General Marketing
Intent Data
Intent data is information that signals a prospect's active interest in or research about a specific product category or solution. It is collected from content consumption, search behavior, and website visits to identify buyers who are in-market.
Examples
A B2B company subscribes to an intent data provider and discovers that a target account's employees have been heavily researching "cloud migration" topics, triggering a timely outreach campaign.
Best Practices
Combine first-party intent signals from your own site with third-party intent data, use intent to prioritize outreach timing rather than just targeting, and validate intent quality against conversion rates.