Intent Data

Intent data identifies potential buyers based on their research activity before they ever visit your website or fill out a form. First-party intent data comes from your own properties (website visits, content downloads). Third-party intent data from providers like Bombora, G2, and TrustRadius aggregates research behavior across the web to identify companies showing purchase intent in your category.

For growth teams, intent data transforms outbound marketing from spray-and-pray to targeted precision. Instead of cold-emailing every company that fits your ICP, you can prioritize accounts actively researching solutions in your category. Use intent data to trigger account-based marketing campaigns, prioritize sales outreach, personalize website experiences for in-market visitors, and optimize ad targeting. The quality of intent data varies significantly by provider, so evaluate data freshness, signal quality, and match rates before committing. Combine intent data with firmographic and technographic data for the most effective targeting. The most practical starting point is leveraging your own first-party intent data (identifying companies visiting your pricing page or reading comparison content) before investing in third-party intent data providers.