Buyer intent (or buying intent) refers to the level of interest and likelihood that a prospect is actively researching or preparing to buy a product or service. It’s based on patterns of behavior, such as content engagement, website activity, or third-party intent data, that suggest where a buyer is in their decision-making journey.

Unlike buying signals, which are specific and immediate, buyer intent is identified by patterns of behavior over time.

Examples of buyer intent activity include:

• Reading several blog posts related to your product or service
• Visiting your pricing or comparison pages
• Opening multiple marketing emails
• Showing activity tracked by intent data platforms (e.g., G2, Bombora)