Activating Intent Data for an Enterprise Software Provider
An intent-based demand generation program that layered behavioral signals onto firmographic ICP criteria to identify and prioritize accounts demonstrating active research activity.
Campaign Type
Intent-Based Demand Generation
Target Market
North America
Industry
Enterprise Software
The Challenge
The marketing organization had a large addressable market but needed a better mechanism for deciding which accounts deserved immediate attention.
Static firmographic targeting alone could identify organizations that fit the ICP, but could not indicate which accounts might currently be researching relevant topics — meaning campaign resources were spread evenly across accounts at very different stages of potential purchase readiness.
Audience
Intent signals were layered onto the existing ICP framework rather than being treated as a standalone data source. The combination of firmographic fit and behavioral signal strength created a dynamic prioritization model that could be updated as intent data evolved.
Target Personas
- Chief Information Officer (CIO)
- VP of Technology
- Director of Enterprise Applications
- IT Operations Leader
- Digital Transformation Sponsor
- Procurement and Technology Evaluation roles
Segmentation Criteria
- ICP Fit + High Intent: Highest campaign priority — immediate activation
- ICP Fit + Moderate Intent: Nurture audience — sustained engagement
- ICP Fit + Low / No Intent: Longer-term awareness audience
- Intent topic clusters: relevant business and technology research areas
- Account-level signal aggregation across multiple stakeholders
Strategy
Zinoit's Approach
Layered intent signals onto the client's ICP to identify accounts demonstrating increased research activity around relevant business and technology topics.
Accounts were grouped into priority tiers based on the combination of ICP fit and intent signal strength — allowing campaign resources to be concentrated on organizations most likely to be in an active evaluation.
Campaign content was then mapped to the specific topics showing elevated research activity within each priority tier.
Intent was treated as a prioritization layer rather than a standalone indicator of purchase readiness — recognizing that research activity indicates interest, not certainty.
Execution
Analyzed 2,000+ ICP-fit accounts for intent signal activity across relevant topic clusters.
Segmented accounts into three priority tiers based on ICP fit combined with intent signal strength.
Deployed topic-matched content to the highest-priority accounts, with different cadence and content depth for each tier.
Delivered prioritized account lists to the client's marketing and sales teams with supporting intent topic data for each account.
Representative Campaign Outcome
2,000+
ICP accounts analyzed for intent signals
450+
Higher-intent accounts identified for priority activation
900+
Relevant stakeholders activated across priority accounts
Prioritized
Account lists delivered to marketing and sales
Strategic Impact
Intent signals became an additional prioritization layer rather than being treated as a standalone indicator of purchase readiness.
The tiered model gave marketing and sales teams a more focused universe for immediate activation while maintaining a structured approach to longer-term account development.
Campaign resources were concentrated on the highest-potential accounts, increasing the proportion of engagement coming from organizations demonstrating active buying behavior.
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