales keeps revisiting your case studies, your reps can tailor outreach around results and ROI. If a C-suite visitor spends time on pricing or demo pages, it’s time to start a value-focused conversation.

RB2B’s person-level profiles, complete with LinkedIn data, job titles, and engagement history, give your team the context they need to send messages that feel relevant and timely, not templated.

This level of personalization helps sales teams have data-backed conversations, helping prospects move from interest to action. 

Step 5: Align Sales and Marketing Around RB2B’s Shared Insights

When sales and marketing use the same data, everyone is naturally on the same page. RB2B’s Hot Pages feature bridges that gap by showing which pages spark the strongest buying signals, giving both teams a clear view of what’s driving engagement.

Here’s how to make it work:

• In your RB2B dashboard, go to Hot Pages
• Add your key pages, such as pricing, product features, case studies, or demo requests.
• Track visitor activity and repeat traffic across those pages.
• Filter visitors by Hot Pages to see who’s showing real intent.
• Share insights instantly so both teams can adjust messaging, follow-ups, and timing.

With RB2B, marketing sees what’s working, sales sees who’s engaging, and both run on a shared, real-time view of buyer intent. 

Step 6: Automate Sales Workflows with RB2B’s Real-Time Alerts

Speed wins deals. Timing decides who closes them. RB2B keeps your team ahead with real-time notifications the moment high-value visitors engage on your site.

Once your tracking script is installed, RB2B automatically identifies both new and returning visitors.

Then, you can:

• Enable Slack notifications to alert your team the moment a qualified visitor is detected, including contact details and the pages they viewed. Learn more about our Slack integration in this guide.
• Use Hot Leads and Hot Pages filters to ensure only the most relevant visitors trigger alerts or sync to integrations like HubSpot.
• Export filtered profiles directly from your dashboard for targeted outreach or follow-up campaigns.

With RB2B automation, your team doesn’t have to watch dashboards all day. They’ll know exactly when and who to contact, reaching out while prospects are still active and intent is fresh.

Step 7: Sync Intent Data Directly to Your CRM

Intent data only drives action when it’s where your team works. RB2B connects seamlessly with HubSpot and Salesforce, syncing high-intent visitors, along with their engagement insights, straight into your CRM.

Here’s how to set it up:

• In your RB2B dashboard, go to Integrations and connect your CRM.

• Turn on automatic sync to push identified visitors and activity data directly into your records.
• Use Hot Leads filters so only qualified prospects make it through.
• Enrich each contact with LinkedIn profiles, job titles, company details, and a full engagement timeline.

Now your reps can open their CRM and instantly see who’s showing intent, what they’ve viewed, and when they last engaged. This way, they can personalize outreach and move faster on the leads that matter most.

Best Practices for Using Intent Data with RB2B

• Start with clear outcomes: Know what “success” looks like, whether that’s faster response times, better-qualified pipeline, or higher conversion rates, and use intent data to work backward from those goals.
• Segment by buying stage: Treat early researchers differently from late-stage evaluators. Tailor messaging and cadence to where each prospect is in their journey.
• Score and tier leads: Build a simple scoring system that blends behavior, fit, and frequency, helping reps see at a glance which prospects deserve immediate attention.
• Train your team on interpretation: Intent data is only powerful if reps know how to read it. Run quick sessions showing what each signal means and how to act on it.
• Pair data with human judgment: Use RB2B insights to guide, not replace, your team’s instincts. Combine context from calls, emails, and past deals to make smarter decisions.
• Set SLAs for follow-up: Define how quickly reps should respond to new signals. Speed matters; even the best data loses value if no one acts on it.
• Review intent-to-revenue performance: Track how many high-intent leads turn into real opportunities and closed deals, then refine your strategy based on what’s driving ROI.

Turn Intent Data into Revenue with RB2B

Every visit to your website tells a story; some are just browsing, but others are ready to buy. The difference lies in knowing how to read those signals and act before competitors do.

RB2B gives your sales team the clarity and context they need to move fast on real opportunities. With person-level insights, intent tracking, and seamless CRM integrations, your reps can focus on high-value prospects, personalize every outreach, and close deals faster than the competition.

Stop guessing who’s ready to buy. Start turning intent data into pipeline growth. Get started with RB2B for free today.