Sales and Marketing Activating Intent Data for 2 Introduction Sales and marketing leaders have reached a tipping point when it comes to using intent data, and they’re not looking back. More than half of all B2B marketers are already using intent data to increase sales, and in 2022, Gartner Inc. predicts this figure will grow to 70 percent. At ZoomInfo, the use of intent data on our platform in the second quarter grew more than 400 percent from a year earlier. The reason is clear: intent can provide you with massive amounts of data that reveal sales opportunities earlier than ever before. The bad news? Intent data can be overwhelming if you don’t know how to use it. And once you get your hands on the right signals, how to best use them depends on your role: a sales development rep

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