Have you ever noticed someone in a store, hovering around a product but never picking it up? That moment of hesitation says something—it hints at intent. Intent data is like this in the digital world. It provides sales teams with signals about who is showing interest, what topics they’re researching, and when they’re getting close to making a decision.

But understanding intent data is just the beginning. To truly unlock its power, you need to dig deeper, choosing the right tools, aligning sales and marketing, and knowing when to act—and, equally importantly, when not to.

What Is Intent Data?

At a high level, intent data is information gathered about a potential customer’s actions that suggest their interest in your product or service. But the true magic lies in understanding the nuances: intent data is not a simple lead-scoring tool. It’s a multifaceted dataset that, when properly harnessed, can allow sales and marketing teams to predict, with reasonable accuracy, when and where to focus their efforts.

There are two main categories of intent data, each with its own strengths and limitations:

First-Party Intent Data: Your Most Reliable Source

First-party intent data comes directly from interactions with your own brand—think website visits, content downloads, email opens, product demos, or even interactions with your chatbots. It’s the most precise type of intent data because it’s directly tied to how prospects are engaging with your business.

For example, a prospect spending significant time on your pricing page, watching product tutorials, or engaging in email campaigns provides signals of interest that suggest they’re inching closer to making a purchase decision. This data is particularly valuable because it gives a granular view of an individual’s specific actions, and it’s fully within your control—no third-party vendors are involved.

However, first-party data is often limited to known prospects, meaning it tells you about those already in your pipeline, but it won’t uncover new, previously unknown opportunities.

Third-Party Intent Data: Widening Your Horizon

Third-party intent data is the big, broad view—the data gathered from external sources that shows interest signals across the wider internet. This includes anonymous web searches, visits to review sites, engagement with industry content, forum participation, and social media behavior.

For example, Bombora’s intent data aggregates signals from thousands of websites, categorizing user behavior into over 7,000 topics. When a company shows a significant spike in research on a topic related to your product, this can be a strong indicator that they’re exploring a buying decision.

Third-party intent data, however, is less precise. You might know that “Company X” is researching “Sales CRM tools,” but you won’t always know which individual is driving that interest. Furthermore, it often involves working with external data providers, and there’s an inherent lag in aggregating and analyzing these signals. You’re also relying on the accuracy of external sources, which introduces some level of risk.

Tools and Providers for Intent Data

The right tool for intent data depends on your specific goals, budget, and technology stack. Some tools specialize in granular, account-based insights, while others take a broader approach. Below are some of the top tools, with a breakdown of their key features, integrations, and unique selling points:

1. Bombora

Bombora leads the intent data space by offering large-scale third-party intent signals through their “Company Surge” feature. It tracks content consumption across a vast network of websites, identifying which businesses are researching specific topics. This is particularly useful for B2B sales teams running Account-Based Marketing (ABM) strategies.

Key Features:

• Company Surge reports: See spikes in research activity around specific topics.
• CRM and marketing automation integration: Syncs seamlessly with platforms like Salesforce, HubSpot, and Marketo, pushing actionable intent data directly into sales workflows.
• ABM-friendly: Prioritizes accounts that are researching relevant topics, aligning well with ABM strategies.

Use Case: A B2B software company might use Bombora to track which accounts are researching “cloud security solutions,” allowing their sales team to prioritize outreach to the companies showing the strongest intent.

2. 6sense

6sense goes beyond simple intent data, leveraging artificial intelligence and predictive analytics to map out the buyer’s entire journey. Rather than simply identifying which companies are showing intent, 6sense analyzes when they’re likely to buy and which team members might be the best point of contact.

Key Features:

• Predictive intent scoring: Forecast which accounts are most likely to close within specific timeframes.
• AI-driven recommendations: Offers insights into which prospects to focus on and suggests next steps in the outreach process.
• Full-funnel analysis: Tracks accounts from awareness all the way to purchase, providing a complete view of the sales journey.

Use Case: A large enterprise might use 6sense to identify which of their target accounts are currently in the “consideration” phase for new CRM software, allowing the sales team to prioritize the hottest leads.

3. ZoomInfo Intent

As part of ZoomInfo’s extensive B2B database, ZoomInfo Intent offers a robust solution that combines intent data with one of the most detailed contact databases available. By layering intent signals with firmographics and contact data, it allows sales teams to move quickly from insight to outreach.

Key Features:

• Firmographic and contact data integration: Combine intent signals with firmographics (industry, company size, location) and technographics (what tools the company uses).
• Lead enrichment: Quickly identify decision-makers and influencers within companies showing intent.
• Outreach-ready data: Send signals directly to sales engagement tools like Outreach or SalesLoft.

Use Case: For a sales team already using ZoomInfo, the intent data feature can give an extra edge by identifying which of their known contacts are actively researching competitors.

4. Slintel

Slintel focuses on gathering intent data from content consumption signals—like blogs, case studies, reviews, and product comparisons—across various third-party sites. Slintel excels at giving topic-level insights, helping sales teams understand the specific pain points or solutions their prospects are interested in.

Key Features:

• Real-time topic tracking: Tracks content consumption to reveal what topics are hot for specific companies.
• Competitor insights: Offers data on which competitors’ products your prospects are engaging with.
• Technographics integration: Provides insights into what tools the prospect is using and what they may be looking to replace.

Use Case: A sales team could use Slintel to identify companies that are actively researching a competitor’s products, then tailor their messaging to emphasize how they outperform that competitor.

5. G2 Buyer Intent

For businesses selling software, G2 Buyer Intent data is invaluable. G2 is a leading software review platform, and their intent data taps into real-time buyer signals based on which companies are reading product reviews, comparing vendors, and exploring software categories.

Key Features:

• Software category signals: See which companies are researching software categories that align with your product.
• Direct user interaction: Understand not just what companies are researching, but which specific products they’re engaging with.
• Review engagement: Analyze who’s reading your company’s product reviews, offering insights into active buyers.

Use Case: A SaaS company can use G2 to identify potential buyers who are reviewing multiple products in their category, then reach out with customized demos or case studies.

How to Make the Best Use of Intent Data

Intent data, by itself, is just raw information. How you apply it is what determines whether it moves the needle on your sales goals. Let’s explore strategic best practices for getting the most out of intent data.

1. Align Sales and Marketing for Seamless Lead Flow

Intent data acts as a bridge between sales and marketing, but it’s crucial to ensure both teams are on the same page. Marketing should use intent data to tailor content to specific buying stages—serving relevant case studies or product webinars based on what topics the prospect is engaging with.

On the sales side, SDRs and AEs can use intent data to prioritize leads who are not just a fit based on firmographics but also based on behavioral insights. This alignment ensures a seamless transition from marketing-qualified leads (MQL

s) to sales-qualified leads (SQLs), with tailored content guiding the prospect along their journey.

2. Focus on High-Quality Intent Signals

Not every signal is created equal. The key is to look for consistent patterns over time. A single visit to a whitepaper might not mean much, but if a prospect has visited your pricing page, read several blog posts, and downloaded a case study, the likelihood of intent becomes much clearer.

Also, consider multiple data points—combine firmographic, technographic, and engagement data with intent signals. This approach allows you to rank prospects by their likelihood of conversion, prioritizing those showing the strongest intent.

3. Tailor Outreach Timing

One of the most common mistakes is reaching out too soon or too late. Intent data can provide critical insights into the right time to engage. If a prospect is in the early research phase, hitting them with a sales pitch might be off-putting. Instead, start with content that educates them on industry trends or common challenges.

Conversely, if intent data shows they’re actively comparing vendors or engaging with your product pages, a more direct outreach (like offering a demo or pricing consultation) might be better timed. Balancing the subtlety of nurture with the precision of engagement can drastically improve response rates.

4. Use Intent Data to Fuel Account-Based Marketing (ABM)

Intent data fits hand-in-glove with ABM strategies. Rather than targeting a wide audience, ABM is all about focusing on high-value accounts that are most likely to close. Intent data helps pinpoint those accounts showing the strongest interest, allowing you to focus your time and energy where it will have the most impact.

For instance, instead of sending generic emails to thousands of prospects, you can create personalized campaigns for a select few companies, knowing that they’re already researching solutions like yours.

5. Monitor and Adjust Based on Conversion Data

Finally, remember that intent data is just the starting point. Track how leads sourced via intent data convert at different stages of the funnel. Over time, analyze which types of signals correlate most strongly with actual closed deals, and adjust your strategies accordingly.

Intent data is a living, evolving asset. What worked last month might not be as effective today, so it’s essential to continuously monitor and optimize your outreach based on performance data.

When to Avoid Intent Data

Intent data can feel like a silver bullet, but relying too heavily on it has its drawbacks. Let’s explore when to be cautious.

1. Over-Reliance on Data Without Context

Intent data can show interest, but it doesn’t tell the full story. Prospects may be researching solutions for a competitor, or they may be exploring products out of curiosity rather than purchase intent. Make sure to pair intent data with context: does the account fit your ideal customer profile (ICP)? Are they in an industry or region you typically close business in?

False positives can lead to wasted resources if you chase every signal without considering the bigger picture.

2. Ignoring Human Intuition

While intent data is powerful, there’s no substitute for human intuition and sales experience. An account may show signs of interest, but if your sales team knows the company’s decision-making cycle typically takes 18 months, jumping in too soon could damage the relationship. Trust your team’s experience and instincts to know when to engage and when to hold back.

3. Ethical and Privacy Concerns

The more data you collect, the more you’ll have to navigate potential ethical pitfalls. In some regions, privacy regulations like GDPR and CCPA restrict how companies can collect and use intent data. Always ensure that the data providers you work with are compliant with data privacy laws and that your team respects the boundaries of how data can be used.

Additionally, intent data can sometimes feel invasive to prospects, especially if they sense that you’re tracking their every move. Be mindful of how you approach leads, and avoid the “Big Brother” effect.

Final Thoughts

Intent data is like having a backstage pass to your prospect’s decision-making process. It provides invaluable insights into who’s interested in your product, when they’re considering a purchase, and how best to engage them. But as with any tool, its power lies in how you use it.

For sales and marketing teams looking to capitalize on intent data, the key is balance. Combine it with your team’s expertise, focus on high-quality signals, and integrate it seamlessly into your existing workflows. And when the time is right, act with precision—but don’t forget that a little patience and human intuition can sometimes be more powerful than any dataset.

If you’re looking to enhance your prospect research and capitalize on intent signals, consider using TypeCharm to automate data collection and elevate your outreach with precision!