Introduction

Intent data is finally usable in 2025 - but only for GTM teams ready to act on it. Here’s how the best are turning signals into revenue.

What's the problem it solves?

Most teams collect buyer signals but don’t know what to do with them. As a result, sales and marketing stay misaligned, handoffs feel random, and intent data becomes noise instead of a growth engine.

Quick Summary

The biggest shift in 2025 isn’t that intent data is new - it’s that high-performing teams now know how to use it. Instead of chasing every white paper download, they evaluate signal strength and act only when the timing and intensity are right.

This research introduces the Intent Data Maturity Curve - a model showing how companies evolve from random intent usage to full lifecycle orchestration. At the base, teams just collect data. In the middle, they begin scoring signals and syncing with sales. At the top, AI helps personalize campaigns, prioritize outreach, and predict buyer readiness - all in real time.

Importantly, intent isn’t treated as a “channel” anymore. It’s a layer that makes every channel smarter - from onboarding to upsell, retention, and advocacy. AI makes this scalable, turning dashboards into coordinated action. But all of it depends on one thing: GTM teams being aligned, trained, and ready to execute on signals.

Key Takeaways

• Intent data is only useful if you have the systems to act on it
• The best GTM teams use signal strength, not lead volume, to guide handoffs
• Intent should be layered across the funnel, not siloed into lead gen
• First-, second-, and third-party intent data all matter - the best teams blend them
• AI makes it possible to score, prioritize, and act on signals in real time
• Intent data powers lifecycle orchestration - not just acquisition
• Success depends on alignment between sales, marketing, and customer success

What to do

• Audit your readiness: Does your team trust, understand, and use intent signals?
• Use a signal strength model: Stop handing off weak leads; focus on strong, multi-touch engagement
• Blend data types: Use first-, second-, and third-party intent together based on account stage
• Train your teams: Make sure GTM functions are aligned on what to do with signals
• Activate across the lifecycle: Use intent to trigger onboarding flows, detect churn, or upsell
• Use AI tools: Automate prioritization, outreach, and follow-up based on real-time intent
• Track the right KPIs: Focus on speed-to-lead, conversion rate by signal strength, and lifecycle velocity

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