Intent Signals in 2025: A Quick Guide on How to Use Them

Your buyers are already doing the homework, with or without you.

By the time they land on your site or open your email, they’ve probably researched competitors, read reviews, and asked around their network. In 2025, the sales team that wins isn’t the one sending the most outreach, it’s the one spotting intent first.

Intent signals are the digital breadcrumbs buyers leave behind. It could be a spike in traffic to your pricing page, increased G2 activity, sudden engagement from a key decision-maker on LinkedIn. They’re signs that a deal is already in motion.

In this article, we’ll break down how to spot in-market accounts, personalize outreach at scale, and spend your time where it actually counts.

If you’re tired of chasing cold leads, let’s show you how to find the ones already looking for you.

What are intent signals?

Intent signals are behavioral indicators that someone at your target account is actively thinking about a problem your product solves.

In outbound, the biggest challenge is timing. You might have the right ICP, the perfect messaging, and still get ignored if the buyer’s not ready. Intent signals solve that problem. They tell you when an account is warming up so you can reach out while their attention is already in your category.

What are the main types of intent signals?

Intent shows up in different forms depending on where the activity happens and how visible it is to you. To use intent data well, you need to know where it’s coming from and what it’s actually telling you.

Why are intent signals important for sales and marketing?

Intent signals are important because lead lists don’t tell you who’s really interested; intent does. Let’s break it down.

For sales:

• You stop wasting time on accounts that aren’t even shopping
• You prioritize based on behavior, not just ICP fit
• You get context—what they’re reading, where they’re engaging, what stage they might be in
• You reach out when the problem is fresh—before they’ve settled on another vendor

For marketing:

• Campaigns get sharper when you know which accounts are actively researching
• Nurture tracks and retargeting can be triggered based on real buyer behavior
• ABM programs become grounded in actual account interest, not just static firmographics

What tools can help you find intent data in 2025?

Jason AI SDR

Jason AI SDR by Reply is an AI-powered sales development representative that automates prospecting, personalization, and scheduling.

At its core, Jason analyzes your value proposition and product to build a data-driven ICP and scans a database of over 1 billion global contacts. By continuously monitoring real-time intent signals, Jason pins down which companies and decision-makers are most likely to be in-market right now.

Here are Jason AI SDR’s best features:

24/7 intelligent lead generation

Jason’s AI-created ICP uses your messaging and product details to identify high-potential prospects. 

It then taps into live intent data to track indicators like new job postings or shifts in tech stacks and surfaces accounts showing active buying intent. Leads flow into your pipeline around the clock without manual list-building.

Also read: Intent-Based Prospecting – Case Study

Multichannel outreach

Once an account exhibits intent signals, Jason assembles personalized outreach sequences across email, LinkedIn, WhatsApp, and calls. 

It pulls in public data (e.g., LinkedIn activity, company news) and your own playbooks (pain points, case studies) to craft tailored messaging. 

As prospects engage, Jason’s Autopilot (AI-generated reply sent automatically) and Co-pilot (AI-generated draft sent after your approval) modes automatically handle replies and route meeting requests straight to your calendar.

Automated meeting booking

With Jason AI SDR managing your calendar, tedious back-and-forth emails become a thing of the past. 

It seamlessly checks your real-time availability against a prospect’s preferred times and instantly books meetings—no manual intervention required. 

When someone replies, Jason intelligently determines if it’s a new request, a follow-up, or a reschedule and handles the response accordingly. 

Because it syncs deeply with Google Calendar, every slot it books is conflict-free, eliminating any risk of double-booking. 

And here’s why you should (or shouldn’t) consider it—Jason AI SDR pros:

✅ Supports multilingual outreach across 150+ countries, letting you engage prospects in their native language
✅ Evergreen sequences automatically inject fresh, ICP-matched leads into active campaigns and keep your pipeline topped up
✅ Enterprise-grade email deliverability tools (inbox warm-up, DNS health checks, Google Postmaster integration) ensure your emails land in primary inboxes instead of the spam folder
✅ Custom AI SDR playbooks allow you to upload case studies, scripts, and other materials so every message aligns with your brand voice
✅ Once ICP, playbooks, and calendar sync are configured, Jason runs 24/7 with minimal oversight

And Jason AI SDR cons:

❌ Requires some time for initial setup 

If you feel you need to explore a few more contestants (though we still believe Jason, our AI SDR, is the best), here are a few others to take a look at:

Bombora

Bombora is a leading B2B intent data platform that helps sales and marketing teams identify which companies are actively researching topics relevant to their solutions. 

Using proprietary data from a cooperative of 5,000+ B2B websites, Bombora tracks content consumption patterns to surface intent signals at the account level. It allows teams to prioritize in-market buyers, personalize outreach, and accelerate pipeline.

Bombora best features:

• Company Surge® feature detects spikes in research activity on specific topics, so you can focus on accounts showing high purchase intent
• Natively integrates with tools like Salesforce, HubSpot, Marketo, and Outreach 
• Gathers ethically sourced data from a massive B2B content network, offering deep visibility into buyer behavior

Bombora pros:

✅ Accurate, account-level intent data tied to real content consumption
✅ Easy to activate within existing sales and marketing platforms
✅ Strong partner ecosystem for ads, ABM, and analytics

Bombora cons:

❌ No contact-level insights—requires pairing with other tools for persona targeting
❌ Pricing may be high for small teams or early-stage companies

6sense

6sense is a revenue AI platform that goes beyond traditional intent data by predicting where accounts are in the buying journey—even before they’ve filled out a form. 

Using behavioral signals, 6sense uncovers anonymous buyer activity across channels. It arms GTM teams with actionable insights to drive pipeline growth and close deals faster.

6sense best features:

• Uses AI to map anonymous activity to buying stages, so reps know exactly when to reach out
• Lets users build real-time, intent-based audiences using 80+ filters across firmographics, behavior, and engagement
• Surfaces timely insights like champion engagement, competitor interest, and recommended actions for each account

6sense pros:

✅ Identifies anonymous buying behavior early in the journey/
✅ Tight alignment across sales, marketing, and RevOps teams
✅ Robust personalization capabilities based on real-time data

6sense cons:

❌ Can be overwhelming for new users without prior ABM experience
❌ Premium pricing model may limit access for smaller teams

Also read: 6sense Pricing Explained: Is It Worth It in 2025?

Demandbase

Demandbase is built for B2B companies that want precision in how they target and engage accounts at scale. 

Rather than just showing you who’s interested, Demandbase turns intent data into coordinated action across advertising, sales, and marketing. 

Its strength lies in orchestration—aligning multiple teams with one unified view of high-value accounts and automating the next-best step based on real-time behavior.

Demandbase best features:

• Run account-based advertising campaigns directly from Demandbase’s platform to reach buying committees across channels
• Gives reps a clear picture of account engagement, decision-maker activity, and purchase readiness
• Connects intent, engagement, and CRM data to trigger automated personalized actions across marketing and sales

Demandbase pros:

✅ Built for large-scale ABM and cross-team coordination
✅ Deep data enrichment to improve targeting and personalization
✅ Strong ad capabilities with native DSP and retargeting tools

Demandbase cons:

❌ Implementation can be resource-intensive for lean teams
❌ Higher price point compared to some intent-only tools

Also read: Demandbase Pricing Explained: Is It Worth It in 2025?

ZoomInfo Intent

ZoomInfo Intent is a feature within ZoomInfo’s SalesOS platform that helps sales and marketing teams identify companies actively researching products or services related to their offerings. 

It analyzes online behaviors, such as content consumption and website visits, to provide insights into which organizations are showing buying signals.

ZoomInfo Intent best features:

• ZoomInfo monitors an array of online activities to detect intent signals, so users can identify companies that are in the market for specific solutions
• Through its partnership with G2, ZoomInfo enhances its intent data by incorporating software review site behaviors
• The Streaming Intent feature provides real-time alerts on intent changes

ZoomInfo Intent pros:

✅ ZoomInfo’s extensive database offers a wide range of company and contact information
✅Integrates directly with SalesOS and MarketingOS, letting you trigger campaigns, route leads, and prioritize accounts in real time
✅ Direct access to verified contact data within the same platform

ZoomInfo Intent cons:

❌Some users have reported inconsistencies in the accuracy of intent signals
❌Integrating and effectively utilizing ZoomInfo Intent requires a significant investment in time and resources, particularly for teams new to intent data strategies

Generect

Generect flips the script on lead generation by ditching static databases in favor of live, real-time search. 

It scrapes fresh data from public sources the moment you hit search, so you find leads for your business that are not only accurate, but also relevant right now. 

The platform is ideal for outbound teams who want speed, control, and precision without the bloat of legacy platforms. 

Generect best features:

• Quickly finds companies that match your ideal customer profile and similar accounts to broaden your outreach pool
• Instantly checks and verifies corporate emails before you export to avoid bounces and protect sender reputation
• Connect Generect with Salesforce, HubSpot, LinkedIn, and more to streamline your outbound workflow

Generect pros:

✅ Real-time lead data—no stale contact lists
✅ Lightweight and easy to use for small or agile teams
✅ Free plan available to test before upgrading

Generect cons:

❌ Lacks deeper analytics or buyer intent tracking
❌ Doesn’t cover hard-to-reach contacts

Leadfeeder by Dealfront

Leadfeeder, now part of the Dealfront platform, turns your anonymous website traffic into a warm prospect list. 

You won’t have to wait for visitors to fill out a form—the tool shows you which companies are browsing your site, what they’re looking at, and how engaged they are. 

For teams focused on inbound conversion and ABM, Leadfeeder helps connect the dots between digital interest and sales action.

Leadfeeder best features:

• Identifies the businesses behind anonymous traffic using IP data and enriches it with firmographics
• Maps each session so you can see what pages were visited, how long they stayed, and what content caught their attention
• Automatically pushes qualified leads to your CRM or outreach platform so your team can follow up fast

Leadfeeder pros:

✅ Great for uncovering intent from existing website traffic
✅ Helps SDRs prioritize accounts based on on-site behavior
✅ Easy to set up with customizable lead filters and notifications

Leadfeeder cons:

❌ Doesn’t capture individual visitor info—only company-level data
❌ Works best for businesses with steady or high web traffic

G2 Buyer Intent

G2 Buyer Intent taps into the behavior of over 90 million annual software buyers to help you spot high-intent accounts before they ever reach out. 

It tracks actions like visits to your product page, comparisons with competitors, and time spent in your category, and reveals which companies are seriously evaluating solutions like yours.

G2 Buyer Intent best features:

• ​​Layer intent data with real insights into a buyer’s current tech stack and target with hyper-relevance and precision
• Seamlessly integrates with platforms like Salesforce, HubSpot, and Marketo
• Triggers immediate notifications when target accounts engage with your G2 profile or related content

G2 Buyer Intent pros:

✅ As the data originates directly from G2’s platform, it ensures high reliability and relevance
✅ By understanding where a prospect is in their buying journey, teams can focus efforts on the most promising leads
✅ helps you identify when prospects are evaluating competitors, paving the way for strategic positioning and timely engagement

G2 Buyer Intent cons:

❌ While G2 provides detailed account-level insights, obtaining specific contact information would require additional tools or integrations
❌ The effectiveness of the intent data is contingent on the volume and behavior of users on the G2 platform, which can vary across industries

Cognism

Cognism is an AI-driven engine that continuously scans for signals like technographic changes, new funding rounds, and hiring surges, then ties those insights back to verified email and mobile numbers. 

As a result, you can identify and engage high-potential prospects at the exact moment they’re researching solutions, rather than casting a wide net and hoping for the best.

Cognism best features:

• Offers Bombora-powered intent data—identifies companies actively researching relevant topics so you can engage when interest is highest
• Diamond Data® (verified contact database) offers continuously validated mobile numbers and emails to reduce bounce rates
• Combines hiring trends, funding events, and tech-stack changes

Cognism pros:

✅ Regular verification processes keep contact details accurate and legally compliant
✅ One-click connectors for Salesforce, HubSpot, and Dynamics deliver automatic record enrichment
✅ Extensive mobile-number accuracy and company insights across Europe for better regional targeting

Cognism cons:

❌ New users may struggle to prioritize between intent topics, technographics, and hiring cues without training
❌ Enterprise-grade features and data quality come at a premium cost

How do you know if a signal means someone is sales-ready?

A signal on its own means nothing. What matters is who’s doing what, how often, and how recently. Sales-readiness is all about momentum.

Here’s what you should look for: 

• It’s not just one person. One marketer visiting your blog is weak. But multiple people from the same company checking out product pages? That’s movement.
• It’s not just any page. A burst of visits to your integrations page, case studies, or G2 profile signal strong readiness
• It’s not just a visit. Are they back multiple times? Are they hitting high-intent assets (like ROI calculators, pricing, security pages)? Signals cluster when buying cycles heat up

TL;DR—Look for these 3 things:

• Recency (happened in the last 48–72 hours)
• Depth (multiple touches from the same account)
• Decision-weighted (senior titles involved)

That’s how you separate curiosity from actual buying intent.

How do you act on intent signals the right way?

• Speed matters more than perfection: Intent has a short shelf life. You don’t need the perfect sequence—you need to get in while the window is open. Have your outreach prepped and ready to go within hours, not days
• Match your message to the signal: What they did should shape what you say. Visited your security page? Talk SOC 2. Read a case study? Reference similar companies you’ve helped
• Think beyond email: The strongest signals deserve a multi-channel play. If you see real heat from a target account, combine email with a warm LinkedIn reachout or a quick call

Intent tells you who’s listening. Your job is to show up like you’ve been paying attention.

What are the common mistakes to avoid?

Most teams mess up intent by treating it like a lead score or hoping it replaces actual prospecting. Here’s what to stop doing immediately:

• Chasing weak signals: One blog visit isn’t intent. One person from an irrelevant department? Same. Don’t let weak signals distract you from deals that are already heating up
• Thinking intent replaces outbound: Intent helps you prioritize, not sit back. You still need to do the work—craft the message, follow up, and move the deal forward
• Sending generic outreach: You got the signal—now don’t waste it with boilerplate. Use it. Something in the lines of: ‘Saw your team’s researching X. Want the inside scoop on how [your product] solved the same problem for [customer]?’
• Waiting too long: Intent isn’t evergreen. If you’re waiting for days to follow up on a G2 spike, don’t bother. That moment is gone, and so is the momentum.
• Running blind between teams: If marketing sees signals and sales doesn’t act—or worse, acts without knowing marketing’s running campaigns—you’re burning trust. Share the data and align all teams

Turn intent data into booked meetings with Jason AI SDR

Intent signals give you the edge by telling you exactly when prospects are ready to engage. Rather than guesswork, you can use real-time intent data to focus on opportunities, save time, and boost conversion rates. 

And when it comes to turning those signals into action, Jason AI SDR has you covered. From identifying high-intent accounts to automating personalized outreach and seamless scheduling, it takes care of the entire process so your team can close more deals. 

Ready to stop hoping for the right moment and start seizing it? Book your Jason AI SDR demo today and watch qualified meetings flow into your calendar.