ZoomInfo Intent FAQs

ZoomInfo Intent helps Sales and Marketing teams identify and prioritize
opportunities based on companies that are conducting online research
related to their solution. Track that activity real-time with Streaming
Intent, giving you the competitive edge. And leverage Custom Intent
topics to maximize the intent.

What is ZoomInfo Intent?

What is Streaming Intent?
What is Custom Intent?
What’s the difference between weekly, daily, and real-time signals?
What’s the value of using ZoomInfo’s Intent and sales intelligence together?
Where does ZoomInfo get its Intent data?
How can I access Intent?
Who is Intent available for?
How can ZoomInfo users leverage Intent?
What is a Signal Score and why is it important?
How is a Signal Score calculated?
What is Audience Strength?
What are Intent keywords?
What are Intent Topics?
What if there is a topic that I want to monitor that is not on the list?
How often do you update your current list of topics?
How can I subscribe to different topics?
Does Intent data get collected when employees are remote?

What is ZoomInfo Intent?

ZoomInfo Intent allows our customers to find prospects with above-average web
browsing activity on topics vital to their businesses. When potential buyers have pain
points, they visit websites, read articles, and download ebooks — online activity that
our innovative Intent solution tracks and curates in the ZoomInfo platform weekly.
With this data, go-to-market teams can identify prospects at the earliest stage of
their buying journeys — perhaps even before they’ve engaged with sales or marketing
channels.

What is Streaming Intent?

Existing offerings in the market only provide weekly batches of buyer intent Intent
data. However, customers can add on Streaming Intent to their Intent package, which

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offers real-time Intent Signals. This allows businesses to engage in conversations with
prospects even earlier in the buying process, while the competition waits for their
weekly intent updates.

What is Custom Intent?

Want a topic that we don’t have already? With Custom Intent, you can get more
relevant Intent Signals that indicate purchase intent and aren’t shown to other
ZoomInfo customers. You get to work with our Custom Intent team to define the
keywords that make up a topic or modify an existing Intent topic with Intent Signals
that are private and unique to you.

What’s the difference between weekly, daily, and

real-time signals?
A signal exists when ZoomInfo sees a company do an above-average amount of online
research for a topic. Specifically, if we see consumption is more than 20% above
average during a seven-day period, that triggers an Intent spike in our platform.
1. Weekly Intent: We aggregate all activity from Monday morning to Sunday night
and check if the total number of events for a company’s consumption exceeds
what we’d expect based on historical averages. We show a signal in the
platform Monday morning.
2. Streaming Intent:
a. For daily intent signals, we aggregate activity every night at midnight ET,
look back seven days, and see if the company has done an
above-average amount of research. We then show a signal in the
ZoomInfo platform the next day. If you only have the weekly view, you’d
see that company’s spike on Monday morning.
b. For real-time signals, we evaluate this activity every 10 minutes. And
these signals display in the Real-time Intent ticker.

For example, if we see a company do an above-average amount of research today at

3pm ET over a 7-day period, here’s what would happen:
● Weekly: get signal on Monday
● Streaming Intent
○ Daily: see signal tomorrow in the list view
○ Real-Time: see signal 10 minutes from now in the Real-time Intent ticker

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What’s the value of using ZoomInfo’s Intent and
sales intelligence together?
Intent data by itself is not enough. You can’t take action if you don’t know who’s most
likely consuming the content, or don’t have their contact information. ​ZoomInfo
makes intent data actionable​by not only telling you ​when ​a company is researching
specific topics, but also who to engage with. Customers can seamlessly combine
intent signals with other data from ZoomInfo such as firmographics, technographics,
contact data, and Scoops intelligence - a combination no other provider offers.

Where does ZoomInfo get its Intent data?

With ZoomInfo’s recent acquisition of Clickagy, we now have two primary sources for
our Intent data:
1. Bidstream data providers and ad exchanges
2. A data co-op

From the sources listed above, we see over a billion website visits per day and crawl
over 90% of those pages to identify which ones contain topics relevant to B2B
audiences.

How can I access Intent?

For those who have access to Intent and have subscribed to their topics, they can
access Intent data through the Intent tab in the ZoomInfo platform. You can also
access Intent on a company profile or right on the homepage when you log into
ZoomInfo.

Who is Intent available for?

Intent is available for Advanced and Elite customers in the following ways:
- Advanced users can purchase Intent packages as an add-on. The default
package delivers Intent signals on a weekly basis.

- Elite users automatically get 6 Topics with Unlimited monthly Signals. The
default package delivers Intent signals on a weekly basis.
- Both Advanced and Elite users can purchase Streaming Intent as an add-on
and receive Intent signals in real time.

Intent data is not available as an add-on for Starter or Professional packages.

How can ZoomInfo users leverage Intent?

1. Identify and prioritize accounts that fit your ideal customer profile

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 2. Add Intent Signal Score as a variable to your lead scores
3. Automatically export accounts with high Signal Scores to your CRM, Marketing
Automation, or Sales Acceleration tools with ZoomInfo’s Workflows feature

What is a Signal Score and why is it important?

A Signal Score shows how big the spike is, indicating the intensity of a company's
content consumption for a specific topic. Users can ​manually adjust their Intent
results based on a specific Signal Score baseline to filter results based on intensity of
content consumption.

How is a Signal Score calculated?

On a scale from 0 - 100, a company’s baseline (or “normal”) consumption of a topic is
given a Signal Score of 50, which we look at for the past 7 days. Signals are published
once it hits a Signal Score of 60 or above (at least a 20% increase or more), meaning
there has been a significant boost in consumption of an otherwise “normally
consumed” topic throughout a given time period. Many factors are considered when
identifying B2B businesses demonstrating active intent, including interactions (articles
read or searches performed vs. downloads or registrations - all are scored differently),
the number of unique users, mean topic relevance, as well as overall engagement (i.e.
scroll velocity, dwell time, etc.).

What is Audience Strength?

Audience Strength indicates the volume of searches for a specific topic by one
company. We aggregate all searches from a company’s IP addresses during a specific
time frame that can indicate a larger group of people at that company are searching
for that topic. The more hits from a single IP (or IP’s associated to one company) that
stronger the Audience Strength.

We use several characteristics to calculate Audience Strength, including number of

IPs at a company, number of days investigating the topic of interest, how many times
they viewed the page, and more. These thresholds vary based on company size, it
takes more for Nike to be an “A” than it does for a 10-person startup.

What are Intent keywords?

Intent Keywords are terms and phrases that are explicitly stated on web content.
ZoomInfo’s web crawler sifts through a billion website pages for tens of thousands of
Intent Keywords that are then categorized into topics.

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What are Intent Topics?
Intent Topics are a list of what companies are searching for. ZoomInfo categorizes
topics within the Intent Topics section of its platform. ZoomInfo customers can
choose from over ​2,500 B2B topics​that best fit their market needs and keep track of
their selected topics.

What if there is a topic that I want to monitor that

is not on the list?
You can purchase Custom Intent topics, getting more relevant Intent Signals that:
● Indicate purchase intent through customization — whether you create a new
topic or customize an existing one where you get to define the keywords that
make up that topic.
● Are private to their account since it’s not shown to other ZoomInfo customers.
● Show the same information as any other Intent Signal: the topic itself on your
list of topics; weekly signals, and if you have Streaming Intent, your daily and
real-time signals; and company card. There is a star ( ) next to your Custom
Intent topic.

To view a list of our available topics, click here.

How often do you update your current list of topics?

We are always updating our current list of topics based on customer feedback and
additional data that we are capturing.

How can I subscribe to different topics?

ZoomInfo Intent users should work directly with their CSM or with ZoomInfo
Customer Support to subscribe to different topics. Intent users can switch to
different topics up to three times a year.

Does Intent data get collected when employees are

remote?
Yes, it does. ZoomInfo observes business activity from offices, homes, and
apartments, and then maps those IP addresses to the domains of the users
conducting that activity with emails, formfills, link clicks, and video conferences.

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