Surge intent refers to a measurable increase in research or content consumption around a specific topic by an account or buying group. These spikes indicate that a company is actively exploring a problem, category, or solution area and may be entering a buying cycle. Unlike general engagement, surge intent highlights a meaningful change in behaviour that suggests readiness to evaluate vendors.
In B2B marketing, monitoring surge intent helps teams identify when accounts are moving from passive interest to active consideration. It supports smarter prioritisation for campaigns, outreach, and nurture sequences by aligning activity with real-time buyer behaviour. When combined with firmographics and historical engagement, surge intent provides a clearer picture of which accounts are warming up and why.
