In the realm of B2B marketing, intent data is becoming an essential tool for reaching potential buyers who spend a significant portion of their purchasing journey conducting independent research. By 2022, over 70% of B2B marketers are expected to utilize intent data to target prospects more effectively. Intent data reveals both visible and hidden buying signals, enabling marketers to position their products as the optimal choice for prospective buyers. This data is categorized into first-party (internal) and third-party (external) types, with the former comprising information from a company's systems and the latter sourced externally. Marketers can leverage intent data to personalize customer interactions, optimize account-based marketing strategies, and uncover new sales opportunities. The strategic use of intent data facilitates precise ad targeting and allows for the analysis and attribution of content to maximize ROI. Ultimately, a well-planned approach to intent data can enhance the buyer's journey and convert more prospects into customers by aligning marketing efforts with the dynamic nature of buyer intent.