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If you’ve made it this far in the academy, you already get it: not all leads are created equal. And more importantly, not all moments are the right moment.
This chapter is your blueprint for building a segmentation strategy beyond tracking signals. It’s about acting on them—with the right message, to the right person, at precisely the right time.
Let’s break it down step by step.
First, get laser-focused on who matters most. If your ICP definition still looks like “B2B companies with 50+ employees,” go back to square one.
Your segmentation needs contextual signals, not just firmographics.
To use B2B intent data effectively, you must go beyond firmographics. Add contextual layers:
In impact-driven companies, we often look for B Corp-certified businesses.
Nicolas Fernandez Le-Follic – Founder @ Pronto
That’s your static layer. Now, let’s add intentionality.
Use the Jobs-To-Be-Done (JTBD) framework to shift from who they are to why they buy.
It’s not just “a VP of Sales at a SaaS company.” It’s “someone trying to hit pipeline goals without burning through reps.”
JTBD helps you segment by:
Once you know why they move, you can detect when they’re ready to.
This is where intent data becomes actionable.
List out the micro-events that happen before a purchase decision. These aren’t signals yet—they’re the context that signals will later reflect.
Some examples:
These key moments aren’t just interesting—they’re strategic flags. And they’re where your segmentation logic begins.
Operationalize your insights. Match key moments with first-party and third-party intent data to build your signal matrix.
Let’s take one example:
Key Moment | First-Party intent | Third-Party intent |
---|---|---|
New Head of Sales | Visits your CRM integration page; downloads “restructuring playbook” | Updates title on LinkedIn; comments on sales ops trends |
Fundraising | View pricing tiers; request an enterprise demo | Coverage in TechCrunch; mass hiring on LinkedIn |
Form Abandonment | Returns to the same form 3x; reads testimonials | Asks comparison questions in Slack or forums |
Competitor tested | Reads your “Why Switch from X?” blog | Attends competitor webinar; leaves a review about missing features |
Digital transformation project | Downloads IT integration guide; visits API docs | Company blog post on “modernizing tech stack”; hiring for digital roles |
This is the heart of using B2B intent data: linking what they do to why you act.
This is where your team starts to make faster, better decisions.
For each signal, assign a heat level:
Why it matters: Not every signal deserves a salesperson’s time. Heat levels help route leads automatically—whether to SDRs, nurture campaigns, or predictive scoring engines.
We track four core signals: website visits, social engagement, event participation, and brand mentions. People engaging on those touchpoints are 10x more likely to convert.
Brice Maurin – Founder & CEO @ LGM
Now connect the pipes and make your strategy actionable.
Tools that help:
How to operationalize:
You’re not just collecting data. You’re activating intent.
So now you’ve got the matrix. You’ve got the tools. What next?
Intent signals only pay off when they guide action.
Here’s how to use intent data to drive conversion in an Allbound motion:
Use high-value content to match the signal:
The more perceived value, the more it tends to perform.
Robert Bradley – Founder @ Profit Labs AI
Use the signal heat + behavior scoring model to rank leads. The next module covers this in-depth, but get ready to think like a growth analyst, not just a content team.
No more guessing who gets a call. Route leads by signal. Automate the low-value. Humanize the high-value.
“Right buyer, wrong time” = lost opportunity.
“Right buyer, right signal, right sequence”? That’s Allbound magic.
Precision beats volume. Here’s how to shift from generic outreach to laser-focused action:
The right person. The right time. The right play. Every single time.
Stop chasing. Start converting.
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