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 (Vector, rb2b, Leadfeeder/LeadForensics, HubSpot pixel)
Company (and often person/role), page(s) viewed, time on page, visit count, return visits, multiple visitors from same domain.
Opens (multiple), link clicks, replies, forwards (new opens from the same account), calendar link views; UTM/campaign.
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.
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 (or %), e.g., Pricing view = 5, Blog skim = 2 -When: Timestamp -Campaign/UTM: If available -Owner: Which rep/team -Next action: Generate microsite, Send follow-up email, LI DM, Add to nurture -Confidence: Low/Med/High (did we identify the person or just the company?)
If you only capture five fields, make them: Company, Person/Role (if known), Channel, Signal Details, Timestamp.
Normalize -> Enrich -> Score -> Route
Normalize
Standardize channel names and timestamps.
Keep the company domain as the key.
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.
Enrich (optional but valuable)
Title, department, firmographics (size/industry/tech stack) from your CRM or enrichment tool.
Score
Fit (ICP match) + Behavior (signal strength).
Example: +30 pricing/demo; +20 return visit; +15 multi-visitor account; +10 integration docs; -15 instant bounce.
Route
-Hot (65+) -> Alert owner + generate a microsite tailored to the role/pains; send via email/DM. -Warm (40-64) -> 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 (brief sections for Finance/RevOps/IT).
Tiny examples
-Website: AcmeCorp.com -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: Maria clicked "See playbook" in Campaign A; UTM shows AdGroup=Onboarding. -> Score 58 (Warm) -> Send onboarding-specific microsite + short loom.
-LinkedIn: 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:
-Persona (e.g., RevOps, CFO, IT) -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 to send (email, LI DM, both)
This lets your workflow (or rep) generate a microsite and send within minutes of the visit -while interest is still hot.
Guardrails
-Reference topics, not surveillance ("Saw you on pricing" -> "If you are exploring pricing options..."). -Respect opt-outs and consent. -Log the reason for outreach in your CRM ("Pricing+Integrations in same session").
Bottom line
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.