Intent Data refers to behavioral signals collected from online users that indicate their likelihood to purchase a product or service. In B2B marketing and sales, intent data helps businesses identify which companies are actively researching or considering solutions in a specific category — making it a powerful tool for prioritizing outreach.
What Is Intent Data?
Intent data is information that reflects a lead or account’s interest in a specific topic, product, or service, based on their digital behavior. This data is used by marketers and sales teams to identify when potential buyers are in the early stages of their purchase journey, even before direct contact occurs.
Intent signals may come from actions such as keyword searches, content consumption, website visits, product comparisons, and downloads — all tracked across various digital sources.
Types of Intent Data
- 🌐 First-Party Intent Data
Collected from your own website, product, or email engagement (e.g., visits to pricing pages, form submissions). - 🛰️ Third-Party Intent Data
Collected from external publisher networks, review platforms, ad networks, or data providers tracking research behavior across the web.
How Intent Data Works
- Behavior Tracking: Tracks search behavior, page views, content downloads, and ad clicks.
- Topic Matching: Maps user behavior to relevant topics or buying signals.
- Scoring & Segmentation: Ranks accounts based on level of interest or purchase intent.
- Actionable Insights: Triggers outreach via email, sales calls, or account-based campaigns.
Why Intent Data Is Valuable
- 🔍 Prioritized Outreach: Focus sales efforts on accounts with active buying interest.
- 🎯 ABM Optimization: Align intent data with ICPs for hyper-targeted campaigns.
- ⚡ Shorter Sales Cycles: Reach out when buyers are already researching solutions.
- 📈 Improved ROI: Increase conversion rates by engaging at the right time.
Use of Intent Data with CUFinder
CUFinder helps enrich and activate intent data by linking intent signals to verified company profiles, decision-makers, and contact information — turning anonymous signals into actionable B2B opportunities.