Buyer Intent Data
Signals indicating prospect interest in purchasing specific products or services.
Definition
Buyer intent data captures signals that indicate an organization or individual is actively researching or considering a purchase. These signals come from content consumption patterns, search behavior, review site visits, technology installations, and other digital activities that suggest buying interest.
Intent data helps prioritize sales and marketing efforts toward accounts showing active buying signals rather than distributing effort evenly across a database. First-party intent (on your own properties) and third-party intent (across the web) provide complementary insights.
Why It Matters
Intent data transforms marketing from broadcast messaging to precisely timed outreach. Reaching prospects while they're actively researching dramatically improves conversion rates compared to cold outreach.
For account-based marketing strategies, intent data identifies which target accounts are in active buying cycles, enabling focused investment where it's most likely to influence decisions.
Examples in Practice
A B2B company discovered several target accounts surging in research activity around their product category, enabling timely outreach that closed deals competitors didn't know were active.
Marketing used intent data to trigger personalized nurture sequences when prospects showed research activity, delivering relevant content at the moment of interest.
Sales prioritized their outreach using composite intent scores, focusing on accounts showing multiple buying signals rather than working accounts alphabetically.