Signals and data

Intent data

Definition

Intent data is evidence that people at an account are researching a topic, usually inferred from content consumption across websites or review platforms.

Intent data in practice

There are two broad kinds. First party intent comes from your own properties: pricing page visits, repeat sessions, demo page views. Third party intent is sold by vendors who watch activity across publisher networks or review sites and attribute it to companies. First party is narrower but far more trustworthy, because you know exactly what happened.

Third party intent is a probability, not a fact. It is usually reported at the company level, so you still have to find the person who is researching. Treat it as one input to a score rather than a trigger on its own, and never open an email by telling someone you saw them researching.

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Last updated 2026-10-14 by Ishan Vats.

Connected to

Part of

Buying signalA buying signal is an observable event suggesting an account has a reason to buy now, such as a new leader, funding or a stack change.

Depends on

EnrichmentEnrichment is adding missing data to a record, such as a work email, phone number, job title or company size, by looking it up in external sources.

Feeds into

Measured by

Signal half-lifeSignal half-life is how long a buying signal stays useful before the reason to reach out has faded, been acted on, or been answered by a competitor.

Also referenced byProduct-led growth, Warm outbound

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See where intent data fits in a real build.

Book the free 30 minute signal audit. We map the buying signals for your ICP live on the call, and show you where intent data sits in the system we would build.

Pick a time in the calendar below to schedule a 30 minute call with me.

01You talk. Who you sell to and what you send today.
02We map. The signals that fire for your ICP and the two to start with.
03You keep it. The signal map and a budget range, whether or not you build with us.

Ishan Vats, founder of IV Consulting. We run our own outbound on the same system.

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