Intent Data is Behavioral signals that indicate a company or individual is actively researching or considering a purchase, collected from web activity, content consumption, and third-party data sources.
Intent data tells you who's in-market before they fill out a form. It captures research behavior, what topics companies are investigating, what content they're consuming, what competitors they're evaluating, and surfaces accounts that are actively in a buying cycle.
Types of Intent Data
First-party intent: Your own website visits, content downloads, pricing page views. Highest signal, smallest dataset.
Second-party intent: Data from partner sites or review platforms (G2, TrustRadius). Medium signal, moderate volume.
Third-party intent: Aggregated browsing data from publisher networks (Bombora, Demandbase). Broadest coverage, noisiest signal.
RevOps Applications
Account prioritization: Focus SDR outreach on accounts showing buying signals
Lead scoring enhancement: Layer intent signals onto fit + engagement scores
Advertising targeting: Focus ad spend on in-market accounts
Intent data is only as valuable as your ability to act on it. RevOps owns the integration between intent data providers and the CRM/engagement stack. See our tools directory for intent data platforms.
Frequently Asked Questions
Is intent data accurate?
Third-party intent data is directionally useful but noisy. It works best as a prioritization signal layered on top of fit scoring, not as a standalone trigger. First-party intent (your own website) is the most reliable signal.
