This guide shows you how to create detailed Buying Stages configurations that track prospects through their purchasing journey using intent signals and behavioral data. You'll learn to define specific intent signals for each stage of the buying process, from initial awareness through final purchase. With this guide, you'll be able to automatically identify where prospects are in their buying journey and tailor your engagement strategies accordingly.
When to Use This
When to Use This
When you need to track prospects through different phases of the buying process
When you want to trigger stage-specific marketing and sales activities
When setting up intent-based lead scoring and nurturing campaigns
When you need to prioritize prospects based on buying readiness
When implementing account-based marketing with stage-appropriate messaging
When you want to measure and optimize conversion rates between buying stages
Prerequisites
Admin or manager access to your account
Understanding of your typical buyer journey and decision-making timeline
Knowledge of intent signals and behavioral indicators for each buying stage
Familiarity with your content assets and their alignment to buying stages
Access to website tracking and intent data sources
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Access the Buying Stages Tab
Step 1: Access the Buying Stages Tab
From the Scoring page, navigate to the Buying Stages tab
You'll see the heading "Build your Buying Stages" with an info icon (ⓘ)
Click the info icon for guidance on defining buying stage criteria
Step 2: Understand the Four-Stage Framework
Step 2: Understand the Four-Stage Framework
The system provides four standard buying stages that align with typical B2B purchasing processes:
Awareness: Early-stage prospects identifying problems and exploring solutions
Consideration: Mid-funnel prospects evaluating different options and vendors
Decision: Late-stage prospects ready to make purchasing decisions
Purchase: Prospects who have made or are finalizing their purchase
Step 3: Configure Awareness Stage
Step 3: Configure Awareness Stage
Click on the Awareness stage dropdown (showing "× 3")
Under Intent Signals, you'll see:
Visited Website: Already configured as the primary signal
Click Select... dropdown to add additional intent signals
Use the and dropdown to set logical operators between signals
Under Engagement Trends:
Click Select... to add engagement-based signals
Click Add to include more intent signals or engagement trends
Step 4: Configure Consideration Stage
Step 4: Configure Consideration Stage
Click on the Consideration stage dropdown (showing "× 8")
Under Intent Signals, configure multiple signals with or operators:
Read any blog post: Content consumption indicating deeper interest
Form: Contact form submissions or content downloads
Viewed Pricing: Pricing page visits showing budget consideration
Asked Sona: Chatbot interactions or support inquiries
Visit Greater than 30s: Engaged website sessions showing interest
Read Playbooks: Solution-focused content consumption
Requested Demo: Direct sales engagement requests
Visit Greater than 120s: Extended evaluation sessions
Each signal is connected with or operators, meaning any of these behaviors will qualify for the Consideration stage
Click Add to include additional signals as needed
Step 5: Configure Decision Stage
Step 5: Configure Decision Stage
Click on the Decision stage dropdown (showing "× 2")
Under Intent Signals, set up signals with logical operators:
Visited Website: Continued engagement with solution pages
Visit Greater than 120s: Deep, engaged website sessions
Use and operator to require both conditions
Under Engagement Trends:
Click Add to include engagement-based decision indicators
Step 6: Define Purchase Stage
Step 6: Define Purchase Stage
Click on the Purchase stage dropdown (showing "× 2")
Under Intent Signals, configure high-intent signals:
Viewed Pricing: Multiple pricing page visits
Visit Greater than 120s: Extended evaluation sessions
Use and operator to require both conditions for purchase readiness
Under Engagement Trends:
Click Add to include purchase-specific engagement signals
Step 7: Save Your Buying Stages Configuration
Step 7: Save Your Buying Stages Configuration
Click the Save button to preserve your settings
Your buying stages are now ready to automatically track prospect progression
The system will use these criteria to assign stage scores and trigger appropriate actions
Key Concepts / Best Practices
Key Concepts / Best Practices
Understanding Buying Stage Progression
Non-linear journey: Buyers may move back and forth between stages
Multi-touch attribution: Multiple signals contribute to stage assignment
Velocity tracking: Monitor how quickly prospects progress through stages
Stage-specific engagement: Tailor messaging and offers to each stage
Effective Intent Signal Selection
Quality over quantity: Choose signals that truly indicate stage-specific intent
Behavioral diversity: Include various types of engagement (content, website, direct interaction)
Progressive specificity: Early stages have broad signals, later stages have specific ones
Recency weighting: Recent activities should carry more weight than older ones