We set out to answer the question: what percentage of your target market is really in-market. Companies across every industry operate under a shared belief that at any given time, only 3% of our target markets are actually ready to purchase. But can we really risk operating under a false pretense?

We wanted to find out the truth. We partnered with Intentsify, a B2B intent data activation company. Both intent data companies rely on different sources of data. By comparing both sources, we hoped to find out if clients really benefited from using more than one intent data provider.

Together, we crawled, mined, and analyzed a target account list of 114,004 companies.

  • 70,271 small companies,
  • 30,533 mid-size companies
  • 13,200 large companies

We also wanted to know what your greatest challenges are with intent data. Intentsify surveyed 289 B2B marketing professionals to ask about their pain points and obstacles. At the end of the report, we offer solutions to help you make the most out of this powerful resource.

Here we’ll give you our key findings from the report. For the full report with our findings, industry-specific insights, and actionable steps on how to use the data, download it below.

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Key Findings

Finding #1

At any given time across categories, a median of 7% of your target market is in-market. This breaks with the accepted assumption that only 3% of your target market is ready to purchase.

Finding #2

Larger companies have a greater percentage of accounts searching 2+ topics. Why? Likely due to budget sizes, more sophisticated processes, an increased need for solutions, and more people charged with research.

Finding #3

Using 2+ (complementary) intent data providers unearths more high-quality prospects. When you have more providers crawling and mining the internet, you know more about the activity of your prospects and ICP.

Finding #4

Contact-level data is a gamechanger. Marketing teams report struggling to identify target audiences and accounts with intent data.

Contact-level data tells you more than an in-market company. It tells you the person who is searching and how to reach them.

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Finding #5

88% of intent data clients use multiple providers.

33% of intent data clients use four or more providers.

Finding #6

Data is good, but most of your competitors don’t know how to use it. Differentiate yourself with a game plan for every step of the buyer journey.

Finding #7

Sales teams struggle to action intent data. From poor transitions to unuseful pieces of data, sales teams don’t know what to do when intent data is handed off to them from marketing.

Industry Analysis

Human Resources

% of in-market accounts within the topic of HR Technology based on company size.

Sub Topics: HR technology systems, employee engagement, talent management, applicant tracking system, and payroll.

Data Storage

% of in-market accounts within the topic of Data Storage based on company size.

Sub Topics: data storage, data warehouse, storage as a service, storage management, and storage virtualization.


Sub Topics: application security, cybersecurity, data security, endpoint security, identity access management (IAM).

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About LeadSift

Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand, and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.