So you’re in sales or marketing, and you keep hearing about “intent data” in Zoominfo. Everyone says it’s the secret sauce for finding hot leads. But if you’ve ever dug into it, you know it’s easy to get overwhelmed with signals, scores, and shiny dashboards. What actually works? Can you really use intent data to find deals that are worth your time—or is it just another fancy tool everyone talks about but nobody really uses well?
This guide is for people who want straight talk, not a sales pitch. I’ll walk you through how to use intent data in Zoominfo to spot high-value sales opportunities, avoid time-wasters, and actually turn data into pipeline. I’ll be honest about what’s useful, what’s “meh,” and what you can skip.
What is Intent Data (Really)?
Intent data is just a fancy way of saying: “Who’s showing signs they might be interested in what we sell?” Zoominfo collects this by tracking what companies are reading, searching, and engaging with across the web. The idea is, if a company’s suddenly binging on content about your product category, maybe they’re in the market.
But—here’s the catch—not all intent signals are equal. Some are just noise. Sometimes a competitor is doing research. Sometimes an intern clicked something by accident. So, the trick is knowing what to look for and how to combine it with real-world context.
Step 1: Get Clear on What You Want
Before you dive into the data, get specific:
- What does a high-value customer look like for you? (Industry, company size, tech stack, budget, etc.)
- What kinds of buying signals actually matter in your sales cycle? (A spike in “CRM software” topics is great if you sell CRM, useless if you don’t.)
- Are you targeting net new logos, or expanding in existing accounts?
Pro Tip: Intent data is only as good as your ICP (Ideal Customer Profile). If you’re fuzzy about who’s a good fit, you’ll chase a lot of dead ends.
Step 2: Know Where Zoominfo’s Intent Data Comes From
Zoominfo gets its intent data from sources like:
- Bombora: Tracks content consumption across a big network of B2B sites.
- Proprietary Panels: Some data comes from Zoominfo’s own research panel.
- Public Web Activity: Articles read, topics searched, etc.
The Reality: Most of this is company-level, not individual. If “Acme Corp” is showing intent, it doesn’t mean your exact decision-maker read an article. It’s a clue, not a guarantee.
What Works: Treat intent data as a nudge—a reason to prioritize outreach, not a trigger to send a contract.
Step 3: Setting Up Intent Topics
This is where a lot of people mess up. Zoominfo gives you a list of “topics”—from broad (“cloud computing”) to weirdly niche (“endpoint detection and response”). You pick the ones that match what you sell.
How to Do It:
- Start Narrow: Pick 3-5 core topics that map directly to your solution. Too many topics? You’ll get flooded with junk.
- Test and Tweak: After a few weeks, see which topics actually surface good accounts. Drop the duds.
- Ignore the Hype: Don’t pick topics just because they sound “strategic.” If you sell HR software, don’t bother with “digital transformation” unless your best deals come from there.
Pro Tip: Ask your best reps what problems prospects mention on calls. Those pain points often map to topics better than marketing buzzwords.
Step 4: Layer on Your ICP Filters
Intent data is noisy by itself. You want to stack it with your ideal customer filters—otherwise you’ll waste time chasing companies that don’t matter.
- Firmographics: Industry, employee count, revenue, region
- Technographics: What software do they already use?
- Past Engagement: Have they been in your funnel before?
In Practice: Use Zoominfo’s filters to only show intent signals from companies that actually fit your ICP. Ignore the rest.
What to Ignore: Don’t get sidetracked by “big” companies showing intent if they’re out of your target market. High intent from a bad fit is still a bad fit.
Step 5: Scoring and Prioritizing Accounts
Here’s where things get tricky. Zoominfo gives each account an “intent score” based on activity levels. Higher score = more signals in a short time.
But—intent scores are not gospel. Sometimes a company just had a vendor summit. Sometimes it’s bots. Don’t blindly chase the highest score.
A Smarter Approach:
- Look for Spikes: Sudden jumps in topic interest matter more than slow, steady activity.
- Cross-Check: Is there recent news, funding, or hiring? Does LinkedIn show the right people?
- Match to Buying Triggers: A spike in intent + a new VP hire + open job reqs? Now you’re talking.
Pro Tip: Build a simple scoring system that combines intent with your own account data. Even a Google Sheet is better than trusting Zoominfo’s “hot” label alone.
Step 6: Outreach—Don’t Be Creepy
So you found a high-intent, high-fit account. Now what?
- Don’t Mention the Intent Signal: Nobody wants to hear “Our tool told us you’re Googling ‘CRM migration.’” It’s weird.
- Use as Context, Not Copy: Craft outreach around the problems they’re likely facing based on the topics—not the fact you caught them researching.
- Personalize: Reference recent company news, product launches, or industry trends.
Example:
“I saw that [Company] has been rolling out new cloud initiatives—curious how you’re handling data migration. We’ve helped others in fintech streamline this. Worth a chat?”
What Doesn’t Work: Mass-blasting everyone who shows intent. You’ll burn through your list and annoy people.
Step 7: Track What Actually Turns Into Pipeline
Intent data is only valuable if it leads to real conversations and deals. Otherwise, you’re just chasing ghosts.
- Tag and Track: Mark intent-sourced leads in your CRM. Watch which ones progress.
- Review Quarterly: Which topics, filters, and signals led to meetings or revenue?
- Kill What Doesn’t Work: Ruthlessly cut low-performing topics or sources.
Honest Take: Expect a lot of false positives. If even 10-20% of “hot” accounts turn into a real opportunity, that’s a win.
Step 8: Don’t Stop with the First Touch
Most sales teams give up after one email or call. But intent signals are a sign of possible interest, not an inbound lead.
- Multi-Touch: Plan a sequence—email, LinkedIn, phone.
- Educate: Share useful resources related to the topics that showed intent.
- Timebox Your Effort: Don’t chase forever. If there’s no response after a reasonable sequence, move on.
What Works: Combine intent data with human persistence and curiosity. The data gets you in the door—your approach gets the meeting.
What to Skip
Here are some things that sound cool but aren’t worth your time (in my experience):
- Overcomplicating with AI Scoring: Most “AI” models are just fancy if/then logic. Start simple.
- Chasing Every Signal: You’ll burn out. Focus on quality, not quantity.
- Intent Data Alone: If your product, pitch, or ICP is off, no amount of intent data will save you.
Keep It Simple and Iterate
Intent data in Zoominfo isn’t a magic pill. It’s a tool to help you spend more time on accounts that might be ready to talk, instead of cold calling everyone under the sun. Start simple, track what works, and keep tweaking. Don’t be afraid to ditch what doesn’t help you close real deals.
The bottom line: treat intent as a hint, not a fact. Stack it with your own smarts, and you’ll actually find more high-value sales opportunities—without chasing shadows.