- What Is Buyer Intent Data and Why Does It Matter?
- Types of Buyer Intent Data
- Key Intent Signals to Track
- How to Use Buyer Intent Data for B2B Sales & Marketing
- 1. Lead Prioritization and Scoring
- 2. Personalized Outreach & Messaging
- 3. Competitive Intelligence & Account-Based Marketing (ABM)
- 4. Retargeting High-Intent Buyers
- How to Implement Buyer Intent Data in Your Strategy
- Final Thoughts
Unlocking Buyer Intent Data: Tools and Strategies for B2B Success
January 28, 2025 5 min. read

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Try it freeWhat Is Buyer Intent Data and Why Does It Matter?
Buyer intent data refers to insights gathered from a prospect’s online behavior that indicate their likelihood of making a purchase. In B2B sales, where the buying cycle is longer and more complex, intent signals help sales and marketing teams prioritize leads, personalize outreach, and close deals faster.
Types of Buyer Intent Data
There are two main types of buyer intent data:
1. First-Party Intent Data – Data collected from your website, product, or CRM, such as page visits, demo requests, and engagement with marketing materials.
2. Third-Party Intent Data – Data gathered from external sources, such as content consumption, industry research, and competitor comparisons.
By leveraging purchase intent data, businesses can engage with prospects at the right moment, reducing wasted efforts on low-intent leads.
Key Intent Signals to Track
Effective intent marketing requires monitoring various signals, including:
• Search behavior – Keywords and topics prospects search for.
• Content engagement – Articles, whitepapers, and reports they consume.
• Competitor research – Visits to competitor websites or solutions.
• Social signals – Discussions, mentions, and engagement on social platforms.
• Ad interactions – Clicks and conversions from paid ads.
Tracking these behaviors allows businesses to identify high-intent buyers and proactively reach out before competitors do.
How to Use Buyer Intent Data for B2B Sales & Marketing
1. Lead Prioritization and Scoring
Not all leads are ready to buy. Intent data helps companies identify which leads are most likely to convert. By scoring leads based on their engagement with intent signals, sales teams can focus their efforts on high-potential prospects rather than chasing low-priority leads.
2. Personalized Outreach & Messaging
When you know what a prospect is researching, your outreach can be highly relevant. For example, if a potential customer has been reading about sales intent data, your team can reach out with a case study on how similar businesses have benefited from your solution.
3. Competitive Intelligence & Account-Based Marketing (ABM)
Intent data allows B2B marketers to target specific companies showing strong purchase intent. If a business is researching intent data tools, it’s an opportunity to deliver targeted content, display ads, or direct LinkedIn outreach to capture their interest.
4. Retargeting High-Intent Buyers
Not every interested buyer converts on their first visit. Using intent data, businesses can retarget potential customers with personalized content, emails, or ads, keeping them engaged until they are ready to purchase.
How to Implement Buyer Intent Data in Your Strategy
To fully utilize buyer intent data, businesses need the right tools. Many companies rely on third-party platforms for external signals, but integrating intent data directly into a marketing strategy makes it more actionable.
One way to streamline this process is by using AI-driven solutions like Signum.AI’s Audience Builder, which helps track prospect activity and intent signals in real time. With automated lead prioritization and segmentation, sales and marketing teams can act quickly on the most relevant opportunities.
Final Thoughts
Understanding and leveraging buyer intent data is no longer optional—it’s a competitive necessity. Companies that integrate intent tracking into their sales and marketing strategies gain an edge by engaging high-intent leads at the right moment.
Businesses looking to optimize their sales pipeline should explore intent-driven marketing strategies and the tools that make them more efficient. The right approach ensures that sales teams spend less time on unqualified leads and more time closing deals.
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About the author
Artem Gladkikh
Founder & CEO, Signum.AI
Building The Ecosystem That Transforms Marketers Into AI-Driven Experts.