What is Intent Data?
Intent Data is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
Intent data is information about the online behavior of prospects that signals they may be researching a purchase, such as reading topic-related content, comparing vendors, or spiking activity around certain keywords. It helps teams identify accounts that are actively in-market and prioritize outreach to buyers who are already looking.
Key takeaways
- Behavioral data signaling active purchase research.
- Comes from first-party and third-party sources.
- Identifies accounts currently in-market.
- Sharpens outreach timing and prioritization.
Why it matters
Reaching accounts already researching your category converts far better than cold prospecting. Intent data points reps toward buyers who are actively looking, right when timing matters most.
How Ardovo handles it
Ardovo can ingest intent signals and factor them into account scoring and prioritization, and Rook can trigger outreach to accounts showing a surge of relevant intent, so reps focus on in-market buyers.
Frequently asked questions
What is the difference between first-party and third-party intent data?
First-party intent comes from behavior on your own properties, like site visits and content downloads. Third-party intent comes from providers tracking research activity across the web. Both indicate interest; first-party is usually stronger.
How is intent data used?
To identify accounts actively researching your category, prioritize them for outreach, time messages to their interest, and focus marketing and sales on buyers already in-market rather than cold targets.