The full guide

In-market audiences are groups of consumers or businesses actively researching and comparing products or services in a category, showing real purchase intent: searching, visiting competitor sites, reading reviews, downloading guides.

In Google Ads, in-market audiences are pre-built segments Google creates from behavior across Search, YouTube and the Display Network, placing users into a category the moment their activity suggests they're ready to buy.

At Multiply Revenue, we take this concept beyond advertising: we identify in-market buyers across our own monitoring network and match them to verified contacts, so your team reaches them before your competitors do.

Layer Google's in-market segments over search campaigns to boost bids on in-market searchers, or use them in Display and YouTube to reach buyers during their research phase.

Instead of cold calling random lists, your team calls people already Googling your services. Connect rates run far higher when you reach prospects during the exact moment they're shopping.

The average B2B contact list is 30-90 days old by the time it reaches your sales team, and calling someone who searched for your service three months ago is no different from a cold call.

Only two to three percent of any list is actively in market at a given time, so a volume-dial strategy wastes 97% of your team's effort on people who have no current need.

We monitor what people are doing online when they're looking for services in your category, across search engines, publisher sites, review platforms and trade publications, 24 hours a day.

Each prospect gets an activity score from first-party, second-party and third-party intent data combined, so a prospect who searched, visited a competitor and downloaded a guide in one week scores near 90+.

We match active shoppers to verified contact records (name, title, direct phone and email) from a database covering millions of businesses, so your team reaches the right person, not a gatekeeper.

Your in market audience list lands every morning via web dashboard, CRM sync (Salesforce, HubSpot, Pipedrive) or CSV export, with the specific buying signals that triggered inclusion so reps open with context.

B2B companies reveal buying intent across many topics and channels. We track all seven signal types below, from search queries to competitor research, so you reach decision-makers before anyone else does.

Our network monitors behavioral signals across search engines, review sites, competitor pages and publisher networks. Every signal is scored, matched and delivered to your team before your competitor even knows the prospect is searching.

Keyword searches directly related to your category are the strongest early-stage signal; we capture query patterns to identify active research phases.

Repeated visits to competitor sites, pricing pages or comparison tools indicate a prospect deep in evaluation mode.

A whitepaper, buyer's guide, ROI calculator or case study download signals serious consideration and is scored heavily.

Contact form fills, demo requests and trial sign-ups on competitor sites are the strongest in-market signals available.

Engagement with industry posts, competitor pages and industry groups all contribute to a prospect's shopping signals profile.

Multiple competitor site visits, pricing reviews or case study reads in a short window make the signal clear: they're evaluating options.

Activity on G2, Capterra, Trustpilot, Google Reviews and Yelp indicates late-stage buying behavior.

Using buyer intent data in Google Ads or your outbound sales motion follows the same principle: reach buyers before a competitor does. These four best practices separate pipeline-generating campaigns from ones that just spend budget.

Apply targeting as an observation layer first, so you see how the segment performs before you raise bids or narrow reach.

Affinity builds brand awareness earlier in the journey while in-market closes the deal at the bottom, so running both together covers the full funnel.

Overlaying demographics such as age, income and parental status on top of a segment makes targeting significantly more precise.

Build a segment from your own highest-converting keywords and competitor URLs instead of relying on Google's predefined categories.

B2B companies that build buyer intent data infrastructure today will have an advantage as privacy regulations phase out third-party cookie targeting.

Performance Max already uses audience signals to guide Smart Bidding, and in-market data will increasingly feed automated bidding directly.

The future is unified targeting across search, display, YouTube and CTV: one audience profile following a buyer across every touchpoint.

As third-party cookies phase out, combining first-party CRM data with Google's signals to seed in-market lookalikes is the most durable targeting foundation.

Cold contact lists mean burning effort with no signal about where buyers actually are. In Market Audience data puts you in front of shoppers actively Googling your services right now.

In Market Audience data is built to generate higher response rates by reaching prospects while they are actively researching.

SDRs, AEs and B2B marketing teams all use buyer intent data differently, but see the same advantage. Combine in-market signals with our B2B Data to enrich every record before your team makes the first call.

SDRs get a prioritized daily call list where every prospect has been actively Googling your service in the last 24-48 hours, so connect rates climb.

Our data tells you whether a prospect has been comparing competitors or evaluating pricing, turning discovery calls into a focused dialogue.

Feed activity-scored prospect lists into Google Ads to build audiences that only include companies showing intent right now, then optimize bids per segment.

Every industry signals buying intent differently online, so we build industry-specific signal libraries calibrated to your buyer's actual research behavior.

Searches like 'roof replacement cost near me,' contractor site visits and insurance claim activity give roofing contractors a daily list of homeowners ready for an estimate.

Signals include replacement and repair searches, brand comparisons and efficiency guide visits, helping HVAC companies fill their scheduling calendar weeks in advance.

We track the buying journey from 'is solar worth it?' searches to ROI calculator use and competitor quote requests, ranking homeowners in market.

Signals from property search platforms, mortgage calculator use and neighborhood research target investors, commercial buyers and movers the moment they start searching.

Practice-area keyword searches, visits to sites like Avvo or FindLaw and document platform activity identify business owners actively Googling attorneys.

Individuals and business owners actively comparing coverage or requesting quotes; brokers using these signals report higher quote acceptance than cold outreach.

Searches for dentists in specific zip codes, review platform visits and insurance lookup activity identify new residents and families switching providers.

In-market audience targeting is the most direct way to reach users ready to buy right now.

A user who searches "commercial HVAC replacement cost" and visits three contractor sites gets placed into Google's HVAC in-market segment. The key distinction from affinity audiences is recency: signals are fresh.

Google Ads offers three core audience types for targeting users by interest and purchase intent, and each serves a different stage of the buyer journey.

Built from recent behaviour signals. Users are actively comparing options and ready to buy right now, best for bottom-of-funnel campaigns.

Based on long-term interests rather than active purchase research, building brand awareness earlier in the funnel.

You define the segment yourself from your own keywords and competitor URLs, catching keyword-level intent Google's predefined categories may miss.

These four steps are what we apply across in-market audience campaigns for local service and B2B accounts.

Apply the segment as an observation layer first so you can measure performance for 2-3 weeks before adding in-market targeting as a hard filter.

Narrow the segment by overlaying age, household income and homeownership status; a roofing contractor pairing 'Home Improvement' with homeowner demographics sees dramatically better cost-per-lead.

Once you have conversion data, set bid adjustments relative to your baseline and feed the same signals into Performance Max for a conversion-ready starting point.

For categories Google's standard segments don't cover well, build a custom intent audience from your highest-converting search terms and competitor URLs, uploaded under Shared Library.

Ignoring in-market audiences on Search. In-market targeting on Search lets you raise bids for users showing both keyword intent and in-market signals simultaneously.

Treating all audience types the same. Affinity and in-market audiences need different creative, bids and landing pages. Mixing them without segmentation wastes budget on users who aren't ready to buy.

Audience signals are data inputs you supply to Smart Bidding and Performance Max so the algorithm learns your best converters faster, shortening the learning period considerably.

Feed Multiply Revenue in-market data into Google Ads as a customer match audience. Google finds similar users and optimizes bids automatically.

In-market audiences are Google users the platform classifies as actively looking to buy. The mechanics behind targeting them lets you set smarter bids and write better ads.

Google analyzes billions of signals daily, including search queries, page visits, ad interactions and video views, to identify people likely to convert in a specific category.

Enabling in-market targeting tells Google to prioritize showing your ads to people actively researching your category right now, primed to act.

Google combines multiple behavioral signals over a rolling window to build a purchase-intent score. Here are the four primary inputs.

Repeated queries like 'commercial roof replacement cost' in the same category within a short window feed directly into in-market classification.

A user who lands on three competitor pricing pages in the same week shows clear intent; Google weighs recency heavily, favoring the past 7-14 days.

Watching product reviews or brand comparison videos is a strong intent signal that Google layers with search data for the full research journey.

Ad clicks in a specific category, combined with subsequent search behavior, help Google refine which segment a user belongs to and how close they are to converting.

Display ads paired with in-market targeting reach people across millions of Display Network sites, not just during a search query, so your ads reach a prospect throughout their entire research phase.

The key is matching creative to where the prospect sits in the decision process: educational content early, social proof and a strong offer once they're comparing vendors.

Layering affinity and demographics on top of in-market data is what drives campaign performance at every stage.

Custom affinity segments, built from your own keywords and URLs, keep your brand visible to buyers earlier in the research phase, before they commit to a category search.

Match creative to audience stage: awareness content for affinity segments, a clear conversion offer for in-market ones. Running a brand-story ad to someone already comparing prices wastes the opportunity.

Every search, ad click or page visit generates intent-to-purchase data. We extend that same logic beyond Google, tracking publisher networks, review sites and search engines to surface qualified prospects your Google campaigns aren't capturing yet.

Combine in-market data with a layered campaign structure: observation mode first, demographics overlaid next, affinity for awareness, then Multiply intent data uploaded as customer match to expand reach beyond Google's native segments.

Multiply Revenue builds audience-first Google Ads strategies around who someone is, what they care about and whether they're ready to buy, producing better click-through rates and lower cost per conversion than keyword targeting alone.

Not every intent data provider builds purchase intent data the same way. Before you commit budget to a provider, run their offer through these five checks.

A provider tracking only one or two signal categories will miss most of the buying committee. More source categories means a fuller picture of who is actively in-market.

Some providers stop at company-level intent, telling you Acme Corp is showing signals but never saying who at Acme is doing the research. A stronger provider resolves signal down to a named contact.

Intent signals decay fast, and a provider refreshing weekly or monthly hands you stale research by the time it reaches your CRM. Get the actual delivery cadence in writing, not a marketing claim.

Raw signals are only useful once enriched with verified contact records and pushed into the tools your team works in. Confirm direct CRM integration, not a manual CSV export.

A provider handling buyer intent data should be able to explain, in plain terms, how they collect signal and what privacy framework governs it. An evasive answer is a red flag.

Multiply Revenue is built around all five checks: broad source coverage, contact-level resolution, daily refresh, direct CRM integration and a documented compliance posture.

Roughly 30% of B2B data goes stale every year as people change jobs or leave companies, so a list bought eighteen months ago is already sending outreach to the wrong person.

When you buy from a commodity supplier, so does every other sales team in your space, and those same 500 CFOs are already fatigued from 40 vendors calling this quarter.

Most cheap B2B data is scraped from directories or outdated CRM dumps, handing you a generic 'HR Department' or info@ address instead of the actual decision-maker who controls budget.

Our database draws on more than 50,000 verified sources, from SEC filings to trade directories, triangulating every data point before it enters the database.

Every new record runs through a proprietary machine learning layer that assigns a confidence score to each field, flagging anything below threshold for human review instead of auto-including it.

Our verification team manually audits high-priority records like C-suite and VP-level contacts, cross-referencing LinkedIn activity and company announcements to catch what algorithms miss.

We run a continuous refresh cycle, re-verifying high-volume records weekly and every contact at minimum quarterly, with acquisitions, hires and domain changes triggering immediate re-verification.

Our B2B contact database goes beyond names and generic emails: every record ships with a verified email, direct dial and the buyer intent signals your team needs.

Our database gives you 250 million verified B2B decision-makers with direct dials, business emails, and company intelligence, all verified before delivery and matched to your exact ICP.

Direct dial numbers, SMTP-validated business emails, mobile numbers where available and LinkedIn URLs. No generic company lines or info@ addresses.

Revenue bands, headcount, industry vertical, SIC and NAICS codes, funding history and parent-subsidiary relationships. Qualify accounts before you dial.

Job change alerts, funding events, technology adoption signals and hiring patterns tell you who to call first: the buyers actively in-market right now.

Industry at NAICS 6-digit level, geography down to zip radius, headcount, revenue bands and 1,200+ job titles.

Filter by 2,000+ installed technologies to find accounts with the infrastructure footprint that fits your offer.

Layer buyer intent, recent funding, job postings and technology displacement signals on top of firmographic filters to power account-based marketing against the same high-fit accounts.

Build prospect lists by country, state, metro area, zip radius or custom territory, down to every licensed contractor within 200 miles of a distribution center.

Every contact passes SMTP validation, carrier verification and employment confirmation, refreshed quarterly.

The best B2B data providers do not just deliver a CSV and disappear. A true B2B contact data provider uses AI to keep your data current and your CRM enriched.

When a new lead enters your CRM, our AI layer pulls the full contact record, including revenue, technology stack and buying intent, without any manual research from your team.

Our AI monitors domain health and bounce signals in real time, immediately removing and re-verifying any record that produces a hard bounce so your sender reputation stays protected.

Our API pushes verified updates to Salesforce, HubSpot, Outreach and SalesLoft the moment a source record changes, so your CRM reflects current org charts, not ghost contacts.

Connect via our native integration or REST API and our enrichment engine appends missing fields to every existing record, non-destructively, so you review and approve before anything overwrites.

Most vendors make the same promises. These four criteria separate the best B2B data providers from the rest.

Ask every vendor for a sample of your exact target market before paying a cent, then run it through your own validation tool and check the phone numbers yourself.

Quarterly verification minimum is the standard for reputable B2B data providers; a vendor that only refreshes annually is selling you a snapshot, not live intelligence.

Basic providers let you filter by industry and company size; the best let you filter by technology stack, funding events, job posting activity and buying intent.

Confirm whether the vendor maintains GDPR compliant data sets with Article 6(1)(f) documentation, since data protection regulations vary by region and compliance is not optional.

An honest comparison of what our B2B contact database delivers versus the legacy providers most teams already know. Verification methodology, not headline size, determines connect rates.

Every B2B data provider prices differently, and the sticker rate rarely tells the whole story. The right plan depends on your list size, targeting depth and refresh needs.

The number of verified contacts you need is the first input into any provider's cost model, and pricing shifts based on list size versus an ongoing feed.

A scraped email is cheap to produce; a verified direct dial with confirmed employment costs more to maintain, so the cheapest data is rarely the data that performs.

Broad, generic contact lists cost less than a custom list matched to a tight ICP across dozens of firmographic and technographic filters, and that precision is reflected in pricing.

A static export you buy once is priced differently than an ongoing enrichment relationship that keeps your CRM current as contacts change jobs and companies get acquired.

Our B2B data platform covers 500+ industry verticals with decision-maker contacts specific to each sector's buying structure, backed by verified company and contact records across every major US industry.

Legal compliance is the foundation of a sustainable outreach program. Data protection regulations (GDPR, CCPA and CAN-SPAM) shape how we source and deliver every record, under documented legal basis.

Business contact data (professional emails, phone numbers, job titles) falls outside CCPA's definition of protected personal information when used for legitimate B2B outreach.

Our B2B data is built for commercial email outreach that complies with the CAN-SPAM Act, and we provide guidance on required elements like proper from fields and unsubscribe mechanisms.

For EU-targeted outreach, we provide separate contact sets built under Article 6(1)(f) legitimate interest provisions, with data processing agreements available on request.

Our B2B data contains exclusively professional information: business emails, office phones, job titles and company affiliations. No home addresses, personal mobiles or consumer account data.

B2B data is structured information about businesses and the people within them, used to identify, qualify and contact prospects. Below are the six core data types.

Verified email addresses, direct dial phone numbers, mobile numbers and LinkedIn profile URLs, validated at the SMTP and carrier level so bounce rates stay below 5%.

Revenue, headcount, industry vertical, SIC and NAICS codes, founding year and ownership structure. Used to qualify whether a business fits your ICP before you spend a dollar on outreach.

What software and platforms a company has deployed. A Salesforce or HubSpot installation signals investment in scaling, letting you personalize outreach and spot displacement opportunities.

Buyer intent is inferred from online research behavior: content consumption, search queries and topic clusters that signal purchase readiness. Layered on contact data, it turns cold outreach into warm conversations.

We cross-reference LinkedIn to confirm current employer, job title and seniority for every contact, plus activity signals like job changes and promotions that act as outreach triggers.

Fills gaps in your existing CRM records. A missing phone number, email or job title gets appended automatically, and stale records get corrected as contacts change roles and companies.

Most established providers draw from the same overlapping source pool, so your contacts are often already being called by competitors. The real advantage: knowing not just who to call, but when.

Choosing a B2B data provider is a revenue decision, not an IT procurement task. These five steps help you evaluate any b2b database before you sign.

Ask every provider for their verified email bounce rate on a sample export; the industry average is 15-25%, and a serious provider should be under 5%.

Confirm the provider surfaces in-market audiences, buying committees actively researching solutions in your category right now, not just a static contact list with no behavioral signals.

Verify native integrations with Salesforce, HubSpot, Pipedrive, Zoho or Outreach, and confirm records map cleanly to your custom fields so enrichment doesn't create friction.

Ask for their Article 6 legal basis for processing and whether EU data is stored on EU-region servers; for US outreach, confirm CAN-SPAM and CCPA alignment.

Factor in total cost per verified contact delivered, not the headline per-credit rate, and request a free sample of your exact ICP before committing to any provider.

The value of the right b2b data provider shows up at every stage of the funnel, from the first outbound email to closed-won.

Intent signals surface accounts actively evaluating vendors like you, turning every call into a warmer conversation than cold list outreach.

Real-time SMTP validation cuts bounce rates well below commodity b2b data, protecting your sender reputation and keeping messages out of spam.

Enrichment appends missing fields to existing records automatically. HubSpot and Salesforce integrations mean enriched data flows into your CRM with zero manual entry.

Firmographic targeting narrows outreach to accounts that actually match your ICP by revenue, headcount, industry and geography, so reps spend less time on the wrong buyers.

Intent signals identify in-market buyers before many ever contact a vendor directly, so you enter the conversation before competitors even know the opportunity exists.

AI-powered scoring and sequencing surface meaningfully more qualified leads from the same prospecting effort, so your data investment compounds over time.

B2B data is not just for cold calling. Verified contact data, firmographic data and intent signals power every stage of the revenue cycle.

Build a custom contact list filtered by your exact ICP, then layer buyer intent on top so your team dials real decision-makers instead of bouncing against bad records.

Identify the accounts that match your ICP most precisely, enrich them with company intelligence, then layer intent signals to see which ones are actually in-market today.

Most CRMs are full of incomplete records. Our enrichment appends missing fields automatically, and native HubSpot and Salesforce integrations keep everything current without manual effort.

Match every new inbound lead against firmographic data and intent signals automatically, so reps spend their time on the leads most likely to close instead of qualifying them by hand.

Not every B2B data provider delivers the same standard of data. Understanding what separates reliable data from stale exports is the first step toward a vendor that moves your pipeline.

The single most important question to ask is whether the data is accurate at delivery, not when it was first collected. B2B contact information decays at roughly 30% per year.

Phone data matters as much as email. A direct dial is worth ten times a switchboard number, and company data (revenue, headcount, tech stack) lets you qualify an account before dialing.

Data hygiene is the ongoing process of removing inaccurate records before they pollute your CRM: every hard bounce triggers a review and a rolling phone re-verification cycle.

Marketing campaigns built on unreliable data waste budget at every stage: retargeting matches against people who changed jobs, and stale data inflates bounce rates and damages domain reputation over time.

The best provider matches the data to your sales motion: phone coverage for outbound, firmographic depth for ABM, low bounce rates for email. Ask for a sample built from your ICP first.

What to consider when selecting a b2b data provider goes well beyond price per contact. These criteria separate vendors who deliver from those who disappoint.

A provider that owns its pipeline builds proprietary data; one that resells the same shared third-party pool is why your team ends up calling saturated prospects.

A 20% inaccuracy rate on phone data means one in five dials hits a wrong number. Before committing, request 500 sample records matching your ICP and verify them yourself.

Most providers lead with email counts, but the real question is which specific data types (direct dial vs. switchboard, firmographic depth, behavioral signals) they cover at what accuracy.

The fastest way to cut through vendor claims is to test the data on your actual ICP before you pay. If a vendor resists offering a sample, that reluctance tells you something.

CAN-SPAM governs commercial email outreach and CCPA applies to California-based contacts; for EU-targeted outreach, GDPR applies regardless of where your business is incorporated.

With dozens of options on the market, two things separate a serious provider from a mediocre one: coverage and compliance.

Look for providers that deliver verified direct dials, validated business emails and detailed company data including revenue range, headcount and technology stack, with a stated freshness date and verification methodology.

Look for a provider that covers every US industry and geography so you are not patching gaps with a second vendor, and that maintains documented CCPA and GDPR compliance.

We source from a variety of premium feeds, then run every contact through a multi-step verification pipeline checking email deliverability and company details against live business registries.

Onboarding a new b2b data provider does not have to mean weeks of downtime. Here is a realistic timeline from first sample to a fully connected setup.

Day 1: Define your ICP and get a sample. A working session on your ideal customer profile: industry, company size, geography and the job titles that influence the buying decision. Most providers turn that into a sample export within a business day.

Week 1: Validate the sample against your own outreach. Run the sample through your own email validation tool and dial a handful of the numbers yourself. It's the step teams skip when in a hurry, and it prevents a bad contract.

Week 2: Connect your CRM and set enrichment rules. Connecting to Salesforce, HubSpot or whichever CRM you run is typically a same-day integration. Decide upfront which fields the provider can overwrite versus which only fill in when blank.

Week 3 onward: Full list build and campaign launch. The full custom list build against your exact ICP is the last step before your team runs live sequences. Teams that skip validation find data problems only after the campaign is already live.