Demand intelligence In every marketplace, growth opportunities are hiding in plain sight. Intent data shines a light on them, allowing you to see which audiences may have been overlooked. If you notice a spike in intent signals from prospects in an industry outside of your ideal customer profile (ICP), that could indicate a vertical with product/market fit—opening possibilities for new revenue streams. Intent signals that can influence pipeline growth Demographic Firmographic Buyer Intent Engagement Company Social media Role Company profile views shares Level of revenue Sponsored seniority Competitors content visits Email marketing Geographic No. of Competitor clicks location employees page visits Paid social Age Industry Category page media Gender Org. structure visits campaign Alt. page visits performance The sources of intent data represented in this graphic are not exhaustive but are mentioned to showcase the main types of intent data used by organizations today. The Big Book of Intent 16