Buyer Intent
Signals suggesting an account is actively researching a purchase, drawn from on-site behaviour or third-party data.
First-party and third-party
First-party intent is behaviour on your own properties — reliable, attributable, and limited to accounts that already found you. Third-party intent infers research activity across other sites, which reaches further and is considerably noisier.
Using it without overreacting
Intent data indicates a category is being researched, not that a purchase is imminent or that you are being considered. Treated as prioritisation it is useful; treated as a buying signal it produces poorly timed outreach.
The attribution trap
RELATED TERMS
Account Scoring
Scoring at the account level rather than the individual, reflecting that B2B purchases are made by groups.
Dark Funnel
The buying activity that happens where analytics cannot observe it — private communities, peer conversations, group chats, word of mouth.
Lead Scoring
A model assigning a numeric value to leads based on fit and behaviour, so attention goes to the ones most likely to convert.
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