Intent data

Third-party data about which accounts are researching a topic right now, inferred from content consumption across the web.

Intent data providers watch which companies read about a category, compare vendors, or visit review sites, and score accounts by topic. It is a probabilistic signal: a spike means several people at the account read about "sales engagement" this week, not that they are buying.

Used well, intent narrows a large ICP list to the few hundred accounts worth working now. Used badly, it produces creepy emails that say "I saw you were researching us".