Why Does First Party Intent Matter?
First Party Intent refers to account-level activity that Triblio tracks via our scripts on your website. This includes tracking unique visitors, the pages they view, and the accounts they’re from. From the moment Triblio’s scripts are deployed on your website, we begin tracking this activity for every visitor we see coming to the site.
While it’s certainly interesting to be able to see what accounts are engaging with your site, the usefulness of the data is predicated on one core question:
Can First Party Intent effectively identify early buying signals from potential customers?
In order to answer this question, we decided to use opportunity and activity data drawn from our existing customer base. We started with a pool of 866 opportunities, all created in December 2020. We then traced these accounts’ activity backwards in 1-month increments, making note of how many of the accounts had FPI signals (website activity) each month leading up to opportunity creation. Here is a visualization of the data:
The % at the top of each column represents the % of December opportunities (accounts) that have shown FPI signals by then. For example, by November, Triblio had identified website activities from 51% of the accounts that would become opportunities in December.
Notably, these FPI signals are not reliant on inbound conversions (i.e. known visitors) from the target accounts. In most of the examined cases where we were able to validate early FPI signals, all of the unique visitors were individually unknown but mapped back to an account that had purchase intent.
All in all, Triblio was able to identify early intent signals from 51% of accounts that ended up becoming opportunities, going back over six months before the opportunity creation date. Based on this analysis, First Party Intent can pull back the curtain on the early stages of the buyer’s journey, giving marketing and sales actionable intel on which accounts to prioritize.
So how can we make FPI actionable? There are two primary use cases that we recommend - one for marketing and one for sales.
Use FPI to identify which accounts within your TAM are primed for targeting with your campaigns. Use the Account 360 report in Triblio to see which accounts within your target audiences have page views and visitors (FPI) over the last 90 days - then create a campaign pushing those accounts towards the next action you want them to take.
Focus your outreach on accounts that are showing spikes in First Party Intent - this will ensure that you’re spending your time working on accounts that are the more likely to convert to pipeline. This analysis shows that you will have a higher chance of success when prioritizing accounts with FPI, even if the signals only reflect anonymous account activity. Tactically, we recommend prioritizing outreach using Triblio’s Smart Score. Smart Score will reflect increases in FPI signals and can be delivered to sales via email orchestrations or CRM dashboards.