140+ Sales Statistics 2026 Update

It features Intent Data, which identifies in-market accounts showing early buying signals by analyzing trillions of web interactions (over 2 trillion signals monthly). While your customer success teams should be proactively checking in with customers regularly, buyer intent data should also be used to indicate if they’re actively researching other solutions. By aligning intent-driven insights with your marketing mix channel strategy, you can tailor each message to match your audience’s specific needs and the stage they’re in, maximizing the impact of each touchpoint. Start by looking at the types of accounts you want as customers—your ICP—and the specific buyers or decision-makers within these accounts that you’ll be targeting.

They can further personalize outreach and tailor follow-up based on the visitor's demonstrated interest, increasing the chances of converting them into customers. Uncovering hidden buying signals in the "Dark Funnel™," 6sense provides deep insights into buyer behavior, allowing businesses to engage the buying group intent data right accounts at the right time. Demandbase is a comprehensive third-party intent data provider that offers an AI-driven Go-to-Market (GTM) platform to help businesses find and engage target accounts most likely to purchase.

B2B purchasing decisions are almost never made by one single individual anymore. You have a customer who's been using your basic software package for a while now, but intent signals show that they recently started researching more advanced features. Third-party intent data aggregates signals from external sources, revealing buyer activity before prospects visit your site.

Let’s explore how these approaches are reshaping how we identify and engage with B2B buying committees that have always existed, but were previously hidden from view. Understanding the distinction between tracking intent at the account level versus the persona level, also known as the buying-group level, could be the key to transforming your B2B marketing effectiveness. Turn leads into opportunities with fresh, accurate data. Most interactions with your brand happen before your prospect reaches out for a demo. This allows you to target potential customers at the right time and with the right message—a refined approach.

• Their European roots give them particular strength in GDPR-compliant data across EMEA markets, so they’re a strong choice for companies targeting European prospects.
• A single content download might trigger a marketing nurture.
• B2B intent data platforms promise better targeting, higher conversions, and smarter GTM motions.
• "Instantly is the exact email outreach solution / always wished existed. None of the others even comes close to the combination of features and ease of use."
• Demandbase is a buyer intent data provider for reaching prospects close to making a purchase.

Types of Buyer Intent Signals

A B2B identity graph is a unified data layer that converges multiple data sources — intent signals, contact records, firmographics, technographics, digital identifiers, and business event data — into a single, identity-confirmed view of B2B buyers and the accounts they belong to. We aggregate over 1.1 trillion intent signals monthly from nine diverse sources — content consumption, ad engagement, social activity, website visits, business events and more. Over 12k tracked technologies to get insights on your target accounts’ tech stacks and greenfield opportunities. Contacts aren’t just names in a database — they’re mapped to buying group personas and linked to active intent signals. We will help you figure out where to start, what data layers you need, and how to activate them without overspending.

Why you should consider a Buying Group approach

Buyer intent signals can be broadly categorized into first-party and third-party intent data. Track and interpret these signals to prioritize hot leads, tailor your approach, and accelerate pipeline. Buying Group Buying Groups Buying Signals revenue orchestration revenue team alignment revenue team KPIs sales and marketing alignment It would be, at minimum, equal to (and probably better than) either targeted cold Account outreach or single MQLs. Although we share the same goals at a high level, to operationalize Buying Groups in our systems, we couldn’t use the same approach as our SDR were using for cold outreach.

Predictive SalesTech: Closing Deals Before Buyers Raise Their Hands

Map all stakeholders and their roles in one place, track influence levels and engagement status, and turn complex buying groups into closed deals with the right data.

Benefits of using buyer intent data tools

The highest-performing teams run both — hybrid models generate up to 50% more revenue growth than single-channel approaches (McKinsey). One-tap activity logging, structured follow-up sequences, and two-way CRM sync mean reps spend time selling, not filing. Speak to one of our experts to learn how you can start boosting your business performance today. Entegra's deep industry expertise supports restaurant F&B purchasing efforts with powerful procurement technology and culinary consulting that fast tracks growth. HubSpot and Apollo both offer intent data features, but neither provides native buying group intent scoring, they surface account-level or contact-level intent signals rather than tracking convergence across multiple personas within a live buying committee.

Look for Advanced Analytics and Reporting

When an economic buyer, a technical evaluator, and an end user are all consuming content on the same topic cluster within the same window, that convergence is a stronger purchase signal than any single contact's behavior. Buying group expansion starts with knowing who is in the group, and that requires contact data accurate enough to actually reach them. Parallel sequencing means that when the Economic Buyer engages, the Champion is already warm, and the deal moves faster because you are not starting from scratch with each new stakeholder. 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. A single contact downloading an ebook or attending a webinar generates an MQL. Configure your intent data to surface accounts where multiple personas are showing simultaneous research activity on your topic cluster.

Book a demo today and find out how the right intent data can double your team's impact with the people you already have. UserGems captures over 700 buying signals, from job changes and hiring trends to funding rounds and tech adoption, and connects them directly to the contacts most likely to convert. If they’re vague about how they collect and process data, that’s a red flag. Make sure the vendor follows privacy laws like GDPR and CCPA, and that their data is consent-based and ethically sourced. Also, check whether you’ll have access to ongoing support or just a help desk. Pricing for intent data tools varies wildly, depending on features, data volume, and team size.

Third-party intent data originates from platforms that track online research activity and behavioral signals from partners like ML Insights, media publishers, B2B websites, social media, and other sources. We map resolved activity to the roles and functions that make up a real buying group. Funding rounds, leadership changes, M&A activity, regulatory shifts, and technology adoption announcements. This approach recognizes that B2B buying decisions are rarely made by a single person, with recent studies suggesting that the average B2B buying committee includes 11 individuals, and sometimes up to 20. However, a broad-stroke approach using account-level intent signals is no longer sufficient for navigating increasingly complex buying groups, which consist of an average of 11 individuals representing numerous roles. G2 is a software review platform that tracks buyer intent data based on user behavior and interactions on its platform.