Buyer Journey Intent Reports

Kick start your ABM journey with Buyer Journey Intent Reports. Identify and classify the most interesting accounts for your business, based on their likelihood to convert.

Overview

Intent data has become a cornerstone of account-based marketing (ABM), shaping how businesses identify and engage high-priority accounts. At N.Rich, we developed Intent Reports to support a variety of use cases, empowering marketers with deeper insights into account behavior.

However, while our existing Intent Reports offer a powerful way to identify accounts based on intent signals and user-defined scoring, we noticed that new ABM practitioners often struggle to interpret and act on the insights effectively. To bridge this gap, we’ve refined our approach to make intent data more accessible, actionable, and intuitive for all users. 

Unlike traditional intent reports, which require marketers to use pre-defined use cases(e.g., net new demand, engaged demand, or hot demand), the Buyer Journey Intent Report removes the need for assumptions. The model automatically classifies them into the right buyer journey stages based on engagement data. This allows for more accurate targeting, better segmentation, and a more dynamic approach to tracking account progression.

Buyer Journey Intent Reports is a new type of intent report designed to help marketers easily track, categorize, and act on account engagement across different buying stages. This feature simplifies ABM execution through:

• Streamlined Intent Monitoring – Identify high-intent accounts at different stages with minimal manual effort
• Journey-Based Account Scoring – Prioritize accounts based on progression trends rather than static intent signals
• Adaptive Buyer Journey Modeling - The scoring model continuously refines itself based on customer-specific opportunity and sales engagement data
• Easy Segmentation – Segment accounts by buying stage for more relevant targeting and nurturing with a few clicks 
• Seamless Integration – Works with ABM Progression Analytics, helping marketers measure ABM progression across stages
• Digestible and Actionable Insights - Instead of sifting through 100’s of accounts trying to find those that should be actioned, use ABM Progression Analytics to find accounts that should be handed over to sales.

About the Scoring Model

The Journey-Based Account Scoring is designed to provide a data-driven approach to identifying accounts that are actively progressing through the buying journey. Unlike traditional intent models that rely solely on engagement data, this model has been trained on real engagement behavior observed across multiple companies, industries, and touchpoints. This model uses an initial dataset trained on diverse B2B interactions, creating a baseline scoring framework able to identify buying intent at different stages with a high degree of accuracy. This means that when an account is classified into a specific stage, its engagement behavior closely aligns with that of accounts in real training data that demonstrated similar patterns—patterns that historically led to a measurable likelihood of conversion into an opportunity.

Below is the stage classification and characteristics to help you interpret the data:

Coming soon: Adaptive Buyer Journey Modeling is the scoring model’s ability to continuously refine itself based on customer-specific data. Once applied within an N.Rich customer instance with active CRM integration and access to opportunity data (see prerequisites), the model adapts and recalibrates using that your own engagement trends, making intent classification more precise and aligned with their unique sales cycle.

How It will work:

• Baseline Model – The system starts with real-world engagement data from a large B2B dataset spanning multiple companies, ensuring a robust initial model.
• Customer-Specific Calibration – Once deployed, the model analyzes the customer’s historical account activity and adjusts scoring thresholds accordingly.

2. Getting Started

Prerequisites:

• Feature available to Lite, Growth & Enterprise plan users.
• To enable Adaptive scoring, users need to:
  • Enable CRM Integration and
  • Enable Pulling opportunity and events data from CRM

Additionally, we recommend users to:

• Activate ABM Progression Analytics feature to track movement across journey stages.
• Integrate CRM, Website Tag and other first-party and third-party sources to boost intent accuracy.

Setup Instructions:

Navigate to Intent -> Intent Reports from the main navigation menu.
Click the Create Intent Report button (+ Intent Report)
Select Buyer Journey Intent Report from the use cases available.

1. Define Target Accounts
   1. Monitor accounts in existing existing segments for intent. Select the segments you want to monitor from the list.
2. Exclude Accounts
   1. Select segments you want to exclude from intent monitoring
3. Select Intent Topic
   1. Select the intent topics you want to setup monitoring for. If you have Custom Intent Topics enabled for your account, these will be available here as well.
4. Setup First-Party Intent Data Monitoring
   1. Select the first-party intent data sources you want to use. You can select account-based advertising campaign engagements and website engagements to boost the accuracy of the intent signals.
5. Enable Email Alerts (Optional)
   1. Set up weekly alerts to track the top accounts moving through the funnel.
   2. Alerts help sales and marketing teams align efforts and act on engagement spikes.
6. Save and Activate the Report
   1. Review the setup summary and name your report
   2. You can opt to enable Account segment synchronization to LinkedIn or to segments.

Once configured, activate the intent report to begin tracking account movement.
Reports continuously update, providing real-time journey progression insights.

3. Key Features and Functionalities

Advanced Intent Scoring and Journey Stage Classification

• Uses a progression-based model that prioritizes first-party engagement signals
• Tracks Engagement Behavior - Prioritizes engagement type, frequency, and website visit quality, making it ideal for pinpointing accounts at specific journey stages. (Tracks and scores account movement instead of just static intent snapshots.)
• Automatically adapts stages and scoring to engagement threshold (e.g., number of ad clicks, website visits + crm opportunity status and sales engagements) based on customer-specific data for better accuracy and buyer journey lifecycle adaptation.
  
  

Integrated with ABM Progression Analytics

• ABM Progression Analytics available for Buyer Journey Intent Reports - Shows you where your accounts are in their buying journey. Accounts are tracked across Cold → In Market → Engaged → Hot stages.
• Provides actionable insights for sales and marketing teams to engage accounts at the right time.

Journey Stage-Based Account Segments

• Automatically creates dynamic segments for each buying stage (through ABM Progression Analytics).
• Supports hyper-personalized campaign targeting by aligning ads and content to account readiness.

Closed Loop ABM

• Journey-Based Account Segments will help marketers launch tailored campaigns for each stage. Campaign engagements can then be used by the Buyer's Journey Intent Report to further enrich engagement behavior, leading to even more accurate journey classification and progression measurement, closing the loop for your ABM program.

4. Best Practices

• Prioritize High-Intent Accounts using Progression Analytics
  Use the Engaged & Hot segments to identify sales-ready accounts.
• Run ABM Nurture Campaigns – Deploy targeted content based on buying-journey stages
• Align Sales & Marketing – Use ABM Progression Analytics to align on the most valuable accounts and the approach to win them.
• Optimize ABM Spend – Optimize budget allocation based on journey stages and stage-specific segments, allocating more to the accounts most likely to convert, reducing ad waste.

5. FAQs

What makes Buyer Journey Intent Reports different from other intent reports?

Traditional intent reports focus on specific use cases: net new demand, engaged demand, and hot demand, which align with different journey stages (cold, in-market, engaged). With these reports, users must decide which stage they want to track before setting up the report. The Buyer Journey Intent Report eliminates this guesswork by automatically classifying accounts into the appropriate buying stage based on their engagement behavior.

How does the scoring system work?
Please see section entitled "About the Scoring Model".

Can I use this report type to trigger automated workflows?

Buyer Journey Intent Reports integrate with N.Rich’s ABM Progression Analytics, allowing users to automatically populate segments based on account movement across stages. Read more here.

What data sources are used in intent scoring?

First-party data - ABM ad engagement and website visits
First-party data - Sales engagements if enabled (CRM interactions)
Third-party data (competitive intelligence, external research signals)

Will this impact my existing intent report setup?

No, this is a new report type and can be used alongside standard intent reports without conflicts.

6. Resources

Getting Started with Progression Analytics
Guide to Creating ABM Nurture Campaigns

7. Summary

Buyer Journey Intent Reports simplify the process of identifying accounts that are showing signs of purchase intent by automatically categorizing them into journey stages based on their engagement behavior and likelihood to convert. This allows you to easily target accounts at different stages of the buyer journey and track their progression over time.