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.