People-based intent vs. account-level intent.
Both methods identify buyer research. They differ in the entity attached to the signal and the company-fit evidence applied before activation.
The company is researching.
- Activity is aggregated to an account or domain
- The individual researcher is usually unknown
- Contacts and customer fit are applied separately
- Best for account prioritization and ABM
This customer-matched person is researching.
- Company fit reflects wins and losses
- Attributes are matched across a 14-million-company taxonomy
- The researcher and professional role stay attached
- Ready for audiences, CRM, and buying-group workflows
The signal should answer the question your team needs to act on.
Research matters after the company belongs in the market.
InMarketIQ analyzed 14 million U.S. company websites and organized them into a commercial taxonomy based on what they sell, how they operate, and who they serve. Unlike broad SIC and NAICS categories, that company understanding defines the true ICP before intent changes priority.
Account intent and people-based intent solve different operating problems.
Use account intent when
Your primary need is ranking named accounts, directing account advertising, or measuring aggregate interest across a target-account program.
Use people-based intent when
Your primary need is identifying the researcher, building a reachable audience, adding the person to CRM, or discovering the buying group around the activity.
See which people are researching inside the market you can win.
Bring your keywords and customer examples. InMarketIQ will show how company fit and person-level research connect.