Intent data tells you which accounts are actively researching what you sell, so you reach them while they are in-market. Here is how it works.
Intent data is information that signals a buyer is actively researching a product or category, used to identify and prioritize accounts that are likely in a buying cycle.
Intent data captures buying signals: content consumed, searches run, pages visited, topics surged on. First-party intent comes from your own properties (someone reading your pricing page repeatedly); third-party intent is aggregated across the web by providers who detect topic surges at the account level. Used well, it points sales and marketing at accounts that are in-market now, complementing your first-party data.
Most of a buyer's research happens before they ever talk to sales. Intent data lets you reach those accounts during that window rather than after a competitor has. For B2B teams running account-based motions, it is the difference between guessing who to prioritize and knowing. It pairs naturally with the kind of signal-based outreach that AI now makes practical at scale.