> ## Documentation Index
> Fetch the complete documentation index at: https://docs.unifygtm.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding intent data

> Learn how website and product intent data powers smarter outbound in Unify.

## Overview

The best outreach reaches the right person, at the right time, with the right
context. Intent data is how you make that happen—it tells you who is interested
in your product *right now* based on their actual behavior.

Unify captures intent data from your marketing website and your product, links
it to real-world companies and people, and takes action on them in real time at
scale.

## Two types of intent data

### Website intent: early interest signals

Website intent captures what's happening on your marketing site, docs, blog,
and other public-facing pages. When someone visits your pricing page, reads a
case study, or comes back to your site multiple times, they're signaling early
interest.

A few examples:

* A visitor from a target account visits your pricing page three times this week
* An unknown visitor from a Fortune 500 company reads two case studies in your
  industry
* Someone clicks through from a marketing email and browses your features page

Most website visitors are anonymous. Unify automatically identifies the
**company** they're from using IP-based matching. When a visitor fills out a
form or clicks a tracked email link, Unify can also identify the **person**.

Website activity includes page views, identify events, and custom events such as
form submissions or button clicks. Unify can also use UTM parameters, referrer,
sessions, location, and last website activity to help you filter visitors and
trigger Plays.

### Product intent: deep interest signals

Product intent captures what users are doing *inside* your product—logins,
feature usage, hitting paywalls, inviting teammates, and other in-app actions.
These signals tell you who is getting real value and who is ready for an
upgrade or expansion conversation.

A few examples:

* A free plan user hits a usage limit multiple times in a week
* A user tries to access an enterprise-only feature
* A new team member is invited to a customer's account
* A user who's been inactive for 30 days logs back in

Product intent is often the highest-quality signal available because it
reflects actual usage, not just browsing.

### How they work together

Website intent finds **new** opportunities—companies showing early interest.
Product intent finds **expansion** opportunities—existing users ready to buy
more. Many teams start with one and add the other over time.

## The big picture

Here's the core loop that makes this work:

1. **Data flows in** from your website, product, CRM, and more
2. **Unify links it** to the companies and people in your pipeline
3. **You build Plays** that act on specific signals automatically
4. **Outreach goes out** by prospecting, automated sequences, rep tasks, and more

This data-action loop is what powers smart, agentic outbound at scale. Scaling
a complex sales process is only possible with the right data and automation
working together.