Intent Data is information that signals when a person or company is actively researching a product or category — used to spot prospects showing buying intent, so you can reach them at the right moment.
Intent data captures the digital footprints of research — content consumed, searches run, pages visited, topics spiking — to infer that a buyer is in-market. For B2B especially, it helps focus effort on accounts actually looking, rather than guessing.
Marketing uses intent to prioritise ABM targets, time campaigns and personalise outreach; sales uses it to focus on accounts showing real activity. Combined with your ICP, intent data turns ‘who might buy’ into ‘who’s looking now’ — though signal quality varies, so treat it as a prioritisation aid, not gospel.
Intent data is information signalling that a person or company is actively researching a product or category — content consumed, searches, page visits, topic spikes. It helps you identify prospects showing buying intent and reach them at the right time.
First-party (signals from your own site, like pricing-page visits), third-party (aggregated from across the web by providers), and declared vs behavioural (stated directly versus inferred from actions). Each has different accuracy and coverage.
To prioritise which accounts to target in ABM, time campaigns, and personalise outreach, while sales focuses on accounts showing real activity. Combined with your ICP, it turns 'who might buy' into 'who's looking now' — best treated as a prioritisation aid.
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