Intent Data
Intent data is behavioral signal data showing that a company is actively researching topics, evaluating products, or expressing demand for solutions in a specific category — including content engagement, search behavior, and review-site activity tracked across publisher and review networks.
Why This Matters
Intent data identifies in-market accounts before they raise their hand. Major intent platforms (Bombora, 6sense, Demandbase, G2 Buyer Intent) aggregate signals across thousands of B2B publisher sites, identifying which companies are showing elevated engagement on specific topic categories. A surge of interest in 'CRM platforms' from accounts at a specific company signals likely active evaluation — enabling targeted outreach 30-90 days before a typical inbound demo request would arrive. Intent data combined with ICP fit produces highly targeted account lists for sales and ABM motion. Intent data is now standard infrastructure for enterprise B2B GTM teams.
Frequently Asked Questions
Frequently Asked Questions
What's the strongest intent signal for B2B?
Direct evaluation activity — comparing your product against competitors on G2, Capterra, or TrustRadius. Pricing page visits across multiple sessions. Vendor research content consumption (analyst reports, comparison guides). Job postings indicating capability building (signaling adoption intent). Each signal class has different conversion probability multipliers.
How is intent data different from website analytics?
Website analytics tracks behavior on your owned properties — your visitors. Intent data tracks behavior across third-party publisher networks — companies showing interest in topics across the broader internet, even those who haven't visited your site yet. Combining both produces fuller account intent picture.