// Marketing
Intent Data
Third-party behavioural signals (Bombora, 6sense, G2) that indicate an account is researching a category.
In depth
Intent data lets marketing prioritise accounts already in-market instead of spraying the entire ICP. Accuracy varies wildly by provider and category. Best used to trigger sequences, not as a primary lead source.
Related terms
ABM
Account-Based Marketing, coordinated sales + marketing plays run against a finite named account list.
Lead Scoring
Ranking inbound leads by fit (firmographic) and intent (behavioural) to prioritise SDR outreach.
Clay
GTM data platform that combines 50+ data providers and LLM enrichment for account and contact research.