Intent data is behavioral information that signals a prospect’s likelihood to purchase a product or service. It shows what topics or solutions someone is actively researching across the web, and helps sales and marketing teams prioritize outreach based on buying intent.

Types of intent data:

• First-party intent: Data collected directly from your own channels (e.g., website visits, email clicks, content downloads).
• Third‑party intent: Data collected from external sources via intent-data providers and aggregators, often through tools like Bombora, 6sense, Demandbase, or ZoomInfo.

Used effectively, intent data helps teams engage prospects earlier in the buying journey, with more relevant and timely messaging.