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Buyer intent data has become one of the most talked-about - and misunderstood - concepts in modern B2B marketing. But are we really any closer to understanding who is ready to buy, or are we just surrounding ourselves with more noise?
In this episode of In Demand, Matt Egan (Chief Content Officer) and Tommy Heffernan (Chief Revenue Officer) unpack the evolution of buyer intent data - where it started, where it stands today, and where it’s heading next.
They explore how early intent models were built on broad, often unreliable signals - page views, content downloads, third-party tracking - and why those approaches created more volume than value. As the B2B landscape has evolved, so too has buyer behaviour. Today’s buyers are more self-directed, more informed, and increasingly supported by AI tools that help them research, compare, and shortlist vendors long before engaging with sales.
So what does “intent” actually mean in that context?
Matt and Tommy dive into the difference between inferred intent and observed intent - and why that distinction matters more than ever. They discuss how many organisations are still drowning in data but lacking direction, relying on fragmented signals that fail to capture real buyer readiness.
The conversation also tackles the current state of the market: the explosion of intent data providers, the growing reliance on AI, and the persistent challenge of separating meaningful insight from background noise. They ask the hard questions - is more data really helping? Are scoring models keeping up with how buyers actually behave? And why are sales teams still struggling to prioritise effectively despite having more information than ever before?
Looking ahead, the episode explores what the future of buyer intent data should look like. A shift away from passive tracking and toward active engagement. A move from guesswork to clarity. And a renewed focus on understanding not just who is in market, but why.
At its core, this episode is about rethinking the role of data in demand generation - and why the real opportunity isn’t collecting more signals, but creating better conversations.
If you’re a B2B marketer or revenue leader trying to make sense of intent data - and turn it into something actionable - this is a conversation you won’t want to miss.
