Eric Wittlake, Senior Marketing Analyst, Gartner
Jeffrey L. Cohen, Analyst, Gartner
Intent data reveals the topics that companies are actively consuming across the web. This data may be collected from a single publisher, such as TechTarget or G2, or from a broad array of sites. Significant increases in research about a specific topic can be used to identify companies that are actively researching new solutions.
The ability to identify which companies are most likely in the market for a solution today has made intent the fastest growing data category over the last two years, with use increasing from 28% to 62% in companies surveyed by TOPO.
The insights in this market guide can help organizations understand how to effectively harness intent data solutions and determine their next investment.