What this is
This article explains how to build an intent-driven account list using ABM principles.
An intent-driven account list helps you prioritize accounts that are actively researching relevant topics, allowing you to focus your marketing and sales efforts on the accounts most likely to convert.
Why intent matters
Intent signals indicate that a company is actively researching topics related to your product or service.
While intent does not guarantee that an account is ready to buy, it shows:
Active interest in a relevant topic
Engagement with content related to your solution
Potential movement through the buyer’s journey
By focusing on accounts with intent, you can:
Prioritize higher-quality opportunities
Improve engagement rates
Support sales with more relevant leads
The diagram below illustrates how intent signals relate to different stages of the buyer’s journey and when outreach is most effective.
What is an intent-driven account list
An intent-driven account list is a group of accounts that show measurable interest in topics relevant to your business.
These accounts are typically prioritized based on:
Recency (how recently intent signals were observed)
Frequency (how often signals occur)
Volume (how many signals an account is trending on)
This prioritization helps you identify which accounts are most likely to engage.
What is intent data
Intent data is generated when companies research topics online.
This includes:
Reading articles
Searching for solutions
Engaging with content related to specific topics
By analyzing this behavior, you can identify which companies are showing interest in topics relevant to your offering.
How to build an intent-driven account list
1. Define your ICP
Start by identifying your Ideal Customer Profile (ICP).
Use firmographic criteria such as:
Industry
Company size
Location
Avoid targeting overly broad markets. Be specific about which types of companies are relevant to your business.
2. Apply firmographic filters
Refine your account list using ICP criteria.
For example:
Instead of targeting all SaaS companies, focus on:
Mid-size SaaS companies
In a specific region
With a specific use case
This ensures your list is relevant from the start.
3. Add intent signals
Layer intent data on top of your firmographic filters.
There are two types of intent signals to consider:
Broad intent signals (soft intent)
General topic research (e.g., “payment security”)Specific intent signals (buyer intent)
Research focused on solutions or competitors
Using both types helps you identify accounts at different stages of the buying journey.
4. Prioritize accounts
Not all accounts should be treated equally.
Prioritize based on:
Recency of activity
Frequency of research
Specificity of topics
Accounts researching competitor solutions or multiple related topics are often further along in the buying process.
5. Identify buyer stage
Intent signals can help estimate where an account is in the buyer’s journey:
Early stage: Broad topic research
Mid stage: More focused research
Late stage: Comparing solutions or competitors
This helps guide your messaging and campaign strategy.
6. Refine and update regularly
Intent changes over time.
Some accounts may stop showing intent
New accounts may become active
Others may move closer to a decision
Treat your account list as a dynamic dataset and update it regularly to maintain accuracy.
Best practices for intent-driven targeting
Target accounts early in the journey
If you only target accounts already ready to buy, you may miss the opportunity to build awareness and trust.
Identifying accounts earlier allows more time for engagement and relationship building.
Focus on relevance over volume
The goal is not to build the largest possible list, but the most relevant one.
A smaller, well-defined audience will typically perform better than a broad, unfocused one.
Use intent to guide messaging
Intent signals help you understand what accounts care about.
Use this information to:
Tailor campaign messaging
Align content with current interests
Improve engagement
Continuously optimize your list
Regularly:
Remove irrelevant accounts
Add new in-market accounts
Adjust filters based on performance
How intent fits into your ABM strategy
Intent-driven account lists are the foundation for effective ABM campaigns.
Once your list is built:
Segment accounts into buying circles
Launch targeted, omnichannel campaigns
Track engagement and refine targeting
Over time, this creates a consistent pipeline of engaged accounts that can be nurtured and passed to sales.
The example below shows how contact engagement evolves over time across different cohorts, and when contacts typically reach the threshold for sales handoff.
Conclusion
Intent data helps you focus on the accounts most likely to engage with your business.
By combining firmographic targeting with intent signals, you can:
- Build a more relevant account list
- Prioritize high-interest accounts
- Improve campaign effectiveness
An intent-driven approach allows you to focus your efforts where they matter most and build a stronger, more efficient pipeline.