Can intent data replace ICP targeting?

No. Intent tells you who is active in a category. ICP tells you who can actually buy from your offer. Run intent inside the ICP, not instead of it.

Is third-party intent data always needed?

No. Many effective intent strategies rely on first-party behavioral data and public event data. Third-party intent adds coverage but is not a prerequisite for a fit-plus-intent model.

How often should fit scores be re-calibrated?

Quarterly at most. Fit signals are slow-moving. Intent scores should refresh weekly or continuously because the signals are perishable.

Is pain signal a fit or intent signal?

Pain is closer to intent than to fit. It describes a current state that can be addressed, not a static attribute.

The Difference Between Fit Signals and Intent Signals

Fit signals describe static suitability (firmographic, technographic, role, maturity). Intent signals describe current activity and state changes. The two are orthogonal axes, not a single score.

Fit signals

Industry, size, geography, tech stack, role, team maturity. Change slowly. Re-calibrate quarterly.

Intent signals

Content engagement, comparison searches, hiring, funding, launches. Change fast. Refresh weekly.

Combine

Use a 9-cell matrix of fit (high/med/low) by intent (active/warming/quiet). Enforce a fit floor before considering intent.

Mistakes

Collapsing fit and intent into one score, ignoring decay, chasing intent without a fit floor.