Account-Based Marketing
What is Buyer Intent?
Buyer Intent refers to behavioral signals — content downloads, competitor research, pricing-page visits, third-party review site activity — that indicate a company is actively researching a purchase, even before they’ve filled out a form.
Who Is It For?
Buyer intent data is used by ABM and demand gen teams to prioritize outreach, and by SDRs deciding which accounts to work first.
How Is It Used?
Intent signals are used to prioritize which target accounts to engage now, rather than treating every account on a list as equally ready to buy.
- Pull intent data from third-party providers (review sites, content networks) or first-party signals (website activity)
- Prioritize outbound and ABM outreach toward accounts showing active research behavior
- Trigger sales alerts when a target account shows a spike in intent activity
- Combine intent signals with firmographic fit to avoid chasing in-market but poor-fit accounts
Related Terms & Concepts
Frequently Asked Questions
Where does buyer intent data come from?
Third-party providers that aggregate research behavior across review sites and content networks, plus first-party signals like website visits, content downloads, and email engagement.
Is intent data reliable enough to act on alone?
Not usually — it’s best combined with firmographic fit (does this account match your ICP) so outreach targets accounts that are both in-market and a genuine fit.
