Overview
Sona's Intent Signals identify when website visitors show genuine buying interest through specific behaviors, such as viewing a pricing page or submitting a demo request form. Configure intent signals to segment visitors by intent level, trigger real-time sales notifications, improve lead scoring accuracy, and power Ideal Customer Profile (ICP) Fit Scores and automated workflows. This article walks through choosing, creating, and managing intent signals in your Sona workspace.
When to use intent signals
Use intent signals when you want to:
Get real-time alerts when high-value prospects visit key pages or reach certain buying stages.
Trigger automated workflows based on visitor behavior.
Improve lead scoring and qualification processes.
Set up sales notifications in Slack or other messaging platforms.
Configure Ideal Customer Profile (ICP) Fit Scores.
Automate marketing and sales activities through Sona Audiences and Destinations.
Note: before you begin, make sure Sona tracking is installed on your website and you have a clear sense of your site's high-intent pages and conversion paths.
Choosing your intent signal type
Navigate to the Intent Signals page in your Sona dashboard, then:
Review the pre-built signals available under High Intent Page Views and Form Submissions.
Select an existing signal that matches your needs, or proceed to create a custom one.
Creating a new intent signal
Click Create new page view signal at the bottom of either the High Intent Page Views or Form Submissions list.
In the configuration screen, use the dropdown menu to select the conditions for your intent signal.
Enter the specific URL path in the URL field. Example: for a pricing page intent signal, enter
/pricingor/plans.
Configuring signal details
Enter a clear, descriptive name for your intent signal so it is easy to identify in lists and reports.
Add a detailed description explaining what this signal represents, for example: "Triggered when visitors view any pricing page, indicating purchase consideration."
Managing your intent signals
To modify an existing signal, select it from the list and make your changes.
Click Delete to remove any intent signal you no longer need.
Always click Save to apply your changes.
Best practices
High-intent behaviors: focus on pages and actions that indicate genuine buying interest, such as:
Pricing pages
Product demo requests
Case study downloads
Contact form submissions
Free trial sign-ups
Signal naming: use descriptive names that clearly indicate the behavior and its business significance. Include the page type and intent level, for example "High Intent, Pricing Page View."
URL configuration: be specific with your URL paths to avoid false positives. Use exact matches for critical pages and broader patterns for page categories.
Integration strategy: consider how your intent signals will connect to your existing sales and marketing workflows. Plan which signals should trigger immediate notifications versus automated nurturing sequences.
FAQs
What is an intent signal in Sona?
What is an intent signal in Sona?
An intent signal is a configured rule that flags when a website visitor performs a behavior that indicates buying interest, such as viewing a pricing page or submitting a form. Sona tracks these behaviors in real time so you can segment visitors, score leads, and trigger sales or marketing workflows based on genuine intent rather than guesswork.
What is the difference between a page view signal and a form submission signal?
What is the difference between a page view signal and a form submission signal?
A page view signal triggers when a visitor loads a specific URL, such as a pricing or demo page. A form submission signal triggers when a visitor completes and submits a form on your site, such as a contact or trial request form. Both signal types can be used together to build a fuller picture of a visitor's intent.
Can I edit or delete an intent signal after creating it?
Can I edit or delete an intent signal after creating it?
Yes. Select any existing signal from the Intent Signals list to edit its name, description, or conditions, then click Save to apply your changes. Click Delete next to a signal if you no longer need to track it.
How do intent signals connect to ICP Fit Scores?
How do intent signals connect to ICP Fit Scores?
Once an intent signal is created, you can add it as a weighted attribute in your Ideal Customer Profile (ICP) Fit Score configuration. This lets behavioral data, not just firmographic data, contribute to how Sona scores and prioritizes accounts.