If you're in sales or marketing, you've probably heard promises that "intent data" will turn your prospecting world upside down. The truth? Most tools throw a haystack at you and call it gold. If you want to cut through the noise and figure out which accounts are actually worth chasing, this guide is for you. We'll walk through how to use Kuration to find and focus on high intent accounts—without getting sidetracked by hype.
Step 1: Get Clear on What “High Intent” Means for You
First, let's get one thing straight: not everyone who visits your site or downloads a whitepaper is ready to buy. “High intent” means different things for every company. Before poking around in Kuration, you need to know what you’re looking for.
Ask yourself: - What actions really lead to pipeline for us? (Not just engagement, but sales conversations.) - Which industries, company sizes, or job titles matter most? - Which “signals” from intent data actually align with deals we close—not just those that look busy?
Pro tip:
Don’t try to chase every signal. Focus on a short list of behaviors that actually predict buyer interest for you. Quality beats quantity, every time.
Step 2: Connect Your Data Sources in Kuration
Kuration is only as smart as the data you give it. Hook up the essentials first:
- CRM (like Salesforce or HubSpot): So you don’t waste time on accounts you already own or have closed.
- Marketing automation (Marketo, Pardot, etc.): For website visits, email engagement, and form fills.
- Intent data providers (Bombora, G2, etc.): This is the “outside world” stuff—what buyers do off your site.
What works:
Pull in everything you can, but don’t drown in noise. If you’re just starting, connect your CRM and one intent source. Layer in more later, once you see some patterns.
What to ignore:
Don’t bother with vanity metrics (like pageviews from random countries) unless you sell globally. Focus on the data that actually moves deals forward.
Step 3: Set Up Your Ideal Customer Profile (ICP) in Kuration
Kuration lets you define the accounts you care about, so you can filter out the rest.
How to do it: 1. Go to the ICP builder (usually found under “Settings” or “Audience”). 2. Add filters for industry, company size, geography, tech stack—whatever actually matters for your sales team. 3. Save your ICP so Kuration can automatically score accounts that fit.
Honest take:
Don’t overcomplicate this. Start with your best-fit customers—maybe your last 10 closed deals. Add more detail as you learn. The goal is to filter out the noise, not build a perfect model on Day 1.
Step 4: Tune Your Intent Signal Settings
This is where most folks mess up. More signals don’t mean better signals. Kuration lets you pick which intent data points matter.
Examples of strong intent signals: - Multiple people from the same company researching your product category - Visits to high-value pages (like pricing or demo request) - Recent spikes in activity, not just steady trickles - Searches for your competitors (yes, this means they're in the market)
How to tweak: - Use Kuration’s scoring or weighting features to make these signals count more. - Drop generic signals (like “read a blog post”) unless you can prove they lead to deals. - Set up alerts or dashboards to see these high-intent spikes fast.
What doesn’t work:
Chasing every webinar attendee or ebook downloader. Look for patterns—not just single clicks.
Step 5: Build (and Re-Build) Your Prioritization Rules
Now, combine your ICP and intent signals to actually rank accounts.
In Kuration: 1. Go to the prioritization or scoring section. 2. Stack rank accounts using both ICP fit and intent score. (E.g., “They fit our ICP and have recent high-value intent? Top priority.”) 3. Set up filters: “Show me only accounts with a total score above X,” or “Only show accounts with activity in the last 14 days.”
What works:
Keep the rules simple at first. If your sales team isn’t using the list, the model is too complicated.
What to ignore:
Don’t get hung up on small score differences. The top 10% of your list deserves the most attention—don’t waste cycles debating if #23 or #24 should be called first.
Step 6: Share Actionable Lists with Sales (Not Just Data Dumps)
It’s tempting to just dump a spreadsheet on your sales team and call it a day. Resist. The point of Kuration is to give sales a short, actionable list.
Tips: - Deliver a weekly “hot list” of 10–20 accounts, not 200. - Include just enough context: what action triggered the score, last touchpoint, any open opportunities. - Make it easy for reps to take the next step—link to CRM records, or include contact info if you have it.
Honest take:
If your reps ignore the list, ask them why. Maybe the signals are off, or the accounts aren’t a good fit. Iterate and improve.
Step 7: Measure What Actually Converts
Don’t trust the dashboard blindly. Use Kuration’s reporting to check if your “high intent” accounts are turning into meetings or deals.
How to check: - Track conversion rates from your prioritized list vs. the rest of your target accounts. - Look for patterns: Do certain intent signals actually correlate with closed-won deals? Drop what doesn’t work. - Ask your sales team for real feedback. Sometimes the data says “hot,” but the prospect is ice-cold on the phone.
Pro tip:
Set a reminder to review your intent rules and ICP every quarter. Markets change, and so do buyer behaviors.
Step 8: Ignore the Hype—Stick to What Works
Don’t let anyone sell you on “AI-powered intent orchestration” or whatever the buzzword of the week is. The basics matter:
- Focus on a clear ICP.
- Use real, proven intent signals—not just activity.
- Give sales a focused, usable list.
- Check if those accounts actually convert.
If you keep it simple and improve as you go, you’ll get way more value out of Kuration than just chasing the latest shiny feature.
Wrap-up: Keep It Simple, Iterate, and Trust Your Gut
Intent data is only useful if it helps you prioritize real opportunities, not just churn out more reports. Start small, focus on the accounts that actually matter, and tweak your setup as you learn. If you find yourself buried under dashboards and “insights” but your pipeline isn’t moving, go back to basics. Kuration’s there to help, but it’s your process that makes the difference.
Get to work, keep it honest, and don’t overthink it. The best results come from steady tweaks, not magic bullets.