Using Intent Groups in Propensity – Propensity

What this is

Intent Groups allow you to organize intent signals into separate reusable groups with their own AND / OR matching logic.

Unlike the standard audience builder, Intent Groups support multiple independent groups of intent conditions. This allows you to create more advanced targeting logic by separating different categories of intent signals into their own structured groups.

For example, you can create:

One group for competitor-related intent signals
Another group for broader topic research
Different AND / OR logic within each group

These groups can then be applied to audiences to refine account targeting.

Intent Groups are available for:

Strategic tier
Unlimited tier

Only admin-level users can access and manage this feature.

When to use this

Use this feature when:

Building more targeted intent audiences
Combining multiple intent topics into reusable logic groups
Refining audience qualification criteria
Creating more complex intent queries that can be applied across multiple audiences
Managing advanced intent targeting strategies across audiences

How Intent Groups work

In the standard audience builder, intent signals are added into a single shared logic structure.

Intent Groups extend this functionality by allowing you to create multiple separate groups of intent conditions, each with its own internal AND / OR logic.

This provides more flexibility and control when building advanced intent audiences.

For example:

Group 1 may contain competitor-related intent signals
Group 2 may contain broader industry or topic research signals

Each group can use different matching logic independently.

Intent Groups can then be reused across multiple audiences.

Accessing Intent Groups

To access the feature:

Go to Workspace Settings
Click the ellipses menu (“...”)
Select Intent Groups

This opens the Intent Groups builder.

Creating an Intent Groups

Step 1: Create a new group

Inside the group builder, choose one of the following:

Enter a name for the group (if you would like to create a new one)
Select the existing group by clicking Saved Intent Groups (if you already have one)

Step 2: Add a condition

To add intent logic:

Click Add Condition
Select a theme
- You can select:
  - All themes
  - A specific theme
Select an intent topic from the available list

The available intent topics will update based on the selected theme.

Step 3: Configure AND / OR logic

When adding additional conditions, you can choose how matching should work.

AND logic

If the condition is set to AND:

Accounts must match all selected intent signals in the group

OR logic

If the condition is set to OR:

Accounts can match any of the selected intent signals in the group

Step 4: Add additional groups

You can create separate logic groups by clicking Add Group.

Each group can use its own:

Conditions
Intent topics
AND / OR matching logic

Step 5: Review and save the group

As conditions are added, the platform generates a preview of the group logic.

After reviewing the group:

Click Save Group
The group will become available in the group dropdown for future use

Applying Intent Groups to Audiences

After creating an intent group:

Go to the Audience tab
Open an audience
Click Edit List
Scroll to Intent Signals near the bottom of the audience settings
Click Intent Groups

Inside the Intent Group section:

Select one or more of your saved Intent Groups
Save your audience changes

The audience will then update based on the logic defined in the group.

After applying an Intent Groups to an audience, you can see the specific intent signals included in the group.

To view the applied signals:

Open the audience list
Click View Details
View the intent signals associated with the applied Intent Group

This allows you to verify which intent topics and logic are currently impacting the audience.

How intent group logic impacts audiences

Intent Groups affect which accounts match your audience criteria.

Depending on the conditions used:

OR logic may include more matching accounts
AND logic may reduce the number of matching accounts

After applying an intent group, note that audience size will likely decrease based on the intent topics added.

Intent Group examples

Example 1: ABM Research + Purchase Intent

Target accounts researching ABM topics that are also showing purchase-related intent signals.

Intent Group Name: ABM and Purchase Intent

Group 1

Business > Account-Based Experience (ABX)
OR Marketing > Account-Based Marketing (ABM)
OR Marketing > Account-Based Sales Development (ABSD)

Between groups: AND

Group 2

Marketing > Marketing Technology
OR Marketing > Marketing Automation
OR Marketing > CRM

Preview: ('Account-Based Experience (ABX)' OR 'Account-Based Marketing (ABM)' OR 'Account-Based Sales Development (ABSD)') AND ('Marketing Technology' OR 'Marketing Automation' OR 'CRM')

Why this works: Accounts must be researching at least one ABM-related topic AND at least one marketing technology topic. This combination identifies accounts that are actively evaluating both ABM strategies and the tools to execute them, indicating strong purchase intent for a platform like Propensity.

Example 2: Broad Intent Across Multiple Topic Clusters

Target accounts researching topics across different clusters, where matching any cluster qualifies them.

Intent Group Name: Cloud and Security Research