Signals
Intent data is a category of B2B marketing data that uses observed or modeled behavioral signals, such as anonymous web browsing, content consumption, and keyword research activity, to infer that a company or buyer is actively researching a purchase. It is probabilistic and often anonymized, in contrast to observable public signals, which are verifiable, attributable events in the public record.
The core of intent data is inference: a company's employees read several articles about a topic, and a vendor concludes the company is in-market. The underlying behavior is real, but the interpretation is statistical. Identity resolution adds another layer of uncertainty, since much B2B web traffic cannot be attributed to a specific company with high confidence.
Observable public signals, such as SEC filings, press releases, and regulatory disclosures, are different in kind. A Schedule 13D is a legal document signed by an identified filer, disclosing a specific stake, on a specific date. There is no inference required. The trade-off is coverage: public signals are richer for regulated industries and public companies, and thinner for private mid-market companies with no filing obligations.
PulsePoint Strategic focuses on observable public signals rather than purchased intent data, because verifiable events produce a more defensible, specific outreach rationale. Intent data can be a useful supplement when public-signal coverage is thin and the buyer population is large enough to benefit from probabilistic filtering.
PulsePoint Strategic turns signals like these into timed, approved outreach. See how on the signal intelligence page, or estimate the impact with the ROI calculator.
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