8 Intent Data KPIs Every Marketer Should Track

If you’re in B2B marketing, you’ve probably heard it a thousand times: “Intent data is the future.”

And honestly? It’s true. Intent data gives us a real-time window into what our buyers are researching, comparing, and struggling with — long before they fill out a form or book a demo.

But here’s the catch

ollecting intent data isn’t enough. The real game-changer is knowing what to measure so you can prove whether intent-driven marketing is actually moving the needle.

So, let’s break down 8 KPIs that can help you measure the effectiveness of your marketing with intent data.

1. Account Engagement Lift

Start by asking: Are intent-flagged accounts engaging more than the rest of my target audience? This shows whether your campaigns are resonating with the right people — and if intent targeting is worth the effort.

2. Pipeline Influence

One of the clearest signs of impact: how much of your pipeline comes from intent-driven accounts? If intent is helping you accelerate or source deals, that’s gold.

3. Conversion Rate from Intent Accounts

It’s easy to get blinded by big lists of “interested accounts.” But what really matters is how many move from MQL → SQL → Opportunity. Quality over quantity every time.

4. Content Consumption Depth

Clicks are nice, but depth tells you more. If high-intent accounts are binging your blogs, guides, or webinars, you know your messaging is hitting the mark.

5. Average Deal Size

Here’s where the CFO leans in. Are intent-influenced deals actually bigger than your average? If yes, it’s proof that the right timing = higher value.

6. Sales Cycle Acceleration

Compare deal velocity. If intent accounts close faster, you’re catching buyers right when they’re ready. That’s a huge efficiency win for both sales and marketing.

7. ROI on Intent Spend

Tools and data subscriptions aren’t cheap. That’s why you need to measure revenue influenced per dollar spent on intent. This is how you keep leadership on board.

8. Competitive Wins

Sometimes the biggest win is stopping a competitor in their tracks. Track deals where intent signals flagged competitor research — and your outreach turned it around.

Wrapping It Up

Intent data isn’t magic dust. It’s only as powerful as the KPIs you use to measure it.

By tracking these 8 metrics, you’re not just proving marketing effectiveness — you’re making sure your team focuses on the accounts that matter most.

And in B2B, that’s the difference between spraying campaigns everywhere and building a pipeline that closes.