Sample Intent Lead Playbook
One team. Three signals to track.
See what an Intent Lead Playbook could recommend: the buying-intent signals to watch, who to keep and drop, and a scheduled flow for each.
Example team: a fictional 12-person software company selling close-process software to finance leaders at 50 to 200 person firms, with one CRM and one outreach tool.
Fictional example, not a client and not a quote. This company and its estimate illustrate what a playbook looks like. Yours is built from your own answers, and pricing for the flows is shared on a call.
- 3signals to track
- ~10estimated screened leads per week
- 3scheduled flows
The ranked signals
Estimate for this fictional company: about 10 screened leads per week, based on a target of 8 to 15 new qualified conversations per month. Real numbers depend on your market and are confirmed once the first flow has run.
Website visitor identification
Runs overnight on weekdays- Where it comes from
- The company website
- Suggested schedule
- Weekdays at 3am ET
Hiring signal
Runs every weekday- Where it comes from
- Public job boards and company career pages
- Suggested schedule
- Weekdays at 2am ET
Email engagement
Runs each weekday morning- Where it comes from
- Open and click activity from the team’s email or outreach tool
- Suggested schedule
- Weekdays at 6am ET
Explore the flows
Runs overnight on weekdays1. Website visitor identification
Turn identified website visitors into a ranked list for an owner.
1. Website visitor identification
Turn identified website visitors into a ranked list for an owner.
Why it fits
Buyers research on the company website before they ever reply to an email. The team already has a visitor-identification tool, but the list is never reviewed.
Where it comes from
The company website, through the visitor-identification tool the team already pays for.
Who to keep
- Companies with 50 to 200 employees
- Visitors who viewed pricing or a case study
- Finance and accounting companies
Who to drop
- Companies under 20 or over 500 employees
- Existing customers, vendors and staff
- Single-page bounces
Messaging angle
Point to the exact page they read, then offer a short walkthrough of how teams close the books faster.
Suggested schedule: Weekdays at 3am ET
Scheduled flow spec
- Pull newly identified visitors from the visitor-identification tool
- Check company fit against the target customer profile
- Screen for the 50 to 200 employee range
- Check the CRM and outreach tool and skip existing contacts
- Enrich only the visitors who pass screening
- Rank by pages viewed and assign an owner
- Queue the leads paused for approval
Built-in guardrails
- Dedupes against your CRM and outreach tools first
- Skips existing contacts, customers and anyone already in a sequence
- Enriches only the leads that pass screening
- Stops short of sending anything
- Queues leads paused for your approval
TEG runs a flow like this: Website visitor to CRM lead (overnight on weekdays)
- Identify visitors
- Check fit and size
- Route to an owner
In the morning: Ranked visitors, why each fits and the owner assigned.
Runs every weekday2. Hiring signal
Find companies posting roles that reveal the problem the product solves.
2. Hiring signal
Find companies posting roles that reveal the problem the product solves.
Why it fits
A company that posts a role for manual reconciliation work has already decided the problem is worth paying for. The product replaces part of that role.
Where it comes from
Public job boards and company career pages.
Who to keep
- Accounting or finance operations roles at mid-sized firms
- Firms with no large in-house finance technology team
Who to drop
- Staffing agencies reposting the same role
- Enterprise companies with a large finance technology team
Messaging angle
Mention the role they posted and show how a team handles the same work before the new hire starts.
Suggested schedule: Weekdays at 2am ET
Scheduled flow spec
- Search job boards for reconciliation and close-process roles
- Screen each company against the target customer profile
- Check the CRM and outreach tool and skip existing contacts
- Find the person the new hire would report to
- Enrich only that qualified contact
- Draft a short note based on the role being hired
- Queue the lead paused for approval
Built-in guardrails
- Dedupes against your CRM and outreach tools first
- Skips existing contacts, customers and anyone already in a sequence
- Enriches only the leads that pass screening
- Stops short of sending anything
- Queues leads paused for your approval
TEG runs a flow like this: Hiring signals (every weekday)
- Find job posts
- Screen against your ICP
- Find the hiring manager
- Draft a note
In the morning: Ranked companies, the role posted and a drafted note.
Runs each weekday morning3. Email engagement
Follow up with contacts who click or repeatedly open one-to-one emails.
3. Email engagement
Follow up with contacts who click or repeatedly open one-to-one emails.
Why it fits
The team already sends one-to-one emails but follows up by memory. Clicks and repeat opens show who is paying attention right now.
Where it comes from
Open and click activity from the team’s email or outreach tool.
Who to keep
- Contacts who clicked a link
- Contacts who opened the same email several times
Who to drop
- Automated opens from mail scanners
- Contacts who already replied or booked a call
Messaging angle
Reference the link they clicked and offer one specific next step, such as a sample close checklist.
Suggested schedule: Weekdays at 6am ET
Scheduled flow spec
- Pull yesterday’s clicks and repeat opens on one-to-one emails
- Remove scanner activity and contacts who already replied
- Check the CRM for open deals and skip anyone in an active conversation
- Decide the next step for each remaining contact
- Draft a short follow-up for each contact worth pursuing
- Rank by recency and strength of engagement
- Queue the drafts paused for approval
Built-in guardrails
- Dedupes against your CRM and outreach tools first
- Skips existing contacts, customers and anyone already in a sequence
- Enriches only the leads that pass screening
- Stops short of sending anything
- Queues leads paused for your approval
TEG runs a flow like this: Email engagement follow-up (each weekday morning)
- Review clicks and opens
- Pick the next step
- Draft the follow-up
In the morning: Ranked contacts, what they clicked and a drafted follow-up.
Every flow checks your CRM first, never sends on its own and queues leads paused for your approval. Client results are on the Success page.
What would your playbook say?
Answer six questions about who you sell to and get your own signals and flow specs in about three minutes.