TrustRadius Buyer Intent
First-party signals from active software evaluators
What is it
Buyer Intent is FIRST-PARTY DATA from TrustRadius — showing which companies are actively evaluating software products on the TrustRadius review platform. HG tracks ~1.3 million buyer intent signals.
This includes: product page views, review reads, comparison page visits, category browsing, and feature research — all resolved to the company level with recency and intensity signals.
What problem it solves
Contextual intent shows research; buyer intent shows EVALUATION. When someone is on a review site comparing products, they're further down the funnel than someone reading a blog post. Buyer intent identifies companies in active buying mode — the highest-quality timing signal available.
What you can do with it
- High-intent targeting: Prioritize companies actively reading reviews in your category
- Comparison-page alerts: Know when accounts are comparing you to competitors
- Competitive displacement: Target companies evaluating your competitor's product
- Renewal risk detection: Spot existing customers researching alternatives
- ABM orchestration: Trigger campaigns when target accounts hit TrustRadius
Real-world example
Competitive Comparison Alert
Your CRM tool competes with HubSpot. Using buyer intent, you get an alert that Acme Corp (a $500M target account) visited the "HubSpot vs. [Your Product]" comparison page on TrustRadius three times this week. Your SDR reaches out within 24 hours, references the comparison, and books a demo. Timing made the difference.
What the data looks like
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 |
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
“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.”
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
This is FIRST-PARTY DATA — not modeled, not scraped, not inferred from bidstream cookies. TrustRadius is the only review platform with this level of buyer intent data integrated into a sales intelligence fabric. And because HG owns TrustRadius, the data is native, not a third-party integration.
How it's derived
Buyer intent flows from TrustRadius page visits → IP resolution (via IRS 5x5 system) → company match → BigQuery ETL → delivery. Each anonymous visit is resolved to a company using IP-to-firmographic matching, then enriched with the specific products/categories viewed, recency, and visit frequency. The pipeline is end-to-end owned by HG/TrustRadius.