Intent Data Activation Playbook
Turn intent data signals from tools like 6sense, Bombora, or G2 into account prioritization, outreach plays, content triggers, and sales actions.
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Move from buying signals to coordinated revenue plays
This playbook helps teams decide what to do when accounts show intent. It connects signal sources, intent topics, fit scoring, campaign triggers, SDR actions, content offers, and sales follow-up into one operating plan.
Signal Source Inventory
Map intent signals from review sites, content engagement, web visits, ad engagement, third-party providers, and CRM activity.
Activation Rules
Define which signals trigger SDR outreach, paid media audiences, nurture sequences, sales alerts, or executive follow-up.
Account Prioritization
Combine fit and intent so high-signal accounts are not treated the same as low-fit curiosity traffic.
Playbook Library
Document the message, channel, owner, timing, and asset for each intent-based campaign motion.
What the template includes
The playbook is built around a simple question: when a target account shows interest, what should marketing and sales do next?
Who This Template Is For
Demand gen teams, ABM marketers, sales development leaders, marketing operations managers, and revenue teams using intent data to prioritize accounts.
How To Use It
Start by listing your signal sources and intent topics. Define the threshold for action, map each signal to a campaign or sales play, and review performance monthly so the activation rules improve over time.
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