Why AI signals are the new standard for buyer intent data

Let’s be honest – “buyer intent data” has become a bit of a buzzword lately, hasn’t it? In simple terms, buyer intent data tracks the digital footprints (website visits, content downloads, search queries) buyers leave behind when researching solutions. These behavioural breadcrumbs help sales and marketing teams understand when prospects might be ready to buy. But as buyer journeys become increasingly complex, traditional intent data tools often fall short. That’s where AI-driven intent signals step in – making buyer intent data faster, smarter, and more actionable.

What exactly is buyer intent data and how does it reveal buyer intent signals?

Buyer intent data is information about a prospect’s online activities indicating they’re actively considering a purchase. These signals originate from:

• First-party sources: Website analytics, CRM interactions, and email engagements.
• Third-party sources: Intent data tools and networks that track searches and content engagement across industry-related sites.

For example, if employees at a company repeatedly download cybersecurity whitepapers or visit product comparison pages, they’re likely exploring cybersecurity solutions. Buyer intent data enables sales and marketing teams to identify these opportunities early, focusing on prospects who demonstrate interest.

How sales and marketing teams leverage buyer intent data

Here are some common scenarios:

• Targeted marketing: Serving tailored ads and content to companies actively researching, converting general demand generation into targeted pipeline growth.
• Lead scoring and prioritisation: Prioritising sales outreach based on signals like frequent site visits or significant content engagement, ensuring teams contact the hottest leads first.
• Account-based marketing (ABM): Refining ABM strategies by pinpointing actively researching accounts, allowing optimal resource allocation and personalised messaging.

In short, buyer intent data helps identify promising accounts, prioritise outreach, and deliver personalised messaging.

Why traditional intent data tools fall short

Traditional intent data has significant gaps. Most tools rely heavily on third-party web tracking or cookies, which can miss mobile browsing sessions or detailed research conducted via platforms like LinkedIn. Sales and marketing teams often find themselves overwhelmed by noisy, raw data without actionable insights.

Typical intent signals may reveal that XYZ Ltd. is researching AI platforms but won’t specify exactly who within XYZ Ltd. is interested or why. Additionally, given lengthy B2B buying cycles, capturing accurate, real-time insights becomes a substantial challenge.

How AI-driven signals enhance intent data accuracy

Artificial intelligence transforms intent data collection and analysis. AI-powered sales tools rapidly process extensive data sets, detecting patterns human analysts might miss. By integrating first-party insights (website analytics, CRM interactions) with third-party intent data, external sources like industry news, social media, or job postings, AI creates a comprehensive, real-time view of buyer intent.

Instead of weekly or monthly reports, AI signals deliver real-time or more frequent alerts to sales teams when relevant buyer activities occur. This ensures sales reps no longer waste time on unclear signals – they receive timely notifications about high-intent prospects.

AI also makes intent data more predictive. Machine learning models constantly evolve, identifying the most impactful signals. Sales teams can weight indicators like new funding rounds, executive hires, or a spike in relevant job postings, enabling highly personalised and more timely outreach.

Firmable signals: AI powered intent data for Australia and New Zealand

Firmable’s AI-driven intent signals represent a significant advancement for ANZ sales teams. Unlike generic intent data tools, Firmable reveals exactly what’s changed within your target accounts and why these changes matter.

Firmable Signals track critical buying-trigger events such as:

• Leadership changes: New CMOs or CFOs often indicate shifts in strategy or budget.
• Job postings: Increased IT hiring might signal upcoming tech investments.
• Company milestones: Events like funding rounds, new offices, or product launches often precede higher spending.
• People moves: When your previous contacts move roles, it often creates fresh opportunities at their new organisation.

Firmable allows detailed monitoring of specific accounts or market segments so you’re focused on intent specifically within your ICP (Ideal Customer Profile).

“A significant advantage of using Firmable is as a business development tool. It allows us to identify company milestones, such as funding rounds, providing opportunities to engage prospects in discussions about growth and talent. Firmable helps us stay informed and deliver added value to clients.”

– Conor Lydon, Cure Recruitment

Why ANZ sales teams depend on AI-driven buyer intent signals

Buyer intent data alone is helpful, but AI-driven signals are critical for teams aiming to excel in competitive markets like Australia and New Zealand. Traditional intent tools often lag or overlook local nuances. Firmable’s Signals provide localised coverage, real-time insights, and precision targeting specifically designed for ANZ sales environments.

Whether you’re an individual rep handling a niche vertical or a GTM leader scaling your ABM strategies, AI-driven intent signals help you:

• Move quicker
• Personalise outreach
• Concentrate your resources on high-value activities

It’s time to stop relying on outdated intent data and start leveraging actionable signals.

Ready to stay ahead of the curve?

👉 Learn more about Firmable Signals and transform how your team leverages intent data today.