How to use webpage intent to identify ready-to-buy accounts

Understanding visitor behavior on a website can provide valuable insights for marketers looking to identify potential leads and optimize their outreach strategies. By classifying webpages into high, medium, and low intent categories, companies can better target accounts that show purchase intent based on their interactions with specific pages. First-party, second-party, and third-party intent data provide different levels of insight into a visitor’s journey, with first-party data being the most direct. For example, visits to pricing or demo pages generally indicate higher buying intent, while frequent visits to informational pages may suggest lower intent. Utilizing tools like Clearbit allows businesses to categorize visitors and automate follow-up actions tailored to their intent level, ensuring that high-fit accounts receive immediate attention from sales teams. Companies can further refine their strategies by mapping pages to different stages of the buyer's journey—top, middle, and bottom of the funnel—and adjusting their outreach activities accordingly.