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Intent tracks whether companies are showing interest in your business by monitoring engagement signals across multiple channels. This helps you identify buyers earlier in the process and engage before competitors.

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What is Intent?

Intent is one of four scoring dimensions Seam uses to evaluate accounts:
DimensionWhat It Measures
FitDoes the company match your ICP?
IntentAre they interacting with your brand?
SignalsExternal buying signals (hiring, funding)
ReachCan you engage with them?
Intent specifically tracks engagement across your digital properties and third-party channels to identify accounts actively researching or evaluating solutions in your space.

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Data Sources

Seam aggregates intent signals from first-party and third-party sources:
Onsite engagement you control:
  • Website visits (de-anonymized via web pixel)
  • Email opens, clicks, and responses
  • Ad interactions (LinkedIn, Google)
  • Sales activity (meetings, emails)
  • Event attendance and engagement
  • Content downloads and form fills

Configure Bombora Intent

Set up third-party intent tracking with Bombora

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Intent Scoring

Seam aggregates all engagement signals into a unified intent score for each account.

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How Scoring Works

  1. Data Collection - Web pixel and integrations capture engagement
  2. Signal Aggregation - All touchpoints combined per account
  3. AI Evaluation - Patterns analyzed to determine intent level
  4. Score Assignment - Account receives intent score (Low/Medium/High)

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Transparent Scoring

Unlike black-box solutions, Seam shows exactly which activities contributed to an account’s intent score:
Intent score breakdown showing all signals
You can see:
  • Which pages were visited
  • How many times and when
  • Email engagement patterns
  • Ad interactions
  • Social media activity
This transparency helps sales teams trust and act on the data.

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Key Capabilities

Website De-anonymization

Identify companies visiting your website before they fill out forms using multiple IP-to-company providers

Social Listening

Monitor LinkedIn and Twitter for keyword mentions, competitor references, and engagement with your content

Offsite Research Tracking

Track topics accounts are researching across the B2B web via Bombora intent data

Buying Stage Detection

Determine where accounts are in the buying journey (awareness, consideration, purchase) using AI

Multi-Channel Aggregation

Combine engagement from website, email, ads, sales, and events into one unified view

Real-Time Updates

Intent scores update continuously as new engagement occurs

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Website Visitor Tracking

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How It Works

Install Seam’s web pixel on your site to capture anonymous visitors: 
<script>
  (function() {
    // Seam tracking snippet
  })();
</script>
Seam uses a waterfall approach with multiple IP-to-company providers to identify which companies are visiting, even if individuals don’t fill out forms.

Install Web Pixel

Step-by-step guide to implementing website tracking

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What Gets Tracked

  • Company identified from IP address
  • Pages visited and time on site
  • High-intent pages (pricing, product, demo)
  • Visit frequency and recency
  • Visitor journey and navigation patterns
Website tracking identifies companies, not individuals. Use this for account-level intent, not person-level tracking.

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Intent in ABM Workflows

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Account Prioritization

Intent helps you focus on accounts actively showing interest: High Intent + High Fit = Top Priority Use intent scores to:
  • ✅ Identify which A/B fit accounts are heating up
  • ✅ Surface engaged accounts not being actively worked
  • ✅ Alert reps when dormant accounts re-engage
  • ✅ Allocate marketing budget to in-market accounts

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Tiered Account Strategies

Strategic ABM
  • Manually worked by sales reps
  • Intent alerts trigger personalized outreach
  • Multi-threaded engagement with buying committee
  • High-touch, customized campaigns

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Buying Committee Targeting

When an account shows intent, Seam helps you engage the full buying committee:
  1. Detect Intent - Company visits pricing page 5 times
  2. Research Committee - AI finds 3-5 relevant personas
  3. Enrich Contacts - Get accurate emails and phone numbers
  4. Multi-Thread - Engage multiple stakeholders simultaneously
  5. Route Properly - Assign to correct rep based on territory

Build Multi-Contact Plays

Learn how to engage buying committees automatically

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Common Use Cases

Trigger: Company visits website 3+ times or views high-intent pagesAction: Automatically prospect contacts and add to outreach sequenceBenefit: Engage interested accounts before they contact competitors
Trigger: Account attends webinar or conferenceAction: Monitor for additional intent signals, trigger nurture campaignBenefit: Convert event interest into pipeline opportunities
Trigger: Account mentions competitors on social mediaAction: Alert sales rep, trigger competitive positioning contentBenefit: Insert yourself into active evaluations
Trigger: Previously engaged account returns to website after 90+ daysAction: Notify assigned rep, add to re-engagement sequenceBenefit: Revive dormant opportunities when timing improves
Trigger: Intent signals from new geographic regionsAction: Route to regional sales teams, localized messagingBenefit: Scale global coverage without hiring locally immediately

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Building Intent-Based Audiences

Create dynamic audiences that update automatically as accounts show intent: Example Audiences:
  • “High-intent accounts not currently engaged”
  • “A/B fit accounts visiting pricing page”
  • “Accounts researching competitors on Bombora”
  • “Event attendees showing post-event engagement”
  • “Dormant accounts re-engaging”
These audiences can trigger plays, sync to ad platforms, or route to sales teams.

Build Audiences

Learn how to segment accounts by intent

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Integration with Plays

Intent signals trigger automated plays that prospect and engage accounts: Example Play: High-Intent Outreach 
Trigger: Account visits pricing page 3+ times in 7 days
  ↓
Filter: Fit Score = A or B
  ↓
Actions:
  1. Research buying committee (find 3-5 contacts)
  2. Enrich contact data (emails, phones, LinkedIn)
  3. Add to targeted email sequence
  4. Push to LinkedIn matched audience
  5. Notify assigned SDR with context

Configure Intent Plays

Set up automated workflows triggered by intent

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Multi-Provider Approach

Seam uses a waterfall enrichment strategy with 20+ data providers to ensure the best data quality:
  1. Primary Provider - Try highest-accuracy source first
  2. Secondary Providers - Fall back if primary fails
  3. Tertiary Providers - Continue until data found
  4. Best Result - Return highest-confidence match
This ensures comprehensive coverage across:
  • Geographic regions (US, EMEA, APAC, LatAm)
  • Company sizes (SMB to Enterprise)
  • Industry verticals
  • Public vs. private companies

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Best Practices

Intent is most powerful when filtered by Fit. Don’t chase every website visitor—focus on high-intent accounts that match your ICP.
Adjust intent thresholds based on your sales cycle. Enterprise deals may require lower thresholds (earlier engagement), while SMB might need higher thresholds (closer to purchase).
Not all pages indicate equal intent. Pricing, product comparison, and demo pages signal stronger intent than blog posts or careers pages.
An account visiting once 6 months ago is different from 5 visits this week. Weight recent, repeated engagement higher.
The strongest intent comes from multiple channels. Website visits + email engagement + social activity = very high intent.
Intent is perishable. When an account shows sudden increased activity, engage within 24-48 hours before momentum fades.

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Implementation Checklist

1

Install Web Pixel

Add Seam’s tracking snippet to your website to capture visitor data
2

Connect Marketing Systems

Integrate email platforms, ad platforms, and marketing automation
3

Enable Bombora (Optional)

Add third-party intent data for offsite research tracking
4

Define High-Intent Actions

Identify which pages and activities indicate strong buying intent
5

Set Intent Thresholds

Configure what constitutes low/medium/high intent for your business
6

Create Intent Audiences

Build dynamic segments based on intent signals
7

Launch Intent Plays

Automate engagement when accounts cross intent thresholds

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Viewing Intent Data

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In Seam

  • Account records - See all intent signals per account
  • Intent dashboard - View trending accounts and topics
  • Audience builder - Filter by intent level
  • Play triggers - Configure intent-based automation

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In Your CRM

Intent scores and signals sync to Salesforce/HubSpot:
  • Intent score field on Account object
  • Recent activity summary
  • High-intent page visits
  • Bombora topic surges
Sales reps see intent data where they already work.

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Common Questions

Intent = Engagement with your brand (website visits, email opens, ad clicks)Signals = External events at the company (new hires, funding, job postings)Both are valuable, but intent shows direct interest while signals indicate timing.
Seam tracks companies visiting your website. Once a company is identified, you can then prospect and track individuals within that account.
Accuracy varies by provider and company size. Enterprise companies with dedicated IP ranges have 90%+ accuracy. Smaller companies may be harder to identify. Seam’s multi-provider waterfall maximizes accuracy.
No. Intent identifies anonymous research activity. Forms still capture specific individuals expressing interest. Use both together for comprehensive coverage.
First-party intent (website, email) updates in real-time. Third-party intent (Bombora) updates weekly. Intent scores recalculate continuously.
Yes. Intent data syncs to your CRM and data warehouse. You can also export via Seam’s UI or API.