Category intent refers to the aggregated behavioural signals that indicate active interest within a specific market category, such as “cloud infrastructure” or “cybersecurity.” It’s derived from analysing content consumption across multiple data sources and accounts.
For demand generation and ABM teams, category intent enables early identification of in-market audiences, even before direct engagement occurs. It guides content syndication, advertising, and outreach priorities by showing where buying activity is heating up.
When integrated with CRM and analytics platforms, category intent empowers marketers to predict trends, allocate resources more efficiently, and build campaigns that align with evolving market momentum.