We track a wide range of intent signals that fall into two key categories: passive intent data and active intent data. Together, these provide a comprehensive view of account and contact-level behaviours, allowing you to prioritise and engage with leads effectively.
Passive intent data
Our passive intent data focuses on signals that help predict future buying behaviour. These include:
- Content engagement: Interaction with third-party blogs, whitepapers, or reports relevant to your solution.
- Search behaviour: Keywords and topics prospects are researching via search engines.
- Browsing patterns: Activity on industry sites, news platforms, or competitor content.
- Social media activity: Engagement with posts, discussions, or influencers tied to your industry.
- Publicly available insights: News about hiring trends, investment announcements, and company changes like leadership shifts.
- Peer review and comparison activity: Interacting with comparison tools, review sites (such as G2), or forums where they seek information about different solutions.
- Event participation: Attendance at trade shows, webinars, or virtual events in your sector.
- Behavioural trends: Patterns that suggest intent when viewed over time, such as sudden spikes in activity across multiple channels, or sequential actions, like visiting a blog post, followed by downloading a whitepaper, and then visiting the demo page.
Pelago analyses these signals to highlight accounts that are showing signs of interest in your offerings or related topics.
Active intent data
Our active intent data comes directly from our demand generation activities, including content syndication, display advertising, and telemarketing. This includes:
- Form fills: Data collected when prospects download gated content or register for webinars.
- Display ad clicks: Engagement through targeted programmatic campaigns.
- Qualitative phone research: Insights from telemarketing, capturing nuanced feedback from conversations.
These active signals give a clearer idea of what topics are being actively researched by both accounts and individual contacts.
Combining active and passive signals
We combine active and passive intent data so we can zero in on the accounts most likely to convert, confirm assumptions, and challenge perceptions about who is actively researching and provide actionable insights that align with your sales and marketing efforts.
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