Methodology

How a click on a comparison page becomes a lead you can act on.

Most intent data is compiled from signals nobody can trace. Ours is recorded on pages we own, tied to a person who opted in, and staged from what they actually did. Not compiled. Recorded.

Page view to named lead

Four steps from a page view to a named lead.

This is how B2B intent data is collected here: recorded on our own pages, linked to a person, consented, staged and delivered.

01
Recorded
A buyer reads a category page, opens a comparison, reads an alternatives page, views pricing, downloads a report or opens a newsletter. Each action is written to a log on a page we own.
02
Linked to a person
The action is tied to a known reader: name, role, company, work email, LinkedIn and phone. We link to the person who signed up, not to a company inferred from an IP address.
03
Consented
Every record carries the property it was captured on, the timestamp, the IP and the exact consent wording the reader agreed to. That record travels with the lead.
04
Staged and delivered
Each person is staged as researching or in-market from what they did. Leads go to your CRM, or as CSV and API, with the full engagement log attached.

Researching or in market

Two stages. Both earned, never predicted.

We do not score accounts or model likelihood. A person is in a stage because of a specific recorded action.

Stage 1Researching

The person has read category content, opened a newsletter or downloaded a benchmark, checklist or report in your category. They are learning the market. They have not yet put vendors side by side.

Stage 2In-market

The person has done at least one of three things: opened a recorded comparison that includes you, read an alternatives page for you or a competitor, or viewed pricing. Each one is a logged event on our pages, with a date.

Relevance without the creepiness

Personalisation that creates value, never shows its hand.

Knowing what a buyer compared is only useful if it makes the next thing they see more helpful. The moment a message reveals how much we know, the campaign is over. Three rules govern every program we run.

Rule 1Personalise the value, not the evidence

A buyer who compared two ERPs gets a better guide to choosing between them. They never get a message that says we saw them do it.

Rule 2Target the individual, address the role

Targeting is contact-level. Copy is written for the job the person is doing, at the stage they are in, so it reads as timely rather than watched.

Rule 3Measure on the buyer's outcome

A program is judged on whether the buyer got closer to a decision, not on how many data points it used. Relevance is the metric; recognition is the failure mode.

Delivered, not described

What arrives with every lead.

A lead is a named person with a record, not just a company name. Everything below is on every row.

Read the compliance page

Name, role, company and seniority
Work email, LinkedIn profile and phone
The vendors they compared, and against whom
The engagement log: pages, downloads, opens, dates
The stage: researching or in-market
The consent record: property, timestamp, IP, wording

Before you sign

What first-party intent data means in practice.

How is B2B intent data collected at NorthRadar?

By recording what readers do on comparison sites and newsletters we own: category reads, comparisons, alternatives reads, pricing views, downloads and opens. Each action is logged to the person who opted in on that property, with the page and timestamp. No bidstream, co-op pixels or third-party feeds are used.

What is first-party intent data, and why does it matter here?

First-party intent data is behaviour recorded by the company that owns the page, tied to a known person. Third-party intent is compiled from other publishers and modelled to an account. Ours is first-party, so every lead carries the exact event, page and date rather than a company name.

How is in-market different from a predicted intent score?

In-market is earned by one of three recorded actions: a comparison, an alternatives read or a pricing view. A score is a probability a model assigned to a company. We do not score accounts or model likelihood, so every stage can be traced to a logged event with a date.

What consent evidence travels with a lead?

The property the person opted in on, the ISO timestamp, the IP address and the exact wording shown at collection. Consent is the lawful basis under GDPR and UK GDPR, express consent under CASL, and CCPA opt-outs are honoured network-wide. The compliance page lists each regime in full.