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.

Other terms

Behavioral Lead Scoring

Discover the ins and outs of behavioural lead scoring in our comprehensive B2B SaaS marketing glossary.

Buyer Journey Mapping

Discover the essentials of buyer journey mapping in B2B SaaS marketing with our comprehensive glossary.

Bottom-of-Funnel (BOFU) Marketing

Discover the essentials of Bottom-of-Funnel (BOFU) marketing in our comprehensive guide tailored for B2B SaaS professionals.

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