Buyer Intent Data

Buyer Intent Data is information that shows when someone is actively researching or considering a purchase in your category, even before they fill out a form on your website.

This data helps sales and marketing teams identify who’s in-market right now, so they can prioritize outreach, personalize messaging, and shorten the sales cycle.

There are two main types of intent data:

• First-party intent data: Actions people take on your own website, like visiting a pricing page, downloading a whitepaper, or watching a product demo.
• Third-party intent data: Signals gathered from external sources (like review sites, publisher networks, or data providers) that show a prospect is researching similar products or topics elsewhere online.

Example:

Let’s say your ideal customer visits G2 and reads several reviews of project management tools — including yours and your competitors’. That behavior is captured as third-party intent data. Your sales team can then follow up with a relevant message while that interest is fresh, instead of waiting for them to visit your site weeks later.