Buyer Intent Data
Behavioral signals showing that an account or person is researching a product category, used to prioritize sales and marketing outreach.
Intent data helps teams spend time and budget on accounts showing active interest instead of the whole target list, which can raise meeting rates and help sales reach buyers earlier in their evaluation.
A marketing team pulls G2 signals for accounts comparing its product with two competitors, combines them with Bombora topic surges, raises those accounts' scores in the CRM and starts a LinkedIn ad sequence plus SDR outreach within 48 hours.
Third-party signals are probabilistic and usually resolve to a company, not a person, so many surges are false positives. Coverage varies by region and industry, and privacy rules such as the GDPR limit how personal data from tracking can be used.
First-party intent comes from a company's own properties, such as pricing page visits, demo views or product usage. Third-party intent is collected across publisher networks or review sites: Bombora compares an account's recent research on a topic with its historical baseline, while G2 records profile views, comparisons and category browsing by organization. Signals are matched to accounts through IP and domain data and fed into Lead Scoring, Account-Based Marketing (ABM) and Revenue Intelligence tools.
Data Engineering, Performance Advertising
G2 Documentation — Buyer Intent — https://documentation.g2.com/docs/buyer-intent; Bombora — Company Surge: Account-Level B2B Intent Data — https://bombora.com/intent/