If you’re in B2B sales or marketing and you care about what actually moves the needle, tracking buyer intent signals is a must. But here’s the thing: most teams either overcomplicate it or chase after signals that sound good on paper but don’t actually help close deals. If you’re using Motidash to track buyer intent, you want to focus on the stuff that’s real—actions that point to actual buying interest, not just noise.
This guide will walk you through the best way to set up and track intent signals in Motidash, filter out the junk, and actually use what you find. No fluff, no hype. Just what works.
1. Get Clear on What “Buyer Intent” Means (and Doesn’t)
Before you start fiddling with dashboards, be honest about what counts as a real intent signal. Not every webpage visit or reply qualifies. Here’s what to focus on:
- High-value signals: Demo requests, pricing page visits, repeat logins, downloading gated content, or responding to sales outreach.
- Weak/vanity signals: Casual blog visits, social likes, generic newsletter opens. These are fine as background noise, but don’t treat them as serious buying signs.
Pro tip: Don’t let your tech stack (or what’s easy to track) dictate what you call intent. Start with the actions that actually correlate with buying decisions in your own pipeline.
2. Map Your Key Intent Signals in Motidash
Motidash is flexible, but you need to tell it what to look for. Here’s how to do it right:
Step 1: List Your Real Buying Signals
Sit down with your sales team (or just look at closed deals) and answer:
- What did people do right before they became customers?
- Which actions or touchpoints show up most often in successful journeys?
You’ll probably end up with a handful of clear signals, such as:
- Scheduling a call or demo
- Visiting the pricing or integration page multiple times
- Returning to the product after a break
- Downloading technical docs or case studies
Write these out. Be ruthless—if it doesn’t actually predict deals, skip it.
Step 2: Set Up Tracking in Motidash
Motidash can ingest intent signals from lots of sources: your website, CRM, email, ad platforms, and more. Don’t feel like you have to connect everything—start with what matters.
Here’s how to wire up the basics:
- Website events: Use Motidash’s tracking pixel or API to record key page visits (pricing, demo, etc.) and form fills.
- CRM signals: Sync opportunity stage changes, demo completions, or custom fields from your CRM.
- Email engagement: Pull in replies to outbound emails, clicks on key links, or calendar bookings.
- Third-party data: If you buy intent data (like Bombora or G2), pipe in only the most relevant triggers—don’t flood your system with weak intent.
What to skip: Social media likes, generic ad impressions, or any “signal” you can’t tie to an actual company or person.
3. Avoid Common Traps (and Junk Data)
Most teams fall into one of two traps: tracking everything and getting overwhelmed, or tracking nothing and missing real opportunity.
Here’s what to watch out for:
- Signal overload: Motidash can show you a firehose of data, but more isn’t better. If you track every micro-action, you’ll drown in noise.
- Chasing vanity metrics: Just because someone downloaded an ebook doesn’t mean they’re ready to buy. Only treat it as intent if your closed/won data backs it up.
- Not deduping contacts: Multiple signals from the same person or account should be grouped. Motidash can help with this, but only if you set up your contact/account mapping correctly.
- Ignoring recency: A pricing page visit six months ago? Not helpful. Make sure your dashboard highlights recent intent.
Pro tip: Periodically review which signals actually led to pipeline. Prune the rest.
4. Build Useful Views and Alerts (Not Just Pretty Dashboards)
Dashboards are only good if they actually help your team take action. Here’s how to set them up so they’re useful—not just eye candy:
- Flag hot accounts: Create a view in Motidash that shows accounts with multiple high-intent signals in the past 7–14 days.
- Alert sales reps: Set up automated alerts (email, Slack, etc.) for key signals—like when someone books a demo or visits the pricing page three times in a week.
- Show context, not just counts: Don’t just show “3 intent signals”—show which signals, who did them, and when. This helps reps know how to follow up.
- Pipeline impact tracking: Tie intent signals back to actual deal outcomes. If certain signals never result in closed deals, stop surfacing them.
What to ignore: Don’t waste time on daily “activity recaps” or dashboards that list every minor event. Focus on what actually helps reps prioritize.
5. Use Intent Signals to Drive Real Actions
Intent data is only useful if someone acts on it. Here’s how to make sure that happens:
- Prioritize outreach: Use intent signals to bump hot accounts up your call or email list. Don’t just blast everyone—focus on those showing the right signs.
- Personalize your message: Reference the specific action. (“Noticed you checked out our integrations page—happy to answer questions.”)
- Coordinate with marketing: Feed real-time intent data back to marketing, so they can adjust campaigns or nurture tracks.
- Review what worked: After a few months, check which signals led to actual meetings or deals. Double down on those. Ignore the rest.
Pro tip: Don’t rely on automation alone. Intent signals are a starting point—real conversations close deals.
6. Keep It Simple and Keep Iterating
It’s tempting to set up every possible integration and automate everything. Resist that urge. The best teams start small:
- Track only the most predictive signals.
- Review and adjust every quarter—ditch what’s not working.
- Don’t get dazzled by dashboards. The real win is helping sales and marketing have smarter conversations, sooner.
If you’re not sure whether something’s worth tracking, leave it out. You can always add more later, but cleaning up a cluttered system is way harder.
Buyer intent tracking in Motidash doesn’t have to be complicated. Focus on the signals that actually mean something, use them to drive real action, and keep pruning what’s just noise. The simpler your setup, the more likely your team is to use it—and that’s what really moves deals forward.