Definition
Intent data is information, often from publishers, review sites or ad networks, that suggests accounts are researching a topic, usually delivered as a score, a surge or a topic list rather than as a single event you can open.
The value is coverage you cannot see yourself. The cost is opacity. If the sender cannot explain the row, the email becomes “we noticed you are in-market”, which the reader cannot verify and often did not consent to hear.
TWL’s public position is to prefer observed signals with a source, and to treat intent feeds as an optional input a workflow can require extra proof beside. This page does not claim TWL resells a particular intent provider.
Common Room’s public pricing lists Bombora topics as part of its matrix. That is an intent-style input inside an intelligence suite. The comparison page says what TWL does not claim to include.
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Questions people ask
Should we ignore intent data?
No. Use it as a hypothesis. Confirm it with a signal you can cite, or accept that the message will be vaguer and say so internally.
Is a keyword post intent data?
It is closer to a buying signal, because you can read it. Intent data usually hides the page-level event behind a score.
Where is the longer comparison?
The blog post on B2B intent data versus buying signals. This entry is the definition. That post is the argument.
Does the buying-signal calculator use intent data?
No. It scores answers you type. It does not call a provider.
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