# Amplitude
Source: https://docs.getseam.ai/connections/amplitude

Quick guide to connecting Amplitude as a Source and Destination.

Seam connects to Amplitude using an API Key and Secret Key.

## Step 1: Obtain your API credentials

In your Amplitude portal, navigate to **Settings → Projects → General** to find your API Key and Secret Key. [View Amplitude's instructions](https://www.docs.developers.amplitude.com/analytics/find-api-credentials/).

## Step 2: Configure the connection in Seam

1. In Seam, go to **Settings → Connections**.
2. Find **Amplitude** in the connections list and click **Connect**.
3. Enter your Amplitude API Key and Secret Key.
4. Click **Save**.

## What Gets Synced

**From Amplitude (Source):**

* User events, behavioral cohorts, session data, conversion funnels
* Account-level usage metrics aggregated across the buying committee

**To Amplitude (Destination):**

* Events from Seam (fit score changes, intent signals, play enrollment)
* User properties for enrichment

## Using Amplitude in Seam

Amplitude data enriches your unified data model with product usage and engagement metrics, enabling you to build audiences based on product behavior and usage intensity.


# Apollo.io
Source: https://docs.getseam.ai/connections/apollo

Quick guide to connecting Apollo.io as a destination.

Seam connects to Apollo.io using an Apollo API key. This connection enables you to sync Seam audiences to Apollo sequences for automated outbound campaigns.

We require one value to connect Apollo.io to Seam:

* Apollo API Key (Master Key)

## Step 1: Generate an Apollo API Key

1. Log into your Apollo account and navigate to the [developer console](https://developer.apollo.io/keys/).
2. Click **Create new key**.

<Frame>
  <img alt="apollo-key-placeholder" />
</Frame>

## Step 2: Configure as Master Key

Ensure the API key is created as a **master key** by toggling the switch at the bottom to the enabled position (it should appear blue).

<Frame>
  <img alt="apollo-master-key-placeholder" />
</Frame>

<Info>
  Master key access is required for Seam to write data to Apollo, including syncing contacts to sequences and creating new contacts.
</Info>

## Step 3: Connect Apollo in Seam

1. In Seam, navigate to **Settings → Connections**.
2. Find **Apollo.io** in the connections list and click **Connect**.
3. Paste your Apollo API key into the connection field.
4. Click **Save**.

<Frame>
  <img alt="apollo-connection-placeholder" />
</Frame>

## What Gets Synced

**To Apollo (Destination):**

* Seam audiences can be synced as contacts in Apollo
* Deploy contacts to Apollo sequences for automated outreach
* Create or update Accounts and Contacts

## Using Apollo in Plays

When configuring a play, you can deploy Seam audiences to Apollo sequences for automated outbound campaigns. This enables you to:

* Automatically sync high-value contacts to specific Apollo sequences
* Auto-create contacts in Apollo if they don't already exist before adding them to sequences

## Advanced Configuration

### Sequence Management Settings

When syncing contacts to Apollo sequences, you have several options to control behavior:

**Multiple Sequence Enrollment.**
By default, Seam will not add contacts to a sequence if they are:

* Already part of another active sequence
* Were previously part of the target sequence

To allow contacts to be added to multiple sequences simultaneously, enable the **Allow multiple sequence enrollment** option in your sync's advanced settings.

**Contact Volume Limits.**
You can limit the number of contacts Seam adds to a sequence per sync run or per day. This helps manage outreach volume and stay within your Apollo sending limits. Configure this in the sync's advanced settings.

### Sender Email Configuration

When syncing contacts to Apollo sequences, you must specify a **From Email Address** for each contact. This email address must:

* Be linked to a user in your Apollo account
* Have proper email authentication configured
* Be verified in Apollo's admin console

<Info>
  You can use Seam's custom field mapping to assign sender emails based on account ownership, territory, or other criteria in your data model.
</Info>

## Troubleshooting

**Sync Warnings.**
Contacts that cannot be added to a sequence will appear in the Warnings section of your sync history. Common reasons include:

* Contact is already in an active sequence (if multiple sequence enrollment is disabled)
* Contact was previously in the target sequence
* Invalid or missing required fields
* API rate limits exceeded

**Rate Limit Considerations.**
If your Apollo syncs are running slowly or timing out, you may be hitting API rate limits. Contact Apollo support to request an increase, or adjust your sync schedule to spread operations throughout the day.


# Azure Synapse
Source: https://docs.getseam.ai/connections/azure-synapse

Connect your Azure Synapse warehouse.

## Prerequisites

<Warning>
  **Firewall Configuration Required**

  If your database is behind a firewall, you must allow connections from the following Seam IP addresses:

  * 34.171.4.17
  * 54.190.82.25
  * 44.232.40.21
  * 35.155.106.54
  * 54.200.67.134
  * 44.224.213.129
  * 54.149.95.139
</Warning>

We need the following details for Azure Synapse:

* Server (SQL endpoint from your Synapse workspace)

* Database

* Username

* Password

* Port (default: 1433)

## Permissions

We recommend creating a dedicated user for Seam to ensure audit logs clearly distinguish Seam activity from other operations. At a minimum, the Seam user needs:

* **`SELECT`** permission on tables you want to read from

* **`INSERT`** and **`UPDATE`** permissions on tables you want to write to

* **`CREATE TABLE`** permission if you want Seam to create new tables

## I. Obtaining Your Server Credentials

1. In Azure Portal, navigate to **Synapse workspaces**.
2. Select the workspace you want to connect to.
3. Go to **Overview**.
4. Locate the **SQL endpoint** - this is your Server value.

## II. Setting Up a User

Create a dedicated user for Seam in your Azure Synapse Portal:

```sql theme={null}
CREATE LOGIN seam_user WITH PASSWORD = 'your-own-super-secure-password';

CREATE USER seam_user FOR LOGIN seam_user;
```

Grant the necessary permissions based on your use case:

```sql theme={null}
-- For reading data (Source)
GRANT SELECT ON SCHEMA::dbo TO seam_user;

-- For writing data (Destination)
GRANT INSERT, UPDATE ON SCHEMA::dbo TO seam_user;

-- For creating tables
GRANT CREATE TABLE TO seam_user;
```

Adjust schema names (`dbo`) and permissions as needed for your specific setup.

## III. Connecting to Seam

1. In Seam, go to **Settings → Connections**.
2. Find **Azure Synapse** and click **Connect**.
3. Enter your connection details:
   * **Server:** Your SQL endpoint (from Step I)
   * **Database:** The database name
   * **Username:** `seam_user` (or your chosen username)
   * **Password:** The password you set
   * **Port:** 1433 (default)
4. Click **Save**.

## IV. Troubleshooting

### Connection Failed

If the connection fails, verify:

1. **Firewall rules:** Ensure Seam's IP addresses are whitelisted in your Azure Synapse firewall settings.
2. **Credentials:** Double-check the server endpoint, database name, username, and password.
3. **Network policies:** Check if your workspace has additional network restrictions.

### Tables Do Not Appear in Seam

If tables or schemas are not visible, ensure:

1. The Seam user has `SELECT` permission on the relevant schemas and tables.
2. The database name in your connection matches the database containing your tables.
3. Tables exist in the schema you're querying.

### Permission Denied Errors

If you encounter permission errors during sync:

1. Verify the Seam user has appropriate permissions (`SELECT`, `INSERT`, `UPDATE`, `CREATE TABLE`).
2. Check that permissions are granted at both the schema and table level.
3. Ensure the user can connect to the specific database.


# BigQuery
Source: https://docs.getseam.ai/connections/bigquery

Connect your BigQuery data warehouse to Seam

## Prerequisites

<Warning>
  **Firewall Configuration Required**

  If your database is behind a firewall, you must allow connections from the following Seam IP addresses:

  * 34.171.4.17
  * 54.190.82.25
  * 44.232.40.21
  * 35.155.106.54
  * 54.200.67.134
  * 44.224.213.129
  * 54.149.95.139
</Warning>

## Required Information

To connect your BigQuery warehouse to Seam, you'll need to provide:

1. **BigQuery Project ID** (required)
2. **Service Account JSON** (required)
3. **Dataset ID** (optional)

***

## Configuration Steps

### 1. Locate Your BigQuery Project ID

Your Project ID can be found in the BigQuery console as shown below. Copy this value to use when configuring your Seam connection.

<Frame>
  <img alt="BigQuery Project ID location" />
</Frame>

### 2. Create a Service Account

You'll need to create a service account that Seam will use to access your BigQuery project and datasets.

**Step 1:** Create a new service account in your BigQuery project by following [Google's service account creation guide](https://cloud.google.com/iam/docs/service-accounts-create).

<Note>
  Ensure you create the service account in the same project where your dataset is located.
</Note>

**Step 2:** Assign the following roles to the service account:

* `BigQuery Job User`
* `BigQuery Data Viewer`
* `BigQuery Metadata Viewer`

<Frame>
  <img alt="Service account role configuration" />
</Frame>

**Step 3:** Generate a JSON key file for the service account by following [Google's credential creation instructions](https://cloud.google.com/iam/docs/keys-create-delete). You'll upload this JSON file to Seam.

### 3. Specify a Dataset ID (Optional)

If you want to limit Seam's access to a specific dataset, provide the Dataset ID. You can find this in the BigQuery console as shown below.

<Frame>
  <img alt="BigQuery Dataset ID location" />
</Frame>

<Note>
  **Important:** The Dataset ID is different from your Project ID or table name.

  If you don't specify a Dataset ID, Seam will connect to all datasets the service account has access to.
</Note>


# CSV
Source: https://docs.getseam.ai/connections/csv

Connect CSV files as a data source in Seam

## Overview

The CSV connector allows you to import data from CSV files directly into Seam. This is useful for one-time imports or periodic updates of data that exists in spreadsheet format.

***

## Configuration Steps

### Set Up the CSV Source

<Steps>
  <Step title="Navigate to Sources">
    From the Seam UI, click the **Settings** tab, then click **Sources**.
  </Step>

  <Step title="Add New Source">
    Click the **+ Add source** button in the top right corner and select **CSV** from the list of available sources.
  </Step>

  <Step title="Configure Source Details">
    * **Source Name**: Enter a descriptive name for this CSV source
    * **Dataset Name**: Enter the name of the final table where this file will be replicated
  </Step>

  <Step title="Save Configuration">
    Click **Save** to complete the setup.
  </Step>
</Steps>


# GitHub
Source: https://docs.getseam.ai/connections/github

Quick guide to connecting GitHub as a Source.

Seam connects to GitHub using OAuth. Your GitHub account must have read, write, or admin permissions for the repositories you want to access.

## Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

## Step 2: Connect to GitHub

1. Find **GitHub** in the connections list and click **Connect**.
2. Complete the OAuth flow by logging into GitHub and authorizing Seam.
3. Select which GitHub repositories to grant Seam access to.
4. Click **Save**.

## What Gets Synced

**From GitHub (Source):**

* Repository activity, commits, pull requests, issues
* Developer community engagement and contributions

## Using GitHub in Seam

GitHub data enriches your unified data model with developer community signals, useful for identifying high-engagement accounts in developer-focused products.


# Google Ads
Source: https://docs.getseam.ai/connections/google-ads

Quick guide to connecting Google Ads as a Source and Destination.

Seam connects to Google Ads using OAuth. Your Google user account must have access to at least one Google Ads account.

## Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

## Step 2: Connect to Google Ads

1. Find **Google Ads** in the connections list and click **Connect**.
2. Complete the OAuth flow by logging into your Google account.
3. Select which Google Ads accounts (parent and/or child accounts) to give Seam access to.
4. Check the box to certify permission for syncing audiences to Google Ads.
5. Click **Save**.

## What Gets Synced

**From Google Ads (Source):**

* Ad and campaign performance reports
* Used for tracking ad engagement and conversions by account

**To Google Ads (Destination):**

* Deploy Seam audiences as customer match lists
* Sync conversion events

## Using Google Ads in Plays

When configuring a play, you can deploy Seam audiences to Google Ads as customer match lists for targeted advertising campaigns. Audiences automatically sync to keep your ad targeting up-to-date.

<Info>
  User lists can take 5-48 hours to process in Google Ads after Seam syncs the data.
</Info>


# Google Sheets
Source: https://docs.getseam.ai/connections/google-sheets

Quick guide to connecting Google Sheets as a Source and Destination.

Seam connects to Google Sheets using either OAuth (personal Google Account) or a Google Service Account (credential not tied to a person).

## Method 1: OAuth Connection

### Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

### Step 2: Connect with Google OAuth

1. Find **Google Sheets** in the connections list and click **Connect**.
2. Click **Continue with Google** to complete the OAuth flow.
3. Choose your spreadsheet in the popup window.
4. Click **Save**.

<Info>
  You can re-authenticate with a different Google account by clicking **Force reconnect** in the connection settings.
</Info>

## Method 2: Service Account Connection

Use this method for connections not tied to a specific person's account.

### Step 1: Create a Service Account

1. Go to [Google Cloud Console](https://console.cloud.google.com/iam-admin/serviceaccounts/create) to create a new service account.
2. Create a new JSON key by going to **KEYS** tab → **ADD KEY** → **Create new key**.
3. Choose **JSON** and click **Create**. The key will download automatically.

### Step 2: Enable Google Sheets API

Visit the [API Enablement Wizard](https://console.developers.google.com/apis/api/sheets.googleapis.com/overview) and enable the Google Sheets API for your project.

### Step 3: Grant Sheet Access

In your Google Sheet, add the Service Account email address (found in the JSON key) as an **Editor**.

### Step 4: Configure in Seam

1. In Seam, go to **Settings → Connections**.
2. Find **Google Sheets** and click **Connect**.
3. Select **Service Account** from the **Authentication method** dropdown.
4. Upload the JSON service account key.
5. Choose your spreadsheet and click **Save**.

<Tip>
  When rotating keys, maintain the same service account to avoid re-inviting it to all sheets.
</Tip>

## Configuration Options

### Header Row

Check the **Columns have headers** box if your sheet's first row contains column headers. This ensures Seam treats it as a header rather than data.

### Column Types

By default, Google Sheets columns are treated as strings. To enable richer type inference, set [data validation rules](https://support.google.com/appsheet/answer/10107325?hl=en) in Google Sheets for numeric, date, or boolean columns.

## What Gets Synced

**From Google Sheets (Source):**

* Sheet data for use in audiences, personas, or custom lists
* Common use: maintaining target account lists, persona definitions, or exclusion lists

**To Google Sheets (Destination):**

* Export Seam audiences, fit scores, or intent data for analysis
* Common use: sharing ABM metrics with stakeholders or feeding other tools

## Using Google Sheets in Seam

Google Sheets is useful for:

* **Custom account lists:** Maintain dynamic target lists outside your CRM
* **Persona configuration:** Define and manage persona criteria in sheets
* **Exclusion lists:** Track do-not-contact or customer accounts
* **Data sharing:** Export Seam intelligence for external analysis or reporting


# Authenticate
Source: https://docs.getseam.ai/connections/hubspot-auth

Quick guide to connecting HubSpot as a Source and Destination.

## Authenticate

We would suggest connecting to HubSpot using an account that has admin privileges. Click "Sign in with HubSpot" on the HubSpot card - You will be redirected to HubSpot to authenticate and authorize our application.


# Custom fields
Source: https://docs.getseam.ai/connections/hubspot-custom-fields

Quick guide to connecting HubSpot as a Source and Destination.

## Custom Fields Reference

To enable full functionality with Seam, you'll need to create custom fields in HubSpot for the Account, Contact, and Lead objects.

### Creating Custom Fields

<Steps>
  <Step title="Navigate to Object Manager">
    In Setup, use the **Quick Find** box to search for **Object Manager** and select it.
  </Step>

  <Step title="Select the Object">
    Choose the object you want to add fields to (Account, Contact, or Lead).
  </Step>

  <Step title="Access Fields & Relationships">
    Click **Fields & Relationships** in the sidebar.
  </Step>

  <Step title="Create New Field">
    Click **New**, select the field type from the tables below, and follow the prompts to configure it.
  </Step>
</Steps>

### Company Fields

| Field Name                      | Type      | Configuration                                                                                 |
| :------------------------------ | :-------- | :-------------------------------------------------------------------------------------------- |
| Seam Buying Stage               | Picklist  | Values: Unaware, Awareness, Consideration, Purchase                                           |
| Seam Company ID                 | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅                                     |
| Seam Fit Score                  | Picklist  | Values: A, B, C, D                                                                            |
| Seam Fit Explanation            | Rich Text | Summary of AI fit scoring rationale                                                           |
| Seam Intent Level               | Picklist  | Values: Hot, Medium, Low, None                                                                |
| Seam Intent Score               | Number    | Length: 18 ; Decimal: 0                                                                       |
| Seam Reach Level                | Picklist  | Values: Unengaged, Sales Engaged, Marketing Engaged, Sales AND Marketing Engaged, Opportunity |
| Seam Reach Score                | Number    | Length: 18 ; Decimal: 0                                                                       |
| Seam Number of Contacts Reached | Number    | Length: 18 ; Decimal: 0                                                                       |
| Seam Signal Score               | Number    | Length: 18 ; Decimal: 0                                                                       |
| Seam Signal Strength            | Picklist  | Values: High, Medium, Low, None                                                               |
| Seam Tracking ID                | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅                                     |
| Seam Created at                 | Date/Time | Timestamp of last Seam sync                                                                   |
| Seam Updated at                 | Date/Time | Timestamp of last Seam sync                                                                   |
| LinkedIn URL                    | URL       | Company LinkedIn profile URL                                                                  |
| LinkedIn Employee Count         | Number    | Length: 18 ; Decimal: 0                                                                       |

### Contact Fields

| Field Name           | Type      | Configuration                                             |
| :------------------- | :-------- | :-------------------------------------------------------- |
| Seam Buying Stage    | Picklist  | Values: Unaware, Awareness, Consideration, Purchase       |
| Seam People ID       | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅ |
| Seam Intent Level    | Picklist  | Values: Hot, Medium, Low, None                            |
| Seam Intent Score    | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Reach Level     | Text      | Length: 255                                               |
| Seam Reach Score     | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Signal Score    | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Signal Strength | Text      | Length: 255                                               |
| Seam Tracking ID     | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅ |
| Seam Created at      | Date/Time | Timestamp of last Seam sync                               |
| Seam Persona         | Text      | Length: 255 ; Persona name assigned during prospecting    |
| Seam Updated at      | Date/Time | Timestamp of last Seam sync                               |
| Seam Mobile Number   | Text      | Length: 255 ; Mobile phone number                         |
| LinkedIn URL         | URL       | Contact LinkedIn profile URL                              |
| Seam Play            | Text      | Length: 255 ; Play name that sourced this contact         |
| Seam Play Added      | Date/Time | When contact was added to play                            |
| Seam Email Status    | Text      | Length: 255 ; Email verification status                   |
| Seam Champion        | Checkbox  | Indicates if contact is a champion/advocate               |


# LinkedIn Ads
Source: https://docs.getseam.ai/connections/linkedin-ads

Quick guide to connecting LinkedIn Ads as a Source and Destination.

Seam connects to LinkedIn Ads using OAuth.

## Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

## Step 2: Connect to LinkedIn Ads

1. Find **LinkedIn Ads** in the connections list and click **Connect**.
2. Complete the OAuth flow by logging into your LinkedIn account.
3. Select which LinkedIn Ads accounts you'd like to connect to Seam.
4. Click **Save**.

## What Gets Synced

**From LinkedIn Ads (Source):**

* Ad and campaign performance reports
* Used for tracking ad engagement and conversions by account

**To LinkedIn Ads (Destination):**

* Deploy Seam audiences as company or user audiences
* Sync conversion events

## Using LinkedIn Ads in Plays

When configuring a play, you can deploy Seam audiences to LinkedIn Ads for targeted ABM campaigns. Audiences automatically sync to keep your ad targeting up-to-date based on fit, intent, and signals.

<Info>
  When syncing audiences, use two-letter country codes (e.g., "US", "GB") rather than full country names.
</Info>


# Marketo
Source: https://docs.getseam.ai/connections/marketo

Quick guide to connecting Marketo as a Source and Destination.

We require three values to connect Marketo to Seam.

* Client ID

* Client Secret

* Web Service REST Endpoint

## Step 1: Obtain the Client ID and Secret

The Client ID and Client Secret can be obtained by logging into Marketo and going to **Admin** → **Integration** → **Launchpoint** then selecting a service and clicking **View Details**.

<Frame>
  <img alt="" />
</Frame>

## Step 2: Obtain the Web Service REST Endpoint

Remaining in Marketo, the Web Service REST Endpoint can be obtained by going to **Admin** → **Integration** → **Web Services**.

<Frame>
  <img alt="" />
</Frame>

## Step 3: Configure the connection in Seam

Navigate to Settings → Connections → Add connection, then enter the Client ID, Client Secret, and Web Services REST API Endpoint in Seam’s Marketo configuration fields and click **Save**.


# NetSuite
Source: https://docs.getseam.ai/connections/netsuite

Quick guide to connecting NetSuite as a Source and Destination.

Seam connects to NetSuite using token-based authentication with an Integration record and API-only role.

## Step 1: Enable required features in NetSuite

Navigate to **Setup → Company → Enable Features → SuiteCloud** tab and enable:

* SOAP Web Services
* REST Web Services
* Token-based Authentication

## Step 2: Create an Integration

1. Go to **Setup → Integrations → Manage Integrations → New**.
2. Name it "Seam" and enable "Token-based authentication".
3. Save and note the **Consumer Key** and **Consumer Secret**.

## Step 3: Create a Role

1. Go to **Setup → Users/Roles → Manage Roles → New**.
2. Name it "Seam" and check "Web Services Only Role".
3. Add required permissions (Lists, Transactions, Reports, Setup tabs).

## Step 4: Create an Access Token

1. Go to **Setup → Users/Roles → Access Tokens → New**.
2. Select your Seam Integration, User, and Role.
3. Save and note the **Token ID** and **Token Secret**.

## Step 5: Configure the connection in Seam

1. In Seam, go to **Settings → Connections**.
2. Find **NetSuite** and click **Connect**.
3. Enter your NetSuite Account ID (found in **Setup → Company → Company Information**).
4. Enter the Consumer Key, Consumer Secret, Token ID, and Token Secret.
5. Click **Save**.

## What Gets Synced

**From NetSuite (Source):**

* Customers, Invoices, Sales Orders, Transactions, Accounts
* Financial data, billing records, payment information

**To NetSuite (Destination):**

* Customer and account updates from Seam

<Info>
  NetSuite syncs four objects at a time due to concurrency limits. Additional objects are automatically queued.
</Info>


# Outreach
Source: https://docs.getseam.ai/connections/outreach

Quick guide to connecting Outreach as a Source and Destination.

Seam connects to Outreach using OAuth. Ensure the connecting user has **Admin** permissions in Outreach.

## Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

## Step 2: Connect to Outreach

1. Find **Outreach** in the connections list and click **Connect**.
2. Complete the OAuth flow by logging into Outreach and authorizing Seam.
3. Once authorized, Seam will begin syncing your sequences, prospects, and accounts.

## What Gets Synced

**From Outreach (Source):**

* Prospects, Accounts, Sequences, Activities, Mailings
* Used for Reach scoring and engagement tracking

**To Outreach (Destination):**

* Deploy contacts to sequences from Seam plays
* Create or update Prospect and Account records

## Using Outreach in Plays

When configuring a play, select Outreach as the deployment destination to automatically add contacts to sequences. You can map Seam fields (Play, Persona, Fit Score) to Outreach custom fields for rep visibility.

<Info>
  If a contact doesn't exist in Outreach, Seam automatically creates the prospect record before adding them to your sequence.
</Info>


# PostgreSQL
Source: https://docs.getseam.ai/connections/postgres

Connect your PostgreSQL database to Seam

## Prerequisites

<Warning>
  **Firewall Configuration Required**

  If your database is behind a firewall, you must allow connections from the following Seam IP addresses:

  * 34.171.4.17
  * 54.190.82.25
  * 44.232.40.21
  * 35.155.106.54
  * 54.200.67.134
  * 44.224.213.129
  * 54.149.95.139
</Warning>

## Configuration Steps

### 1. Create a Seam User in PostgreSQL

You'll need to create a dedicated read-only user for Seam to access your PostgreSQL database. Connect to your PostgreSQL database using a SQL client with admin credentials to run these commands.

#### SQL Commands

Replace the following placeholders in the commands below:

* `<schema>` - The name of your PostgreSQL schema
* `<table>` - The name of your PostgreSQL table (if using Option 2)
* `<password>` - A randomly generated password (save this for later)

```sql theme={null}
-- Create a new user for Seam
CREATE USER seam_postgres_integration_user WITH PASSWORD '<password>';

-- Grant access to the schema (always required)
GRANT USAGE ON SCHEMA <schema> TO seam_postgres_integration_user;

-- Option 1: Grant read-access to all tables in the schema
GRANT SELECT ON ALL TABLES IN SCHEMA <schema> TO seam_postgres_integration_user;

-- Option 2: Grant access to specific tables (repeat as necessary)
GRANT SELECT ON TABLE <schema>.<table> TO seam_postgres_integration_user;
```

<Note>
  You can modify the `GRANT` statements to limit the scope of Seam's permissions. Choose Option 1 to grant access to all tables in a schema, or Option 2 to grant access only to specific tables.
</Note>

### 2. Gather Connection Details

You'll need the following information to complete the Seam connection:

<ParamField type="string">
  The username you created (e.g., `seam_postgres_integration_user`)
</ParamField>

<ParamField type="string">
  The password you set for the Seam user
</ParamField>

<ParamField type="string">
  Your database's host address (e.g., `123.456.789.012` or `subdomain.example.com`)
</ParamField>

<ParamField type="string">
  Database name
</ParamField>

<ParamField type="number">
  Port (default: 5432)
</ParamField>

***

## Next Steps

Once you've created the Seam user and gathered your connection details, you can complete the connection setup in the Seam platform.


# Redshift
Source: https://docs.getseam.ai/connections/redshift

Connect your Redshift data warehouse to Seam

## Prerequisites

<Warning>
  **Firewall Configuration Required**

  If your database is behind a firewall, you must allow connections from the following Seam IP addresses:

  * 34.171.4.17
  * 54.190.82.25
  * 44.232.40.21
  * 35.155.106.54
  * 54.200.67.134
  * 44.224.213.129
  * 54.149.95.139
</Warning>

## Configuration Steps

### 1. Create a Seam User in Redshift

You'll need to create a dedicated read-only user for Seam to access your Redshift cluster. You can run these commands using:

* A SQL client connected to Redshift with admin credentials
* The AWS console's Redshift query editor

#### SQL Commands

Replace the following placeholders in the commands below:

* `<schema>` - The name of your Redshift schema
* `<table>` - The name of your Redshift table (if using Option 2)
* `<password>` - A randomly generated password (save this for later)

```sql theme={null}
-- Create a new user for Seam
CREATE USER seam_integration_user WITH PASSWORD '<password>';

-- Grant access to the schema (always required)
GRANT USAGE ON SCHEMA <schema> TO seam_integration_user;

-- Option 1: Grant read-access to all tables in the schema
GRANT SELECT ON ALL TABLES IN SCHEMA <schema> TO seam_integration_user;

-- Option 2: Grant access to specific tables (repeat as necessary)
GRANT SELECT ON TABLE <schema>.<table> TO seam_integration_user;
```

<Note>
  You can modify the `GRANT` statements to limit the scope of Seam's permissions. Choose Option 1 to grant access to all tables in a schema, or Option 2 to grant access only to specific tables.
</Note>

### 2. Gather Connection Details

Navigate to the AWS console and locate your Redshift cluster information:

**AWS Console Path:** Redshift → Clusters → `[your-cluster-name]` → Properties

<Frame>
  <img alt="BigQuery Project ID location" />
</Frame>

You'll need the following information to complete the Seam connection:

<ParamField type="string">
  Redshift Cluster Endpoint
</ParamField>

<ParamField type="string">
  The username you created (e.g., `seam_integration_user`)
</ParamField>

<ParamField type="string">
  The password you set for the Seam user
</ParamField>

<ParamField type="string">
  Database name
</ParamField>

<ParamField type="number">
  Port (default: 5439)
</ParamField>


# Authenticate
Source: https://docs.getseam.ai/connections/salesforce-auth

Connect Salesforce as both a source and destination in Seam

## Prerequisites

Before connecting Salesforce to Seam, ensure you have:

1. A [Salesforce Account](https://login.salesforce.com/) with Enterprise access or API quota purchased
2. (Optional) A dedicated Salesforce [user](https://help.salesforce.com/s/articleView?id=adding_new_users.htm\&type=5\&language=en_US) for Seam integration

***

## Configuration Steps

### Step 1: Create a Dedicated Salesforce User (Optional)

While you can connect Salesforce using any user with read and write permissions, we recommend creating a dedicated integration user for better security and tracking.

<Steps>
  <Step title="Access Setup">
    [Log into Salesforce](https://login.salesforce.com/) with an admin account. Click the gear icon in the top right, then click **Setup**.
  </Step>

  <Step title="Create New Profile">
    In the left navigation bar, go to **Administration** > **Users** > **Profiles**. Click **New Profile**.

    * **Profile Name**: Enter `Seam Integration User`
    * Click **Save**, then click **Edit**
  </Step>

  <Step title="Configure Object Permissions">
    Scroll down to **Standard Object Permissions** and **Custom Object Permissions**. Enable the **Read and Write** checkbox for all objects you want to replicate via Seam.

    Click **Save** when finished.
  </Step>

  <Step title="Set Required Permissions">
    While still editing the profile, ensure the following permissions are enabled:

    * **API Enabled**: This permission is typically granted automatically based on the user's profile being API-enabled
    * **Approve Uninstalled Connected Apps**: This is the critical permission required for the integration to work

    <Info>
      When you authenticate from Seam, a connected app is created in the background in your Salesforce instance. Due to recent Salesforce permission changes, the user logging in must have permission to install and approve these integrations. Without the "Approve Uninstalled Connected Apps" permission, the authentication will fail.
    </Info>

    To enable these permissions:

    1. Scroll to **Administrative Permissions**
    2. Check the box for **API Enabled**
    3. Check the box for **Approve Uninstalled Connected Apps**
    4. Click **Save**
  </Step>

  <Step title="Create New User">
    In the left navigation, go to **Administration** > **Users** > **Users**. Click **New User**.

    Fill out the required fields:

    * **License**: Select `Salesforce`
    * **Profile**: Select `Seam Integration User`
    * **Email**: Use an email address you can access

    Click **Save** and copy the **Username** for later use.
  </Step>

  <Step title="Verify and Set Password">
    Check the email you provided and verify your new Salesforce user account. Set a password during the verification process and save it for the next step.
  </Step>
</Steps>

### Step 2: Connect Salesforce to Seam

<Steps>
  <Step title="Navigate to Connections">
    [Log in to Seam](https://app.getseam.ai/) and click **Settings** in the left navigation bar. Go to the **Connections** tab.
  </Step>

  <Step title="Add Salesforce Source">
    Click **+ New connection** in the top-right corner and select **Salesforce** from the list.
  </Step>

  <Step title="Authenticate">
    Click **Login with Salesforce** to authorize your account. Seam will authenticate the Salesforce account you're currently logged into.

    <Warning>
      Ensure you're logged into the correct Salesforce account before authenticating.
    </Warning>
  </Step>

  <Step title="Configure Connection">
    * Toggle whether your account is a [Sandbox](https://help.salesforce.com/s/articleView?id=sf.deploy_sandboxes_parent.htm\&type=5) or Production account
    * Select the **Objects** you want Seam to access
    * Enter a **Source name** to identify this connection
  </Step>

  <Step title="Complete Setup">
    Click **Finish** to complete the connection. Seam will begin syncing your Salesforce data.
  </Step>
</Steps>


# Custom fields
Source: https://docs.getseam.ai/connections/salesforce-custom-fields

Connect Salesforce as both a source and destination in Seam

## Custom Fields Reference

To enable full functionality with Seam, you'll need to create custom fields in Salesforce for the Account, Contact, and Lead objects.

### Creating Custom Fields

<Steps>
  <Step title="Navigate to Object Manager">
    In Setup, use the **Quick Find** box to search for **Object Manager** and select it.
  </Step>

  <Step title="Select the Object">
    Choose the object you want to add fields to (Account, Contact, or Lead).
  </Step>

  <Step title="Access Fields & Relationships">
    Click **Fields & Relationships** in the sidebar.
  </Step>

  <Step title="Create New Field">
    Click **New**, select the field type from the tables below, and follow the prompts to configure it.
  </Step>
</Steps>

### Account Fields

| Field Name                      | Type                   | Configuration                                                                                 |
| :------------------------------ | :--------------------- | :-------------------------------------------------------------------------------------------- |
| Seam Buying Stage               | Picklist               | Values: Unaware, Awareness, Consideration, Purchase                                           |
| Seam Company ID                 | Text                   | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅                                     |
| Seam Fit Score                  | Picklist               | Values: A, B, C, D                                                                            |
| Seam Fit Explanation            | Long Text Area (32768) | Summary of AI fit scoring rationale                                                           |
| Seam Intent Level               | Picklist               | Values: Hot, Medium, Low, None                                                                |
| Seam Intent Score               | Number                 | Length: 18 ; Decimal: 0                                                                       |
| Seam Reach Level                | Picklist               | Values: Unengaged, Sales Engaged, Marketing Engaged, Sales AND Marketing Engaged, Opportunity |
| Seam Reach Score                | Number                 | Length: 18 ; Decimal: 0                                                                       |
| Seam Number of Contacts Reached | Number                 | Length: 18 ; Decimal: 0                                                                       |
| Seam Signal Score               | Number                 | Length: 18 ; Decimal: 0                                                                       |
| Seam Signal Strength            | Picklist               | Values: High, Medium, Low, None                                                               |
| Seam Tracking ID                | Text                   | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅                                     |
| Seam Created at                 | Date/Time              | Timestamp of last Seam sync                                                                   |
| Seam Updated at                 | Date/Time              | Timestamp of last Seam sync                                                                   |
| LinkedIn URL                    | URL                    | Company LinkedIn profile URL                                                                  |
| LinkedIn Employee Count         | Number                 | Length: 18 ; Decimal: 0                                                                       |

### Contact Fields

| Field Name           | Type      | Configuration                                             |
| :------------------- | :-------- | :-------------------------------------------------------- |
| Seam Buying Stage    | Picklist  | Values: Unaware, Awareness, Consideration, Purchase       |
| Seam People ID       | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅ |
| Seam Intent Level    | Picklist  | Values: Hot, Medium, Low, None                            |
| Seam Intent Score    | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Reach Level     | Text      | Length: 255                                               |
| Seam Reach Score     | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Signal Score    | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Signal Strength | Text      | Length: 255                                               |
| Seam Tracking ID     | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅ |
| Seam Created at      | Date/Time | Timestamp of last Seam sync                               |
| Seam Persona         | Text      | Length: 255 ; Persona name assigned during prospecting    |
| Seam Updated at      | Date/Time | Timestamp of last Seam sync                               |
| Seam Mobile Number   | Text      | Length: 255 ; Mobile phone number                         |
| LinkedIn URL         | URL       | Contact LinkedIn profile URL                              |
| Seam Play            | Text      | Length: 255 ; Play name that sourced this contact         |
| Seam Play Added      | Date/Time | When contact was added to play                            |
| Seam Email Status    | Text      | Length: 255 ; Email verification status                   |
| Seam Champion        | Checkbox  | Indicates if contact is a champion/advocate               |

### Lead Fields

<Note>
  Lead fields typically mirror Contact fields. If your organization uses Leads, create the same custom fields as shown in the Contact section above.
</Note>

| Field Name        | Type      | Configuration                                             |
| :---------------- | :-------- | :-------------------------------------------------------- |
| Seam People ID    | Text      | Length: 255 ; External Id: ✅ ; Unique Case Insensitive: ✅ |
| Seam Intent Level | Picklist  | Values: Hot, Medium, Low, None                            |
| Seam Intent Score | Number    | Length: 18 ; Decimal: 0                                   |
| Seam Persona      | Text      | Length: 255                                               |
| Seam Play         | Text      | Length: 255                                               |
| Seam Play Added   | Date/Time | When lead was added to play                               |
| Seam Email Status | Text      | Length: 255                                               |
| LinkedIn URL      | URL       | Lead LinkedIn profile URL                                 |


# Salesloft
Source: https://docs.getseam.ai/connections/salesloft

Quick guide to connecting Salesloft as a Source and Destination.

Seam connects to Salesloft using OAuth. Ensure the connecting user has **read-write** permissions in Salesloft.

## Step 1: Navigate to Connections

In Seam, go to **Settings → Connections**.

## Step 2: Connect to Salesloft

1. Find **Salesloft** in the connections list and click **Connect**.
2. Complete the OAuth flow by logging into Salesloft and authorizing Seam.
3. Once authorized, Seam will begin syncing your cadences, people, and accounts.

## What Gets Synced

**From Salesloft (Source):**

* People, Accounts, Cadences, Teams, Users, Activities
* Used for Reach scoring and engagement tracking

**To Salesloft (Destination):**

* Deploy contacts to cadences from Seam plays
* Create or update People and Account records

## Using Salesloft in Plays

When configuring a play, select Salesloft as the deployment destination to automatically add contacts to cadences. You can map Seam fields (Play, Persona, Fit Score) to Salesloft custom fields for rep visibility.

<Info>
  If a contact doesn't exist in Salesloft, Seam automatically creates the person record before adding them to your cadence.
</Info>


# Slack
Source: https://docs.getseam.ai/connections/slack

Quick guide to connecting Slack as a Source.

Seam connects to Slack using a Bot User OAuth Access Token.

## Step 1: Create a Slack App

1. Go to [Slack App site](https://api.slack.com/apps) and click **Create an App**.
2. Name it "Seam" and select your workspace.

## Step 2: Add OAuth Scopes

Add the following Bot Token Scopes:

* `channels:read`, `channels:history`, `channels:join`
* `users:read`, `users:read.email`, `users.profile:read`
* `team:read`, `usergroups:read`
* `files:read`, `reactions:read`, `links:read`

## Step 3: Install App to Workspace

1. Install the app to your workspace.
2. Copy the **Bot User OAuth Access Token**.

## Step 4: Configure the connection in Seam

1. In Seam, go to **Settings → Connections**.
2. Find **Slack** and click **Connect**.
3. Paste the Bot User OAuth Access Token in the **Bot API key** field.
4. Click **Save**.

## What Gets Synced

**From Slack (Source):**

* Messages, threads, channels, users, reactions
* Team activity and engagement data

## Using Slack in Seam

Slack data can be used for signals tracking (team mentions, channel activity) and notifications about high-priority account activity or play triggers.


# Smartlead
Source: https://docs.getseam.ai/connections/smartlead

Quick guide to connecting Smartlead as a Source and Destination.

Seam connects to Smartlead using an API key.

## Step 1: Obtain your API key

Log into Smartlead and navigate to your [Settings page](https://app.smartlead.ai/app/settings/profile) to copy your API key.

## Step 2: Configure the connection in Seam

1. In Seam, go to **Settings → Connections**.
2. Find **Smartlead** in the connections list and click **Connect**.
3. Enter your Smartlead API key and click **Save**.

## What Gets Synced

**From Smartlead (Source):**

* Campaigns, Campaign statistics, Clients, Leads, Message History
* Used for Reach scoring and engagement tracking

**To Smartlead (Destination):**

* Deploy contacts to campaigns from Seam plays
* Create or update Lead records

## Using Smartlead in Plays

When configuring a play, select Smartlead as the deployment destination to automatically add contacts to campaigns. You can map Seam fields (Play, Persona, Fit Score) to Smartlead custom fields.

<Info>
  If a contact doesn't exist in Smartlead, Seam automatically creates the lead record before adding them to your campaign.
</Info>


# Snowflake
Source: https://docs.getseam.ai/connections/snowflake

Connect your Snowflake warehouse.

## Prerequisites

<Warning>
  **Firewall Configuration Required**

  If your database is behind a firewall, you must allow connections from the following Seam IP addresses:

  * 34.171.4.17
  * 54.190.82.25
  * 44.232.40.21
  * 35.155.106.54
  * 54.200.67.134
  * 44.224.213.129
  * 54.149.95.139
</Warning>

We need the following details for Snowflake:

* Account ID with the region that your snowflake cluster is running on e.g. `xxxxxxxx.us-east-2.aws`. Some regions don't have this suffix.

* Username

* Password

* Database

* Warehouse

* Role (if you want to override the default user’s role)

## Permissions

Permission requirements for Seam vary depending on whether you use Snowflake as a **data source** or a **data destination**. At a minimum, we recommend creating a dedicated **User** and **Role** for Seam. Optionally, you may set up a dedicated **database** and **warehouse** for Seam, particularly if you plan to sync data into Snowflake.

Follow the sections below in order for a new warehouse setup, or select only the sections relevant to your existing configuration. You may adjust resource names as needed, but ensure the updates are reflected in subsequent commands.

## I. Setting Up a Role

It’s a good idea to create a dedicated role for Seam, so its user has a tailored set of permissions. You can create this role using the following SQL:

```sql theme={null}
USE ROLE SECURITYADMIN;

CREATE ROLE IF NOT EXISTS SEAM_ROLE;
GRANT ROLE SEAM_ROLE TO ROLE SYSADMIN;
GRANT ROLE SEAM_ROLE TO USER seam_user;
```

* **SEAM\_ROLE** will be used to grant permissions for Seam.

* The role is assigned to `SYSADMIN` so Snowflake admins can manage its objects. Alternatively, you can grant it to `PUBLIC` if you want all users to access Seam-managed tables.

If you’re creating a separate database for Seam, you can skip setting up additional permissions. However, if you’re using an existing database, grant access to the relevant database, schema, and tables.

For example:

```sql theme={null}
-- Grant general access to the database
GRANT USAGE, CREATE SCHEMA ON DATABASE $existingDatabaseName TO SEAM_ROLE;

-- Grant access to a specific schema
GRANT USAGE ON SCHEMA $existingSchemaName TO SEAM_ROLE;

-- Grant table-level permissions
GRANT SELECT, INSERT, UPDATE ON ALL TABLES IN SCHEMA $existingSchemaName TO SEAM_ROLE;
```

* **`SELECT`** is required for reading tables you want to sync from.

* **`INSERT/UPDATE`** is required for writing to tables you sync to.

If you’re using an existing role with suitable permissions, you can grant it to `SEAM_ROLE` instead of granting individual permissions.

## II. Setting Up a Warehouse

For optimal performance, we recommend creating a dedicated warehouse for Seam, especially if you plan to load data into your Snowflake instance or query large datasets.

```sql theme={null}
CREATE WAREHOUSE IF NOT EXISTS SEAM_WH
  WAREHOUSE_SIZE = LARGE
  WAREHOUSE_TYPE = STANDARD
  AUTO_SUSPEND = 300
  INITIALLY_SUSPENDED = TRUE;

GRANT USAGE ON WAREHOUSE SEAM_WH TO ROLE SEAM_ROLE;
```

This ensures Seam's operations run independently, avoiding resource contention with other workloads.

## III. Setting Up a User

The following SQL creates a dedicated user for Seam to access your Snowflake environment. Replace `your-own-super-secure-password` with a strong, secure password:

```sql theme={null}
CREATE USER IF NOT EXISTS SEAM
PASSWORD = 'your-own-super-secure-password'
DEFAULT_ROLE = SEAM_ROLE
DEFAULT_WAREHOUSE = SEAM_WH;

GRANT ROLE SEAM_ROLE TO USER SEAM;
```

## IV. Creating a Database (Optional)

If you prefer to keep the data Seam writes in a separate database, you can create one specifically for Seam:

```sql theme={null}
CREATE DATABASE IF NOT EXISTS SEAM_DB;

GRANT CREATE SCHEMA, MONITOR, USAGE
  ON DATABASE SEAM_DB
  TO ROLE SEAM_ROLE;
```

This setup restricts Seam’s access to data only within this database unless you explicitly grant access to other databases.

## V. Troubleshooting

### Tables Do Not Appear in Seam

If tables or schemas are not visible in Seam, ensure the following:

1. The role assigned to Seam's user has the following permissions:

   * `USAGE` on relevant schemas.

   * `SELECT` on relevant tables.

2. Verify there are no schema restrictions in the additional configuration settings.

By following these steps, you can ensure Seam has the necessary access to integrate seamlessly with your Snowflake instance.

## VI. Firewall and security


# Plays
Source: https://docs.getseam.ai/guides/actions/plays

Automated workflows that prospect, enrich, and deploy contacts based on fit, intent, and signals

Plays are automated workflows that turn account intelligence into action. When accounts meet specific criteria—like visiting your website, showing intent, or hiring a key role—Plays automatically prospect contacts, enrich their data, and deploy them into your sales and marketing systems.

## What Are Plays?

Plays are the orchestration engine of Seam AI. While Fit, Intent, Signals, and Audiences tell you **who** to target and **when**, Plays handle the **how**—automating the entire process from signal detection to contact deployment.

<Info>
  **Think of Plays as "If This, Then That" for B2B sales:** If an account meets your criteria, then automatically find the right people, get their contact info, and add them to sequences.
</Info>

## The Plays Workflow

Every play follows a four-step workflow:

<Steps>
  <Step title="Trigger & Audience">
    **Define when the play runs and which accounts qualify**

    * Set trigger conditions (intent spike, website visit, new hire)
    * Define audience criteria using Fit, Intent, Signals, Reach
    * Choose always-on (continuous) or one-off (single run)
  </Step>

  <Step title="Auto-Prospect">
    **Automatically find the right contacts within accounts**

    * Use predefined personas to identify buying committee
    * Specify how many contacts per account (e.g., 3-5 people)
    * AI searches for people matching persona criteria
  </Step>

  <Step title="Enrichment">
    **Get verified contact information**

    * Email addresses with triple verification
    * Mobile phone numbers with validation
    * Multi-provider waterfall for best data quality
    * Duplicate checking against existing CRM records
  </Step>

  <Step title="Deployment & Routing">
    **Push contacts into your systems with proper assignment**

    * Route to appropriate sales rep (territory, account owner, round robin)
    * Deploy to CRM (Salesforce, HubSpot)
    * Add to sales sequences (Outreach, SalesLoft)
    * Push to ad platforms (LinkedIn, Google Ads)
  </Step>
</Steps>

<Card title="Configure Routing" icon="route" href="/guides/actions/routing">
  Learn how to set up routing rules for plays
</Card>

## Types of Plays

<Tabs>
  <Tab title="Always-On Plays">
    **Continuous automation that runs whenever criteria are met**

    **When to use:**

    * High-intent website visitor engagement
    * New hire tracking and outreach
    * Competitor mention monitoring
    * Mid-tier account air cover

    **How it works:**

    * Play monitors audience continuously
    * When account enters audience, actions trigger
    * Runs indefinitely until you pause it

    **Example:** "Whenever an A/B fit account visits pricing page 3+ times, find 3 contacts and add to sequence"
  </Tab>

  <Tab title="One-Off Plays">
    **Single-run campaigns for specific initiatives**

    **When to use:**

    * Event follow-up campaigns
    * Product launch targeting
    * Named account list expansion
    * Quarterly ABM campaigns

    **How it works:**

    * Play runs once on current audience members
    * Completes after processing all accounts
    * Can be re-run manually if needed

    **Example:** "Process list of 500 conference attendees, enrich data, and route to sales"
  </Tab>

  <Tab title="Strategic ABM Plays">
    **Highly targeted campaigns for top-tier accounts**

    **When to use:**

    * Named account lists (top 50-100 accounts)
    * Enterprise deal acceleration
    * Multi-threaded account expansion
    * Executive engagement programs

    **How it works:**

    * Manually defined account list
    * Deep prospecting (5-7 contacts per account)
    * Multi-channel coordination (ads + email + SDR)
    * Often combined with personalized content

    **Example:** "Find entire buying committee at 25 target Fortune 500 accounts and coordinate multi-channel outreach"
  </Tab>
</Tabs>

## Multi-Channel Deployment

Plays can deploy contacts to multiple systems simultaneously:

<Tabs>
  <Tab title="CRM Systems">
    **Salesforce & HubSpot**

    * Create contact and account records
    * Update existing records with new data
    * Set custom fields (fit score, intent signals, play name)
    * Create tasks for assigned reps
    * Trigger CRM workflows
  </Tab>

  <Tab title="Sales Engagement">
    **Outreach, SalesLoft, Apollo**

    * Add to specific sequences/cadences
    * Route to correct rep's inbox
    * Set priority or tag for context
    * Schedule first touch timing
    * Track engagement back to play
  </Tab>

  <Tab title="Ad Platforms">
    **LinkedIn Ads & Google Ads**

    * Build matched audiences automatically
    * Update audiences in real-time as accounts qualify
    * Remove accounts when they exit criteria
    * Coordinate timing with sales outreach
    * Measure ad engagement as intent signal
  </Tab>

  <Tab title="Marketing Automation">
    **Marketo & Other MAPs**

    * Add to nurture campaigns
    * Trigger email sends
    * Update lead scoring
    * Segment for targeted content
    * Sync status back to Seam
  </Tab>
</Tabs>

**Coordination Example:**

When an account enters a play, Seam can simultaneously:

1. Create contacts in Salesforce with fit/intent scores
2. Add contacts to SalesLoft sequence from assigned rep
3. Push account to LinkedIn matched audience for retargeting
4. Send Slack notification to account owner
5. Create high-priority task in CRM

All of this happens automatically within minutes of the trigger firing.

## Common Play Examples

<AccordionGroup>
  <Accordion title="High-Intent Website Visitor Play" icon="computer">
    **Goal:** Engage companies showing strong buying intent on your website

    **Trigger:** Account visits pricing or product pages 3+ times in 7 days

    **Audience Criteria:**

    * Fit Score: A or B
    * Not in open opportunity
    * Not a competitor
    * Not existing customer

    **Actions:**

    1. Find 3 contacts matching "Marketing Leadership" persona
    2. Enrich with triple-verified emails
    3. Route to account owner (or round robin if new)
    4. Add to "High-Intent Pricing Page" sequence in SalesLoft
    5. Push to LinkedIn retargeting audience
    6. Create task for SDR: "High-intent account—visited pricing 5x"

    **Expected Results:** 15-20% response rate, 48-hour follow-up time
  </Accordion>

  <Accordion title="New Executive Welcome Play" icon="user-tie">
    **Goal:** Engage new decision-makers in their first 90 days

    **Trigger:** VP or C-level hire detected at A/B fit account

    **Audience Criteria:**

    * Fit Score: A or B
    * New hire in past 60 days
    * Title: VP, SVP, or C-level
    * Function: Sales, Marketing, or Revenue Operations

    **Actions:**

    1. Enrich new executive's contact info
    2. Find 2 additional stakeholders (direct reports or peers)
    3. Route to territory owner
    4. Add executive to "New Leader Welcome" sequence
    5. Send personalized Slack alert to AE with context
    6. Schedule task: "New VP hired—tech stack evaluation likely"

    **Expected Results:** 30% response rate (warm timing), 60% meeting conversion
  </Accordion>

  <Accordion title="Mid-Tier Air Cover Play" icon="cloud">
    **Goal:** Provide automated coverage for B/C accounts without manual effort

    **Trigger:** B/C fit account shows medium intent but isn't assigned to rep

    **Audience Criteria:**

    * Fit Score: B or C
    * Intent Score: Medium or High
    * Not assigned to SDR
    * Not in active opportunity

    **Actions:**

    1. Find 1-2 contacts (primary decision-maker only)
    2. Enrich with standard email verification
    3. Add to automated nurture sequence
    4. Push to programmatic ad audience
    5. Monitor for intent spike (if high intent, escalate to sales)

    **Expected Results:** 5-8% conversion to MQL, zero SDR time required
  </Accordion>

  <Accordion title="Event Follow-Up Play" icon="calendar">
    **Goal:** Efficiently process and engage conference attendees

    **Trigger:** Manual upload of attendee list CSV

    **Audience Criteria:**

    * One-off play (run once)
    * All attendees in uploaded list
    * Score each for fit

    **Actions:**

    1. Enrich attendees with additional data
    2. Score each account for fit (A/B/C/D)
    3. Find additional buying committee members at A/B accounts
    4. Route A/B fit to sales with high priority
    5. Route C/D fit to marketing nurture
    6. Add all to "Post-Event Follow-Up" sequence with custom message

    **Expected Results:** 500 attendees processed in 24 hours, 25% A/B fit rate
  </Accordion>

  <Accordion title="Multi-Threading Expansion" icon="sitemap">
    **Goal:** Expand coverage at single-threaded accounts

    **Trigger:** Account in active opportunity with only 1 contact engaged

    **Audience Criteria:**

    * Opportunity stage: Discovery or later
    * Number of contacts: 1
    * Fit Score: A
    * Deal value: Over \$50K

    **Actions:**

    1. Find 4-5 additional buying committee members
    2. Prioritize personas: Economic Buyer, Executive Sponsor, Champion, Technical Evaluator
    3. Enrich all contacts
    4. Route to opportunity owner (maintain consistency)
    5. Add to "Multi-Threading" sequence with context about opportunity
    6. Create coordinated outreach plan task

    **Expected Results:** 60% increase in buying committee coverage, 20% faster close rates
  </Accordion>

  <Accordion title="Competitor Displacement Play" icon="trophy">
    **Goal:** Target accounts using competitor products

    **Trigger:** Social mention of competitor name or account identified as using competitor

    **Audience Criteria:**

    * Fit Score: A or B
    * Mentioned "6sense" or "Demandbase" on LinkedIn
    * Not existing customer
    * Not in closed-lost within 6 months

    **Actions:**

    1. Find marketing operations and demand gen personas
    2. Enrich with contact data
    3. Route to competitive sales specialist
    4. Add to "Competitive Displacement" sequence with comparison content
    5. Push to LinkedIn audience with competitive positioning ads
    6. Alert sales team: "Active competitor evaluation detected"

    **Expected Results:** 20-25% response rate, 40% win rate against named competitors
  </Accordion>
</AccordionGroup>

## Integration with Intelligence Layer

Plays are powered by all the intelligence features you've configured:

```
Fit Score ─────┐
               ├──► Audience ──► Play Trigger ──► Actions
Intent Score ──┤
               │
Signals ───────┤
               │
Reach Score ───┘

Personas ──────────────► Auto-Prospect Step

Routing ───────────────► Deployment Step
```

**Example:** A play that combines everything:

* **Fit:** Only A/B accounts
* **Intent:** Website visit + Bombora surge
* **Signals:** New hire in past 30 days
* **Reach:** Low (not currently engaged)
* **Personas:** Find CMO + VP Demand Gen + Director MarOps
* **Routing:** Assign to territory owner
* **Deploy:** SalesLoft sequence + LinkedIn ads + Salesforce task

This level of sophistication would require significant manual work without Plays.

<CardGroup>
  <Card title="Configure Fit Scoring" icon="bullseye" href="/guides/monitoring-and-intelligence/fit-score">
    Set up ICP scoring for play filtering
  </Card>

  <Card title="Build Audiences" icon="users" href="/guides/monitoring-and-intelligence/audiences">
    Create segments that trigger plays
  </Card>

  <Card title="Define Personas" icon="user-tie" href="/guides/monitoring-and-intelligence/personas">
    Set up buying committee targeting
  </Card>

  <Card title="Set Up Routing" icon="route" href="/guides/actions/routing">
    Configure contact assignment rules
  </Card>
</CardGroup>

## Best Practices

<AccordionGroup>
  <Accordion title="Start simple, then layer complexity" icon="layer-group">
    Your first play should be straightforward: "High-fit accounts that visited website → find 3 contacts → add to sequence." Once that works, add more conditions and channels.
  </Accordion>

  <Accordion title="Always include Fit as a filter" icon="filter">
    Never run plays without filtering by Fit Score. Automating outreach to poor-fit accounts wastes credits and damages brand. Always start with A/B fit minimum.
  </Accordion>

  <Accordion title="Set appropriate contact limits" icon="users">
    * **A-tier accounts:** 5-7 contacts (full buying committee)
    * **B-tier accounts:** 3-4 contacts (key decision-makers)
    * **C-tier accounts:** 1-2 contacts (primary only)

    More contacts = better coverage but higher costs.
  </Accordion>

  <Accordion title="Test with small audiences first" icon="flask">
    Run plays on 20-50 accounts before scaling to thousands. Verify routing works, sequences load correctly, and messaging resonates.
  </Accordion>

  <Accordion title="Name plays descriptively" icon="tag">
    "HighIntent\_PricingPage\_ABFit\_3Contacts" is better than "Website Play 1". You'll have dozens of plays eventually—clear names help you manage them.
  </Accordion>

  <Accordion title="Monitor credit consumption" icon="coins">
    Plays consume credits based on prospecting and enrichment volume. Track credit burn rate and adjust contact limits or audience size if needed.
  </Accordion>

  <Accordion title="Coordinate timing across channels" icon="clock">
    If deploying to both ads and sales sequences, consider timing. You might want ads to run for 2 weeks before sales outreach, warming up accounts first.
  </Accordion>

  <Accordion title="Use exclusion criteria liberally" icon="ban">
    Always exclude:

    * Competitors
    * Existing customers (unless expansion play)
    * Accounts in late-stage opportunities
    * Recently closed-lost accounts
  </Accordion>

  <Accordion title="Review performance monthly" icon="chart-line">
    Track which plays generate pipeline. Double down on high-performing plays, pause or refine underperformers.
  </Accordion>

  <Accordion title="Align plays with sales process" icon="handshake">
    Work with sales team to ensure plays support their workflow. If SDRs prefer warm intros, don't auto-add to cold sequences. Match automation to human process.
  </Accordion>
</AccordionGroup>

## Monitoring Play Performance

### Key Metrics to Track

* **Accounts processed:** How many accounts entered the play
* **Contacts found:** Prospecting success rate
* **Contact quality:** Email deliverability and mobile accuracy
* **Response rates:** Engagement with deployed sequences
* **Pipeline generated:** Opportunities attributed to the play
* **Cost per opportunity:** Credits spent divided by opps created

### Play Analytics Dashboard

Seam tracks performance for each play:

* Trigger frequency (how often play fires)
* Prospecting success rate (contacts found per account)
* Enrichment quality (email/mobile validation rates)
* Deployment success (contacts successfully added to systems)
* Downstream engagement (opens, clicks, responses)
* Pipeline attribution (opportunities and revenue)

Use these metrics to optimize plays over time.

## Common Questions

<AccordionGroup>
  <Accordion title="How many plays should I have?">
    Most customers run 5-15 active plays. Start with 2-3 core plays (high-intent, new hire, mid-tier air cover), then expand based on results.
  </Accordion>

  <Accordion title="Can one account be in multiple plays?">
    Yes. An account could trigger a website visitor play AND a new hire play. Seam handles deduplication to avoid over-contacting the same people.
  </Accordion>

  <Accordion title="What happens if a play fails?">
    Seam monitors play execution and alerts you if actions fail (e.g., CRM API error, routing failure). Failed actions can be retried manually.
  </Accordion>

  <Accordion title="Can I pause plays?">
    Yes. You can pause, edit, or archive plays anytime. Paused plays stop processing new accounts but don't affect contacts already deployed.
  </Accordion>

  <Accordion title="How quickly do plays execute?">
    Most plays complete within 5-15 minutes from trigger to deployment. Prospecting and enrichment take 30-60 seconds per account, plus deployment time.
  </Accordion>

  <Accordion title="Can I customize pre-built plays?">
    Absolutely. Pre-built plays are templates. Clone them and modify audience criteria, personas, routing, or deployment channels to fit your needs.
  </Accordion>

  <Accordion title="Do plays respect do-not-contact lists?">
    Yes. Seam checks against CRM do-not-contact fields and unsubscribe lists before deployment. You can also add custom suppression rules.
  </Accordion>
</AccordionGroup>


# Routing
Source: https://docs.getseam.ai/guides/actions/routing

Automatically assign contacts to the right sales reps based on territory, ownership, or custom rules

Routing ensures that every contact Seam prospects is automatically assigned to the right sales representative. Instead of manually distributing leads, routing rules handle assignment automatically as part of your plays.

## Why Routing Matters

Without routing, automated prospecting creates problems:

<CardGroup>
  <Card title="Orphan Contacts" icon="user-slash">
    Contacts created in CRM with no owner, falling through the cracks
  </Card>

  <Card title="Wrong Rep Assignment" icon="user-xmark">
    Leads sent to the wrong territory or inbox, causing confusion
  </Card>

  <Card title="Manual Distribution" icon="hand-pointer">
    Someone has to manually assign leads after prospecting
  </Card>

  <Card title="Slow Follow-Up" icon="clock">
    Delays while waiting for manual assignment before outreach
  </Card>
</CardGroup>

Routing solves this by automatically assigning contacts the moment they're prospected, ensuring immediate follow-up from the right person.

## How Routing Works

Routing is configured as part of plays and executes during the workflow:

```
Trigger fires (intent signal, website visit, etc.)
  ↓
Audience filter determines qualifying accounts
  ↓
Prospecting finds personas within accounts
  ↓
Routing assigns contacts to appropriate rep ← You are here
  ↓
Deployment pushes to CRM and sales sequences
```

The routing decision happens before deployment, ensuring contacts arrive in systems with proper ownership already set.

<Card title="Build Plays with Routing" icon="play" href="/guides/actions/plays">
  Learn how routing integrates into automated workflows
</Card>

## Routing Methods

Seam supports multiple routing methods:

<Tabs>
  <Tab title="Account Owner">
    **Routes to whoever owns the account in your CRM**

    * Most common method for existing accounts
    * Maintains consistent ownership
    * Works for multi-threading plays

    **Example:** All contacts at Acme Corp route to the SDR who owns the Acme account
  </Tab>

  <Tab title="Round Robin">
    **Distributes leads evenly across team members in a queue**

    * Fair distribution for new inbound leads
    * Balances workload across team
    * Can be regional or team-specific

    **Example:** Website visitors rotate through 5 SDRs in order
  </Tab>

  <Tab title="Contact Owner">
    **Routes based on existing contact ownership**

    * Useful when contacts already exist
    * Maintains relationship continuity
    * Falls back to account owner if no contact owner

    **Example:** Re-engagement campaigns route to original contact owner
  </Tab>

  <Tab title="Custom CRM Field">
    **Uses specific fields in your CRM for routing logic**

    * Flexible for complex territory rules
    * Leverages existing CRM assignments
    * Can reference any account or contact field

    **Example:** Route based on "SDR Owner" or "Territory" field
  </Tab>

  <Tab title="Geographic/Regional">
    **Routes based on company location or territory**

    * Ensures regional expertise
    * Handles international coverage
    * Can combine with other methods

    **Example:** EMEA accounts to EMEA team, US West to West Coast reps
  </Tab>

  <Tab title="Majority Rule">
    **Routes to whoever owns the majority of contacts at an account**

    * Useful for expanding coverage
    * Maintains consistency when adding contacts
    * Falls back if no majority exists

    **Example:** Adding 3 new contacts to account where Sarah owns 4 existing contacts → routes to Sarah
  </Tab>
</Tabs>

## Configuration Options

### Within Play Setup

Routing is configured when building a play:

<Steps>
  <Step title="Define Trigger and Audience">
    Set conditions for when the play runs and which accounts qualify
  </Step>

  <Step title="Configure Prospecting">
    Define which personas to find at qualifying accounts
  </Step>

  <Step title="Set Routing Rules">
    Choose routing method (account owner, round robin, custom field, etc.)
  </Step>

  <Step title="Configure Deployment">
    Specify where routed contacts should be sent (CRM, sequences, ads)
  </Step>
</Steps>

### Routing Priority

You can set fallback routing:

1. **Primary:** Try account owner first
2. **Fallback:** If no account owner, use round robin queue
3. **Default:** If no queue assignment, route to manager

This ensures every contact gets assigned even if primary routing fails.

## Integration with Systems

Routing works across your connected tools:

### CRM Systems

<Tabs>
  <Tab title="Salesforce">
    * Routes to account owner field
    * Creates contacts with proper owner assignment
    * Uses custom fields for routing logic
    * Respects existing ownership rules
  </Tab>

  <Tab title="HubSpot">
    * Bi-directional sync of ownership
    * Routes based on HubSpot properties
    * Updates owner fields automatically
    * Works with HubSpot workflows
  </Tab>
</Tabs>

### Sales Engagement Platforms

<Tabs>
  <Tab title="SalesLoft">
    * Routes to correct rep's SalesLoft inbox
    * Adds to sequences from proper sender
    * Maintains rep-specific cadences
    * Ensures correct email sender
  </Tab>

  <Tab title="Outreach">
    * Deploys to individual rep's Outreach account
    * Routes to appropriate sequences
    * Sets proper ownership before sending
    * Tracks activity back to correct rep
  </Tab>
</Tabs>

<Warning>
  **Critical:** Routing must happen before deployment to sales engagement tools. If you deploy first and route later, emails will send from the wrong inbox.
</Warning>

## Use Cases

<AccordionGroup>
  <Accordion title="Website Visitor Routing" icon="computer">
    **Scenario:** High-fit company visits pricing page

    **Routing Method:** Account Owner (if exists) → Round Robin (if new)

    **Flow:**

    1. Identify company from website visit
    2. Check if account exists in CRM
    3. If yes: Route to account owner
    4. If no: Create account, assign via round robin
    5. Deploy to assigned rep's sequence

    **Result:** Immediate follow-up from correct rep within hours
  </Accordion>

  <Accordion title="Regional Lead Distribution" icon="globe">
    **Scenario:** Leads from different regions need regional expertise

    **Routing Method:** Geographic/Regional based on country field

    **Flow:**

    1. Prospect identifies location
    2. Route EMEA accounts to EMEA team
    3. Route APAC accounts to APAC team
    4. Route Americas to appropriate US/LATAM rep

    **Result:** Leads handled by reps with regional knowledge
  </Accordion>

  <Accordion title="Vertical-Based Routing" icon="building">
    **Scenario:** SDRs specialize in specific industries

    **Routing Method:** Custom CRM field based on industry

    **Flow:**

    1. Check account industry field
    2. Route SaaS companies to SaaS specialist
    3. Route healthcare to healthcare specialist
    4. Route financial services to finserv specialist

    **Result:** Prospects talk to reps who understand their industry
  </Accordion>

  <Accordion title="Multi-Threading Expansion" icon="sitemap">
    **Scenario:** Expand coverage at high-value accounts

    **Routing Method:** Account Owner (maintain consistency)

    **Flow:**

    1. Identify single-threaded A-tier account
    2. Prospect 4 additional buying committee members
    3. Route all new contacts to existing account owner
    4. Add to multi-threading sequence

    **Result:** Coordinated multi-contact outreach from one rep
  </Accordion>

  <Accordion title="Inbound Lead Processing" icon="inbox">
    **Scenario:** Form fills and demo requests need quick response

    **Routing Method:** Round Robin for fairness

    **Flow:**

    1. Lead submits form
    2. Seam enriches with additional data
    3. Routes via round robin to available SDR
    4. Immediately adds to high-priority sequence

    **Result:** Even distribution and fast follow-up
  </Accordion>

  <Accordion title="Conditional Routing Logic" icon="code-branch">
    **Scenario:** Complex routing based on multiple factors

    **Routing Method:** Custom logic with conditions

    **Flow:**

    1. If opportunity exists → Route to opportunity owner
    2. Else if account exists → Route to account owner
    3. Else if enterprise size → Route to enterprise team
    4. Else → Round robin to general team

    **Result:** Sophisticated assignment matching your process
  </Accordion>
</AccordionGroup>

## Routing vs. Existing Systems

You have two options for how routing works:

### Option 1: Seam Creates, CRM Routes

Seam creates contacts in your CRM, then existing CRM routing rules handle assignment.

**When to use:**

* You have complex routing logic already built in Salesforce
* Your CRM routing includes territory management and role hierarchies
* You want CRM to remain single source of truth for assignments

### Option 2: Seam Routes, Then Deploys

Seam applies routing rules, then creates contacts with ownership already set.

**When to use:**

* You want to centralize routing logic in Seam
* CRM routing is limited or difficult to maintain
* You need routing to work consistently across multiple systems

### Option 3: Hybrid Approach

Use Seam routing for some plays, CRM routing for others.

**When to use:**

* Different teams have different preferences
* Some use cases need custom logic, others work with CRM defaults
* You're transitioning from CRM routing to Seam routing gradually

## Best Practices

<AccordionGroup>
  <Accordion title="Match routing to ownership model" icon="sitemap">
    If your team uses account-based ownership, route by account owner. If you use round robin for inbound, route that way. Mirror your existing model.
  </Accordion>

  <Accordion title="Set fallback rules" icon="shield">
    Always define what happens if primary routing fails. Don't create orphan contacts—route to a manager or default queue instead.
  </Accordion>

  <Accordion title="Test before scaling" icon="flask">
    Run plays on small audience first to verify routing works correctly. Check that contacts appear with right owners in right systems.
  </Accordion>

  <Accordion title="Align routing with sequences" icon="link">
    If SDRs have personalized sequences, route to the rep whose sequence they should enter. Don't separate routing from sequence assignment.
  </Accordion>

  <Accordion title="Monitor distribution metrics" icon="chart-line">
    For round robin, check that distribution stays balanced. Some reps might be out of office or at capacity—adjust queues accordingly.
  </Accordion>

  <Accordion title="Document routing logic" icon="file-lines">
    As routing gets complex, document rules so team members understand why leads route where they do. This helps with troubleshooting.
  </Accordion>

  <Accordion title="Review quarterly" icon="calendar">
    Territory changes, team changes, and ownership models evolve. Review routing rules quarterly to ensure they still match your structure.
  </Accordion>
</AccordionGroup>

## Preventing Common Issues

<AccordionGroup>
  <Accordion title="Orphan Contacts">
    **Problem:** Contacts created with no owner

    **Solution:** Always set fallback routing. If primary method fails, route to default queue or manager
  </Accordion>

  <Accordion title="Wrong Inbox Sender">
    **Problem:** Emails send from wrong rep's email address

    **Solution:** Route BEFORE deploying to sales engagement tools, not after
  </Accordion>

  <Accordion title="Duplicate Ownership">
    **Problem:** Multiple reps claim same account

    **Solution:** Use CRM account owner as source of truth, not contact-level routing
  </Accordion>

  <Accordion title="Uneven Distribution">
    **Problem:** Some reps get far more leads than others

    **Solution:** Use round robin instead of custom logic if fairness matters more than specialization
  </Accordion>

  <Accordion title="Lost Context">
    **Problem:** Rep doesn't know why they got the lead

    **Solution:** Include routing reason in CRM fields or task description ("Routed: Website Visitor - Pricing Page")
  </Accordion>
</AccordionGroup>

## Common Questions

<AccordionGroup>
  <Accordion title="Can I route to multiple people?">
    Not directly. Routing assigns one owner per contact. However, you can create tasks or notifications for additional team members while primary ownership goes to one person.
  </Accordion>

  <Accordion title="What happens if the assigned rep leaves the company?">
    Routing uses current CRM data. If the account owner field updates to a new rep, future plays will route to the new owner. Existing contacts remain with original owner unless manually reassigned.
  </Accordion>

  <Accordion title="Can routing trigger other automations?">
    Yes. Many CRMs have workflows that trigger on contact creation or owner change. Seam routing can kick off these downstream automations.
  </Accordion>

  <Accordion title="Does routing work for existing contacts?">
    Yes. You can route based on existing contact owner (maintains continuity) or override and route based on account owner or other rules.
  </Accordion>

  <Accordion title="Can I exclude certain reps from round robin?">
    Yes. Configure your round robin queue to include only active reps. Remove people who are out of office, at capacity, or shouldn't receive certain lead types.
  </Accordion>
</AccordionGroup>


# Intent keywords
Source: https://docs.getseam.ai/guides/configuring-seam/bombora

Track third-party intent signals to identify accounts actively researching your space

Bombora tracks when companies are actively researching specific topics across third-party websites and content networks. This provides early signals that an account may be in-market, allowing you to engage before they contact competitors or fill out forms.

## What is Bombora Intent?

Bombora monitors billions of content consumption signals across a cooperative network of B2B websites. When a company shows increased research activity on specific topics, Bombora generates "surging" scores that indicate buying intent.

**Key characteristics:**

* **Third-party signals**: Captures behavior outside your website
* **Topic-based tracking**: Monitors specific keywords, product categories, and competitors
* **Surge scoring**: Identifies when research activity spikes above baseline
* **Company-level data**: Aggregates individual behavior into account-level insights

## Why Use Bombora with Seam?

<CardGroup>
  <Card title="Earlier Engagement" icon="clock">
    Reach buyers *before* they fill out forms or contact competitors
  </Card>

  <Card title="Precise Targeting" icon="bullseye">
    Focus resources on accounts actively researching your space
  </Card>

  <Card title="Competitive Advantage" icon="trophy">
    Bombora's proprietary data provides insights competitors may not have
  </Card>

  <Card title="Higher Conversion" icon="chart-line-up">
    Engaging high-intent accounts leads to better ROI
  </Card>

  <Card title="Resource Efficiency" icon="gauge-high">
    Direct marketing spend toward accounts most likely to convert
  </Card>

  <Card title="Shape Requirements" icon="comments">
    Engage early to influence how prospects think about the problem
  </Card>
</CardGroup>

## Seam's Bombora Partnership

Seam has an OEM partnership with Bombora, which means:

* **No separate license required** - Bombora access is included as a Seam add-on
* **Better pricing** - More cost-effective than purchasing Bombora directly
* **Unified data model** - Bombora signals aggregate with website visits, email engagement, and CRM data
* **Automated actions** - Intent data triggers plays automatically, not just dashboard views

<Note>
  Bombora is available as an add-on. Contact your Customer Success Manager to enable Bombora intent tracking.
</Note>

## How Seam Uses Bombora Intent

### In Account Scoring

Bombora intent is one of four scoring dimensions in Seam:

```
Account Score = Fit + Intent + Signals + Reach
                       ↑
                  (includes Bombora)
```

High Bombora surge scores increase an account's overall intent score, helping you prioritize which accounts to target.

<Card title="Learn More About Scoring" icon="chart-mixed" href="/guides/monitoring-and-intelligence/fit-score">
  See how fit, intent, signals, and reach combine into account scores
</Card>

### In Automated Plays

Bombora intent can trigger plays automatically:

**Example Play: High-Intent Outreach**

1. Company surges on 5+ relevant Bombora topics
2. Seam AI researches and finds 3 buying committee members
3. Enriches contact data (emails, phone numbers)
4. Adds contacts to email sequence
5. Notifies assigned SDR with intent context

<Card title="Configure Plays" icon="play" href="/guides/actions/plays">
  Learn how to build plays triggered by intent
</Card>

### In Audiences

Build dynamic audiences based on Bombora intent:

* "High-intent accounts researching ABM"
* "Accounts surging on competitor topics"
* "Mid-tier accounts showing interest" (air cover)

Audiences automatically update as companies surge or decline on topics.

<Card title="Build Audiences" icon="users" href="/guides/monitoring-and-intelligence/audiences">
  Create segments based on intent signals
</Card>

### In CRM Sync

Bombora insights push directly into Salesforce:

* Intent score displayed on account records
* Trending topics shown in account details
* Alerts when accounts enter high-intent status

Sales reps see intent signals where they already work—no separate dashboard needed.

## Use Cases

<AccordionGroup>
  <Accordion title="New Account Discovery" icon="compass">
    Identify companies not in your CRM that are researching relevant topics. Expand your TAM with high-intent prospects you didn't know existed.
  </Accordion>

  <Accordion title="Account Prioritization" icon="list-ol">
    Focus sales and marketing resources on accounts showing the strongest intent signals. Let data drive your target account list.
  </Accordion>

  <Accordion title="Mid-Tier Air Cover" icon="shield-halved">
    Automatically engage B and C-tier accounts when they show intent, ensuring no opportunities slip through while reps focus on top accounts.
  </Accordion>

  <Accordion title="Timing Optimization" icon="clock">
    Reach out when accounts are actively researching, not months later when they're already deep in evaluation with competitors.
  </Accordion>

  <Accordion title="Competitive Displacement" icon="trophy">
    Detect when accounts are researching competitors and launch targeted campaigns to position your solution.
  </Accordion>

  <Accordion title="Board Reporting" icon="presentation">
    Show leadership trending topics and market interest over time. Use intent data to validate market demand and strategic direction.
  </Accordion>
</AccordionGroup>

## Best Practices

<AccordionGroup>
  <Accordion title="Start with 10-15 core topics" icon="lightbulb">
    Don't try to monitor everything. Focus on your most important product categories and top 3-5 competitors.
  </Accordion>

  <Accordion title="Combine with first-party signals" icon="merge">
    Bombora is most powerful when combined with website visits and email engagement. An account surging on Bombora topics AND visiting your pricing page is extremely high-intent.
  </Accordion>

  <Accordion title="Set appropriate thresholds" icon="sliders">
    If you have a long sales cycle, you may want to trigger on lower intent. Short cycles may require higher thresholds to focus on very active accounts.
  </Accordion>

  <Accordion title="Review topics quarterly" icon="calendar">
    As your product evolves and market language changes, refresh your topic selections to stay relevant.
  </Accordion>

  <Accordion title="Test and iterate" icon="flask">
    Start with one play triggered by Bombora intent. Measure results, then expand to more complex multi-signal plays.
  </Accordion>
</AccordionGroup>

## Viewing Bombora Data

### In Account Records

Navigate to any account in Seam to see:

* Current Bombora surge scores
* Trending topics over time
* Historical intent patterns
* How intent contributes to overall account score

### In Dashboards

View aggregate intent data across your TAM:

* Which topics are trending across all accounts
* How many accounts are in high-intent status
* Intent score distribution
* Week-over-week changes in market interest

### In Salesforce

If you have CRM sync enabled, Bombora data appears:

* As fields on account records
* In custom dashboards and reports
* In automated alerts and workflows

## Common Questions

<AccordionGroup>
  <Accordion title="How often does Bombora data update?">
    Bombora updates weekly. Seam syncs new data every week and recalculates intent scores automatically.
  </Accordion>

  <Accordion title="Can I see which specific pages or content an account viewed?">
    No. Bombora provides topic-level aggregated data, not page-level detail. For page-level tracking, use Seam's web pixel for first-party intent.
  </Accordion>

  <Accordion title="What's the difference between Bombora intent and website intent?">
    Bombora tracks research activity across third-party sites (offsite). Seam's web pixel tracks activity on your own website (onsite). Both are valuable and complement each other.
  </Accordion>

  <Accordion title="How do I know if Bombora topics are relevant?">
    Start with Seam's recommended topics based on your ICP. After 30 days, review which topics correlate with closed deals and refine your selection.
  </Accordion>

  <Accordion title="Can I track competitors?">
    Yes. You can add competitor company names as topics to see when accounts are researching alternative solutions.
  </Accordion>
</AccordionGroup>


# Unified data model
Source: https://docs.getseam.ai/guides/configuring-seam/unified-data-model

How Seam consolidates your data sources into a single unified view

<img alt="Main dashboard interface" />

Seam connects to your CRM, sales engagement tools, marketing automation platforms, data warehouses, and intent data sources, then consolidates everything into a unified data model. This gives you a single source of truth across all your GTM systems.

## How it works

When you connect data sources to Seam, we automatically:

1. **Ingest** data from each connected system
2. **Deduplicate** records across sources
3. **Enrich** with additional context and signals
4. **Unify** into five core datasets

This happens continuously—Seam syncs data every few hours so your unified view is always up to date.

## The five core datasets

<CardGroup>
  <Card title="Companies" icon="building">
    Unified company dataset

    All account-level data including firmographics, technographics, fit scores, intent signals, and engagement history.
  </Card>

  <Card title="People" icon="users">
    Unified people dataset

    All contact-level data including role, seniority, engagement activities, and buying committee membership.
  </Card>

  <Card title="Activities" icon="chart-line">
    Unified activity dataset

    All engagement activities including website visits, email opens, meeting attendance, content downloads, and ad interactions.
  </Card>

  <Card title="Opportunities" icon="sack-dollar">
    Unified opportunity dataset

    All deal data including stage, value, close date, and attribution to campaigns and touchpoints.
  </Card>

  <Card title="Users" icon="user-tie">
    Unified users dataset

    Your internal team members including reps, marketers, and their account assignments and territories.
  </Card>
</CardGroup>

## Data flow

Here's how data flows from your sources into the unified model:

```mermaid theme={null}
graph LR
    A[CRM] --> F[Unified Data Model]
    B[Sales Engagement] --> F
    C[Marketing Automation] --> F
    D[Data Warehouse] --> F
    E[Bombora Intent Data] --> F
    G[Web Pixel] --> F
    F --> H[Companies]
    F --> I[People]
    F --> J[Activities]
    F --> K[Opportunities]
    F --> L[Users]
```

## Key benefits

<AccordionGroup>
  <Accordion title="Single source of truth" icon="database">
    No more conflicting data across systems. Seam resolves duplicates and creates one unified record for each company and person.
  </Accordion>

  <Accordion title="Automatic enrichment" icon="sparkles">
    Seam enriches your unified data with intent signals, fit scores, and AI research—giving you more context than any single source provides.
  </Accordion>

  <Accordion title="Constantly updated data" icon="arrows-rotate">
    Changes in your CRM or other systems sync to Seam every few hours, and Seam pushes enriched data back to your tools.
  </Accordion>

  <Accordion title="Cross-system intelligence" icon="brain">
    Connect activities across systems. See which accounts engaged with ads, visited your website, and received outreach—all in one place.
  </Accordion>
</AccordionGroup>


# Credits & pricing
Source: https://docs.getseam.ai/guides/management/credit-system

Understanding how Seam AI credits work

## Credit-based pricing model

Seam uses a credit-based pricing model where customers purchase an annual bucket of credits that are consumed throughout the year based on platform activities.

Our approach helps customers avoid over or under-purchasing credits by basing the recommendation on actual consumption patterns during the pilot phase.

## How credit estimation works

Rather than guessing your credit needs, Seam uses a data-driven approach to right-size your annual credit bucket:

<Steps>
  <Step title="Proof of concept">
    We run a POC to understand your actual usage patterns
  </Step>

  <Step title="Connect to your systems">
    Seam integrates with your existing tech stack to gather real usage data during the pilot
  </Step>

  <Step title="Annualize the data">
    We project your yearly credit needs based on the consumption patterns from the POC
  </Step>

  <Step title="Recommend the right bucket">
    We recommend the appropriate annual credit bucket tailored to your specific use case
  </Step>
</Steps>

<Note>
  This approach ensures you're purchasing the right amount of credits—not too many, not too few—based on how you actually use the platform.
</Note>

## Need help?

If you have questions about credit consumption, pricing, or want to discuss your specific use case, contact us at [support@getseam.ai](mailto:support@getseam.ai).


# Security
Source: https://docs.getseam.ai/guides/management/security

Our commitment to data security and compliance

## Our commitment to security

At Seam AI, we strive to meet the highest level of security certification across borders and industries. We understand that trust is earned through transparent security practices and rigorous compliance standards.

Our compliance and certification programs are managed by [Drata](https://www.drata.com) and our incredible audit partners, ensuring that we maintain world-class security postures.

## Certifications and compliance

<CardGroup>
  <Card title="SOC 2 Type 2" icon="clipboard-check">
    Our comprehensive security controls are designed to protect customer data and maintain operational excellence.
  </Card>

  <Card title="GDPR" icon="shield-halved">
    We're GDPR compliant and committed to protecting the privacy rights of individuals in the European Union. [View our Data Processing Agreement (DPA)](https://docs.google.com/document/d/1cmgjADojBBbkbIt_vPagnl7SwEQqFa6CoC-N5GQiuMM/edit?tab=t.0).
  </Card>

  <Card title="CCPA" icon="scale-balanced">
    We're CCPA compliant and respect the privacy rights of California residents. [View our Data Processing Agreement (DPA)](https://docs.google.com/document/d/1cmgjADojBBbkbIt_vPagnl7SwEQqFa6CoC-N5GQiuMM/edit?tab=t.0).
  </Card>
</CardGroup>


# Users
Source: https://docs.getseam.ai/guides/management/users

Invite team members in Seam

## Inviting a new team member

To invite a new team member, click the **Invite people** button.

<Frame>
  <img alt="" />
</Frame>

## Authentication

Seam prioritizes security by using Auth0, the industry standard for identity management. We support the following login methods:

1. **Username & Password:** Log in using a standard email address and password.
2. **Google Workspace (SSO):** Log in using the Google account associated with your organization.


# ABM stages
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/abm-stages

Track where every account stands in the buying journey with Seam's ABM stage framework

Seam automatically classifies each company in your pipeline into an ABM stage based on two inputs: activity signals (what the company is doing) and CRM opportunity status (where they are in your sales process). The result is one stage per company that reflects their current level of engagement and buying intent.

## Stage hierarchy

CRM stages always override activity-based stages. Within activity stages, the highest qualifying stage wins — a company showing signals for multiple stages will be classified at the highest one.

Stages are evaluated in this order:

| Priority    | Stage          | Type     |
| ----------- | -------------- | -------- |
| 1 (highest) | Customer       | CRM      |
| 2           | Multi-Threaded | CRM      |
| 3           | Opportunity    | CRM      |
| 4           | Lost           | CRM      |
| 5           | Interested     | Activity |
| 6           | Considering    | Activity |
| 7           | Engaged        | Activity |
| 8           | Aware          | Activity |
| 9 (lowest)  | Unaware        | Activity |

A company with an open opportunity will always show as **Opportunity** or **Multi-Threaded** regardless of their activity signals.

## Stage definitions

| Stage              | Definition                                                                                                                                                         |
| ------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| **Unaware**        | No activity signals detected within the lookback window. The company has not interacted with your brand or shown relevant intent signals.                          |
| **Aware**          | Passive, indirect signals detected. The company is showing awareness of your space but hasn't directly engaged yet.                                                |
| **Engaged**        | Active, direct engagement with your brand. The company is clicking, browsing, and interacting.                                                                     |
| **Considering**    | High-intent signals indicating the company is actively evaluating your solution.                                                                                   |
| **Interested**     | Direct sales engagement signals. The company has taken actions that indicate serious buying intent.                                                                |
| **Opportunity**    | An open CRM opportunity exists with a single contact associated. The deal is single-threaded.                                                                      |
| **Multi-Threaded** | An open CRM opportunity exists with 2+ contacts associated. The deal has broader stakeholder involvement.                                                          |
| **Customer**       | The company has a Closed Won opportunity. They are now a customer.                                                                                                 |
| **Lost**           | The company has a Closed Lost opportunity with no open or won opportunities. They enter a cooldown period before re-entering the funnel based on activity signals. |

## Lookback windows

Activity signals are only counted within a rolling lookback window. The window length varies by company size to account for longer sales cycles at larger organizations — larger companies have a longer window than SMBs. Activities outside the window are ignored.

## Lost deal cooldown

When an opportunity is marked Closed Lost, the company enters a cooldown period before they can re-enter the funnel through activity signals. This prevents premature re-engagement. During cooldown, the company remains in the **Lost** stage even if new activity signals appear. The cooldown duration follows the same segment-based logic as lookback windows.

## Data available per company

Each company record includes the following ABM stage fields:

| Field                     | Description                                                             |
| ------------------------- | ----------------------------------------------------------------------- |
| **ABM Stage**             | The current stage name (e.g., Considering)                              |
| **Stage Order**           | Numeric rank for sorting and filtering                                  |
| **Stage Description**     | Natural-language explanation of why the company is in its current stage |
| **Contributing Contacts** | Number of distinct people whose activities contributed to the stage     |
| **Top 5 Activities**      | The most relevant recent activities, ranked by stage relevance          |
| **Last Active Date**      | Most recent activity timestamp                                          |
| **Segment**               | SMB, Mid-Market, or Strategic Enterprise                                |


# Audiences
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/audiences

Create dynamic segments of accounts and contacts based on fit, intent, signals, and engagement

Audiences are dynamic groups of companies and individuals that update automatically based on criteria you define. Think of them as smart account and contact reports that span across all your connected systems—not just your CRM.

## The Problem Audiences Solve

<CardGroup>
  <Card title="Fragmented Data" icon="database">
    Customer data scattered across 20+ tools. Audiences consolidate into one unified view.
  </Card>

  <Card title="Pre-Form Engagement" icon="eye">
    Most buyers decide before filling out forms. Audiences identify in-market accounts early.
  </Card>

  <Card title="Inefficient Targeting" icon="bullseye">
    Wasted effort on wrong prospects. Audiences enable precise targeting by fit and intent.
  </Card>

  <Card title="Manual Prospecting" icon="user-plus">
    Finding the right contacts takes hours. Audiences automate contact discovery.
  </Card>
</CardGroup>

## How Audiences Work

### Building an Audience

Create segments by filtering across multiple dimensions:

<Tabs>
  <Tab title="Fit & Scoring">
    * Fit Score (A, B, C, D)
    * Intent Score (Low, Medium, High)
    * Signal Score (New hires, funding, etc.)
    * Reach Score (Coverage level)
    * Buying stage (Awareness, Consideration, Purchase)
  </Tab>

  <Tab title="Engagement">
    * Website visits (pages, frequency, recency)
    * Email engagement (opens, clicks, responses)
    * Ad interactions (impressions, clicks)
    * Meeting attendance
    * Content downloads
    * Event participation
  </Tab>

  <Tab title="Account Attributes">
    * Industry and vertical
    * Company size (employees, revenue)
    * Geographic location
    * Technologies used
    * Funding stage
    * Growth indicators
  </Tab>

  <Tab title="CRM Data">
    * Opportunity stage
    * Account owner
    * Account status (customer, prospect, partner)
    * Open opportunities
    * Last activity date
    * Lead source
  </Tab>

  <Tab title="Signals">
    * New hires (specific roles)
    * Job openings
    * Funding rounds
    * Promotions
    * Champion job changes
    * Social media mentions
    * Competitor mentions
  </Tab>
</Tabs>

### Cross-System Filtering

Unlike traditional tools, Audiences filter across all connected systems simultaneously:

**Example:**

> "Companies in Salesforce that engaged with LinkedIn ads AND visited pricing page AND have A/B fit AND are not in an open opportunity AND are not competitors"

This type of complex, cross-system filtering would require custom reporting or data engineering in other platforms.

## Dynamic Updates

Audiences are not static lists—they update automatically as accounts meet or leave your criteria:

* **Account enters audience** → Triggers associated plays
* **Account exits audience** → Stops automation, moves to new audience
* **Real-time updates** → Reflects changes across all systems

<Info>
  Audiences are "living" segments that continuously update based on account behavior and attributes, ensuring your targeting stays current.
</Info>

## Common Audience Examples

<AccordionGroup>
  <Accordion title="High-Intent Website Visitors" icon="computer">
    **Criteria:**

    * Visited website in last 30 days
    * Viewed pricing or product pages
    * Fit Score: A or B
    * Not in open opportunity
    * Not a competitor

    **Use:** Immediate prospecting and outreach
  </Accordion>

  <Accordion title="Neglected High-Value Accounts" icon="circle-exclamation">
    **Criteria:**

    * Fit Score: A
    * Intent Score: Medium or High
    * Signals: Recent hiring or funding
    * Reach Score: Low (fewer than 3 contacts)
    * Last touch: Over 30 days ago

    **Use:** Alert sales team, expand coverage
  </Accordion>

  <Accordion title="Mid-Tier Air Cover" icon="cloud">
    **Criteria:**

    * Fit Score: B or C
    * Intent Score: Low to Medium
    * Not assigned to sales rep
    * Not in active opportunity

    **Use:** Automated nurture campaigns
  </Accordion>

  <Accordion title="Competitor Displacement" icon="trophy">
    **Criteria:**

    * Mentioned competitor on social media
    * Fit Score: A or B
    * Currently using competitor (from enrichment data)

    **Use:** Targeted competitive positioning campaigns
  </Accordion>

  <Accordion title="New Executive Engagement" icon="user-tie">
    **Criteria:**

    * New VP, SVP, or C-level hire detected
    * Hire is in target persona (e.g., VP Sales, CMO)
    * Fit Score: A or B
    * Hired within last 60 days

    **Use:** New executive welcome sequence
  </Accordion>

  <Accordion title="Event Follow-Up" icon="calendar">
    **Criteria:**

    * Attended webinar or conference (uploaded list)
    * Engaged during event (Q\&A, booth visit)
    * Fit Score: B or higher

    **Use:** Post-event nurture and sales routing
  </Accordion>

  <Accordion title="Ad Engagement Retargeting" icon="rectangle-ad">
    **Criteria:**

    * Clicked on LinkedIn or Google ad
    * Fit Score: A or B
    * Did not fill out form
    * Not currently in sales sequence

    **Use:** Add to retargeting campaign, find contacts to engage
  </Accordion>
</AccordionGroup>

## Integration with Plays

Audiences power automated plays by serving as triggers and filters:

**Example Workflow:**

```
Audience: "High-Intent Accounts Not Being Worked"
  ↓
Enters Play: "Auto-Prospecting & Deployment"
  ↓
Actions:
  1. Research buying committee (find 3-5 personas)
  2. Enrich contact data from 20+ providers
  3. Add to sales sequences (SalesLoft/Outreach)
  4. Push to LinkedIn matched audience
  5. Create tasks in Salesforce for assigned rep
  6. Send Slack notification to account owner
```

<Card title="Build Plays" icon="play" href="/guides/actions/plays">
  Learn how to attach audiences to automated plays
</Card>

### Always-On vs. One-Off Plays

* **Always-On Plays:** Continuously monitor audience, trigger actions as accounts enter
* **One-Off Plays:** Run once on current audience members (e.g., event follow-up)

## Tiered Account Strategies

Use audiences to implement tiered ABM strategies:

<Tabs>
  <Tab title="Tier 1: Strategic ABM">
    **Audience Criteria:**

    * Fit Score: A
    * Revenue potential: High
    * Strategic importance: Named accounts

    **Engagement:**

    * Direct sales ownership
    * Personalized campaigns
    * Multi-threaded outreach
    * Custom content and events
  </Tab>

  <Tab title="Tier 2: Scaled ABM">
    **Audience Criteria:**

    * Fit Score: A or B
    * Revenue potential: Medium
    * Intent Score: Medium or High

    **Engagement:**

    * Sales-assisted with marketing automation
    * Targeted campaigns by segment
    * Automated multi-touch sequences
    * Industry-specific content
  </Tab>

  <Tab title="Tier 3: Programmatic ABM">
    **Audience Criteria:**

    * Fit Score: B or C
    * Revenue potential: Lower
    * Volume: Hundreds to thousands

    **Engagement:**

    * Fully automated campaigns
    * Generic but relevant messaging
    * Nurture until intent increases
    * Automated lead scoring
  </Tab>
</Tabs>

Different tiers receive different levels of human touch and personalization based on their potential value.

## Multi-Channel Deployment

Push audiences to your execution systems:

<CardGroup>
  <Card title="CRM Systems" icon="database">
    Salesforce, HubSpot - Create records, update fields, assign owners
  </Card>

  <Card title="Sales Engagement" icon="envelope">
    SalesLoft, Outreach - Add to sequences, create tasks
  </Card>

  <Card title="Ad Platforms" icon="rectangle-ad">
    LinkedIn Ads, Google Ads - Build matched audiences
  </Card>

  <Card title="Marketing Automation" icon="paper-plane">
    Marketo, HubSpot - Trigger campaigns, update lists
  </Card>
</CardGroup>

This enables coordinated multi-channel engagement from a single audience definition.

## Data Sources

Audiences aggregate data from all connected systems:

| Category                 | Sources                                |
| ------------------------ | -------------------------------------- |
| **CRM**                  | Salesforce, HubSpot                    |
| **Marketing Automation** | Marketo, HubSpot, Pardot               |
| **Sales Engagement**     | SalesLoft, Outreach, Apollo            |
| **Ad Platforms**         | LinkedIn Ads, Google Ads               |
| **Web Tracking**         | Seam web pixel (IP de-anonymization)   |
| **Intent Data**          | Bombora (offsite keyword intent)       |
| **Contact Data**         | ZoomInfo, Apollo, Lucia, 20+ providers |
| **Social Listening**     | LinkedIn activity monitoring           |
| **Enrichment**           | Firmographic and technographic data    |

<Card title="Connect Data Sources" icon="plug" href="/guides/configuring-seam/connections">
  View all available integrations
</Card>

## Use Cases

<AccordionGroup>
  <Accordion title="Automated Prospecting for High-Intent Accounts" icon="magnifying-glass">
    **Goal:** Engage accounts showing buying signals before competitors

    **Audience:** High fit + high intent + not in opportunity

    **Actions:** Find contacts, enrich data, route to sales, deploy to sequences

    **Result:** Speed to signal - act on interest within hours, not days
  </Accordion>

  <Accordion title="Event Lead Processing" icon="ticket">
    **Goal:** Efficiently process and route conference/webinar attendees

    **Audience:** Upload CSV list, enrich with fit and intent data

    **Actions:** Score for fit, route high-fit to sales, others to nurture

    **Result:** Automated follow-up for hundreds of leads without manual work
  </Accordion>

  <Accordion title="Regional Automation" icon="globe">
    **Goal:** Cover markets without local sales resources

    **Audience:** Accounts in LATAM, APAC, or EMEA with medium/high intent

    **Actions:** Automated localized campaigns, escalate to regional partner when hot

    **Result:** Global coverage without hiring in every region
  </Accordion>

  <Accordion title="Champion Tracking" icon="star">
    **Goal:** Follow customers when they move to new companies

    **Audience:** Previous customers who changed jobs + new company is A/B fit

    **Actions:** Alert sales, trigger congratulatory outreach, fast-track evaluation

    **Result:** Convert one customer into multiple by following champions
  </Accordion>

  <Accordion title="Competitive Displacement" icon="sword">
    **Goal:** Target accounts using competitors

    **Audience:** Social mentions of competitors + fit score A/B + not customers

    **Actions:** Deploy comparison content, trigger SDR outreach with competitive talking points

    **Result:** Insert yourself into active evaluations
  </Accordion>

  <Accordion title="Customer Expansion" icon="arrow-up-right-dots">
    **Goal:** Identify upsell/cross-sell opportunities

    **Audience:** Existing customers + product usage signals + account health score high

    **Actions:** Route to account manager, trigger expansion conversations

    **Result:** Systematic expansion motion across customer base
  </Accordion>
</AccordionGroup>

## ABM Capabilities

Audiences enable comprehensive account-based marketing:

### Account Prioritization

Score and rank accounts based on multiple dimensions, giving sales clear target lists.

### Buying Committee Identification

Define target personas (VP Marketing, Director of Ops), automatically prospect for these roles within target accounts.

### Multi-Threaded Outreach

Engage multiple contacts within an account simultaneously with coordinated messaging.

### Account Lifecycle Management

Deploy different plays based on account stage (awareness → consideration → decision).

### Integrated Campaign Orchestration

Coordinate ads, email, and sales outreach for target accounts across all channels.

<Info>
  Seam competes with legacy ABM platforms like 6sense and Demandbase, but offers faster setup, easier orchestration, and unified data without complex configurations.
</Info>

## Best Practices

<AccordionGroup>
  <Accordion title="Start with clear use cases" icon="lightbulb">
    Don't try to build every possible audience at once. Start with 3-5 high-value use cases and prove ROI before expanding.
  </Accordion>

  <Accordion title="Layer filters strategically" icon="layer-group">
    Always include Fit Score as a base filter. Only engage accounts that match your ICP, regardless of intent or signals.
  </Accordion>

  <Accordion title="Use exclusions" icon="ban">
    Exclude competitors, existing customers (unless targeting expansion), and accounts in late-stage opportunities to avoid noise.
  </Accordion>

  <Accordion title="Test before scaling" icon="flask">
    Start with smaller audiences (50-100 accounts) to validate messaging and conversion before scaling to thousands.
  </Accordion>

  <Accordion title="Monitor audience size" icon="chart-line">
    Audiences that are too small (under 20 accounts) may not justify automation. Too large (over 10,000) may lack specificity.
  </Accordion>

  <Accordion title="Review and refine monthly" icon="calendar">
    Check which audiences generate the most pipeline. Refine criteria based on conversion data.
  </Accordion>

  <Accordion title="Name audiences clearly" icon="tag">
    Use descriptive names: "High-Intent\_A-Fit\_WebVisitors\_30d" is better than "Website Audience 1"
  </Accordion>
</AccordionGroup>

## Common Questions

<AccordionGroup>
  <Accordion title="How is this different from a Salesforce report?">
    Audiences pull data from all connected systems (20+ tools), not just CRM. They also automatically prospect contacts and trigger actions, which reports cannot do.
  </Accordion>

  <Accordion title="Can I export audiences?">
    Yes. Export to CSV or sync to your CRM, data warehouse, or other systems via native integrations.
  </Accordion>

  <Accordion title="How often do audiences update?">
    Real-time for most data sources. Website visits, email engagement, and CRM changes update immediately. Some third-party data (like Bombora) updates weekly.
  </Accordion>

  <Accordion title="Can I create audiences of people, not just companies?">
    Yes. You can filter by person-level attributes (title, seniority, engagement) to create contact-level audiences.
  </Accordion>

  <Accordion title="What happens when an account leaves an audience?">
    Depends on your play configuration. You can stop automation, move them to a different play, or take no action. It's customizable.
  </Accordion>

  <Accordion title="How many audiences can I create?">
    No hard limit. Most customers maintain 10-30 active audiences covering different segments and use cases.
  </Accordion>
</AccordionGroup>


# Fit score
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/fit-score

AI-powered account scoring that identifies which companies match your ICP

Fit Score evaluates how well accounts align with your Ideal Customer Profile (ICP). Unlike traditional scoring that relies on static firmographics, Fit Score uses AI agents to research accounts and answer custom questions that aren't stored in your CRM.

## How it works

Seam uses a two-agent system to score accounts:

1. **Research agent** - Investigates the account across multiple data sources (CRM, LinkedIn, company websites, public data)
2. **Evaluation agent** - Reviews findings against your criteria and assigns a grade with explanation

This process takes 30-60 seconds per account and produces a letter grade (A, B, C, or D) with a detailed explanation.

## Grading system

| Grade | Meaning                                         | Action                               |
| ----- | ----------------------------------------------- | ------------------------------------ |
| **A** | Perfect fit - strongly matches all ICP criteria | Top priority for sales and marketing |
| **B** | Good fit - matches most criteria                | Strong candidate for engagement      |
| **C** | Partial fit - matches some criteria             | Lower priority or nurture track      |
| **D** | Poor fit - does not match ICP                   | Exclude from active campaigns        |

<Info>
  **Why letters instead of numbers?** Sales teams don't need to debate whether a 92 is better than an 88. Simple A/B/C/D grades make prioritization clear and actionable.
</Info>

## Using fit score in plays

Fit Score acts as a filter in automated plays to ensure you only engage good-fit accounts.

**Example play: New Funding Outreach**

```
Trigger: Account raises Series B funding
  ↓
Filter: Fit Score = A or B?
  ↓ YES
Actions:
  - Research and find 3 buying committee members
  - Enrich contact data
  - Add to congratulatory email sequence
  - Notify assigned SDR

Filter: Fit Score = C or D?
  ↓ NO
Skip - don't waste resources on poor-fit accounts
```

This prevents wasting:

* ✅ Marketing budget on wrong targets
* ✅ SDR time on low-potential accounts
* ✅ Email sends on non-ICP companies

<Card title="Build Plays with Fit Filters" icon="play" href="/guides/actions/plays">
  Learn how to configure plays using Fit Score
</Card>

## Multi-dimensional scoring

Fit Score is one dimension in Seam's comprehensive scoring model:

| Score type  | What it measures                 | Timeframe         |
| ----------- | -------------------------------- | ----------------- |
| **Fit**     | ICP alignment (foundational)     | Static/Stable     |
| **Intent**  | Buying signals, topic research   | Dynamic/Momentary |
| **Signals** | Trigger events (hiring, funding) | Dynamic/Momentary |
| **Reach**   | Contact availability and quality | Static/Stable     |

**Key distinction:** Fit Score is foundational and stable—it measures whether a company is fundamentally a good target. Intent and Signals scores tell you *when* a good-fit account is heating up.

<CardGroup>
  <Card title="Intent Scoring" icon="radar" href="/guides/monitoring-and-intelligence/intent">
    Track buying signals and research activity
  </Card>

  <Card title="Signal Monitoring" icon="signal" href="/guides/monitoring-and-intelligence/signals">
    Monitor trigger events across accounts
  </Card>
</CardGroup>

## Best practices

<AccordionGroup>
  <Accordion title="Start with closed-won patterns" icon="trophy">
    Analyze your best customers and translate their characteristics into criteria. What do your A+ customers have in common?
  </Accordion>

  <Accordion title="Be specific, not broad" icon="crosshairs">
    "Does this company have a dedicated data engineering team?" is better than "Does this company care about data?"
  </Accordion>

  <Accordion title="Include disqualification criteria" icon="ban">
    Define what makes an account NOT a fit. Competitors, wrong industries, or accounts too small/large.
  </Accordion>

  <Accordion title="Define good, partial, and bad answers" icon="list-check">
    For each criterion, specify what constitutes a strong yes, a partial match, and a no. This helps the evaluation agent grade accurately.
  </Accordion>

  <Accordion title="Iterate based on results" icon="rotate">
    After scoring your first 100-200 accounts, review the grades. Are the right accounts getting A/B scores? Refine criteria if needed.
  </Accordion>

  <Accordion title="Use Fit Score with other signals" icon="layer-group">
    Combine Fit Score with Intent and Signals. An A-fit account with high intent is your hottest opportunity.
  </Accordion>
</AccordionGroup>

## Limitations & considerations

<AccordionGroup>
  <Accordion title="Processing time" icon="clock">
    Scoring takes 30-60 seconds per account. Not suitable for real-time scoring during inbound form submissions.
  </Accordion>

  <Accordion title="Requires CRM presence" icon="database">
    Accounts must exist in your CRM (Salesforce/HubSpot) to be scored. Seam doesn't discover net-new accounts via Fit Score.
  </Accordion>

  <Accordion title="Data provider limitations" icon="triangle-exclamation">
    Research quality depends on publicly available data. Highly private companies or niche industries may have limited information.
  </Accordion>

  <Accordion title="Best for larger TAMs" icon="expand">
    Most valuable for companies with 1,000+ potential accounts. Less critical if you have 50 well-known target accounts.
  </Accordion>

  <Accordion title="Not for customer enrichment" icon="info">
    Fit Score produces a grade + explanation. If you need specific data points (e.g., "number of retail locations") stored as fields, use enrichment plays instead.
  </Accordion>
</AccordionGroup>

## Common questions

<AccordionGroup>
  <Accordion title="How often should I re-score accounts?">
    Most customers re-score quarterly or when significant company changes occur (funding, acquisition, leadership changes). Fit Score is relatively stable over time.
  </Accordion>

  <Accordion title="Can I score accounts that aren't in my CRM yet?">
    Not directly. Upload accounts to your CRM first, then run Fit Score. Alternatively, use Seam's TAM building features to discover and score accounts simultaneously.
  </Accordion>

  <Accordion title="What if an account's score changes?">
    Scores can change if the company evolves (e.g., grows from 200 to 600 employees, launches APIs). Re-score periodically to keep data fresh.
  </Accordion>

  <Accordion title="Can I see the research sources?">
    Yes. Seam shows which data sources informed each criterion's answer, providing transparency into how grades are determined.
  </Accordion>

  <Accordion title="What happens if research can't answer a criterion?">
    The evaluation agent will note that information is unavailable. You can choose whether unavailable data should impact the grade or be ignored.
  </Accordion>
</AccordionGroup>


# Intent
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/intent

Identify accounts actively engaging with your brand and researching your space

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:

<Tabs>
  <Tab title="First-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
  </Tab>

  <Tab title="Third-Party Intent">
    **Offsite signals from external sources:**

    * **Bombora** - Topic research across B2B web
    * **Social listening** - LinkedIn and Twitter mentions
    * **IP-to-company** - Multiple providers in waterfall
    * **Data providers** - ZoomInfo, Apollo, Lucia, 20+ others
  </Tab>
</Tabs>

<Card title="Configure Bombora Intent" icon="signal-stream" href="/guides/configuring-seam/bombora">
  Set up third-party intent tracking with Bombora
</Card>

## Intent Scoring

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

### 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)

### Transparent Scoring

Unlike black-box solutions, Seam shows exactly which activities contributed to an account's intent score:

<Frame>
  <img alt="Intent score breakdown showing all signals" />
</Frame>

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

<CardGroup>
  <Card title="Website De-anonymization" icon="eye">
    Identify companies visiting your website before they fill out forms using multiple IP-to-company providers
  </Card>

  <Card title="Social Listening" icon="hashtag">
    Monitor LinkedIn and Twitter for keyword mentions, competitor references, and engagement with your content
  </Card>

  <Card title="Offsite Research Tracking" icon="globe">
    Track topics accounts are researching across the B2B web via Bombora intent data
  </Card>

  <Card title="Buying Stage Detection" icon="stairs">
    Determine where accounts are in the buying journey (awareness, consideration, purchase) using AI
  </Card>

  <Card title="Multi-Channel Aggregation" icon="layer-group">
    Combine engagement from website, email, ads, sales, and events into one unified view
  </Card>

  <Card title="Real-Time Updates" icon="bolt">
    Intent scores update continuously as new engagement occurs
  </Card>
</CardGroup>

## Website Visitor Tracking

### How It Works

Install Seam's web pixel on your site to capture anonymous visitors:

```html theme={null}
<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.

<Card title="Install Web Pixel" icon="code" href="/guides/configuring-seam/web-pixel">
  Step-by-step guide to implementing website tracking
</Card>

### 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

<Warning>
  Website tracking identifies companies, not individuals. Use this for account-level intent, not person-level tracking.
</Warning>

## 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

<Tabs>
  <Tab title="A/B Tier Accounts">
    **Strategic ABM**

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

  <Tab title="Mid-Tier Accounts">
    **Automated Air Cover**

    * Automated plays triggered by intent
    * Scaled engagement across hundreds of accounts
    * Generic but relevant messaging
    * Ensure no high-intent account gets ignored
  </Tab>

  <Tab title="Low-Tier Accounts">
    **Nurture Programs**

    * Drip campaigns and content marketing
    * Monitor for intent spikes
    * Promote when intent increases
  </Tab>
</Tabs>

### 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

<Card title="Build Multi-Contact Plays" icon="users" href="/guides/actions/plays">
  Learn how to engage buying committees automatically
</Card>

## Common Use Cases

<AccordionGroup>
  <Accordion title="Website Visitor Engagement" icon="computer">
    **Trigger:** Company visits website 3+ times or views high-intent pages

    **Action:** Automatically prospect contacts and add to outreach sequence

    **Benefit:** Engage interested accounts before they contact competitors
  </Accordion>

  <Accordion title="Event Follow-Up" icon="calendar">
    **Trigger:** Account attends webinar or conference

    **Action:** Monitor for additional intent signals, trigger nurture campaign

    **Benefit:** Convert event interest into pipeline opportunities
  </Accordion>

  <Accordion title="Competitor Monitoring" icon="trophy">
    **Trigger:** Account mentions competitors on social media

    **Action:** Alert sales rep, trigger competitive positioning content

    **Benefit:** Insert yourself into active evaluations
  </Accordion>

  <Accordion title="Re-Engagement" icon="rotate">
    **Trigger:** Previously engaged account returns to website after 90+ days

    **Action:** Notify assigned rep, add to re-engagement sequence

    **Benefit:** Revive dormant opportunities when timing improves
  </Accordion>

  <Accordion title="International Expansion" icon="globe">
    **Trigger:** Intent signals from new geographic regions

    **Action:** Route to regional sales teams, localized messaging

    **Benefit:** Scale global coverage without hiring locally immediately
  </Accordion>
</AccordionGroup>

## 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.

<Card title="Build Audiences" icon="users" href="/guides/monitoring-and-intelligence/audiences">
  Learn how to segment accounts by intent
</Card>

## 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
```

<Card title="Configure Intent Plays" icon="play" href="/guides/actions/plays">
  Set up automated workflows triggered by intent
</Card>

## 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

## Best Practices

<AccordionGroup>
  <Accordion title="Combine with Fit Score" icon="layer-group">
    Intent is most powerful when filtered by Fit. Don't chase every website visitor—focus on high-intent accounts that match your ICP.
  </Accordion>

  <Accordion title="Set appropriate thresholds" icon="sliders">
    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).
  </Accordion>

  <Accordion title="Track high-intent pages" icon="star">
    Not all pages indicate equal intent. Pricing, product comparison, and demo pages signal stronger intent than blog posts or careers pages.
  </Accordion>

  <Accordion title="Monitor recency and frequency" icon="clock">
    An account visiting once 6 months ago is different from 5 visits this week. Weight recent, repeated engagement higher.
  </Accordion>

  <Accordion title="Use multi-channel signals" icon="chart-network">
    The strongest intent comes from multiple channels. Website visits + email engagement + social activity = very high intent.
  </Accordion>

  <Accordion title="Act quickly on spikes" icon="bolt">
    Intent is perishable. When an account shows sudden increased activity, engage within 24-48 hours before momentum fades.
  </Accordion>
</AccordionGroup>

## Implementation Checklist

<Steps>
  <Step title="Install Web Pixel">
    Add Seam's tracking snippet to your website to capture visitor data
  </Step>

  <Step title="Connect Marketing Systems">
    Integrate email platforms, ad platforms, and marketing automation
  </Step>

  <Step title="Enable Bombora (Optional)">
    Add third-party intent data for offsite research tracking
  </Step>

  <Step title="Define High-Intent Actions">
    Identify which pages and activities indicate strong buying intent
  </Step>

  <Step title="Set Intent Thresholds">
    Configure what constitutes low/medium/high intent for your business
  </Step>

  <Step title="Create Intent Audiences">
    Build dynamic segments based on intent signals
  </Step>

  <Step title="Launch Intent Plays">
    Automate engagement when accounts cross intent thresholds
  </Step>
</Steps>

## 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

<AccordionGroup>
  <Accordion title="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.
  </Accordion>

  <Accordion title="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.
  </Accordion>

  <Accordion title="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.
  </Accordion>

  <Accordion title="Does intent replace lead forms?">
    No. Intent identifies anonymous research activity. Forms still capture specific individuals expressing interest. Use both together for comprehensive coverage.
  </Accordion>

  <Accordion title="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.
  </Accordion>

  <Accordion title="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.
  </Accordion>
</AccordionGroup>


# Personas
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/personas

Define target roles and automatically find the right contacts within your accounts

Personas are defined groupings of target roles and titles that represent the buying committees or decision-makers you want to engage. They answer the question: **"WHO should we talk to at each account?"**

## What Are Personas?

Personas help you identify and target the right individuals within accounts by defining:

* **Job titles** - Specific roles you want to reach (e.g., "VP of Sales", "Director of Marketing")
* **Seniority levels** - Minimum level required (e.g., Director+, VP and above)
* **Keywords** - Terms that appear in LinkedIn profiles for further refinement
* **Exclusions** - Titles or keywords to avoid (e.g., exclude "Content Marketing" when targeting "Marketing")

<Info>
  **Example:** A "Revenue Operations" persona might include titles like "VP of RevOps", "Director of Sales Operations", and "Head of Revenue Enablement" while excluding "Marketing Operations" and "IT Operations".
</Info>

## How Personas Fit Into Seam

Personas work with other intelligence features to complete the targeting picture:

```
Fit Scoring → Which ACCOUNTS to target?
     ↓
Intent/Signals → WHEN to engage?
     ↓
Personas → WHO to engage?
     ↓
Plays → HOW to engage?
```

**Example Flow:**

1. **Fit Score** identifies Company X as an A-fit account
2. **Intent Signal** detects they visited pricing page 5 times
3. **Personas** define which roles to target (CMO, VP Demand Gen, Director Growth)
4. **Play** automatically finds those people, enriches their data, and adds to sequence

<Card title="Build Plays with Personas" icon="play" href="/guides/actions/plays">
  Learn how personas power automated workflows
</Card>

## Configuring Personas

### Title-Based Targeting

Define personas using specific job titles:

**Example: Data Engineering Persona**

* Include: "VP of Data", "Head of Data Engineering", "Director of Analytics", "Chief Data Officer"
* Exclude: "Data Analyst", "Junior Data Engineer"
* Seniority: Director and above

**Example: Growth Marketing Persona**

* Include: "VP of Growth", "Director of Demand Generation", "Head of Growth Marketing"
* Exclude: "Product Marketing", "Content Marketing", "Brand Marketing"
* Seniority: Manager and above

### Keyword Matching

Add keywords that appear in LinkedIn profiles to refine targeting:

**Example: RevOps Persona**

* Titles: "VP RevOps", "Director Revenue Operations"
* Keywords: "Salesforce admin", "revenue architecture", "sales operations"
* Exclude Keywords: "customer success operations", "support operations"

This catches people with non-standard titles who still match your target profile.

### Priority Ordering

Order personas by importance to your business:

1. **Priority 1:** VP of Sales (highest value, hardest to reach)
2. **Priority 2:** Director of Sales Operations (strong influence)
3. **Priority 3:** Sales Development Manager (user/champion)

When Seam prospects, it fills contacts in priority order until reaching your specified limit per account.

### Contact Limits

Set how many people to find per account:

* **High-value accounts (Tier 1):** 5-7 contacts across all personas
* **Mid-tier accounts (Tier 2):** 3-5 contacts
* **Programmatic accounts (Tier 3):** 1-2 contacts

More contacts = better buying committee coverage but higher costs (credits per contact).

<Tip>
  Start with 3 contacts per account. This ensures you're not single-threaded but keeps costs manageable.
</Tip>

## Automated Prospecting

When triggers fire, Seam automatically prospects for contacts matching your personas:

<Steps>
  <Step title="Trigger Occurs">
    Account visits website, shows intent, or signal fires
  </Step>

  <Step title="Persona Matching">
    Seam searches for people matching persona criteria at that account
  </Step>

  <Step title="Multi-Provider Enrichment">
    Uses 20+ data providers in waterfall approach to find best contact info
  </Step>

  <Step title="Data Validation">
    Validates emails and phone numbers for deliverability
  </Step>

  <Step title="Deployment">
    Pushes contacts to CRM, sales sequences, and ad platforms
  </Step>
</Steps>

This happens automatically—no manual list building or contact searching required.

## Use Cases

<AccordionGroup>
  <Accordion title="Website Visitor Outreach" icon="computer">
    **Scenario:** High-fit company visits your pricing page

    **Personas Triggered:** CMO, VP Marketing, Director Demand Gen

    **Actions:**

    * Seam identifies the company
    * Automatically finds 3-5 people matching personas
    * Enriches with emails and phone numbers
    * Adds to targeted outreach sequence
    * Pushes to LinkedIn matched audience

    **Result:** Engage buying committee within hours of website visit
  </Accordion>

  <Accordion title="Intent-Based Buying Committee" icon="users">
    **Scenario:** Account shows high Bombora intent on relevant topics

    **Personas Triggered:** Multiple personas across buying committee

    **Actions:**

    * Find executive sponsor (CRO, VP Sales)
    * Find economic buyer (CFO, VP Finance)
    * Find champion (Director RevOps, Sales Manager)
    * Find technical evaluator (Sales Ops Analyst)

    **Result:** Multi-threaded engagement across decision-makers
  </Accordion>

  <Accordion title="Job Change Triggers" icon="briefcase">
    **Scenario:** Target persona gets promoted or changes companies

    **Personas Matched:** Based on their new title

    **Actions:**

    * Detect job change signal
    * Verify new company is A/B fit
    * Automatically initiate congratulatory outreach
    * Add to new executive sequence

    **Result:** Leverage warm relationship at new company
  </Accordion>

  <Accordion title="Mid-Tier Account Air Cover" icon="cloud">
    **Scenario:** B/C-fit accounts showing intent but not worth AE time

    **Personas Triggered:** Primary decision-maker only (1-2 contacts)

    **Actions:**

    * Find highest-priority persona only
    * Add to automated nurture sequence
    * No manual sales follow-up required

    **Result:** Coverage on hundreds of accounts without SDR time
  </Accordion>

  <Accordion title="Event Follow-Up" icon="calendar">
    **Scenario:** Conference attendee list needs follow-up

    **Personas Triggered:** Based on attendee titles

    **Actions:**

    * Match attendees to defined personas
    * Enrich with additional buying committee members
    * Route high-priority personas to sales
    * Route others to nurture

    **Result:** Systematic, persona-based event follow-up
  </Accordion>

  <Accordion title="Expansion into Existing Customers" icon="arrow-up-right-dots">
    **Scenario:** Customer showing usage patterns indicating upsell potential

    **Personas Triggered:** Different personas than original sale

    **Actions:**

    * Find new stakeholders (e.g., CFO for enterprise deal)
    * Find additional departments (e.g., Marketing after selling to Sales)
    * Route to account manager for expansion conversation

    **Result:** Systematic account expansion motion
  </Accordion>
</AccordionGroup>

## Integration Points

Personas integrate throughout the Seam platform:

| Integration          | How Personas Are Used                                 |
| -------------------- | ----------------------------------------------------- |
| **Onboarding**       | Configured during initial setup with CSM guidance     |
| **AI Prospecting**   | Automatically finds contacts matching criteria        |
| **Plays**            | Triggers target specific personas when conditions met |
| **Enrichment**       | Sources emails and phone numbers for matched personas |
| **CRM Sync**         | Pushes persona-matched contacts to Salesforce/HubSpot |
| **Ad Platforms**     | Deploys personas into LinkedIn matched audiences      |
| **Sales Engagement** | Routes to SalesLoft, Outreach, or other tools         |

## Multi-Provider Enrichment

Seam uses a waterfall approach with 20+ data providers to ensure the best contact data:

<Steps>
  <Step title="Primary Provider">
    Try highest-accuracy source first (e.g., ZoomInfo)
  </Step>

  <Step title="Secondary Providers">
    If no data found, try next provider (e.g., Apollo)
  </Step>

  <Step title="Tertiary Sources">
    Continue through provider list (Lucia, Cognism, etc.)
  </Step>

  <Step title="Best Result">
    Return highest-confidence email and phone number
  </Step>
</Steps>

This ensures comprehensive coverage across:

* Geographic regions (US, EMEA, APAC, LatAm)
* Company sizes (SMB to Enterprise)
* Industries and verticals
* Public vs. private companies

<Card title="View Data Providers" icon="database" href="/guides/configuring-seam/connections">
  See all available enrichment sources
</Card>

## Best Practices

<AccordionGroup>
  <Accordion title="Start with 3-5 core personas" icon="users">
    Don't try to define every possible role. Focus on the 3-5 most important personas for your sales cycle. You can always add more later.
  </Accordion>

  <Accordion title="Use exclusions liberally" icon="ban">
    Be specific about what to exclude. "Marketing" is too broad if you only want demand gen—exclude "Product Marketing", "Content Marketing", "Brand Marketing", etc.
  </Accordion>

  <Accordion title="Align with your sales team" icon="handshake">
    Ask sales: "Who do you want to talk to?" Base personas on roles that actually convert, not theoretical buying committees.
  </Accordion>

  <Accordion title="Match personas to account tier" icon="chart-pyramid">
    * **A-tier accounts:** All personas (5-7 contacts)
    * **B-tier accounts:** Primary personas (3-4 contacts)
    * **C-tier accounts:** Single persona (1-2 contacts)
  </Accordion>

  <Accordion title="Set appropriate seniority filters" icon="ranking-star">
    For enterprise sales, Director+ makes sense. For SMB sales, Manager+ may be appropriate. Match seniority to your deal size.
  </Accordion>

  <Accordion title="Review and refine quarterly" icon="calendar">
    Check which personas are converting. If "VP Marketing" never responds but "Director Demand Gen" does, adjust priorities.
  </Accordion>

  <Accordion title="Use keywords for niche roles" icon="magnifying-glass">
    If you sell to a specific niche (e.g., "revenue operations"), keywords help find people with non-standard titles who still fit the role.
  </Accordion>
</AccordionGroup>

## Configuration Tips

### Similar to LinkedIn Sales Navigator

Persona configuration works like LinkedIn Sales Navigator search:

<Tabs>
  <Tab title="Job Titles">
    Enter specific titles you want to target, just like in Sales Navigator's title field
  </Tab>

  <Tab title="Keywords">
    Add profile keywords that indicate the right role, similar to keyword search
  </Tab>

  <Tab title="Seniority">
    Filter by level (Entry, Manager, Director, VP, C-Level)
  </Tab>

  <Tab title="Exclusions">
    Remove unwanted roles, just like negative keywords
  </Tab>
</Tabs>

If you're comfortable with Sales Navigator, you'll find persona configuration intuitive.

### Common Persona Examples

<AccordionGroup>
  <Accordion title="Revenue Operations">
    **Include:** VP RevOps, Director Revenue Operations, Head of Sales Operations, Revenue Enablement Manager

    **Exclude:** Marketing Operations, Customer Success Operations

    **Keywords:** Salesforce, revenue architecture, GTM operations

    **Seniority:** Manager and above
  </Accordion>

  <Accordion title="Demand Generation">
    **Include:** VP Demand Gen, Director Demand Generation, Head of Growth Marketing, Lead Gen Manager

    **Exclude:** Product Marketing, Content Marketing, Brand Marketing

    **Keywords:** ABM, pipeline generation, MQL, SQL

    **Seniority:** Manager and above
  </Accordion>

  <Accordion title="Data Engineering">
    **Include:** VP Data, Head of Data Engineering, Director Analytics, Chief Data Officer

    **Exclude:** Data Analyst, BI Analyst, Junior Data Engineer

    **Keywords:** data infrastructure, data platform, ETL, data pipelines

    **Seniority:** Director and above
  </Accordion>

  <Accordion title="Sales Leadership">
    **Include:** CRO, VP Sales, SVP Revenue, Head of Sales, Director Sales

    **Exclude:** Sales Engineer, Sales Operations

    **Keywords:** quota, sales team, revenue growth

    **Seniority:** Director and above
  </Accordion>
</AccordionGroup>

## Common Questions

<AccordionGroup>
  <Accordion title="How many personas should I create?">
    Start with 3-5 core personas that represent your typical buying committee. Most customers maintain 5-10 personas total across different segments.
  </Accordion>

  <Accordion title="Can I have different personas for different account segments?">
    Yes. You can define different persona sets for enterprise vs. SMB, different industries, or different product lines. Each play can target specific persona combinations.
  </Accordion>

  <Accordion title="What if a persona title doesn't exist at a small company?">
    Seam will find the closest match based on your criteria. At a 20-person company, you might get "Head of Marketing" instead of "VP Marketing" if that's the most senior marketing role.
  </Accordion>

  <Accordion title="Do personas consume credits?">
    Yes. Each contact found and enriched consumes credits. Setting appropriate contact limits per account helps manage costs.
  </Accordion>

  <Accordion title="Can I update personas after configuration?">
    Absolutely. Personas should be refined over time based on which roles actually convert. Update them in your settings and new plays will use the updated definitions.
  </Accordion>

  <Accordion title="How does Seam handle companies with non-standard titles?">
    Keywords help catch non-standard titles. For example, "Growth Hacker" might not include "Marketing" in the title, but keywords like "demand gen" and "pipeline" help identify them.
  </Accordion>
</AccordionGroup>


# Reach
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/reach

Measure outbound engagement and identify coverage gaps across your target accounts

Reach measures the extent of your team's outbound engagement with an account. While Fit, Intent, and Signals help you identify *who* to target and *when*, Reach answers a different question: **"Are we actually working this account?"**

## The Four Dimensions

Reach is the fourth dimension in Seam's comprehensive account scoring:

| Dimension   | Question It Answers                                 |
| ----------- | --------------------------------------------------- |
| **Fit**     | Is this account a good target for us? (ICP match)   |
| **Intent**  | Are they interacting with us? (Inbound signals)     |
| **Signals** | Are there external opportunities? (Buying triggers) |
| **Reach**   | Are we reaching out to them? (Outbound coverage)    |

<Info>
  **The Power of Four Dimensions:** "High fit, high intent accounts showing signals that no one's reaching out to. That's your list right there."
</Info>

## Reach vs. Intent: A Critical Distinction

Many people confuse Reach with Intent. Here's the difference:

| Intent (Inbound)                       | Reach (Outbound)                         |
| -------------------------------------- | ---------------------------------------- |
| **Are they engaging with you?**        | **Are you engaging with them?**          |
| Website visits, email opens, ad clicks | Emails sent, calls made, sequences added |
| Shows buyer interest                   | Shows seller coverage                    |
| Measures their activity                | Measures your activity                   |
| Marketing & sales receive engagement   | Marketing & sales create engagement      |

<Warning>
  Don't mistake high Intent for high Reach! An account visiting your website 10 times (high Intent) but receiving zero outreach (zero Reach) represents a missed opportunity.
</Warning>

## How Reach Is Measured

Reach evaluates engagement across two dimensions:

<Tabs>
  <Tab title="Breadth">
    **How wide is your coverage?**

    * How many people at the account are you engaging?
    * Are you reaching multiple contacts across the buying committee?
    * Is it single-threaded or multi-threaded?

    **Example:**

    * **Low Breadth:** Only reaching 1 contact
    * **High Breadth:** Engaging 5-7 buying committee members
  </Tab>

  <Tab title="Depth">
    **How intensive is your engagement?**

    * How many touchpoints per contact?
    * What's the frequency of engagement?
    * Is engagement consistent or sporadic?

    **Example:**

    * **Low Depth:** 1-2 emails sent
    * **High Depth:** 10+ touchpoints (emails, calls, LinkedIn)
  </Tab>
</Tabs>

### Sales vs. Marketing Coverage

Reach also distinguishes between:

* **Sales engagement** - SDR emails, calls, meetings, sequence touches
* **Marketing engagement** - Campaigns, ads, nurture sequences, content sends

The best coverage combines both for coordinated multi-channel engagement.

## Data Sources

Reach aggregates outbound activity from your GTM systems:

| Category                 | Sources                                         |
| ------------------------ | ----------------------------------------------- |
| **Sales Engagement**     | SalesLoft, Outreach, HubSpot sequences          |
| **CRM**                  | Salesforce, HubSpot (activities, tasks, emails) |
| **Marketing Automation** | Marketo, HubSpot (campaign touches)             |
| **Email**                | Tracked emails sent to contacts                 |
| **Meetings**             | Calendar integrations, meeting records          |
| **Ads**                  | LinkedIn Ads, Google Ads (audience membership)  |

<Note>
  If your CRM or sales engagement tool records an email as sent, Seam counts it toward Reach. This ensures comprehensive tracking of all outbound efforts.
</Note>

## Identifying Coverage Gaps

Reach becomes powerful when combined with the other three dimensions to surface accounts being neglected:

<AccordionGroup>
  <Accordion title="High-Value Accounts with No Outreach" icon="circle-exclamation">
    **Scenario:** High Fit + High Intent + Strong Signals + Low Reach

    **Example:** "Contentful is a high fit account for us. They're engaging with our ads and promoting people in our buying personas. They're in consideration phase and we've only reached out to one person—whose email bounced."

    **Action:** Immediate priority. Start outreach immediately before competitor does.
  </Accordion>

  <Accordion title="Single-Threaded Accounts" icon="link-simple">
    **Scenario:** Only one contact being engaged at a large account

    **Risk:** If that contact leaves, goes dark, or isn't a champion, the entire account goes cold

    **Action:** Multi-threading play to expand coverage across buying committee
  </Accordion>

  <Accordion title="Bounced or Invalid Contacts" icon="envelope-open-text">
    **Scenario:** The only contact you're reaching has a bounced email

    **Problem:** Account effectively has zero coverage despite appearing "worked"

    **Action:** Find and engage valid contacts at the account
  </Accordion>

  <Accordion title="Sales-Only or Marketing-Only Coverage" icon="user-group">
    **Scenario:** Account only receiving sales outreach OR only in marketing nurture

    **Gap:** Missing coordinated multi-channel engagement

    **Action:** Add complementary channel to increase pressure and awareness
  </Accordion>
</AccordionGroup>

## Use Cases

### 1. Multi-Threading Campaigns

When Reach shows you're only engaging one person at an account, automatically expand coverage:

**Workflow:**

```
Detection: Account has high Fit + Intent but only 1 contact
  ↓
Trigger: Multi-threading play
  ↓
Actions:
  1. Research buying committee (find 4-6 relevant personas)
  2. Enrich contact data for all personas
  3. Add to coordinated sequences
  4. Route to account owner
  5. Update CRM with expanded coverage
```

<Card title="Build Multi-Threading Plays" icon="play" href="/guides/actions/plays">
  Learn how to automate buying committee expansion
</Card>

### 2. Neglected High-Value Accounts

Surface accounts that deserve attention but aren't getting it:

**Filter Example:**

* Fit Score: A or B
* Intent Score: High
* Signals: New hire or funding in past 30 days
* Reach: Low (0-2 contacts, low activity)

**Result:** Prioritized list of hot accounts being ignored

### 3. Balancing Sales and Marketing

Ensure coordinated coverage rather than siloed outreach:

| Coverage Type      | What It Means                             | Action                                    |
| ------------------ | ----------------------------------------- | ----------------------------------------- |
| **Sales Only**     | SDR working account, no marketing support | Add to nurture campaigns and ad audiences |
| **Marketing Only** | In campaigns but no direct outreach       | Assign to SDR for personalized outreach   |
| **Both**           | Coordinated multi-channel engagement      | Ideal state - monitor and maintain        |
| **Neither**        | No coverage at all                        | Immediate priority if high Fit/Intent     |

### 4. Coverage Quality Assessment

Not all Reach is created equal:

<Tabs>
  <Tab title="Strong Reach">
    ✅ 5+ buying committee members engaged

    ✅ Mix of sales and marketing touches

    ✅ Recent activity (within 14 days)

    ✅ Multiple channels (email, phone, LinkedIn)

    ✅ Valid contact data (no bounces)
  </Tab>

  <Tab title="Weak Reach">
    ❌ Only 1 contact engaged

    ❌ Sales OR marketing, not both

    ❌ Last touch over 60 days ago

    ❌ Single channel only (email-only)

    ❌ Bounced or invalid contacts
  </Tab>
</Tabs>

## Reach-Based Prioritization

Use Reach to guide where you focus outbound efforts:

| Scenario                                              | Interpretation           | Action                                |
| ----------------------------------------------------- | ------------------------ | ------------------------------------- |
| High Fit + High Intent + Low Reach                    | Hot account, no coverage | **Top Priority** - Start outreach now |
| High Fit + Low Intent + Low Reach                     | Good target, cold        | Run awareness plays first             |
| High Fit + High Intent + High Reach                   | Already being worked     | Monitor progress, don't over-engage   |
| Low Fit + Any Intent + Any Reach                      | Poor target              | Deprioritize regardless of coverage   |
| High Fit + High Intent + Medium Reach (Single-thread) | At risk                  | Expand to buying committee            |

<Info>
  The best opportunities are accounts with high Fit and Intent but low Reach. They're showing interest, but nobody's engaging them yet.
</Info>

## Building Reach-Based Audiences

Create dynamic audiences to identify coverage gaps:

**Example Audiences:**

<AccordionGroup>
  <Accordion title="Neglected High-Intent Accounts">
    * Fit Score: A or B
    * Intent Score: High
    * Reach: Low (fewer than 3 contacts)
    * Last touch: Over 30 days ago
  </Accordion>

  <Accordion title="Single-Threaded Risk Accounts">
    * Fit Score: A
    * Opportunity Stage: Discovery or later
    * Contacts engaged: 1
    * Contact status: Active
  </Accordion>

  <Accordion title="Marketing-Only Accounts">
    * Fit Score: A or B
    * Marketing touches: 5+
    * Sales touches: 0
    * Intent Score: Medium or High
  </Accordion>

  <Accordion title="Bounced Contact Accounts">
    * Contacts engaged: 1
    * Email status: Bounced
    * Account status: Active target
  </Accordion>
</AccordionGroup>

<Card title="Create Audiences" icon="users" href="/guides/monitoring-and-intelligence/audiences">
  Learn how to build dynamic audience segments
</Card>

## Automated Reach Expansion

Use low Reach as a trigger for automated plays:

**Example Play: Auto-Expand Coverage**

```
Trigger: Account enters "High Value - Low Reach" audience
  ↓
Conditions:
  - Fit Score: A
  - Intent Score: Medium or High
  - Contacts in CRM: 1 or fewer
  ↓
Actions:
  1. Research buying committee
  2. Find 3-5 additional personas
  3. Enrich contact data
  4. Add to sales sequences
  5. Add to LinkedIn matched audience
  6. Notify account owner
  7. Create tasks for personalized outreach
```

This ensures high-value accounts automatically get expanded coverage without manual intervention.

## Viewing Reach Data

### In Seam

* **Account records** - See breadth and depth of coverage
* **Coverage dashboard** - Identify gaps across your TAM
* **Audience filters** - Segment by Reach level
* **Play triggers** - Automate based on low Reach

### In Your CRM

Reach metrics sync to Salesforce/HubSpot:

* Number of contacts engaged
* Last touch date
* Sales vs. marketing coverage split
* Coverage quality indicators

Sales managers can report on coverage without logging into Seam.

## Best Practices

<AccordionGroup>
  <Accordion title="Don't confuse activity with effectiveness" icon="gauge">
    10 emails to the wrong person is worse than 2 emails to the right person. Quality of coverage matters more than quantity.
  </Accordion>

  <Accordion title="Multi-thread early" icon="sitemap">
    Don't wait until late-stage to expand coverage. Engage multiple stakeholders from the start to build consensus.
  </Accordion>

  <Accordion title="Combine sales and marketing" icon="handshake">
    Coordinated multi-channel engagement is more effective than either channel alone. Use both.
  </Accordion>

  <Accordion title="Monitor for coverage decay" icon="chart-line-down">
    Accounts can go from high Reach to low Reach if engagement stops. Set alerts for accounts with declining coverage.
  </Accordion>

  <Accordion title="Validate contact quality" icon="circle-check">
    Bounced emails, wrong titles, or departed employees make your Reach score meaningless. Keep contact data fresh.
  </Accordion>

  <Accordion title="Use Reach to prevent churn" icon="shield">
    For existing customers, low Reach indicates at-risk accounts. Expand coverage to protect renewals.
  </Accordion>
</AccordionGroup>

## Common Questions

<AccordionGroup>
  <Accordion title="If I'm running marketing campaigns, why is Reach still low?">
    Reach measures active, targeted outbound—not passive campaign inclusion. An account in a broad nurture campaign may not register as "reached" if they're not receiving personalized attention.
  </Accordion>

  <Accordion title="Does adding someone to a LinkedIn ad audience count as Reach?">
    Yes, if they're in a targeted account-based audience. Broad retargeting audiences don't count—Reach focuses on intentional, account-specific engagement.
  </Accordion>

  <Accordion title="How often should I expand Reach at an account?">
    When you first engage (multi-thread early), when deals progress to new stages (involve new personas), and when coverage becomes single-threaded again (someone leaves).
  </Accordion>

  <Accordion title="Can Reach be too high?">
    Yes. Over-engagement burns out accounts. If you're reaching 15+ people at a 100-person company with daily touches, you're likely doing more harm than good.
  </Accordion>

  <Accordion title="How does Reach help with existing customers?">
    Low Reach on existing customers indicates at-risk accounts. If you're not engaging your customer base, they're vulnerable to churn and competitive displacement.
  </Accordion>
</AccordionGroup>


# Signals
Source: https://docs.getseam.ai/guides/monitoring-and-intelligence/signals

Track external events and triggers that indicate the right time to engage accounts

Signals are indicators of account activity or change that suggest a company may be receptive to outreach. They represent external triggers—like new hires, funding rounds, or job postings—that create engagement opportunities, even if the account hasn't interacted with your brand yet.

## What Are Signals?

Signals are one of four scoring dimensions Seam uses to prioritize accounts:

| Dimension   | What It Measures                            |
| ----------- | ------------------------------------------- |
| **Fit**     | Does the account match your ICP?            |
| **Intent**  | Are they interacting with your brand?       |
| **Signals** | Are there external opportunities happening? |
| **Reach**   | Can you engage with them?                   |

While intent shows *what* accounts are doing with your brand, signals show *when* to engage based on external events and changes at the company.

<Info>
  **Key Distinction:** Intent = engagement with your content. Signals = external events creating opportunities.
</Info>

## Types of Signals

<Tabs>
  <Tab title="Buying Signals">
    **Organizational changes that create opportunities:**

    * **New Hires** - Hiring in specific roles relevant to your solution
    * **Job Openings** - Open positions indicating investment in certain areas
    * **Promotions** - Internal promotions within the buying committee
    * **Champion Tracking** - Previous customers moving to new companies
    * **Funding Rounds** - New funding indicating budget availability
    * **Acquisitions** - Company acquisitions or mergers
  </Tab>

  <Tab title="Social Signals">
    **Social media activity indicating interest:**

    * LinkedIn posts mentioning specific keywords
    * Twitter/X posts about industry topics
    * Mentions of competitors (e.g., "6sense", "Demandbase")
    * Conference attendance announcements
    * Engagement with relevant content (likes, comments)
    * Industry-specific keyword tracking
  </Tab>

  <Tab title="Engagement Signals">
    **Interaction patterns across channels:**

    * **Depth** - How many touchpoints per account
    * **Breadth** - How many people at the account engaging
    * **Multi-channel** - Activity across website, email, ads, sales
    * **Frequency** - Rate of engagement over time
    * **Recency** - How recently activity occurred
  </Tab>
</Tabs>

<Note>
  Intent signals (website visits, email engagement) are technically a subset of signals but are tracked separately in Seam's [Intent](/guides/monitoring-and-intelligence/intent) system.
</Note>

## Common Signal Use Cases

<AccordionGroup>
  <Accordion title="New Hire Outreach" icon="user-plus">
    **Signal:** Target account hires a VP of Sales or Head of Revenue Operations

    **Opportunity:** New leaders often evaluate tech stacks in first 90 days

    **Action:** Automatically add new hire to welcome sequence with role-specific messaging

    **Example:** When a company hires a "Director of Clinical Documentation," trigger outreach with relevant use cases for that role
  </Accordion>

  <Accordion title="Champion Tracking" icon="star">
    **Signal:** Previous customer or champion moves to a new company

    **Opportunity:** Warm relationship can accelerate deal at new organization

    **Action:** Alert sales team, trigger personalized "congrats on the new role" sequence

    **Benefit:** Convert one customer into multiple by following champions
  </Accordion>

  <Accordion title="Funding-Based Timing" icon="money-bill-trend-up">
    **Signal:** Series B company raises \$20M funding round

    **Opportunity:** Fresh budget and growth initiatives create buying windows

    **Action:** Engage with growth-focused messaging about scaling infrastructure

    **Segmentation:** Track funding signals for companies under 500 employees, hiring signals for 500+ employees
  </Accordion>

  <Accordion title="Job Opening Intelligence" icon="briefcase">
    **Signal:** Company posts 5+ engineering roles

    **Opportunity:** Rapid hiring indicates growth and potential tech stack expansion

    **Action:** Target with messaging about developer productivity or infrastructure tools

    **Example:** "We see you're scaling your eng team—here's how we help companies grow efficiently"
  </Accordion>

  <Accordion title="Competitive Displacement" icon="trophy">
    **Signal:** LinkedIn post mentions "frustrated with \[competitor name]"

    **Opportunity:** Active dissatisfaction with current solution

    **Action:** Automatically route to competitive sales team with comparison content

    **Keywords to monitor:** Competitor names, pricing complaints, migration mentions
  </Accordion>

  <Accordion title="Conference & Event Signals" icon="calendar">
    **Signal:** Key contact posts about attending your industry conference

    **Opportunity:** In-person networking opportunity or increased awareness

    **Action:** Book meeting at event or trigger post-event follow-up sequence

    **Benefit:** Convert event awareness into pipeline conversations
  </Accordion>
</AccordionGroup>

## How Signals Trigger Automation

Signals power Seam's automated plays by triggering actions when specific events occur:

**Example Play: New VP of Sales Outreach**

```
Signal Detected: Company hires VP of Sales
  ↓
Filter: Fit Score = A or B
  ↓
Actions:
  1. Research new VP's background (previous companies, challenges)
  2. Find 2-3 additional buying committee members
  3. Enrich all contact data (emails, phones, LinkedIn)
  4. Add VP to "new executive" personalized sequence
  5. Route to appropriate account executive
  6. Notify SDR with talking points about tech stack evaluation
```

<Card title="Build Signal-Based Plays" icon="play" href="/guides/actions/plays">
  Learn how to automate outreach triggered by signals
</Card>

## Automated Air Cover

Signals enable "air cover" for mid-tier accounts that don't justify manual SDR time:

<Steps>
  <Step title="Signal Fires">
    B-fit account posts job opening for "Data Engineer"
  </Step>

  <Step title="Automatic Prospecting">
    Seam finds 3 relevant contacts (Engineering Lead, VP Engineering, CTO)
  </Step>

  <Step title="Enrichment">
    Validates emails and phone numbers from 20+ data providers
  </Step>

  <Step title="Deployment">
    Adds contacts to automated nurture sequence without SDR involvement
  </Step>

  <Step title="Escalation">
    If contacts engage, escalate to human rep for personalized follow-up
  </Step>
</Steps>

This ensures no opportunities slip through while reps focus on A-tier accounts.

## Signal-Based Segmentation

Different signals matter for different account segments:

| Account Segment                  | Primary Signals                     | Why                                            |
| -------------------------------- | ----------------------------------- | ---------------------------------------------- |
| **Enterprise (1000+ employees)** | New hires, promotions               | Leadership changes drive evaluation cycles     |
| **Mid-Market (100-1000)**        | Funding, rapid hiring               | Growth and budget availability                 |
| **SMB (under 100)**              | Founding team changes               | New decision-makers with different preferences |
| **High-Growth**                  | Series B+ funding, 50+ job openings | Scaling pain points emerge                     |
| **International**                | New market expansion posts          | Entering regions you serve                     |

Configure plays with segment-specific signal triggers for maximum relevance.

## Social Listening

Seam monitors LinkedIn and Twitter/X for relevant signals:

### Keywords to Track

<Tabs>
  <Tab title="Buying Intent Keywords">
    * "Looking for recommendations for \[your category]"
    * "Evaluating \[solution type]"
    * "Need help with \[pain point you solve]"
    * "Anyone use \[your product] or \[competitor]?"
  </Tab>

  <Tab title="Competitor Mentions">
    * Competitor product names
    * "Frustrated with \[competitor]"
    * "Switching from \[competitor]"
    * "Alternative to \[competitor]"
  </Tab>

  <Tab title="Pain Point Indicators">
    * Industry-specific challenges
    * Complaints about current tools
    * Questions about best practices
    * Requests for advice
  </Tab>

  <Tab title="Timing Signals">
    * "Starting new role as..."
    * "Excited to announce..."
    * "We're hiring for..."
    * Conference hashtags and mentions
  </Tab>
</Tabs>

<Tip>
  Start with 10-15 high-signal keywords. Monitor results for 30 days, then refine based on which keywords correlate with opportunities.
</Tip>

## Data Sources

Seam aggregates signals from multiple sources:

| Category        | Sources                                                       |
| --------------- | ------------------------------------------------------------- |
| **First-Party** | Website tracking, CRM, marketing automation, sales engagement |
| **Job Data**    | LinkedIn, job boards, company career pages                    |
| **Social**      | LinkedIn, Twitter/X (posts, likes, comments, shares)          |
| **Enrichment**  | ZoomInfo, Apollo, Lucia, 20+ other providers                  |
| **Funding**     | Crunchbase, PitchBook, press releases                         |
| **Intent**      | Bombora (offsite keyword surges)                              |

The multi-provider waterfall approach ensures comprehensive signal coverage across geographies and company sizes.

## Integration with Scoring

Signals contribute to account prioritization alongside Fit and Intent:

**High-Priority Account Example:**

* **Fit Score:** A (perfect ICP match)
* **Intent Score:** High (visited pricing page 5 times)
* **Signal Score:** High (just raised Series B, hiring VP Sales)
* **Reach Score:** Low (not currently engaged)

→ **Action:** Top priority for immediate outreach with personalized, timely messaging

This account has the right profile, is showing interest, has a trigger event, and isn't being worked yet—perfect timing.

<CardGroup>
  <Card title="Fit Scoring" icon="bullseye" href="/guides/monitoring-and-intelligence/fit-score">
    Combine signals with ICP scoring
  </Card>

  <Card title="Intent Tracking" icon="radar" href="/guides/monitoring-and-intelligence/intent">
    Layer signals with engagement data
  </Card>
</CardGroup>

## Best Practices

<AccordionGroup>
  <Accordion title="Prioritize quality over quantity" icon="star">
    Don't track every possible signal. Focus on 3-5 signal types that historically correlate with closed deals.
  </Accordion>

  <Accordion title="Personalize outreach based on the signal" icon="message">
    "Saw you just hired a VP of Sales" is much more relevant than generic messaging. Reference the signal in your outreach.
  </Accordion>

  <Accordion title="Layer signals with fit" icon="layer-group">
    A funding signal only matters if the account is a good fit. Filter all signals through fit score to avoid wasted effort.
  </Accordion>

  <Accordion title="Set timing windows" icon="clock">
    Some signals are time-sensitive (new hire has 90-day window), others are durable (funding lasts longer). Adjust urgency accordingly.
  </Accordion>

  <Accordion title="Segment by account tier" icon="chart-pyramid">
    A-tier accounts get manual, personalized outreach on signals. B/C-tier accounts get automated plays. Don't treat all signals the same.
  </Accordion>

  <Accordion title="Test messaging by signal type" icon="flask">
    Funding-based outreach should sound different from new-hire outreach. A/B test messaging for each signal category.
  </Accordion>

  <Accordion title="Monitor signal-to-opportunity conversion" icon="chart-line">
    Track which signals actually lead to pipeline. Double down on high-converting signals, eliminate noise.
  </Accordion>
</AccordionGroup>

## Viewing Signal Data

### In Seam

* **Account Timeline** - Chronological view of all signals per account
* **Signal Dashboard** - Trending signals across your TAM
* **Play Triggers** - Configure which signals trigger automation
* **Audience Filters** - Segment by specific signal types

### In Your CRM

Signals sync to Salesforce/HubSpot:

* Recent signals displayed on Account records
* Custom fields for signal types (new hire, funding, etc.)
* Activity timeline showing signal history
* Alerts when high-priority signals fire

Sales reps see signals in context with other account data.

## Common Questions

<AccordionGroup>
  <Accordion title="How are signals different from intent?">
    **Signals** = External events at the company (new hires, funding, job posts)

    **Intent** = Engagement with your brand (website, email, ads)

    Signals indicate timing and opportunity. Intent indicates interest. Both together = high-priority account.
  </Accordion>

  <Accordion title="How quickly are signals detected?">
    Depends on source:

    * Social signals: Real-time to hourly
    * Job postings: Daily
    * Funding: Within 24-48 hours of announcement
    * New hires: 1-7 days (based on LinkedIn updates)
  </Accordion>

  <Accordion title="Can I track custom signals specific to my industry?">
    Yes. You can configure custom signal definitions based on keywords, role titles, or company attributes specific to your business.
  </Accordion>

  <Accordion title="Do signals consume credits?">
    Monitoring signals does not consume credits. Acting on signals (prospecting contacts, enrichment) consumes credits based on the actions taken.
  </Accordion>

  <Accordion title="How do I know which signals matter for my business?">
    Run a back-test: analyze your last 20 closed-won deals and identify common signals that were present before or during the sales cycle. Focus on those.
  </Accordion>

  <Accordion title="Can I get alerted when specific signals fire?">
    Yes. Set up Slack notifications, email alerts, or CRM task creation when high-priority signals occur on A-tier accounts.
  </Accordion>
</AccordionGroup>


# ICP Fit
Source: https://docs.getseam.ai/onboarding/configure/configuring-icp-fit

AI-powered account scoring that identifies which companies match your ICP

## Defining your fit criteria

Navigate to **Fit Score → Add fit**. Configure the list of companies to include in the fit based using conditions.

Build the list of custom criteria using natural language prompts. Fit Score can answer questions that traditional data providers can't:

<AccordionGroup>
  <Accordion title="Firmographic criteria" icon="building">
    * Employee count ranges
    * Revenue or funding stage
    * Geographic location
    * Company age
    * Growth rate
  </Accordion>

  <Accordion title="Technographic criteria" icon="microchip">
    * "Does this company use Snowflake or Databricks?"
    * "Do they have internal and external APIs?"
    * "What is their IT environment?"
    * "Do they use a specific tech stack?"
  </Accordion>

  <Accordion title="Business model criteria" icon="diagram-project">
    * "How big is their Total Addressable Market?"
    * "Do they serve B2B or B2C customers?"
    * "Are they a marketplace or direct seller?"
    * "Do they underwrite merchants?" (fintech)
  </Accordion>

  <Accordion title="Compliance & security" icon="shield-check">
    * "Do they have SOC 2 compliance?"
    * "Are they in a highly regulated industry?"
    * "Do they handle sensitive data?"
  </Accordion>

  <Accordion title="Use case indicators" icon="magnifying-glass">
    * "How many languages do they need for localization?"
    * "Do they have distributed teams?"
    * "What's their content production volume?"
    * "Do they process high-volume transactions?"
  </Accordion>

  <Accordion title="Disqualification criteria" icon="ban">
    * "Is this company a direct competitor?"
    * "Are they too small for our product?"
    * "Do they serve industries we don't support?"
  </Accordion>
</AccordionGroup>

<Tip>
  Start with 5-10 clear criteria that reflect your closed-won customer patterns. You can refine and expand after back-testing.
</Tip>

## Multiple fit models

Create different fit models for different segments or use cases:

* **SaaS fit score** - Criteria for software companies
* **Manufacturing fit score** - Criteria for industrial businesses
* **Enterprise fit score** - Criteria for large accounts
* **SMB fit score** - Criteria for small/mid-market
* **Product line A** - Criteria for specific product vertical

Each model can have completely different criteria and grading logic.

## Backtesting your fit model

Before deploying, Seam validates your criteria with a 45-account test. Navigate to **Fit Score → Click on your fit score → Backtest**.

<Steps>
  <Step title="Select test accounts">
    * 15 known good-fit accounts
    * 15 known bad-fit accounts
    * 15 random accounts from your TAM
  </Step>

  <Step title="Run fit score">
    Seam scores all 45 accounts using your criteria
  </Step>

  <Step title="Validate results">
    Verify that:

    * Good accounts score A or B
    * Bad accounts score C or D
    * Random accounts distribute appropriately
  </Step>

  <Step title="Refine criteria">
    Adjust criteria if results don't align with expectations, then retest
  </Step>
</Steps>

<Warning>
  **Don't skip back-testing!** This ensures your criteria accurately identify the right accounts before you spend credits scoring your entire TAM.
</Warning>

## How scores are displayed

### Detailed explanations

Every Fit Score includes a detailed explanation:

> "This account scored a **B** because it is headquartered in the US, operates in a target industry, has 500-2,000 employees, and serves a TAM larger than 75,000 accounts. However, it lacks SOC 2 compliance, which is preferred for enterprise deals."

### CRM integration

Fit Scores and explanations sync directly to your CRM:

* Displayed as fields in a custom object
* Available for reporting, filtering, and workflows
* Visible to sales reps without logging into Seam


# Signals
Source: https://docs.getseam.ai/onboarding/configure/configuring-signals

Track external events and triggers that indicate the right time to engage accounts

## Create a Signal

<Steps>
  <Step title="Select Signal Type">
    Choose which signals are relevant to your sales cycle.

    **Audience and Persona-based**

    * Job change
    * New hire
    * Job opening
    * Promotion

    **Keyword-based**

    * Social listening
    * Funding round
    * Social engagement
  </Step>

  <Step title="Create Signal-Based Plays">
    Build automated workflows that execute when signals fire
  </Step>

  <Step title="Monitor and Refine">
    Track which signals lead to pipeline and optimize accordingly
  </Step>
</Steps>


# Audiences
Source: https://docs.getseam.ai/onboarding/configure/creating-audiences

Create dynamic segments of accounts and contacts based on fit, intent, signals, and engagement

## Building Your First Audience

<Steps>
  <Step title="Define Your Goal">
    What do you want to accomplish? (e.g., "Engage high-intent accounts not being worked")
  </Step>

  <Step title="Select Base Criteria">
    Start with Fit Score to ensure you're targeting the right accounts
  </Step>

  <Step title="Add Intent/Signal Filters">
    Layer on engagement or signal criteria (website visits, new hires, etc.)
  </Step>

  <Step title="Add Exclusions">
    Remove competitors, customers, or accounts already in opportunities
  </Step>

  <Step title="Preview Results">
    Check audience size and review sample accounts to validate criteria
  </Step>

  <Step title="Save and Name">
    Give it a clear, descriptive name for future reference
  </Step>
</Steps>


# Personas
Source: https://docs.getseam.ai/onboarding/configure/creating-personas

Define target roles and automatically find the right contacts within your accounts

## Configuring Personas

### Title-Based Targeting

Define personas using specific job titles:

**Example: Data Engineering Persona**

* Include: "VP of Data", "Head of Data Engineering", "Director of Analytics", "Chief Data Officer"
* Exclude: "Data Analyst", "Junior Data Engineer"
* Seniority: Director and above

**Example: Growth Marketing Persona**

* Include: "VP of Growth", "Director of Demand Generation", "Head of Growth Marketing"
* Exclude: "Product Marketing", "Content Marketing", "Brand Marketing"
* Seniority: Manager and above

### Keyword Matching

Add keywords to refine targeting:

**Example: RevOps Persona**

* Titles: "VP RevOps", "Director Revenue Operations"
* Keywords: "Salesforce admin", "revenue architecture", "sales operations"
* Exclude Keywords: "customer success operations", "support operations"

This catches people with non-standard titles who still match your target profile.


# Checklist
Source: https://docs.getseam.ai/onboarding/getting-started/checklist

Complete guide to getting Seam up and running in 2-3 weeks

This checklist walks you through everything needed to get Seam fully operational. Most teams complete onboarding in 2-3 weeks.

<Tip>
  **Work with your onboarding team:** We'll guide you through each step and help troubleshoot any issues.
</Tip>

## Onboarding Timeline

Here's what a typical onboarding looks like:

| Week          | Focus                 | Deliverables                                                                      |
| :------------ | :-------------------- | :-------------------------------------------------------------------------------- |
| **Weeks 1-2** | Data & Setup          | CRM connected, web pixel live, sales tools integrated, intent keywords configured |
| **Weeks 2-3** | Intelligence & Launch | Fit scoring calibrated, personas created, audiences built, first play launched    |

## Phase 1: Setup

Connect your data sources and start capturing intent signals.

<Steps>
  <Step title="Connect your CRM">
    Link Salesforce or HubSpot to sync accounts, contacts, and opportunities.

    [Connect data sources →](/onboarding/setup/connecting-data-sources)

    **Time estimate:** 30 minutes
  </Step>

  <Step title="Connect sales & marketing tools">
    Integrate sales engagement platforms (Outreach, SalesLoft) and marketing automation (Marketo, LinkedIn Ads, Google Ads).

    [Connect data sources →](/onboarding/setup/connecting-data-sources)

    **Time estimate:** 1-2 hours
  </Step>

  <Step title="Install web pixel">
    Add Seam's tracking pixel to your website to capture first-party intent data from anonymous visitors.

    [Install web pixel →](/onboarding/setup/installing-web-pixel)

    **Time estimate:** 15 minutes
  </Step>

  <Step title="Set intent keywords">
    Configure which pages and topics indicate buying intent (pricing page, competitor comparison pages, high-value content).

    [Set intent keywords →](/onboarding/setup/setting-intent-keywords)

    **Time estimate:** 30 minutes
  </Step>
</Steps>

<Info>
  **What happens next:** Seam begins building your unified data model and capturing intent signals. Data typically syncs within 24 hours.
</Info>

## Phase 2: Configure

Build your intelligence layer by defining your ICP, personas, and automation triggers.

<Steps>
  <Step title="Configure ICP fit scoring">
    Define your ideal customer profile criteria and run a backtest on 45 accounts (15 good customers, 15 bad fits, 15 random) to calibrate the AI.

    [Configure ICP fit →](/onboarding/configure/configuring-icp-fit)

    **Time estimate:** 2-3 hours (includes backtest)
  </Step>

  <Step title="Create personas">
    Define the job titles and roles you want to target at each account (e.g., VP Marketing, Director Demand Gen, RevOps Manager).

    [Create personas →](/onboarding/configure/creating-personas)

    **Time estimate:** 1 hour
  </Step>

  <Step title="Configure signals">
    Set up external buying signals like new hires, funding announcements, job openings, and social mentions.

    [Configure signals →](/onboarding/configure/configuring-signals)

    **Time estimate:** 1 hour
  </Step>

  <Step title="Create audiences">
    Build dynamic segments that combine fit scoring, intent, signals, and account attributes (e.g., "High-fit accounts showing intent").

    [Create audiences →](/onboarding/configure/creating-audiences)

    **Time estimate:** 1-2 hours
  </Step>
</Steps>

<Info>
  **What happens next:** Seam begins scoring your account universe and identifying high-priority targets based on your configuration.
</Info>

## Phase 3: Orchestrate

Launch your first automated play to start engaging prospects.

<Steps>
  <Step title="Set up routing queues">
    Configure the list of sales reps and internal users to route actions to.

    [Configure routing queue →](/onboarding/orchestrate/routing-queue)

    **Time estimate:** 30 minutes
  </Step>

  <Step title="Launch your first play">
    Start with a simple always-on play like "High-intent website visitors" or "New executive outreach" to see immediate results.

    [Create your first play →](/onboarding/orchestrate/plays)

    **Time estimate:** 1-2 hours
  </Step>

  <Step title="Monitor and optimize">
    Review play performance, credit usage, and contact quality. Adjust audience criteria and contact limits as needed.

    **Time estimate:** Ongoing
  </Step>
</Steps>

## Success Metrics

Track these metrics in your first 30 days:

<AccordionGroup>
  <Accordion title="Data Quality" icon="database">
    * All data sources syncing successfully
    * Fit scores applied to target accounts
    * Intent signals captured from website traffic
  </Accordion>

  <Accordion title="Intelligence Layer" icon="brain">
    * Fit scoring accuracy validated through backtest
    * At least 3-5 personas defined
    * 2-3 high-priority audiences created
    * Key buying signals configured
  </Accordion>

  <Accordion title="Automation" icon="robot">
    * First play launched and running
    * Routing is correctly set up
    * Play performance meeting expectations
  </Accordion>
</AccordionGroup>

## Common Blockers

Watch out for these issues that can slow onboarding:

<Warning>
  **CRM permissions:** Ensure Seam's integration user has full read/write access to all required objects and fields.
</Warning>

<Warning>
  **Stakeholder alignment:** Get buy-in from sales, marketing, and ops teams early on persona definitions and routing rules.
</Warning>

## Getting Help

<CardGroup>
  <Card title="Talk to us" icon="user-headset" href="mailto:support@getseam.ai">
    Schedule regular check-ins during onboarding to stay on track.
  </Card>

  <Card title="Email support" icon="envelope" href="mailto:support@getseam.ai">
    Reach out to [support@getseam.ai](mailto:support@getseam.ai) for technical issues.
  </Card>

  <Card title="Browse guides" icon="book" href="/guides/configuring-seam/unified-data-model">
    Detailed guides for in-depth explanations of every feature.
  </Card>
</CardGroup>

## Next Steps

<Steps>
  <Step title="Start Phase 1">
    Begin by [connecting your data sources →](/onboarding/setup/connecting-data-sources)
  </Step>

  <Step title="Book a check-in">
    Schedule your first onboarding call with us to review progress.
  </Step>

  <Step title="Review the guides">
    Familiarize yourself with [key concepts](/guides/configuring-seam/unified-data-model) while setup is in progress.
  </Step>
</Steps>


# Welcome to Seam
Source: https://docs.getseam.ai/onboarding/getting-started/overview

Turn intent signals into pipeline with AI agents that automate prospecting, enrichment, and outbound

## What is Seam AI?

Seam AI is an AI-native account-based marketing platform that helps B2B teams generate pipeline faster and more efficiently. Our platform uses AI agents to automate the entire ABM workflow, from identifying best-fit accounts to executing multi-channel campaigns when buying signals spike.

<AccordionGroup>
  <Accordion title="Monitor" icon="radar">
    Track intent signals across accounts and buying committees in real-time
  </Accordion>

  <Accordion title="Research" icon="magnifying-glass">
    AI agents validate ICP fit and enrich accounts with deep, custom research
  </Accordion>

  <Accordion title="Execute" icon="bolt">
    Automatically deploy campaigns across email, ads, and SDR outreach
  </Accordion>
</AccordionGroup>

## How Seam works

<Frame>
  <img alt="Seam Architecture - the Data Flywheel" />
</Frame>

Seam replaces manual ABM processes with AI agents that work 24/7:

1. **Connect your data** - Integrate your CRM, marketing automation, and data sources
2. **Configure your ICP** - Define what makes an account a good fit using custom criteria
3. **Set up monitoring and intelligence** - Track intent signals across 1st and 3rd party sources
4. **Launch plays** - Create automated campaigns triggered by fit, intent, and signals
5. **Drive pipeline** - Watch as Seam sources contacts and generates measurable opportunities

## What you'll find here

This documentation is organized to help you get the most out of Seam AI:

<CardGroup>
  <Card title="Getting Started" icon="rocket" href="/onboarding/getting-started/checklist">
    Set up your account and complete initial configuration
  </Card>

  <Card title="Configuring Seam" icon="gear" href="/onboarding/setup/connecting-data-sources">
    Connect data sources and configure your data model
  </Card>

  <Card title="Monitoring & Intelligence" icon="brain" href="/onboarding/configure/configuring-icp-fit">
    Build fit scores, track intent, and create audiences
  </Card>

  <Card title="Actions" icon="play" href="/onboarding/orchestrate/plays">
    Set up routing rules and automated plays
  </Card>
</CardGroup>

## Need help?

<CardGroup>
  <Card title="Book a demo" icon="calendar" href="https://www.getseam.ai/get-started">
    Talk to our team about your use case
  </Card>

  <Card title="Contact support" icon="message-question" href="mailto:support@getseam.ai">
    Get help from our support team
  </Card>
</CardGroup>

<Note>
  **New to ABM?** Don't worry, our documentation assumes no prior ABM platform experience. We'll guide you through everything you need to know.
</Note>


# null
Source: https://docs.getseam.ai/onboarding/orchestrate/plays



## Pre-Built Play Templates

Seam includes 30+ pre-configured plays for common use cases:

<AccordionGroup>
  <Accordion title="Intent-Based Plays" icon="radar">
    * **AI Search Engine Visitor Tracking** - Identify companies discovering your solution through AI search platforms like Claude and ChatGPT—capture high-intent buyers actively researching solutions in conversational AI—route them into targeted outbound sequences while the search context is fresh.
    * **Market to Early-Stage Buying Awareness** - Target accounts in the unaware or awareness buying stages with nurture campaigns designed to build product familiarity and drive engagement—warm up early-stage accounts before sales outreach to improve conversion rates.
    * **Company-Level Website Visitor** - Identify which companies are visiting your site, even if the individual visitors remain anonymous — Prospect your ideal buyer personas — Deploy directly into sales engagement sequences or marketing campaigns.
    * **High-Intent Accounts with No Sales Activity** - Target accounts showing high aggregated intent scores—combining website visits, offsite keyword signals, ad engagements, marketing activities, and email engagement—but receiving no sales outreach, and automatically trigger marketing campaigns or sales sequences.
    * **Purchase-Buying Stage Account Outbound** - Automatically trigger sales outreach when accounts move into purchase or consideration buying stages—prioritize high-intent accounts showing active evaluation signals.
  </Accordion>

  <Accordion title="Ad Engagement Plays" icon="rectangle-ad">
    * **Outbound to YouTube Ad Engagements** - Identify companies engaging with your YouTube Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Snapchat Ad Engagements** - Identify companies engaging with your Snapchat Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to TikTok Ad Engagements** - Identify companies engaging with your TikTok Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to LinkedIn Ad Engagements** - Identify companies engaging with your LinkedIn Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Pinterest Ad Engagements** - Identify companies engaging with your Pinterest Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Reddit Ad Engagements** - Identify companies engaging with your Reddit Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Bing Ad Engagements** - Identify companies engaging with your Bing Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Meta Ad Engagements** - Identify companies engaging with your Meta Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to Google Ad Engagements** - Identify companies engaging with your Google Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
    * **Outbound to X Ad Engagements** - Identify companies engaging with your X Ads and automatically route them into targeted sales sequences - convert paid social engagement into qualified pipeline by reaching out while your brand is top of mind.
  </Accordion>

  <Accordion title="Buying Signal Plays" icon="briefcase">
    * **Job Opening Tracking** - Monitor when target accounts post job openings for your ideal buyer personas and trigger marketing campaigns or sales outreach—identify companies expanding teams in relevant roles as a signal of budget allocation and buying intent.
    * **Job-Change Tracking** - Automatically track contacts as they change jobs, identify when they join new companies, enrich their updated contact info, and trigger personalized outbound to re-engage relationships at new accounts.
    * **Social Post Keyword Tracking** - Track when companies or individuals mention specific keywords in social posts—monitor for industry terms, competitive mentions, or pain points and trigger targeted outreach based on real-time social engagement.
    * **New Hire Outbound** - Automatically identify individuals who've recently started new roles, enrich their contact information, and launch targeted outbound campaigns to engage prospects during the critical first 90 days when tool stack decisions are made.
    * **High Signal Strength Outbound** - Target accounts showing high aggregated signal scores—combining new hires, promotions, job openings, social keyword mentions, and recent funding—and automatically trigger sales outreach when signal strength indicates organizational change and increased buying potential.
    * **Promotion Outbound** - Automatically identify individuals who've recently been promoted, enrich their contact information, and launch targeted outbound campaigns to engage prospects as they take on new responsibilities and evaluate solutions for their expanded role.
  </Accordion>

  <Accordion title="Sales Engagement Plays" icon="arrow-up-right-dots">
    * **Market to Sales-Engaged Companies** - Identify accounts receiving sales outreach but no marketing engagement and automatically trigger multi-channel campaigns—ensure sales-touched accounts also receive coordinated marketing support to increase touchpoints and reinforce messaging across channels.
    * **Multi-Threading Accounts** - Identify accounts where sales is only engaging a single contact, automatically prospect additional ideal buyer personas at those accounts, and expand outreach to multiple stakeholders—increase deal velocity and reduce single-threaded risk.
    * **Email Engagement Tracking** - Identify companies and individuals engaging with your emails through opens, clicks, and replies, then trigger targeted marketing campaigns or sales follow-up—capture email engagement as an intent signal to prioritize warm accounts showing active interest.
  </Accordion>

  <Accordion title="Marketing Activity Plays" icon="trophy">
    * **Outbound to Marketing Campaign Engagers** - Target companies or individuals who've engaged with specific Salesforce or HubSpot campaigns and automatically trigger sales outreach—filter by campaign name to identify warm prospects showing interest and convert marketing engagement into sales conversations.
    * **Outbound to Marketing-Engaged Companies** - Identify accounts receiving marketing engagement but no sales outreach and automatically trigger sales sequences—ensure marketing-touched accounts receive coordinated sales follow-up to convert warm interest into pipeline opportunities.
  </Accordion>
</AccordionGroup>

<Tip>
  Start with a pre-built play and customize it to your needs. This is faster than building from scratch and follows proven patterns.
</Tip>

## Building a Play

### Step-by-Step Configuration

<Steps>
  <Step title="Create a new play">
    Navigate to **Plays → Add play**. Use a template or create your play from scratch.
  </Step>

  <Step title="Configure Trigger by Defining Audience">
    Name the play and select the audience previously built.
  </Step>

  <Step title="(Optional) Set up a Qualifier">
    Add criteria so only companies that meet the expected response will proceed.
  </Step>

  <Step title="Configure Prospecting">
    Set up contact sourcing:

    * Choose to use existing people in your universe or prospect for net-new people only.
    * Select personas to target (e.g., VP Marketing, Director Demand Gen)
    * Set contacts per account (3-5 for most plays)
    * Enable email and mobile phone enrichment
  </Step>

  <Step title="(Optional) Configure Routing">
    Define rules for how leads are assigned to team members.
  </Step>

  <Step title="Set Up Deployment">
    Choose where contacts should go - for example:

    * **CRM:** Create/update records in Salesforce or HubSpot
    * **Sales Sequences:** Add to Outreach, SalesLoft, or Apollo
    * **Ad Platforms:** Push to LinkedIn or Google matched audiences
    * **Marketing Automation:** Trigger Marketo campaigns
  </Step>

  <Step title="Test and Launch">
    * Preview the audience size
    * Test with a small subset first (10-20 accounts)
    * Monitor results for 1-2 weeks
    * Scale up once validated
  </Step>
</Steps>


# Routing queue
Source: https://docs.getseam.ai/onboarding/orchestrate/routing-queue

Create reusable groups of sales reps for automated contact distribution

Routing queues are reusable groups of sales reps that determine how new contacts are assigned when Seam deploys them from plays.

<Info>
  Set up your queues before launching plays so contacts can be automatically routed to the right reps.
</Info>

## Why Create Queues?

Instead of manually assigning contacts every time a play runs, queues let you define distribution rules once and reuse them across multiple plays.

**Common use cases:**

* **Round robin:** Distribute leads evenly across your SDR team
* **Regional teams:** Route contacts by geography (West Coast, EMEA, APAC)
* **Vertical specialization:** Assign contacts based on industry expertise
* **Account-based:** Route to specific account owners or account teams

## Creating a Queue

<Steps>
  <Step title="Navigate to Routing">
    In Seam, go to **Routing** in the left sidebar.
  </Step>

  <Step title="Add a new queue">
    Click **Add queue** to open the queue creation dialog.
  </Step>

  <Step title="Name your queue">
    Give your queue a descriptive name (e.g., "SDR Round Robin", "Enterprise AEs - West", "Healthcare Specialists").
  </Step>

  <Step title="Select members">
    Choose which team members should be included in this queue. These should match users from your connected CRM or sales engagement platform.
  </Step>

  <Step title="Save">
    Click **Save** to create the queue. You can now use it in play routing configurations.
  </Step>
</Steps>

<Frame>
  <img alt="Creating a routing queue" />
</Frame>

## Queue Examples

<AccordionGroup>
  <Accordion title="Round Robin - Full SDR Team" icon="arrows-rotate">
    **Name:** SDR Round Robin

    **Members:** All SDRs (evenly distributed)

    **Use for:** High-volume inbound leads, general prospecting plays
  </Accordion>

  <Accordion title="Regional Teams" icon="earth-americas">
    **Queue 1:** East Coast Sales

    **Queue 2:** West Coast Sales

    **Queue 3:** EMEA Team

    **Use for:** Territory-based routing in plays with geographic filters
  </Accordion>

  <Accordion title="Vertical Specialization" icon="building">
    **Queue 1:** Healthcare Specialists

    **Queue 2:** Financial Services Team

    **Queue 3:** SaaS/Tech Experts

    **Use for:** Industry-specific plays targeting particular verticals
  </Accordion>

  <Accordion title="Tiered Coverage" icon="layer-group">
    **Queue 1:** Enterprise AEs (accounts with 1000+ employees)

    **Queue 2:** Mid-Market AEs (accounts with 200-999 employees)

    **Queue 3:** SMB SDRs (accounts under 200 employees)

    **Use for:** Plays filtered by company size or deal value
  </Accordion>
</AccordionGroup>

## Best Practices

<AccordionGroup>
  <Accordion title="Descriptive names" icon="tag">
    Use clear naming conventions that explain the queue's purpose (who and when)
  </Accordion>

  <Accordion title="Keep them updated" icon="rotate">
    Review queues quarterly as team members join/leave or territories change
  </Accordion>

  <Accordion title="Match capacity" icon="scale-balanced">
    Balance queue sizes based on rep capacity, not just headcount
  </Accordion>

  <Accordion title="Test before deploying" icon="flask">
    Create a small test play to verify contacts route correctly before scaling
  </Accordion>
</AccordionGroup>

<Tip>
  **Start simple:** Create 1-2 basic queues (like a general SDR round robin) to get started. You can add more specialized queues as you launch additional plays.
</Tip>


# Connecting data sources
Source: https://docs.getseam.ai/onboarding/setup/connecting-data-sources

Connect your CRM, sales tools, marketing platforms, and other systems to Seam

Connect your data sources to start building your unified account and contact database.

## Where to Connect

In Seam, navigate to **Settings → Connections** to add new integrations.

<Frame>
  <img alt="Connections setup screen" />
</Frame>

Click **Connect** next to any system to begin the OAuth or API token authorization flow.

## Available Connections

### CRM Systems

Start here - your CRM is required for all other Seam features.

* [Salesforce](/connections/salesforce-auth)
* [HubSpot](/connections/hubspot-auth)

### Sales Engagement Platforms

Connect your sales engagement tool to deploy contacts from plays.

* [Outreach](/connections/outreach)
* [Salesloft](/connections/salesloft)
* [Smartlead](/connections/smartlead)
* [Apollo.io](/connections/apollo)

### Marketing Platforms

* [Marketo](/connections/marketo)
* [LinkedIn Ads](/connections/linkedin-ads)
* [Google Ads](/connections/google-ads)

### Data Warehouses & Databases

* [Snowflake](/connections/snowflake)
* [BigQuery](/connections/bigquery)
* [Redshift](/connections/redshift)
* [Azure Synapse](/connections/azure-synapse)
* [PostgreSQL](/connections/postgres)

### Analytics & Product Intelligence

* [Amplitude](/connections/amplitude)

### Business Systems

* [NetSuite](/connections/netsuite)
* [Slack](/connections/slack)
* [GitHub](/connections/github)

### Data Sources

* [CSV Upload](/connections/csv)
* [Google Sheets](/connections/google-sheets)

## Next Steps

<Steps>
  <Step title="Verify data quality">
    Check that accounts, contacts, and activities are syncing correctly in Seam.
  </Step>

  <Step title="Install web pixel">
    Capture first-party intent data from website visitors.

    [Install web pixel →](/onboarding/setup/installing-web-pixel)
  </Step>

  <Step title="Configure intent keywords">
    Define which pages and topics indicate buying intent.

    [Set intent keywords →](/onboarding/setup/setting-intent-keywords)
  </Step>
</Steps>


# Installing web pixel
Source: https://docs.getseam.ai/onboarding/setup/installing-web-pixel

Quickly set up the Seam's reveal tag on your marketing site.

## Finding Your Web Pixel Snippet

Before installing the web pixel, you'll need to retrieve your unique snippet from the Seam AI platform.

Navigate to **Settings → Seam Intent → Website**. Your personalized website tag snippet will be displayed here, ready to copy. This snippet is unique to your organization.

## Option 1: Google Tag Manager

To streamline script management — especially while that using several tracking tools — you can deploy the Seam AI website tag through Google Tag Manager (GTM).

Start by launching the GTM console. Go to **Tags**, then click **New** to create a new tag. In the **Tag Configuration** panel, choose **Custom HTML** as the tag type.

From your Seam AI settings, copy the website tag snippet provided. Paste this snippet into the **HTML** field in Google tag manager. Make sure to allow access to **All pages**. Once you’re done, click **Save** to finalize the setup.

<Frame>
  <img alt="" />
</Frame>

For additional guidance, refer to the official [Google Tag Manager support documentation](https://support.google.com/tagmanager/answer/6107167?hl=en).

## Option 2: Webflow

Webflow provides a built-in area for inserting custom code directly into your site.

To get started, go to your Webflow dashboard, open the **Settings** for your site, and click the **Custom Code** tab in the left-hand menu.

In the **Head Code** section, paste the Seam AI website tag from your Seam AI settings into the text area. If there’s already code in place, be sure to add the Seam script on a new line to keep things organized.

<Frame>
  <img alt="" />
</Frame>

Once you’ve added the tag, click **Save**, then apply your changes by selecting **Publish → Publish to selected domains** in the upper-right corner.

## Option 3: Direct embed

You can directly embed the Seam AI intent script by adding a `<script>` tag to your website’s HTML — either within the `<head>` or `<body>` section.

The script is available in your Seam AI settings. Simply copy the code snippet and paste it into your site’s HTML to enable tracking.

```markdown index.html theme={null}
<!-- Place in the <head> or <body> of your site -->
<script>
  // Seam AI script goes here
</script>
```

Once the tag is in place, no additional setup is required. The Seam AI website tag will immediately begin capturing visitor identification data automatically.


# Setting intent keywords
Source: https://docs.getseam.ai/onboarding/setup/setting-intent-keywords

Track third-party intent signals to identify accounts actively researching your space

## Setting Up Bombora

### Step 1: Select Topics to Monitor

Navigate to **Settings → Seam Intent → Topics**. Choose up to 25 topics that align with your product, competitors, or buyer interests.

<Frame>
  <img alt="Bombora topic selection interface" />
</Frame>

**Topic categories include:**

* Product categories (e.g., "Sales Intelligence", "AI ABM")
* Competitor names
* Use cases and pain points
* Industry-specific solutions
* Technology categories

<Tip>
  Seam provides topic recommendations during onboarding based on your ICP and market. Start with suggested topics, then refine based on results.
</Tip>

### Step 2: Configure Intent Thresholds

Set thresholds for when Bombora signals should trigger actions:

* **Low Intent**: Surging on 1-2 topics
* **Medium Intent**: Surging on 3-5 topics
* **High Intent**: Surging on 6+ topics or critical topics

You can adjust these thresholds based on your sales cycle and ICP.

### Step 3: Enable in Scoring & Plays

Once configured, Bombora intent automatically:

* Contributes to account **intent scores**
* Triggers **automated plays** when thresholds are met
* Appears in **audience filters** and segments
* Syncs to **Salesforce** for rep visibility