Overview
Buying intent helps you identify companies that are actively researching topics related to your products or services. Apollo uses company-level research signals to help you find high-intent companies, understand what they're interested in, and prioritize your outreach.
After defining your ideal customer profile, use buying intent alongside other search criteria to focus on companies that both match your market and show interest in relevant topics.
Buying intent is available on all Apollo plans. Organizations can track 1 topic on Free, 6 topics on Basic or Professional, and 12 topics on Organization. If you need access to additional buying intent capabilities, upgrade your plan. If you have questions about upgrading, reach out to the Apollo sales team.
Check out the following sections to learn how buying intent works and what you can do with it in Apollo.
How It Works
Apollo supports more than 15,000 buying intent topics across its intent data providers. Your team selects topics related to your products and services, customer needs, or competitors. Topics can include keywords, product categories, services, and competitor names.
Bombora provides company-level buying intent scores. Apollo refreshes this data weekly and categorizes the scores into high and medium intent levels. High intent includes scores from 75–100, and medium intent includes scores from 61–74. Scores below 61 are not shown as intent.
Buying intent is measured at the company level. When you search for people, Apollo surfaces people who work at companies showing intent, but they may not be the individuals conducting the research. Combine buying intent with the criteria in your ideal customer profile to find companies that are a strong fit and actively researching relevant topics.
A company’s intent history shows a 12-week trend, helping you understand how its interest changes over time.
What You Can Do
Use buying intent to match your prospecting goal with the most relevant action.
| Your Goal | Best Action |
|---|---|
| Track research that matters to your business | Select buying intent topics that reflect your products, services, customer needs, and competitive market. |
| Find companies showing interest | Apply the buying intent filter to find companies demonstrating relevant research activity. |
| Understand a company's interests | View a company's buying intent, including its strongest topics and intent history. |
| Focus on the best-fit companies | Combine buying intent with other search filters, such as company size, industry, location, or technologies. |
| Monitor new opportunities | Save an intent-based search or configure an alert to monitor newly matching companies. |
Get Started
Start by selecting the topics relevant to your market. Then, use those topics to find, review, and monitor high-intent companies.
| Set Buying Intent Topics | Choose the topics that your organization wants to track. You can also review Apollo's topic recommendations for a quicker setup. |
|---|---|
| Filter by Buying Intent | Select intent topics and score ranges, then combine buying intent with other search criteria to find relevant companies. |
| View Buying Intent for a Company | Review a company's intent topics and intent history to better understand its research activity. |
| Save a Search or Set a Search Alert | Save your intent-based search and configure an alert to monitor newly matching companies. |
FAQs
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Frequently asked questions |
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| What is the difference between an intent topic, signal, and score? | Does buying intent apply to companies or people? | What buying intent history does Apollo show? |
What is the difference between an intent topic, signal, and score?
An intent topic is a subject that your team chooses to track, such as a product category, service, business need, or competitor. An intent signal represents company-level research activity related to one of those topics. Bombora provides the company-level intent score, and Apollo categorizes the score as high or medium intent. High intent includes scores from 75-100, medium intent includes scores from 61-74, and scores below 61 aren't shown as intent.
Does buying intent apply to companies or people?
Buying intent applies to companies. If you use the buying intent filter while searching for people, Apollo surfaces people who work at companies demonstrating intent. This doesn't mean that each person in the results participated in the research activity.
What buying intent history does Apollo show?
Apollo refreshes buying intent weekly. Company intent history displays a 12-week trend so you can understand how a company's interest changes over time.
Learn More
Apollo buying intent is powered by Bombora. Bombora provides company-level intent scores and maintains a downloadable intent topic list.
| Download Bombora's Topic List | Review Bombora's downloadable topic list. The topics available in Apollo and the number your team can track depend on your Apollo plan. |