Intent data. It’s not just another piece of jargon to add to your B2B dictionary. In fact, according to research from Ascend2, RollWorks, and Bombora, 97% of B2B marketers believe that intent data will give brands a competitive advantage in the year ahead.
What is intent data?
Intent data is dynamic, account-level data that signals interest in a business category or specific products and services.
Intent data is based on content consumption of users across the web (also known as 3rd-party intent), or it can be based on direct interaction with company properties such as a website (also known as 1st party intent data or engagement data). It can be used to identify interested prospects and reach them with contextually relevant and personalized messaging.
