MarTech » Performance marketing » Qualified surfaces website-level intent data

Qualified surfaces website-level intent data

Signals uses AI to derive insights from granular online activity.

Kim Davis on November 2, 2021 at 11:41 am | Reading time: 1 minute

Qualified, the conversational sales and marketing platform co-founded by former Salesforce executives, has launched a new AI-based solution to derive intent data from online activity. Indicators like mouse movements, clicks, scroll depth and time on site are analyzed by the Signals AI Predictive Model to designate the “temperature” of the user, a measure of purchase intent which can fluctuate in real time.

In addition, Qualified is providing Signals for Salesforce, delivering these insights within a business’s Salesforce instance, and Signals Mobile and Slack Alerts to indicate when a user’s temperature climbs above (or dips below) a specified threshhold.

Why we care. Qualified is offering Signals as a tool for sales and revenue teams, saying “the website is no longer just for marketers.” It’s not hard to see, however, that marketers too can learn a lot from this data — for example, which website elements are most associated with high purchase intent. It’s another part of the attribution puzzle.

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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.