GTM Dictionary

Intent data

also: buyer intent

Intent data is a set of signals that a company is actively researching your category right now: content consumption from networks like Bombora and 6sense, review-site activity on G2, competitor renewal windows, or first-party visits to your own site.

Intent measures timing; fit measures whether. The layering rule: intent re-orders the queue within a fit tier, it never promotes an account across tiers. A low-fit account surging on intent is still an account that will churn.

Watch: Adam explains it (badly)

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“They googled your competitor at 2am. That's not intent, that's a cry for help. Book them.”

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Comedian-in-residence · 0:15

Fifteen seconds of intent data, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.

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See intent data in context in the full methodology.Read the guide