Definition
Intent data is information that shows when a business or person is actively looking for a product, service, or solution. It helps you focus on prospects who are ready to buy instead of guessing.
In Depth
Intent data comes from a variety of sources. It can be as simple as tracking which businesses are visiting your website or searching for topics related to what you sell. It can also come from third-party sources that track what companies are researching across the internet. When a business shows more interest in your type of product or service than usual, that is a signal worth paying attention to. For small and mid-size businesses, intent data is valuable because it helps you stop wasting time on cold calls to people who are not interested and instead focus on the ones who are already looking for what you offer. Instead of calling a hundred businesses and hoping for the best, you call the ten that are actually in the market right now.