You can now bring your own intent signals into UserGems. Bring your intent data into UserGems, enrich those accounts with verified contacts, and run automated workflows that convert intent into pipeline.

This capability helps sales teams become more targeted and win more deals. First, a quick look at intent data and why intent tools alone don't drive results.

What is Intent?

There are lots of providers who offer intent data. 6sense and Demandbase show which accounts are in-market. UserGems adds the people layer—who to contact and why—so your team can act on that intent. They inform you when your potential buyers actively research your product via search keywords or visit your website.

By incorporating intent into your Account-Based Marketing and Account-Based Selling strategies, you can identify the best opportunities.

Intent tools require additional capabilities to drive results. They surface valuable data, but without actionable steps behind these intent signals, your sales team faces a black box.

Why intent tools require enrichment

Intent tools provide sales teams with company-level targeting (i.e., account info) but lack individual contact identification. Reps do not know which individual person at that account is actually displaying intent. This means reps waste time manually researching contacts on LinkedIn and in outdated databases like ZoomInfo. Your reps end up guessing which contacts matter.

The main problem is that your reps need clarity on targeting the right contacts and crafting appropriate messaging. Intent tools lack context and outreach rationale, forcing reps to cold-outbound intent accounts.

Best case: your reps research the account, find a few persona matches, and send generic outreach. They can't maintain consistent follow-up at the volume needed to convert leads. Plus, impossible to ensure that  they’re reaching out to enough contacts at the account to cover the buying group (i.e. “multi-threading”). Without automation, intent data becomes expensive cold prospecting.

TLDR:

• Reps lack contact identification

• Reps lack messaging guidance

• Reps struggle to maintain high-volume, consistent follow-ups

• Reps need to expand outreach across the buying committee

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UserGems Signal Platform

UserGems combines your intent data with people signals—Past Champions, New Hires, Promotions, Customer Referrals, and Multi-thread contacts. This gives reps a specific person to contact and a timely reason to reach out.

Combining intent with person signals gives reps a timely, specific reason to reach out—which converts better than generic outreach.

How it works

Here's how to add signal-based outbound to your intent data in UserGems:

1. Activate a new signal in the UserGems signal library

Go to the signal library to get started. UserGems has standard integrations with 6sense and Demandbase. If you have a different type of intent, like an account scoring tool, like MadKudu, we can import that to UserGems too.

Select the Account-level Intent widget for your intent source.

2. Upload intent data

Next, you’ll be asked to upload your intent data to UserGems.

You can do this in Salesforce by creating a dynamic report for accounts that hit a specific intent stage. If you have 6sense, for example, create a report of accounts that hit  ‘Decision’ or ‘Purchase” stages.

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You can choose to upload your intent data in one of three ways:

• Upload Salesforce report

• Upload from Google sheet

• Upload CSV

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3.Building your audience

After uploading your intent data, you can customize your audience. Your uploaded intent data becomes your contact pool. This is where you can stack UserGems’ people signals on top of your intent data to be selective about who you target.

Most teams use ZoomInfo, 6sense, or Demandbase to research contacts by persona.

UserGems surfaces the buying committee based on signals and personas—no manual research required.

UserGems identifies the right contacts for your intent accounts using verified, up-to-date contact data.

UserGems also highlights relevant people signals such as:

• is this person your Past Champion, or

• Is this person a New Hire or Promotion, or

• which Customers today can refer you to this high intent account

UserGems prioritizes contacts based on signals—Past Champions, New Hires, Promotions—so your team knows who to contact and why.

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4. Add signal-based selling workflows

Once you’ve identified your audience it’s time to build a signal-based workflow. These workflows run on your intent accounts, just like other UserGems workflows.

You can set up multiple workflows to run automatically in the background. Options include:

• Past champion

• New hires

• Promotions

• Multi-threading (i.e. missing prospects that are usually in your buying group)

Workflows run based on your buying group definition, size, and priorities.

5. Attach an action

Next, we add an action. Actions convert intent accounts into active outbound sequences or alerts to account owners. An action can take the form of an outbounding sequence,, or an email or Slack alert to the internal owner.

Workflows automatically start outreach to signal-based contacts—Past Champions, New Hires, or missing buying group members. It also creates consistency and ensures that the entire buying committee is reached out to.

Click here to learn how to use the Workflow Builder!

Bring your intent to UserGems

Layering UserGems on top of your account intent means we fill in the buyer committee using specific signals like job changes, potential referrals, and additional relevant buyers at these accounts.

Then you can use workflows to automate the next steps so your team always knows who to reach out to and has a good reason why to do so. This turns intent data into coordinated, signal-based outbound that converts.

Ready to add signal-based workflows to your intent data? Talk to us.

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