Intent Data
Signals that a company is actively researching a solution — surges in relevant content consumption that flag accounts likely to be in-market now.
Intent data captures behavioral signals — spikes in a company's research on topics, competitor comparisons, or category content — that suggest an account is actively evaluating a purchase. It lets outbound teams prioritize accounts that are in-market right now rather than treating a flat list as equally cold.
Sources range from third-party publisher networks to first-party signals like website visits and content downloads. Intent data is directional, not certain — a surge points to interest somewhere in the account, not a named buyer ready to sign — so it works best layered onto a solid ICP to decide where reps spend their hours, not as a standalone trigger.
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