Understanding buyer intent is one of the fastest-growing B2B demand generation trends. It will take precedence over other demand generation strategies. 

Marketers will put more effort into identifying what exactly their target audiences are looking for. In addition to the third-party data, they will depend more on zero and first-party data.

The role of technologies like AI and ML will grow multifold as they can offer valuable intent signals from search engines and social channels.

This buyer intent data will be a great asset to understand where the prospect stands in the product discovery and buying journey. Further, you can proactively contact potential customers and establish a meaningful engagement before your competitor does.