Firmographics and technographics help identify which companies are your potential customers. Intent data lets you know which companies are actively searching for a solution like yours. Intent data casts a broad net across the internet to gather top-of-funnel signals about the issues, solutions, technologies, and vendors that potential buyers research before buying. This early visibility on developing opportunities gives your sales teams a head start on the competition. You can select intent topics related to your business and monitor when a specific account, or set of accounts, conducts high-level, potential-purchase research. When relevant prospects show buying intent, you can target them with messaging tailored to their specific search, buyer persona, industry needs, etc. You may want to implement this play multiple times and pair specific messaging with each group of intent topics.

<play> **PLAY NAME** Intent Signal Targeting --- **🔁 Triggers** - Identify companies within your ICP (ideal customer profile) surging on specific intent topics with a particular signal score and audience strength --- **⚡️ Actions** - Discover a set number of ZoomInfo contacts which meet your contact filters - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Firmographics and technographics help identify which companies are your potential customers. Intent data lets you know which companies are actively searching for a solution like yours. Intent data casts a broad net across the internet to gather top-of-funnel signals about the issues, solutions, technologies, and vendors that potential buyers research before buying. This early visibility on developing opportunities gives your sales teams a head start on the competition. You can select intent topics related to your business and monitor when a specific account, or set of accounts, conducts high-level, potential-purchase research. When relevant prospects show buying intent, you can target them with messaging tailored to their specific search, buyer persona, industry needs, etc. You may want to implement this play multiple times and pair specific messaging with each group of intent topics. --- **✏️ Default Natural Language** When intent signals are identified for **select topic(s)** with a **signal score between 60-100** and an **audience strength between 1-5** are identified for **any company** then discover **up to 20** ZoomInfo contacts which **select criteria** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to know when companies are searching for solutions like yours in real time? The intent signals play will do just that and help you win deals. Let’s break it down. You’ve got intent signals coming in every which way. Cut those down to the topics you care about most, filter by strength above a certain threshold, and define the types of companies you want to sell to. Now you’ve got a list of high-intent accounts for the topics you care about most. Export those to your CRM and be notified as soon as there’s a spike in intent. Now you’re targeting high-intent accounts you care about most with a well-tailored message as quickly as possible. --- **🏷Features)** Signals: Intent, ABM Audiences --- **🏷️ZoomInfo Data Types)** Intent, Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Configure Intent Signal Monitoring - Select relevant intent topics for your business - Set signal score threshold (e.g., 60-100) - Define audience strength range (e.g., 1-5) ## 2. Establish Target Criteria - Define Ideal Customer Profile (ICP) - Set contact filters (e.g., management level, department) ## 3. Automated Lead Discovery - Monitor for companies meeting intent criteria - Trigger ZoomInfo contact discovery process ## 4. Contact Export and Routing - Export discovered contacts to chosen business system - Assign leads to appropriate sales team members ## 5. Campaign Enrollment - Create intent-specific email campaigns - Automatically enroll contacts in relevant campaigns ## 6. Multi-Channel Engagement - Implement outreach across various channels (email, phone, ads, etc.) - Tailor messaging to specific intent signals ## 7. Performance Tracking - Monitor engagement metrics across channels - Track conversion rates from intent signals to sales ## 8. Continuous Optimization - Regularly review and refine intent topics and thresholds - Adjust targeting criteria based on performance data ## 9. Sales Team Alignment - Educate sales team on intent data significance - Provide guidance on tailoring outreach to specific intent signals --- **🪙 RAG Inputs Used (Broad)** Intent Data, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, IntentData.Topic, Sender.Title, Sender.Company, ContentLibrary.Resource, CompanyInformation.PainPoint, Company.Industry, Sender.Name, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * SR * ER * CR / 10^6) * ADS --- **🟨 Yield Key Drivers** Signal Relevance (SR), Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Signal Relevance (SR) This metric assesses how closely the identified intent signals match the product or service offerings - a higher SR indicates that the intent signals are more accurately aligned with the offering. Engagement Rate (ER) This reflects the success in engaging the identified company's buying group or relevant contacts. Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>