B2B Sales Intelligence
Intent Data
Behavioral signals strongly indicating a business is actively researching or currently in the market to purchase a specific product or service.
What is Intent Data?
Intent Data is the behavioural breadcrumb trail a company leaves while actively researching a purchase — which competitor sites they visit, which product review pages they read, which webinars they register for, which job descriptions mention a product they might need. Vendors like Bombora, 6sense, and G2 aggregate these signals into intent scores that predict which accounts are currently in-market.
For broadcast-sales teams, the most powerful intent signal is the advertiser's actual ad spend on competitors. A business currently running spots on Station A across morning drive is, by definition, actively purchasing radio advertising — the single strongest possible intent signal a rep at Station B could receive. This is why real-time competitor monitoring has become a core pillar of modern B2B broadcast sales, often outranking traditional web-behaviour intent data in predictive power.
Why it matters
Spotwise provides the ultimate broadcast intent data: irrefutable proof that a company has already allocated budget for radio advertising.
Related terms
- B2B (Business-to-Business)— Commercial transactions occurring explicitly between two enterprises; broadcast media sales is inherently and entirely a B2B industry.
- Firmographic Data— Descriptive attributes of a business utilized for B2B segmentation, such as primary industry, employee count, and annual revenue.
- Inbound Sales— A modern sales methodology where prospects initiate contact with the broadcaster as a direct result of marketing, SEO, or content strategies.
- Outbound Sales— The traditional, highly aggressive model of proactive outreach, utilizing cold calling, email sequencing, and networking to secure appointments.