TG3 47 SaaS brands scaled and $84M+ in client pipeline generated. See the proof → Free: 20 SaaS calculators, no signup. CAC, LTV, churn, Rule of 40. Open the tools → We rebuild attribution at the warehouse so every channel gets honest credit. See how →
TG3 SaaS/Glossary/Intent data
SaaS metrics glossary

Intent data.

The signals that tell you a buyer is in-market before they fill in a form. Here is what intent data is, where it comes from and how to use it without being creepy.

Definition
Intent data is behavioural information that signals a person or account is actively researching a purchase, used to prioritise who you reach out to and advertise to.

The promise is timing. Instead of guessing who is in-market, you act on signals that they are. The risk is acting on weak signals or in ways that feel like surveillance, which kills trust faster than it builds pipeline.

How intent data works

How intent data works.

First-party signals  +  third-party signals  =  intent
First-partybehaviour on your own properties, pricing visits, repeat sessions, demo views
Third-partyresearch signals from across the web, bought from data vendors at the account level

First-party intent is stronger and free. Start there before you pay a vendor for third-party signals, see lead scoring for how to weight it.

Benchmarks

First-party versus third-party intent data.

First-party intent, from your own site and product, is the most reliable because you can see exactly what happened. Third-party intent, bought from vendors, is broader but noisier and usually resolves to an account rather than a person.

A useful rule is to act hard on first-party signals and treat third-party as a prioritisation hint, not a trigger for aggressive outreach. The strongest programs blend both rather than betting the budget on bought data.

How to improve it

How to use intent data well.

01

Trust first-party first

Your own pricing-page and product signals beat any vendor feed. Mine them before you buy data.

02

Weight, do not trigger

Use intent to prioritise a list, not to fire an aggressive sequence at a weak signal.

03

Keep it human

Referencing research a buyer never shared with you feels like surveillance. Use intent to time outreach, not to script it.

04

Tie it to fit

Intent without ICP fit is noise. A bad-fit account researching you is still a bad-fit account.

Common questions

Questions about intent data.

What is intent data?+

Behavioural information that signals a person or account is actively researching a purchase, used to prioritise outreach and ad spend.

What is the difference between first-party and third-party intent data?+

First-party comes from your own site and product and is reliable. Third-party is bought from vendors, is broader and noisier and usually resolves to an account.

How do you use intent data without being creepy?+

Use it to time and prioritise outreach, not to reference research the buyer never shared with you. Acting on weak signals erodes trust.

Is intent data worth paying for?+

Often the first-party intent you already have is underused. Mine that before paying a vendor for third-party signals.

Lead scoringMarketing qualified leadDemand generationHow we run ABM

Sitting on intent signals you do not use?

The 30-minute audit includes whether your first-party intent data is feeding prioritisation or going to waste. No sales sequence.

Book the 30-minute audit →
Response inside 4 business hours · We turn down 1 in 3