Intent data tells you which companies are actively researching topics related to your product — reading articles, comparing vendors, downloading relevant content — even before they fill out a form on your site. First-party intent is your own web analytics. Third-party intent (Bombora, G2, TechTarget) aggregates signals across the web. Layering intent data on your ICP list lets you prioritize the accounts most likely to buy right now.
For example, Bombora intent data might show that 15 companies in your target account list have had a 300% surge in content consumption around 'B2B demand generation' this month — a clear signal to activate ABM campaigns and SDR outreach against those accounts.
We use Bombora and G2 Buyer Intent data to prioritize outbound targeting for clients — focusing sales energy on accounts that are actively in-market.
Relevant Cactus Services
We implement Intent Data strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Demand Generation
Demand gen is the full-funnel marketing strategy designed to create awareness, generate interest, and drive pipeline for your product.
Lead Generation
Lead gen is the tactical activity of capturing contact information from potential buyers — gated content, webinar registrations, demo requests, contact forms.
Account-Based Marketing (ABM)
ABM flips traditional demand gen: instead of casting wide and filtering, you identify a list of specific target accounts and run personalized marketing just at them.
Dark Social
Dark social refers to the sharing and discovery that happens in private channels — Slack communities, DMs, WhatsApp groups, private Discord servers, word-of-mouth — that attribution tools can't track.
Customer Acquisition Cost (CAC)
CAC is the total cost to acquire a new customer, including all sales and marketing spend.
Customer Lifetime Value (LTV)
LTV is the total revenue you expect from a customer over their entire relationship with you.