What is intent data?
Intent data is information about what companies and people are researching online that suggests they may be getting ready to buy. Each piece of that behaviour, such as reading about a topic, comparing products or visiting a pricing page, is called an intent signal.
On its own, a signal is just a clue. Put enough signals together from the right companies, and you get a picture of who is “in market” right now, rather than someone who might buy one day.
For B2B teams that matters because buyers do a lot of research before they ever talk to a salesperson. Intent data helps you find them during that research.
First-party, second-party and third-party intent data
Intent data is usually grouped by where it comes from:
First-party intent data
comes from your own channels: your website, emails, ads, webinars and product. Examples include someone reading several of your service pages or opening your emails repeatedly. You own it, and it’s usually the most reliable.
Second-party intent data
comes from another company’s platform, shared with you. Review sites are the common example. 6sense describes second-party intent as research on review sites like G2 and TrustRadius (source), and G2 says its Buyer Intent signals come from research on G2, Capterra, Software Advice and GetApp (source).
Third-party intent data
comes from research across many other websites, gathered by data providers. Bombora, for example, describes itself as a data company that collects intent data through a co-op of publishers, brand sites and data providers (source).
Most teams start with first-party data, then add second- or third-party data to spot buyers before they reach their own website.
Common intent signals
Some of the signals B2B teams look at:
- Visits to key pages on your website, especially pricing, comparison or service pages (see website visitor identification)
- Repeat visits from several people at the same company
- Research on topics related to your product across other websites
- Product, category, competitor-comparison and pricing page views on review sites
- Changes that often come before a purchase, such as hiring for a related role, a new leader joining or a new office opening
No single signal proves someone is ready to buy. Patterns across several signals, from companies that fit your Ideal Prospect Profile, are what count.
How B2B teams use intent data
- Prioritise outreach. Contact the accounts showing the strongest signals first, instead of working through a list alphabetically.
- Make messages relevant. If an account is researching a specific problem, lead with that problem.
- Time it better. Reach buyers while they’re comparing options, not after they’ve chosen.
- Focus ad spend. Show ads to accounts that are in market rather than everyone in an industry.
- Support account-based marketing. Use signals to pick and rank target accounts and to see which ones are warming up.
We cover the difference between attention and real buying signals in why your brand needs more buying intent.
What intent data can’t do
It isn’t a list of people ready to sign
It shows interest, not a decision. Someone still has to qualify and talk to the buyer.
It’s often company-level
Many signals tell you which company is researching, not which person. You still need the right contact.
Quality varies
Different sources measure different things. Test a source against your own sales results before relying on it.
Privacy rules apply
How data is collected and used is covered by privacy laws in many places. Check the rules for the markets you sell into. Tell visitors about tracking in your privacy notice, and ask for consent where the law requires it.
It’s wasted without follow-up
A signal that nobody acts on quickly is just a report.
How to get started with intent data
- Start with your own website data and your CRM.
- Write down your Ideal Prospect Profile so you know which signals actually matter.
- Decide who acts on each signal and how fast.
- If you’re considering a platform, compare data sources, coverage, how it fits your CRM and how you’ll act on it. Our guide to B2B intent data providers walks through the questions to ask.
How RocketFuel uses intent data
Our intent data service turns buying signals into conversations: we look for accounts that fit your Ideal Prospect Profile and are showing signs of being in market, then reach out with messages that match what they’re researching.
We use two sources. Topic-level intent shows companies and decision-makers who are actively researching topics tied to your offer. We can filter it by seniority and industry, it is refreshed daily, and it only counts activity from the last 14 days. Company buying signals include hiring for sales or marketing roles, funding, press releases, new sales or marketing leaders, and RFQs and RFPs.