Intent data
also: buyer intent, intent signals
Data used to infer that an account is researching or ready to buy — spanning first-party behavior, third-party topic consumption, and public events.
Intent data is any data used to infer purchase readiness. It comes in three broad flavors. First-party intent is behavior on your own properties — website visits, product usage, content downloads. Third-party intent is aggregated topic-consumption from a publisher co-op (the 'Company Surge' style data). Public-event intent is discrete, attributable events like funding or a new hire.
The flavors trade off differently. First-party intent is high-confidence but only covers accounts already touching you. Third-party topic intent has broad reach but is anonymous, modeled, and hard to verify. Public-event intent is verifiable and covers your whole market, but only fires when something actually happens.
Good GTM teams blend them: first-party to work inbound, public-event to work outbound timing, and topic intent as a supporting layer. The mistake is treating a single black-box intent score as ground truth.
How Intakra treats it
Intakra is a public-event intent engine: it reads discrete, named events and cites each to its source. It deliberately avoids anonymous co-op intent and website de-anonymization, so every 'why now' is a fact you could verify yourself.