Intent Data
Behavioral signals that indicate a company or individual is actively researching a solution in your category. Sourced from content consumption, search behavior, review site activity, and technology adoption signals.
Intent Data Tells You Who Is in the Market Right Now
Only 5% of your total addressable market is actively buying at any given time. Intent data helps you find that 5%. Instead of emailing everyone who fits your ICP, you focus on companies showing research behavior — reading comparison articles, visiting competitor websites, searching for solutions in your category. That focus dramatically improves outbound efficiency.
Types of Intent Signals
| Signal Type | Source | Reliability |
|---|---|---|
| Pricing page visits | First-party | Very high |
| Competitor comparison searches | Third-party | High |
| G2/TrustRadius activity | Second-party | High |
| Topic surge (category research) | Third-party | Medium |
| Job postings (hiring for related roles) | Public data | Medium |
| Technology adoption | Technographic | Medium |
Using Intent Data in Practice
Layer intent data into your outbound prioritization. When a target account shows an intent surge, move them to the top of the outreach queue. Customize your messaging to reference the specific topic they are researching. “We noticed companies in your space are evaluating X” is much more effective than a generic cold email.
The Intent Data Stack
Common providers: Bombora (topic surge data), 6sense (AI-powered intent), G2 Buyer Intent (review site signals), TechTarget (content consumption), and ZoomInfo Intent (search-based). Most companies start with one provider and layer in more as they mature their ABM motion.
Frequently Asked Questions
What types of intent data exist?
First-party intent (your own website visits, content engagement, email opens), second-party intent (review site activity on G2, TrustRadius), and third-party intent (content consumption across the web tracked by providers like Bombora, 6sense, or TechTarget). First-party is most accurate, third-party is broadest.
How reliable is intent data?
First-party intent data is very reliable — someone visiting your pricing page 3 times is a strong signal. Third-party intent data is directional but noisy. It might tell you a company is researching your category, but not who specifically or how serious they are. Use third-party intent to prioritize accounts, not to predict closed deals.
