TrustRadius Buyer Intent
First-party signals from active software evaluators
What is it
TrustRadius Buyer Intent is second-party intent data captured from TrustRadius, the B2B software review platform acquired by HG Insights in 2025. It surfaces account-level buying signals from companies actively researching, comparing, and evaluating software on the TrustRadius platform.
Three signal types are available. Category-level signals identify accounts researching products within a technology category. Product-level signals identify accounts viewing specific product pages—yours or a competitor’s. Product-comparison signals identify accounts conducting side-by-side evaluations between named products.
Each signal record is delivered with account and firmographic context, including company name, location, domain, employee count, and industry. It also includes activity details and product, category, and vendor context; comparison records can include multiple related products or categories.
TrustRadius audience research indicates that more than 54% of accounts are mid-market or enterprise. Among accounts signaling active intent, 75% are director level or above, and 56% report plans to purchase within three months.
What problem it solves
Most third-party intent data operates at the top of the buying funnel. Bidstream and co-op intent platforms detect when a company is consuming content related to a category or topic. That tells you a company is aware of a problem or exploring solutions. It does not tell you they are shortlisting.
By the time a buying team is on TrustRadius reading reviews, running comparisons, and clicking pricing pages, the problem is already defined and the category decision is already made. They are evaluating specific vendors. That is a fundamentally different signal from topic-level research, and it arrives much later in the buying cycle, when the purchase decision is weeks away, not months.
Standard intent tools miss or dilute this signal. TrustRadius Buyer Intent captures it at the source, from a platform where buyers go specifically to evaluate software. That distinction matters for GTM efficiency: sellers and marketers reaching accounts at this stage are working a shorter cycle with a higher-confidence buyer.
What you can do with it
- Account prioritization: Prioritize accounts actively researching your product, category, or competitors on TrustRadius.
- Competitive displacement: Identify accounts comparing your product with named alternatives and equip sellers with relevant competitive context.
- Churn-risk detection: Spot existing customers researching alternatives and bring that context to customer-success or account teams.
- Verified-intent advertising: Activate TrustRadius intent audiences in LinkedIn and programmatic campaigns using buyer activity from TrustRadius.
- Layer signals with HG data: Combine TrustRadius activity with technographic, spend, contract-timing, AI Maturity, and other HG data to focus on accounts that fit both your market and timing criteria.
Real-world example
The Shortlist Play
A cybersecurity software company wants to reach accounts that are actively evaluating their product category. They activate TrustRadius Buyer Intent and filter for accounts generating product-comparison signals in their category over the past 30 days. That surfaces 200 accounts running active vendor evaluations.
They layer on firmographic filters to isolate mid-market and enterprise accounts in their core verticals, narrowing to 80 high-fit targets. The marketing team pushes those 80 accounts into a LinkedIn campaign with direct messaging emphasizing differentiation against the two most common competitors appearing in the comparison signals.
The sales team receives the same list with signal type, comparison products, and firmographic context attached. Every conversation opens with specific context: the account has been researching competitors by name, and the pitch leads with the differentiation that matters for that comparison. Response rates run at double the baseline because the outreach is timed to the moment the buyer is actively deciding.
Example Data
TrustRadius buyer intent — sample activity rows
| Date | Account | Activity type | Description |
|---|---|---|---|
| 8/6/26 | Community Health Systems, Inc. | Comparison | Viewed a comparison of IBM watsonx.data vs Microsoft Fabric |
| 8/5/26 | Lifepoint Health, Inc. | Comparison | Viewed a comparison of Google BigQuery vs IBM watsonx.data |
| 8/1/26 | Hofstra University | Comparison | Viewed a comparison of Microsoft Fabric vs SingleStore |
| 7/30/26 | Jpmorgan Chase & Co. | Reviews and Ratings | Viewed the Microsoft Fabric Reviews and Ratings page |
| 7/29/26 | TATA CONSULTANCY SERVICES LIMITED | Product Pricing | Viewed pricing information for Ilum |
“Three of these five accounts are on comparison pages — Community Health Systems and Lifepoint Health are both weighing IBM watsonx.data head-to-head against a rival, and Hofstra is comparing Microsoft Fabric to SingleStore. Comparison and pricing views are late-stage behavior: the shortlist already exists and you're either on it or not. JPMorgan reading reviews is earlier, but it's the same category. If you sell in this space, these are named accounts researching your competitors this week.”
Key fields you get
- Activity date: When the research happened, for recency scoring
- Account: Company resolved to the HG Company ID, plus domain and firmographics
- Activity type: Comparison, Reviews and Ratings, Product Pricing, Product Listing, Product Overview
- Description: The exact page viewed, including both products in a head-to-head comparison
- Product and vendor: The product, category and vendor behind each activity
- Visitor location: City, state and country of the visit
Business impact
Increases: Higher conversion on comparison-page triggered outreach
Decreases: Lower churn risk when existing customers start researching alternatives
Increases: More conversations with buyers while they’re still evaluating
Increases: Higher signal quality from first-party data vs. third-party intent
Directional outcomes HG customers commonly report. Actual results vary by program and data application.
Under the hood
How it's unique to the market
Most intent data shows that a company is interested in a topic. TrustRadius Buyer Intent shows when an account is researching products, reading reviews, or comparing specific vendors—activity that provides more direct context for an active software evaluation.
TrustRadius activity comes from a verified B2B software-review environment and adds buyer behavior that may be distinct from other review-site audiences.
Since TrustRadius joined HG Insights, this buyer intent is natively available alongside HG technographic, spend, AI Maturity, contract-timing, and other account intelligence in the same platform.
How it's derived
TrustRadius captures buyer activity on its software-review platform, including product research, review engagement, and product comparisons. That activity is attributed to an account through IP resolution and firmographic matching, creating account-level signals tied to the page, product, category, or vendor involved.
Trust is built into the review process. TrustRadius requires LinkedIn authentication from every reviewer and applies fraud detection before reviews are published, helping validate that platform activity comes from real B2B professionals rather than anonymous browsing traffic.
The resulting signals are delivered with account and firmographic context, including company identity, location, employee count, and industry, plus activity details such as date, action, page, and related products or categories. Comparison activity can identify multiple products evaluated together.