How Intent Data is Revolutionising B2B Programmatic Advertising

In B2B advertising, one truth stands out: there are only two types of customers — those in-market right now, and those not yet in-market. The challenge? The vast majority of your potential buyers are not actively looking to purchase today. And when they finally are, their shortlist will be filled with brands they already know and trust.

This means if buyers don’t know you before they enter the market, they’re highly unlikely to buy from you.

Why Timing is Everything in B2B

B2B buyers don’t engage on your schedule — they engage on theirs. A CIO researching a new cloud provider or a procurement team evaluating compliance software won’t signal their intent to you directly. Instead, they quietly research, compare, and align internally. By the time they reach out to a vendor, most of their decision-making journey is already complete.

So the question becomes: how do you make sure your brand is visible, recognised, and trusted when that critical window opens?

The Power of Intent Data

This is where intent data is transforming B2B programmatic advertising. Intent data reveals which companies are actively researching specific topics, technologies, or services related to your business. Instead of relying on guesswork or generic firmographics, marketers can now identify real buying signals and act on them.

With intent data, you can:

Prioritise spend: Focus your ad budget on accounts demonstrating actual interest.
Stay visible: Ensure your brand shows up where your buyers are researching.
Reach stakeholders: Influence not just one lead, but the entire buying committee across IT, finance, procurement, and leadership.
Build trust early: Establish credibility well before the official RFP or vendor comparison stage.

From Awareness to Pipeline

Focusing only on in-market demand generation is a short-term play. It may deliver leads today, but it starves tomorrow’s pipeline. True growth comes from balancing both:

Capturing in-market demand now
Building awareness with not-yet-in-market accounts for the future

Awareness today is pipeline tomorrow.

How AccountInsight + IntentInsight Work Together

At AccountInsight, we built IntentInsight directly into our DSP to close the gap between brand visibility and buyer readiness.

Real-time research signals: IntentInsight shows you which accounts are actively researching topics relevant to your solutions.
Smarter prioritisation: Ad spend is allocated to accounts showing the strongest intent, ensuring efficiency.
Comprehensive reach: Campaigns target every department that can influence the deal, from IT decision makers to finance approvers.
Consistent presence: Your brand remains visible across the full buying journey, so when the decision is made, you’re already the familiar, trusted option.

Together, AccountInsight DSP and IntentInsight help you build recognition and trust inside the accounts that matter most — positioning your brand as the obvious choice the moment the buying window opens.

Why Acting Today Matters

The accounts showing intent today won’t wait until tomorrow. B2B buyers move fast once their need is clear, and your competitors are also vying for attention. Missing that window means losing the deal.

By using intent data, you’re not just chasing clicks or impressions — you’re aligning your marketing with the way buyers actually make decisions.

Key Takeaway

Intent data is revolutionising B2B programmatic advertising by bridging the gap between brand awareness and demand capture. By combining AccountInsight DSP with IntentInsight, you can reach in-market buyers now while also nurturing future opportunities.

Learn more about Intent-Based Marketing with AccountInsight.

When buyers are ready, make sure you’re already there — visible, recognised, and trusted.