---
title: Buying intent
description: Buying intent measures a prospect’s likelihood of making a purchase based on behavioural, contextual, and firmographic signals.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Buying intent](https://mixology-digital.com/glossary/buying-intent)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:48:55 AM

Buying intent measures a prospect’s likelihood of making a purchase based on behavioural, contextual, and [firmographic](https://mixology-digital.com/glossary/firmographic) signals. These signals can include website visits, content downloads, or topic research captured by [intent data](https://mixology-digital.com/glossary/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](https://mixology-digital.com/glossary/crm) and [marketing automation](https://mixology-digital.com/glossary/map) platforms, enabling timely [personalisation](https://mixology-digital.com/glossary/personalisation) at scale. It’s the foundation of predictive [demand generation](https://mixology-digital.com/glossary/demand-generation) and data-driven [ABM](https://mixology-digital.com/glossary/abm).

[View full post](https://mixology-digital.com/glossary/buying-intent)

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