Intent data, as we have shown repeatedly with clients, can be used as a diagnostic tool. Specifically, once you know what a target company has been doing when they are not interacting with you, you have a context for evaluating the contacts you have had with them. This can then provide insight into the reasons why certain accounts close with a win and why others do not.

The buyer research data shows how much research this prospect was conducting across a range of categories. The black dot represents when an opportunity was opened in Salesforce. The fact that this deal did not close with a win should not be surprising to anyone. Data Visualization Can Save Lives! Using data visualization to discover things about the real world is not a new thing.

Source: business2community.com
Author: Matthew Grant