Intent Data
Signals indicating a company is actively researching products like yours.
Intent data is behavioral signal indicating a company is actively researching a particular product category or problem. Sources include content-consumption networks (Bombora, G2 intent), search behavior (6sense, Demandbase), and first-party signals (your own website visits).
Context
Third-party intent data (Bombora, G2 Buyer Intent) aggregates behavior across thousands of publisher sites, reporting when a company is 'surging' on specific topics. Useful for ABM target-list prioritization.
First-party intent — your own website analytics, form fills, demo requests — is always higher-quality than third-party intent, but third-party intent catches accounts before they hit your site.
A cybersecurity vendor using Bombora intent data saw a 3x improvement in outbound reply rate when SDRs prioritized accounts 'surging' on relevant security topics vs generic account lists.
Third-party intent data has false-positive rates of 30–50% — the company is surging, but often an analyst or student is reading, not a buyer. Use it for prioritization, not automatic trigger workflows.
Related terms
Services that apply this
More B2B & SaaS terms
MQL (Marketing Qualified Lead)
A lead that marketing judges ready for sales follow-up.
SQL (Sales Qualified Lead)
A lead that sales has accepted as worth active pursuit.
Pipeline (Sales Pipeline)
The total value of open sales opportunities at each stage of the sales process.
ARR (Annual Recurring Revenue)
The normalized annual value of all recurring subscription revenue.