Buying intent measures a prospect’s likelihood of making a purchase based on behavioural, contextual, and firmographic signals. These signals can include website visits, content downloads, or topic research captured by intent data platforms.
In B2B marketing, identifying intent early allows teams to engage proactively. By activating campaigns when a target account starts showing in-market behaviour, marketers can accelerate pipeline creation and improve the efficiency of paid and outbound activity.
Intent is most powerful when integrated with CRM and marketing automation platforms, enabling timely personalisation at scale. It’s the foundation of predictive demand generation and data-driven ABM.
