Intent data tells you an account is researching a topic. It does not tell you who, why or how urgently. The teams that win with intent treat it as a prioritisation signal, not a trigger for “I saw you were looking at…” emails.
Three rules we follow
- Lead with value, not surveillance. Use the signal to choose the topic of your content, never to mention the behaviour.
- Combine signals. Act when intent, fit and engagement align – not on a single spike.
- Route to humans. Surges in tier-one accounts go to an SDR with context, not into an automated blast.
Where AI genuinely helps
Summarising account research, drafting first-pass personalisation and scoring propensity across thousands of accounts. Where it does not: writing your final emails unsupervised.
Want help putting this into practice? Our strategists will review your current approach and share a practical plan. Book a consultation.