You’ve got a list of target accounts, a sales team hungry to close deals, and a pile of intent data from marketing. The problem? Most intent data gets ignored, misused, or just adds noise. If you’re trying to make sense of Influ2 intent data and actually use it to prioritize outreach, this guide is for you.
Let’s break down a real-world workflow for using Influ2 intent data to focus your sales team’s time, cut through the hype, and actually drive conversations with buyers who care.
Why Bother With Influ2 Intent Data?
Influ2 pitches itself as “person-based advertising,” but the real power is in showing you which individuals at your target accounts are actually interacting with your campaigns. You see who clicked, not just which company.
That’s a step up from most intent data, which usually just tells you “someone at Acme Corp downloaded a whitepaper.” With Influ2, you get a name, a job title, and a timestamp. That’s actionable—if you use it wisely.
But let’s be clear: intent data isn’t magic. It won’t hand you warm leads on a silver platter. Used right, it can help you spot early buying signals and prioritize where to spend your limited outreach time. Used wrong, it’s just another spreadsheet nobody looks at.
Step 1: Get Your Data House in Order
Before you start chasing clicks, make sure your basics are solid.
- Clean Target Account List: If your list is junk, your results will be too. Double-check job titles, company names, and emails.
- CRM Sync: Make sure Influ2 data can flow into your CRM or sales engagement tool. Don’t make reps dig through another dashboard.
- Define “Intent”: Not every click means “ready to buy.” Agree as a team on what activity counts as real intent. (More on this below.)
Pro tip: If you’re still flipping between a dozen spreadsheets, automate the basics first. Even a simple Zapier workflow can save headaches.
Step 2: Set Up Influ2 Campaigns for Real Signals
Not all ad engagement is equal. If you blast generic ads, you’ll get lots of noise—people clicking out of curiosity or by accident.
- Use Specific Messaging: Segment your campaigns by key value props or product lines. Tailor ads to problems your target buyers actually care about.
- Test Different CTAs: Try “Book a Demo” vs. “Download the Guide.” See which drives deeper engagement.
- Track the Right Actions: Prioritize clicks, video views, or long page visits over simple impressions.
What to ignore: Don’t get hung up on vanity metrics like impressions or “likes.” Focus on actions that show real interest.
Step 3: Define What Counts as Real Intent
Here’s where most teams get lost: treating a single ad click as a hot lead. Don’t.
Instead, set clear rules for what triggers sales outreach. For example:
- Multiple Touches: Did the same person engage several times over a week?
- Seniority & Role: Is this a decision-maker or just an intern?
- Engagement Depth: Did they only click an ad, or did they also visit your pricing page or download something?
Example Scoring Approach
- 1 point: Clicked an ad
- 2 points: Visited website after click
- 3 points: Downloaded a resource or booked a meeting
You might decide to only flag contacts with 3+ points for sales. Keep it simple—just enough to weed out the tire-kickers.
Pro tip: Involve sales in defining these rules. If they don’t trust the signals, they’ll ignore the leads.
Step 4: Push Intent Data to Sales—Automatically
Reps won’t act if data is buried. Get intent data into the tools they already use.
- CRM Integration: Use Influ2’s native integrations, or set up a routine data push (CSV, API, Zapier, whatever works).
- Create “Intent” Lists or Views: Make it dead simple for reps to see which contacts have crossed your intent threshold.
- Alerting: Consider setting up notifications (email, Slack, etc.) for high-intent actions—just don’t spam your team with every click.
What to ignore: Don’t expect reps to log into the Influ2 dashboard daily. Pipe the data to where they already work.
Step 5: Craft Outreach That Doesn’t Suck
Intent data is worthless if your follow-up is generic or creepy. Don’t reach out with, “I saw you clicked our ad.” That’s weird.
- Personalize Based on Context: Reference the topic they engaged with (“Saw you were interested in X—thought you might find this helpful.”)
- Be Human, Not Robotic: Skip the “I noticed you downloaded our ebook…” unless you’re offering something genuinely useful.
- Timing Matters: Reach out within a day or two of engagement. Wait too long, and the signal goes stale.
Outreach Example
“Hey [Name], noticed your team’s been exploring [problem your product solves]. We’ve helped others in [their industry] solve that. If you’re open to it, happy to share what’s worked—just let me know.”
No need to mention the ad click. Use the insight, not the creepiness.
Step 6: Track What Actually Works (and Tweak as You Go)
Don’t assume your process works—measure it.
- Reply & Meeting Rates: Are intent-based leads responding more often?
- Pipeline Impact: Are these contacts moving further/faster in your funnel?
- Feedback Loops: Ask sales what feels real and what feels like noise.
If outreach isn’t working, revisit your intent definitions. Maybe you’re flagging too many “meh” signals. Or maybe your outreach needs work.
What to ignore: Don’t obsess over every metric. Focus on real outcomes—conversations, meetings, and deals.
Common Pitfalls (and How to Dodge Them)
Let’s be honest—most intent data projects fizzle out. Here’s why:
- Too Many Low-Quality Signals: If everything is “high intent,” nothing is.
- Sales Doesn’t Trust the Data: If they see junk, they’ll tune it out.
- Overcomplicating Scoring: Keep it simple. You can always get fancier later.
- No Clear Owner: Assign someone to run point—otherwise, it gets lost in the shuffle.
If you hit any of these, don’t scrap the whole thing. Tighten your filters, ask sales what helps, and keep iterating.
A Few Real-World Tips
- Start Small: Pilot with a handful of reps before rolling out to everyone.
- Don’t Ditch Old Tactics: Intent data is a supplement, not a replacement for cold outreach or referrals.
- Beware False Positives: Sometimes people click ads by accident or out of boredom. That’s life.
Intent data is just a tool. Use it to start smarter conversations, not to replace good sales skills.
Keep It Simple and Iterate
If you take away one thing: don’t overthink it. Use Influ2 intent data to focus your outreach, but keep your process simple and grounded. Set clear rules, automate what you can, and listen to feedback from the people actually doing the selling.
You won’t get it perfect out of the gate. But with a little discipline—and a healthy skepticism of hype—you’ll spend less time chasing ghosts and more time talking to real buyers.
Now go try it, tweak it, and see what actually works for your team.