HG Buyer Intent
Understand what buyers are researching—and how that interest relates to the products their companies already use.
HG Buyer Intent combines two types of buyer intelligence to guide GTM targeting. Product-matched intent connects research signals from across the web with HG’s product install and deployment history data. Active research intent captures category and vendor research on TrustRadius. Combined with your customer data, these signals help GTM teams and agents build and target competitive displacement, expansion, and new logo acquisition segments with greater precision.
What problems does HG Buyer Intent solve?
Buyer interest without technology context
Knowing what an account is researching is only part of the picture. Connecting research signals with product installs and deployment history helps teams understand how that interest relates to the technology the account already uses.
A limited view of buyer research
Research signals from across the web and direct category and vendor research on TrustRadius provide complementary perspectives. Bringing both together gives teams and agents a richer understanding of buyer interest.
The opportunity behind the signal is unclear
Similar research activity can point to different opportunities. An account using a competitor’s product may be a displacement prospect, while an existing customer may represent expansion potential. Combining intent, installed-product intelligence, and your customer data helps distinguish these opportunities.
Buyer signals are disconnected from go-to-market workflows
Teams need to put intent to work where they build segments and prioritize accounts. HG makes both intent dimensions available through Fabric, Copilots, MCP Server, and HG Agents, supporting customer data environments, automated segmentation, and agent workflows.
Existing-customer opportunities are easy to overlook
Intent is useful beyond finding new prospects. Combined with your customer data, research signals can help identify existing customers exploring additional products or capabilities, giving teams a starting point for expansion conversations.
What does HG Buyer Intent do?
Product-matched intent
Connects buyer research signals from across the web with HG’s product install and deployment history data at the same account.
Helps teams interpret buyer interest in relation to the products an account already uses and changes in its technology environment.
Active research intent
Captures direct signals from buyers researching specific product categories and vendors on TrustRadius.
Adds visibility into category and vendor research, providing another perspective on buyer interest.
Opportunity segmentation
Combines multidimensional buyer intent with installed-product intelligence and your customer data to support competitive displacement, expansion, and new logo acquisition segments. HG Copilots help generate these segments automatically.
Helps teams and agents build more precise target audiences and tailor their approach to the potential opportunity.
Flexible access and activation
Makes both intent dimensions available through HG Fabric, HG Copilots, HG MCP Server, and HG Agents.
Lets customers use the intelligence in their own data environments, automated segmentation, and agent workflows.
How does HG Buyer Intent work?
HG Buyer Intent brings together research signals from across the web, direct research activity on TrustRadius, and HG’s installed-product intelligence. Customers can use these dimensions to interpret buyer interest, build target segments, and inform go-to-market workflows.
HG derives buyer research signals from acquired bidstream data. TrustRadius provides direct signals from buyers researching specific product categories and vendors on its platform.
HG connects research signals with account identities, product installs, and deployment history. Your customer data adds relationship context to help distinguish competitive displacement, expansion, and new logo acquisition opportunities.
Both intent dimensions are available in HG Fabric. HG Copilots help customers automatically generate account segments, while HG MCP Server and HG Agents make the intelligence available for agent workflows.
How is HG Buyer Intent different?
HG Buyer Intent combines two complementary dimensions: product-matched intent connects research signals from across the web with an account’s installed products and deployment history; active research intent captures category and vendor research on TrustRadius. Together, they provide a richer understanding of buyer interest and the potential opportunity behind it.
B2B technology vendors building targeted go-to-market strategies for competitive displacement, expansion, and new logo acquisition. Data, marketing, sales teams, and agents can use the intelligence to build segments, prioritize accounts, and tailor engagement.
Buyer research, product installs, IT spend, and contacts connect through a shared company identity and corporate hierarchy. This helps teams interpret research at the relevant account level and understand relationships between subsidiaries and parent companies.
Research signals across web and TrustRadius sources provide visibility into an account’s interests. More than 15 years of technology install history adds context on the products the account has deployed and how its technology environment has changed over time.
HG Fabric delivers buyer intent by API or Direct Feed into customer systems. HG Copilots support automated segmentation through HG’s user interface. HG MCP Server makes the intelligence accessible to MCP-compatible applications and assistants, while HG Agents provide access through HG’s web application and channels such as Microsoft Teams and Slack.
Research activity indicates potential interest, not a confirmed purchase decision. Your customer data helps distinguish prospects from existing customers, and opportunity segments can overlap. No known product install does not necessarily mean that no install exists.
HG Buyer Intent in practice
The channel marketing team at NiCE, a global contact center software provider, builds partner-specific ideal customer profiles from firmographic, IT spend, and technographic criteria, then layers intent stage on top to rank the resulting account lists. Adoption spread to sales and competitive intelligence teams once those lists proved accurate against accounts the partners already knew.
Depending on the intent stage or what software companies have been using, we can really drill down and align the scoring model to prioritize target accounts.
Where teams apply HG Buyer Intent
Identify accounts researching relevant products, competitors, or categories across the web and on TrustRadius. Combine buyer intent with installed-product intelligence and ideal customer profile criteria to focus lead-generation efforts on relevant accounts.
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Build target audiences for competitive displacement, expansion, and new logo acquisition. Use research activity, installed-product context, and your customer data to tailor campaigns to each segment’s potential opportunity.
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Prioritize accounts using product-matched intent and active research intent alongside account fit. Give teams and agents clearer reasons to focus on an account and tailor outreach to what its buyers are researching.
Learn MoreWhich products work with HG Buyer Intent?
HG Fabric
Delivers both intent dimensions by API or Direct Feed into your data environment, where you can combine them with account intelligence and your customer data to build segments and scoring models.
HG MCP Server
Makes both intent dimensions accessible to your own agents and MCP-compatible applications for account research, prioritization, and custom go-to-market workflows.
HG Agents
Use multidimensional buyer intent to inform go-to-market workflows, with access through HG’s web application and channels such as Microsoft Teams and Slack.
Market Analyzer
Combines market sizing and conversational segmentation with HG Buyer Intent to help customers build target account segments for competitive displacement, expansion, and new logo acquisition.
Sales Copilot
Brings buyer intent into seller workflows, helping sales teams prioritize accounts and tailor engagement using research activity, installed-product context, and customer relationships.
Intent-Driven Leads
Provides opt-in, intent-qualified contacts sourced from TrustRadius. HG Buyer Intent helps identify relevant accounts and potential opportunities; HG Intent-Driven Leads provides named buyers who have agreed to be contacted.
HG Customer Voice, powered by TrustRadius
Provides verified customer reviews and GEO citation monitoring. It complements HG Buyer Intent by helping teams understand customer perspectives and product visibility, while active research intent reveals category and vendor research on TrustRadius.
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