Buyer intent data tracks online research behavior to identify companies that are actively evaluating solutions in your category. When someone at a target account reads comparison articles, visits competitor websites, or searches for terms related to your product, intent data providers capture those signals and surface the account as "in-market."
Why It Matters
Without intent data, sales teams treat every prospect the same. They call 100 accounts hoping 5 are interested. With intent data, they can see which accounts are already researching and focus their energy there. Teams using intent signals report 2-3x higher conversion rates on outbound because they're reaching out when the prospect is already thinking about the problem.
Types of Intent Signals
- Topic surge: An account's research on a specific topic spikes above their baseline, indicating active evaluation
- Competitor research: Visits to competitor websites, G2 reviews, or comparison pages signal they're shopping
- Content consumption: Downloading whitepapers, attending webinars, or reading case studies on relevant topics
- Search behavior: Searching for category keywords like 'CRM migration' or 'data enrichment tools'
- Job postings: Hiring for roles that use your product type signals budget and organizational commitment
Example
An enrichment vendor sees that Acme Corp's intent score for "data quality" spiked 300% this week. Three people at Acme read comparison articles and one visited the vendor's pricing page. The sales rep reaches out with a relevant case study and books a demo. Without intent data, Acme would have been call #47 on a cold list.
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