What this is
Propensity uses intent data and first-party engagement signals to help identify accounts that may be actively researching or considering solutions related to your offering.
Intent signals show what an account appears to be researching. The Propensity Score summarizes the account's estimated likelihood of being in-market.
Together, these insights help marketing and sales teams prioritize accounts for targeting, validation, and outreach.
Intent signals
Intent signals represent research activity related to specific topics, technologies, industries, products, or companies.
To configure intent signals for an audience:
Select a relevant theme.
Search for and select the topics or keywords you want Propensity to monitor.
Add competitor-related topics when applicable.
Selected signals are used to identify accounts demonstrating related research activity across supported third-party data sources.
Relevant topics
Relevant topics should reflect the problems, technologies, industries, and product categories associated with your offering.
Examples may include:
- Industry categories
- Technologies
- Business challenges
- Product-related topics
- Complementary solutions
Choose topics that are specific enough to indicate meaningful interest while still capturing accounts earlier in their research process.
Competitors to track
You can also monitor intent activity related to competitor companies.
Recommended competitors
Propensity may recommend competitors based on the relevant topics you selected.
Manual search
You can search for and add additional competitor companies manually.
These selections become competitive intent signals associated with the audience. They can help identify accounts researching alternative products or vendors.
Competitor configuration takes place while defining an audience's intent signals. It is separate from reviewing an individual account in the Intent Data Explorer.
Using intent data in the Intent Data Explorer
The Intent Data Explorer provides a detailed view of an individual account's recent research activity. It allows you to:
- Review up to 12 weeks of intent momentum
- Compare the latest week with the previous week
- Identify rising, new, cooling, and persistent topics
- See which individual signals are driving each topic
- Switch between configured workspace or audience topics and all available account intent
The Explorer focuses on research history and momentum rather than presenting the Propensity Score itself.
Propensity Score
The Propensity Score represents an account's estimated likelihood of being in-market.
The score considers factors such as:
- The recency of relevant intent signals
- The frequency and consistency of activity
- First-party engagement, such as website visits or ad interactions
- Third-party research activity related to selected topics
- The overall quality and relevance of available signals
Accounts demonstrating strong, recent activity across multiple signal types generally receive a higher score.
Propensity Score ranges
- 70 to 100 High intent: The account is showing strong signals that it may currently be in-market.
- 40 to 69 Moderate intent: The account has demonstrated meaningful activity related to the selected topics.
- 0 to 39 Low intent: The account fits the target audience but has shown limited recent intent activity.
- N/A: The required signals are not available or have not been configured, so a score cannot currently be calculated.
Where the Propensity Score appears
The Propensity Score can be viewed in supported:
- Audience tables
- Buying Circle tables
Use these scores to prioritize accounts within a larger list. Open an individual account in the Intent Data Explorer when you need to understand the specific topics, signals, and trends contributing to its recent activity.
How to use intent responsibly
Intent data indicates possible interest, not a confirmed buying decision.
Before acting on an intent signal:
- Confirm that the account fits your ideal customer profile
- Review the topics and signals driving the activity
- Check first-party website and campaign engagement
- Review available contacts and CRM history
- Validate whether the account has a relevant business need
Combining intent, account fit, and engagement data provides a more reliable basis for prioritization than using any single signal or score independently.