Intent Input Data
TL;DR
Intent data = small facts that someone at an account paid attention. Normalize those facts into a simple record (who, where, what, when, how strong), enrich with identity (person + company), give it a score, and route it to the next action (email/LI DM/microsite). Keep it human, not creepy; reference the topic, not the tracking.
What intent looks like (by channel)
Website / Pixel Tools
Company (and often person/role), page(s) viewed, time on page, visit count, return visits, multiple visitors from same domain. Tools: Vector, rb2b, Leadfeeder, LeadForensics, HubSpot.
Opens (multiple), link clicks, replies, forwards (new opens from same account), calendar link views; UTM/campaign tracking.
Ad clicks, video watches, form fills, DMs, profile views, event RSVPs.
Search and Paid
Keyword/ad group, landing page, session depth, GCLID/UTM, branded vs. non-brand.
Content / Webinars
Registration, attendance, watch time, topic, asset downloaded.
Third-Party Networks
Topic + surge score for your category/competitors.
The Key Insight
Each event is a hint; stitched together and tied to a visitor, it becomes a strong signal.
Minimal working dataset (plain English)
You do not need a CDP to start. A Google Sheet works. Aim for one row per person+account per signal:
Person
Name (if known), Title, Email or LinkedIn URL
Company
Name, Domain, Size/Industry (if known)
Channel
Website, Email, LinkedIn, Search, Webinar, Other
Signal
Pricing page view, Email link click, LI Ad click, Webinar attended
Details
URL or Topic (e.g., /pricing, Security review)
Strength
1-5 scale, e.g., Pricing view = 5, Blog skim = 2
When
Timestamp of the event
Campaign/UTM
Attribution data if available
Owner
Which rep/team owns the account
Next Action
Generate microsite, Send follow-up, LI DM, Add to nurture
Confidence
Low/Med/High - did we identify the person or just the company?
The Essential 5 Fields
If you only capture five fields, make them: Company, Person/Role (if known), Channel, Signal Details, Timestamp.
Normalize to Enrich to Score to Route
Step 1: Normalize
Standardize channel names and timestamps. Keep the company domain as the key.
Step 2: Identity and Dedupe
Map the domain to an account. If you have a name/email/LI URL, attach the person; otherwise mark as company-only and infer likely role from page topics.
Step 3: Enrich (optional but valuable)
Title, department, firmographics (size/industry/tech stack) from your CRM or enrichment tool.
Step 4: Score
Fit (ICP match) + Behavior (signal strength). Example: +30 pricing/demo; +20 return visit; +15 multi-visitor account; +10 integration docs; -15 instant bounce.
Step 5: Route by score
Hot (65+ points)
Alert owner + generate a microsite tailored to the role/pains; send via email/DM.
Warm (40-64 points)
Short follow-up email with value + lighter microsite; add to LI retargeting.
Unknown Person
Company-level microsite for the most likely champion; ask for intro.
Multiple Visitors
Consensus microsite with brief sections for Finance/RevOps/IT.
Tiny examples
Website Signal
AcmeCorp - Director of RevOps viewed /pricing and /integrations for 3:21, returned twice this week. Score 72 (Hot). Generate RevOps microsite with ROI calculator; email + LI DM.
Email Signal
Maria clicked See playbook in Campaign A; UTM shows AdGroup=Onboarding. Score 58 (Warm). Send onboarding-specific microsite + short Loom.
LinkedIn Signal
CFO watched 50% of your cost-reduction video and visited /security. Score 65 (Hot). CFO-friendly microsite: cost model + security FAQ.
Structuring for action (so you can hit go)
For each intent row, precompute these fields:
Persona
RevOps, CFO, IT, etc.
Angle
Cost, speed, risk, integration, compliance
Proof
Matching case study or metric
Template
Generic vs. your custom branded page
CTA
15-min audit, ROI calc, sandbox, demo
Channel
Email, LI DM, or both
Why This Matters
This lets your workflow (or rep) generate a microsite and send within minutes of the visit - while interest is still hot.
Guardrails
Keep It Human
Reference topics, not surveillance: Saw you on pricing becomes If you are exploring pricing options...
Log the reason for outreach in your CRM (Pricing+Integrations in same session).
Bottom line
The Goal
Make intent input data simple, structured, and actionable. When you can map who looked at what, when, and why it matters, turning that signal into a tailored microsite + message becomes push-button easy.