Quick definition with practical context — what it is, who uses it, and what to know.
Intent Data is behavioral signals indicating a company is researching a topic or considering a purchase. Most commonly used by B2B sales and marketing teams.
Intent Data is behavioral signals indicating a company is researching a topic or considering a purchase. In 2026, this concept matters because the data and tooling around it have improved — AI-augmented workflows make it easier than ever to measure, analyze, and act on.
Primarily B2B sales and marketing teams. The work typically falls to operations, marketing leadership, finance, or whoever owns the relevant reporting and decision-making.
AI tools have made Intent Data significantly more accessible — faster analysis, broader pattern recognition, easier dashboarding. The strategic decisions remain human; the inputs and analysis are AI-augmented.