Intent data is behavioral information collected about an individual’s or company’s online activities, combining both topic and context data, to demonstrate what the individual or company will likely do or buy next. Intent data is currently emerging in B2B technology marketing practices and will continue to mature across several key use cases in both traditional demand generation and ABM. The data is used by both product marketing and demand generation teams, as well as sales development teams and even !eld sellers. As B2B marketing increasingly relies on data for more precise targeting, personalized messaging and agile activation, market forces will continue to propel the evolution of intent data technologies to serve these demands
An individual searching for information online, visiting a website, reading a blog post, or downloading a case study or white paper is likely expressing an interest in a topic to solve a business need or learn more about a topic. For B2B businesses, intent data tools consider the sites that buyers are visiting to research products or services and the degree of purchase interest they are exhibiting. As B2B buying is a considered or planned purchase, not an impulse buy, with lots of research time invested by prospective buyers, these online interactions can be identi!ed, tracked and used to classify buyer intent.
