Intentsify Launches Buying Group Intent Data, Setting A New Market Standard For Buyer Intelligence

The harvesting of third-party intent data works quite differently because you don’t owe the information you are pursuing. The success of conscious first-party data highly depends on UX and UI features, an organic website design, mobile-friendly optimization, site speed, and other assets that will make your user feel comfortable while exploring your landing page. Through the right analytic tools living on your website, you’ll be able to track all the activities performed by a visitor.

Identifying in-category buyers and competitive displacement opportunities. Lead scoring, sales prioritization within your existing pipeline, and retargeting. Pages visited on your website, content downloaded, webinars attended, demo requests started but not completed, and pricing pages viewed more than once. By Friday, 12 have replied, 3 have booked meetings, and 2 will eventually become opportunities. While account-based intent has been a valuable tool for B2B marketers, the increasing complexity of buying processes demands a more nuanced approach.

And intent activity by certain personas and buying roles can provide key insights about the purchase journey stage for an entire account. Integrating AI across your sales and marketing tech stack ensures more precise targeting and efficient customer engagement, taking the guesswork out of lead prioritization. Like a detective who needs to decide which leads to follow first, sales intent data helps your team focus on the most promising opportunities.

Eliminate guesswork and engage decision-makers strategically, beating the competition.

In general, this is how I suggest interpreting buying group intent scenarios and using that information to prioritize your ABM account lists. As we’ve discussed, a buying group’s purchase intent activity is a powerful indicator of where an account is in its purchase journey, and how you should prioritize it in your ABM campaigns. It’s a comprehensive solution that gives you insights into the current purchase research activity of buying groups in your ABM and named accounts.

We help leaders across technology, customer experience, digital, marketing, sales, and buying group intent data product functions use customer obsession to accelerate growth. Forrester’s research is designed to help providers better understand the obstacles that buyers face and where they can upend outdated go-to-market strategies to help buyers make better, more informed purchasing decisions.” To help B2B buyers make better decisions, providers must transform their go-to-market approach and their understanding of buyers’ needs. While buyers rely heavily on self-service and autonomous interactions to make buying decisions, they also rely on providers to understand their challenges, be responsive to their needs, and collaborate on decision-making.

If you’re still unconvinced, here are some ways sales and marketing can activate their intent data. It’s also known as buyer intent data or purchase intent data. It helps sales and marketing teams identify which accounts are actively researching relevant topics, products or services. B2B buyers rarely wait for a sales call before they start researching. Intentsify, a provider of B2B intent data and signal-based marketing programs, has updated its solutions with account-level and custom, solution-based buyer intelligence, providing intent data at the buying-group persona level.

Understanding the Different Types of Intent Data

Extend your team with content experts. Pair us with your experts or leave the research to us. For field teams specifically, SPOTIO’s 2026 data shows 9% of rep time goes to prospecting research alone — before a single outreach attempt.

Schedule a personalized demo or sign up to get started for free Build sales workflows that detect buying signals in real-time and reach out when timing actually matters. It uncovers the exact company name, maps out their chronological journey, and then uses AI to pinpoint the likely buying group so your reps know exactly which roles to multi-thread into. An intent-based ad targeting platform is a B2B media orchestration tool that tracks search patterns and topic surges across the web to automatically trigger targeted marketing campaigns.

Intent data monitoring, of course, is essential to identifying this online research activity and mapping to individuals within buying groups at your ABM target accounts. In fact, analyst firm Gartner suggests that independent research done online is the single biggest time investment of buying group members, at 27 percent. Mapping your existing customer personas to buying roles within your ABM target accounts creates an additional layer of insight and intelligence about exactly who you need to engage to make a sale. Sirius Decisions has defined several buying roles in its framework to encapsulate these typical behaviors. Buying group member activity tends to vary, based on job role and the account’s overall stage in its purchase decision process.

Intent data provider review for Cognism:

• A window of a solid month of elevated intent activity indicates that you may want to seriously consider adding the account to your list.
• Since you’ll be asking them to evolve their way of working, you need to make sure they are fully on board and enabled to do so.
• If the only active researcher is a junior analyst with no purchasing authority, the account score looks promising but the deal is not real yet.
• But a single MQL from a 13-person buying committee is a weak signal, it tells you one person is interested, not that the account is in a live purchase cycle.

To make an impact, you have to zero in on the right B2B audience at the right time with the right message. Discover why Forrester calls adapting marketing practices for the buying groups era “necessary and urgent work” and how you can gain a competitive edge with this powerful approach. Understanding buying group intent isn’t just another industry buzzword — it’s revolutionizing how successful B2B teams identify and engage their best prospects. ZoomInfo's open platform approach includes API access, MCP access, and native CRM integrations, ensuring intent signals reach the teams that need them when they need them. Both matter because gaps in coverage mean missed opportunities, and low match rates mean signals you can't act on. The challenge is resolving anonymous web activity to specific accounts via IP-to-company matching, then identifying specific contacts within those accounts.

Unlike individual buying intent, which tracks one person's readiness to buy, or account intent, which aggregates company-level topic interest into a single score, buying group intent tracks convergence across personas. Buying group intent surfaces when the right roles, not just any roles, are showing simultaneous activity. Traditional single-threaded sales cycles have shifted towards multi-threaded buying, where buying committees involve 6–12 stakeholders (or more), each with distinct roles, priorities, and pain points. Intent data refers to behavioral signals collected from digital interactions—such as website visits, content consumption, ad clicks, and engagement patterns—that indicate a prospect’s research activity and buying readiness. This authoritative content draws in-market buyers to our 220+ trusted technology- and vertical market-specific sites while they’re in their pre-purchase research mode.