Buying intent is the probability or willingness of a consumer to buy a product or service.
This probability is typically identified using the buyer intent data or specific buying signals, e.g., behavioral intent data in general or a specific trigger event (website visit, newsletter subscription, etc.).
Buying intent is typically used to qualify and prioritize the prospects or create targeted outreach sequences to further engage the prospects.
In the second case, buying intent signals are also often referred to as sales triggers.