Intent

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.

What is Intent?

Intent is one of four scoring dimensions Seam uses to evaluate accounts:

Dimension	What It Measures
Fit	Does the company match your ICP?
Intent	Are they interacting with your brand?
Signals	External buying signals (hiring, funding)
Reach	Can 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.

Data Sources

Seam aggregates intent signals from first-party and third-party sources:

First-Party Intent
Third-Party Intent

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

Intent Scoring

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

How Scoring Works

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

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.

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

Website Visitor Tracking

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

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.

Intent in ABM Workflows

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

Tiered Account Strategies

A/B Tier Accounts
Mid-Tier Accounts
Low-Tier Accounts

Strategic ABM

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

Buying Committee Targeting

When an account shows intent, Seam helps you engage the full buying committee:

Detect Intent - Company visits pricing page 5 times
Research Committee - AI finds 3-5 relevant personas
Enrich Contacts - Get accurate emails and phone numbers
Multi-Thread - Engage multiple stakeholders simultaneously
Route Properly - Assign to correct rep based on territory

Build Multi-Contact Plays

Learn how to engage buying committees automatically

Common Use Cases

Website Visitor Engagement

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

Event Follow-Up

Trigger: Account attends webinar or conferenceAction: Monitor for additional intent signals, trigger nurture campaignBenefit: Convert event interest into pipeline opportunities

Competitor Monitoring

Trigger: Account mentions competitors on social mediaAction: Alert sales rep, trigger competitive positioning contentBenefit: Insert yourself into active evaluations

Re-Engagement

Trigger: Previously engaged account returns to website after 90+ daysAction: Notify assigned rep, add to re-engagement sequenceBenefit: Revive dormant opportunities when timing improves

International Expansion

Trigger: Intent signals from new geographic regionsAction: Route to regional sales teams, localized messagingBenefit: Scale global coverage without hiring locally immediately

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

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

Multi-Provider Approach

Seam uses a waterfall enrichment strategy with 20+ data providers to ensure the best data quality:

Primary Provider - Try highest-accuracy source first
Secondary Providers - Fall back if primary fails
Tertiary Providers - Continue until data found
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

Best Practices

Combine with Fit Score

Intent is most powerful when filtered by Fit. Don’t chase every website visitor—focus on high-intent accounts that match your ICP.

Set appropriate thresholds

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).

Track high-intent pages

Not all pages indicate equal intent. Pricing, product comparison, and demo pages signal stronger intent than blog posts or careers pages.

Monitor recency and frequency

An account visiting once 6 months ago is different from 5 visits this week. Weight recent, repeated engagement higher.

Use multi-channel signals

The strongest intent comes from multiple channels. Website visits + email engagement + social activity = very high intent.

Act quickly on spikes

Intent is perishable. When an account shows sudden increased activity, engage within 24-48 hours before momentum fades.

Implementation Checklist

Install Web Pixel

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

Connect Marketing Systems

Integrate email platforms, ad platforms, and marketing automation

Enable Bombora (Optional)

Add third-party intent data for offsite research tracking

Define High-Intent Actions

Identify which pages and activities indicate strong buying intent

Set Intent Thresholds

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

Create Intent Audiences

Build dynamic segments based on intent signals

Launch Intent Plays

Automate engagement when accounts cross intent thresholds

Viewing Intent Data

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

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.

Common Questions

How is intent different from signals?

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.

Can I track individual people or just companies?

Seam tracks companies visiting your website. Once a company is identified, you can then prospect and track individuals within that account.

How accurate is IP-to-company identification?

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.

Does intent replace lead forms?

No. Intent identifies anonymous research activity. Forms still capture specific individuals expressing interest. Use both together for comprehensive coverage.

How often does intent data update?

First-party intent (website, email) updates in real-time. Third-party intent (Bombora) updates weekly. Intent scores recalculate continuously.

Can I export intent data?

Yes. Intent data syncs to your CRM and data warehouse. You can also export via Seam’s UI or API.

Data

Intelligence

Agents

Management

What is Intent?

Data Sources

Configure Bombora Intent

Intent Scoring

How Scoring Works

Transparent Scoring

Key Capabilities

Website De-anonymization

Social Listening

Offsite Research Tracking

Buying Stage Detection

Multi-Channel Aggregation

Real-Time Updates

Website Visitor Tracking

How It Works

Install Web Pixel

What Gets Tracked

Intent in ABM Workflows

Account Prioritization

Tiered Account Strategies

Buying Committee Targeting

Build Multi-Contact Plays

Common Use Cases

Building Intent-Based Audiences

Build Audiences

Integration with Plays

Configure Intent Plays

Multi-Provider Approach

Best Practices

Implementation Checklist

Viewing Intent Data

In Seam

In Your CRM

Common Questions

​What is Intent?

​Data Sources

Configure Bombora Intent

​Intent Scoring

​How Scoring Works

​Transparent Scoring

​Key Capabilities

Website De-anonymization

Social Listening

Offsite Research Tracking

Buying Stage Detection

Multi-Channel Aggregation

Real-Time Updates

​Website Visitor Tracking

​How It Works

Install Web Pixel

​What Gets Tracked

​Intent in ABM Workflows

​Account Prioritization

​Tiered Account Strategies

​Buying Committee Targeting

Build Multi-Contact Plays

​Common Use Cases

​Building Intent-Based Audiences

Build Audiences

​Integration with Plays

Configure Intent Plays

​Multi-Provider Approach

​Best Practices

​Implementation Checklist

​Viewing Intent Data

​In Seam

​In Your CRM

​Common Questions

What is Intent?

Data Sources

Intent Scoring

How Scoring Works

Transparent Scoring

Key Capabilities

Website Visitor Tracking

How It Works

What Gets Tracked

Intent in ABM Workflows

Account Prioritization

Tiered Account Strategies

Buying Committee Targeting

Common Use Cases

Building Intent-Based Audiences

Integration with Plays

Multi-Provider Approach

Best Practices

Implementation Checklist

Viewing Intent Data

In Seam

In Your CRM

Common Questions