Intent data

Intent data is the recorded, organized evidence of buying behavior that revenue teams use to find and prioritize accounts. It turns scattered actions into something you can sort, score, and act on. Practitioners usually split it into three kinds. First-party intent data comes from your own properties, including website analytics, email engagement, and product usage. Second-party intent data is another company's first-party data shared directly with you, often through a review site or a media partner. Third-party intent data is aggregated from across the web by a vendor that watches content consumption and research activity, then maps it to accounts. Each type trades coverage against precision. First-party data is the most trustworthy because you observed it yourself, but it only covers people who already touched your brand. Third-party data widens the net to companies that have never visited your site, but it is noisier and usually resolved at the account level rather than the individual. The value of intent data is not the raw feed. It is the workflow built on top of it: deciding which signals matter for your business, combining them with fit data like your ICP, and routing the strongest accounts to the right rep at the right moment.