How do you distinguish between awareness, consideration and decision-stage intent?
We segment accounts into Awareness, Consideration and Decision stages based on digital behaviours that indicate buyer readiness.
We use a structured intent model to determine where an account sits within the buying journey. Pelago, our Buyer Intelligence platform, analyses a combination of direct and inferred signals to classify accounts into three stages: Awareness, Consideration, and Decision based on activity type and engagement depth:
- Awareness: Early research behaviours such as reading thought leadership or attending webinars.
- Consideration: Evaluation actions like comparing solutions or analysing vendor content.
- Decision: Direct buying intent such as RFP searches, procurement mentions, or role-specific hiring.
This segmentation allows us to tailor messaging and assets according to readiness, from educational top-of-funnel content to conversion-focused decision assets.
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