Find the 5–10% of your market that is actually in a buying cycle right now, by name — not the 90% who are not.
Most advertising is spent reaching people who are not buying. At any given moment only about 5–10% of your market is in an active buying cycle, and the window between “researching seriously” and “chose a vendor” is often 7 to 14 days. In-market buyer identification exists to find those people while the window is open.
It works at the level of the individual, not the company. Knowing that a 2,000-person business is “surging” on your category does not tell you who to call or what they care about. We identify the specific person showing the behaviour — their role, the topics they are researching, how hard their activity has accelerated against their own normal — so ad budget and sales attention land on people in market instead of a list of logos.
We learn how this works for you today, from the people involved in it.
We agree what good looks like, who owns which step, and how success is measured.
We deliver the work in a narrow first slice you can see functioning.
We measure it, correct it, and widen it only once it holds.
A list is static and says nothing about timing. This is behavioural: it identifies people whose research activity has changed recently, which is why the same name is worth reaching this week and was not worth reaching last month.
Person-level. Account-level intent tells you a company is interested and leaves your team guessing which of hundreds of employees to approach. We work to the individual, then map them back to the account and the wider buying group.
Deviation from that person’s own baseline, corroborated across more than one source, and a resolved identity rather than an inferred one. If identity cannot be confirmed deterministically, we discard it rather than approximate it.
Tell us what you are trying to accomplish. If in-market buyer identification is not the right starting point, we will say so.