What it means
Intent data is information suggesting that a company or person is researching a problem or a purchase. First-party intent comes from your own channels: website visits, pricing-page views, email replies and content downloads. Third-party intent is collected elsewhere and sold by data providers, often by tracking which companies read about a topic across a network of publisher sites.
Intent data tells you who might be in market. It cannot tell you why, or whether they fit, so it works best combined with company fit and a clear trigger.
How we use it
We treat intent as one kind of signal among several. First-party intent is the warmest and the cheapest to catch, so it is where we start. Someone from an ICP account reading pricing, a specific service page or a comparison page is a strong signal. The same visit from a company outside the ICP is noise.
Every intent signal is matched to its account and checked against the ICP before it reaches a sequence. Our Signal Analyst shows which signals still earn a reply and which ones stopped working.