If you’re in B2B sales, you know the drill: too many accounts, not enough time, and a boss who wants more pipeline yesterday. Intent data promises to fix this by showing you who’s “in-market.” But most of it is noisy, generic, and doesn’t actually help you pick your next call. If you’re trying to get real, practical value out of intent data—specifically from N.rich—this guide is for you.
Let’s cut through the hype and get into what actually works, what doesn’t, and how to use Nrich intent data to make your sales outreach less random and more effective.
Step 1: Get Clear on What Intent Data Actually Is (and Isn’t)
Before you do anything, let’s get real about what “intent data” can and can’t do.
What it is:
- Signals that a company (not a person) is probably researching a topic, product, or solution like yours online.
- Usually based on web activity—think content downloads, keyword searches, ad clicks, time spent on certain pages.
What it isn’t:
- A magical list of buyers ready to sign a contract.
- Ever 100% accurate or complete.
Pro Tip:
Treat intent data as a starting point, not a crystal ball. It helps you focus, but you’ll always need human judgment.
Step 2: Set Up Nrich to Actually Capture Useful Signals
A lot of sales teams get intent data feeds but don't configure them. Out-of-the-box settings usually mean you’re tracking every tire-kicker in the world.
What to do:
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Define your target topics and keywords.
Don’t just pick broad stuff like “software” or “cloud.” Go specific: “sales enablement software,” “B2B pipeline automation,” your competitors’ names, etc. -
Refine your ideal customer profile (ICP).
Sync with marketing and sales leaders. What company sizes, industries, and regions matter? Filter out the rest. -
Integrate Nrich with your CRM and outbound tools.
If intent data sits in its own dashboard, it gets ignored. Pipe it straight into Salesforce, HubSpot, Outreach, or wherever your team lives.
What to ignore:
- Vanity metrics like total “intent surges” across all accounts. Focus on quality over volume.
Step 3: Prioritize Accounts, Don’t Just Chase Spikes
Intent data is most useful for prioritization, not shotgun prospecting.
How to use it:
- Score accounts by both fit and intent.
- High fit, high intent = top priority.
- High fit, low intent = nurture.
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Low fit, high intent = usually a distraction (unless you’re expanding your ICP).
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Look for patterns, not one-off spikes.
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One surge in activity isn’t enough. Prioritize companies showing consistent or growing interest over time.
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Layer in other signals.
- Website visits, email opens, past engagement, and open opportunities. Don’t let intent data make you ignore what you already know.
What doesn’t work:
- Calling every “hot” account without checking if they’re even in your territory or ICP.
- Treating intent spikes as purchase signals—they’re curiosity, not commitment.
Step 4: Align Outreach Messages with the Actual Intent Signal
Here’s where most people drop the ball. If all your outreach says is “I saw you’re interested in X, let’s talk,” you’ll get ignored.
What works:
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Reference the topic, not the “intent data.”
“I noticed a lot of companies in [their industry] are exploring [topic]. Are you looking at this too?” -
Bring something useful to the table.
If Nrich shows they’re researching “sales enablement integrations,” send them a case study, a checklist, or a short video that answers common questions. -
Personalize, but don’t overdo it.
Use what you know about their company and the topic. Don’t fake familiarity you don’t have.
What to ignore:
- Scripts that mention the intent signal directly (“Our data shows you’re in-market for X…”). People find that creepy and off-putting.
Step 5: Use Nrich Data to Time Your Outreach (But Don’t Overthink It)
Timing matters, but don’t get paralyzed waiting for “the perfect moment.”
How to approach it:
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Act fast, but not desperate.
If a high-fit account surges in intent, move it up your call list. Aim to reach out within a few days, not weeks. -
Don’t spam.
One thoughtful email or call beats five generic ones. -
Monitor for changes.
If intent drops off, cool your outreach. If it keeps rising, double down with more relevant content or a call from a senior rep.
What doesn’t work:
- Treating every intent spike as a fire drill. Not every signal is urgent.
- Letting perfect be the enemy of good. It’s better to reach out with imperfect timing than to never reach out at all.
Step 6: Sync With Marketing and Keep Feedback Loops Tight
Intent data works best when sales and marketing are on the same page.
How to get this right:
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Share feedback on what’s working.
Let marketing know which intent topics actually turn into conversations or deals. -
Ask for better content.
If prospects are researching “integration challenges,” ask for a simple FAQ or one-pager you can send. -
Don’t try to automate everything.
Automated sequences can help, but high-intent, high-fit accounts deserve a human touch.
Ignore:
- Fancy dashboards that nobody looks at.
- Endless meetings about “alignment.” Focus on sharing what actually moves the needle.
Step 7: Watch for Pitfalls and Don’t Chase Every Shiny Object
Intent data is a tool, not a strategy. It’s easy to get distracted.
Common mistakes to avoid:
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Overvaluing the data.
Intent data is directional. It points you where to look, but doesn’t replace research or a good conversation. -
Ignoring “quiet” accounts.
Some of your best deals won’t show up in intent feeds. Don’t abandon good prospects because they’re not lighting up your dashboard. -
Relying on intent data alone.
Combine it with outbound research, LinkedIn signals, and old-fashioned networking.
Keep It Simple, Iterate, and Don’t Get Sucked Into the Hype
Intent data from Nrich can absolutely help you focus your sales time and energy. But don’t expect it to do your job for you. Start small: pick a handful of specific topics, prioritize high-fit accounts with real signals, and make your outreach personal and useful.
Don’t be afraid to ignore the noise. Tweak your approach as you go, double down on what gets responses, and don’t waste cycles on shiny dashboards. The best sales teams use intent data as an input—not a shortcut.
Now, get back to selling.