Fintech B2B sales is a category where many vendors are targeting the same accounts simultaneously. If your buyer is evaluating payment processors, compliance platforms, or fraud detection software, other vendors are working those same accounts in parallel.
HR tech buying has fragmented dramatically. A Chief Human Resources Officer can be evaluating tools across talent acquisition, payroll, compliance, benefits administration, and employee experience simultaneously, with each category involving different vendors, different buying signals, and different decision-makers.
Ecommerce tech buying follows a pattern that differs from most B2B categories. Merchants adopt point solutions for specific problems: Shopify for their storefront, Klaviyo for email, Gorgias for support, and so on. The result is a best-of-breed culture where tool evaluation is ongoing and switching costs are lower than in enterprise software.
Intent signals are the behavioral indicators that a company or individual buyer is actively researching, evaluating, or considering a purchase in your category. They answer one of B2B marketing’s most persistent questions: who is actually in market right now?
Intent data tells you something most marketers don’t know: who’s actively buying right now.
You have 500 target accounts. Your team can realistically work 50.
G2 is a powerful source of buyer intent. When someone visits G2 to research your category, they’re signaling purchase intent. Many B2B revenue teams have integrated G2 buyer intent signals into their demand gen and sales workflows to identify in-market accounts.
Intent data has become the core input for effective outbound sales. Instead of cold calling random companies, SDRs can now target accounts actively researching your solution.
One of the biggest barriers to ABM for Canadian SaaS is CASL compliance. You cannot email prospects without consent. But identifying and reaching prospects with consent is slow. It requires lead magnets, webinars, and landing page forms that build consent over weeks.
B2B intent data in 2026 is no longer a single category: co-op signals (Bombora), first-party platform intent (G2, TechTarget), AI-inferred behavioral intent, and bundled intent in full ABM platforms are all viable, with varying signal quality, coverage, and cost.
Intent data is one of the most powerful demand-generation tools available. A prospect who’s actively researching your category is 10-15x more likely to convert than a random contact. But for UK B2B teams, intent data comes with a GDPR question: Is it legal to buy and use intent-data vendors under GDPR?
Lead scoring is a system that assigns points or ranks to prospects based on their likelihood to buy. Each interaction-email opens, content downloads, website visits, job title-adds points. When a prospect crosses a threshold (50 points, for example), they’re handed to sales as a “sales-qualified lead” (SQL).