Frequently asked questions
What's the difference between intent data and buyer-intent signals?
Intent data is the raw stream of observed behavior; buyer-intent signals are the filtered subset that crosses a relevance threshold. Most teams use intent data as input and signals as output of their scoring model.
Which intent data providers actually correlate to revenue?
Bombora, G2, TrustRadius, and 6sense each cover different slices. Mature teams typically combine at least two networks and weight the overlap higher than either source alone.
How much intent data is too much?
More than three sources usually creates noise without lift. The marginal signal from a fourth network is rarely worth the price or the integration cost. Two well-tuned sources beat four poorly tuned ones.
Is intent data legal under GDPR?
It depends on the source. Cookie-based intent (third-party) is gray and shrinking; first-party intent (review sites, content downloads) is generally fine. EU teams should prefer first-party sources and document consent.
How is intent data different from technographic data?
Technographics tell you what an account already has; intent tells you what they're researching. Both are predictive, but intent has shorter half-life and stronger near-term conversion signal.
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