Overview
Web Intent signals reveal which companies and contacts are actively researching specific topics right now — based on observed content consumption across ad-supported B2B websites.
When someone at a company visits articles, comparison pages, reviews, or guides, the systems behind those sites capture what was viewed, how often, and resolve it to a business identity. The result: you know who's in-market before they ever fill out a form.
Two consumption methods:
| Method | Best for | How it works |
|---|---|---|
| API | Real-time targeting, out-of-the-box | Query by topic, company, or contact. No joining required — returns enriched results directly |
| Flat file | Bulk warehouse ingestion | Daily/weekly delivery (JSONL + Parquet). Requires joining intent topics to your company/contact data via company_domain or up_id |
Two signal levels:
| Level | What you learn | Resolution method |
|---|---|---|
| Company | "Someone at Snowflake is researching data governance tools" | IP address → business network. Contacts shown alongside are ICP-matched stakeholders, not necessarily the individual who consumed the content |
| Contact | "Rachel Kim at Gong is researching pipeline analytics software" | Cookie-based identity. The actual individual who consumed the content, resolved via prior form fills/logins |
For API access, see the Signal API reference. For flat file delivery, see Delivery.
See real delivered data → Sample Files
Data Source
Powered by 5x5 Data / Intentsify Market Pulse — the same intent engine behind RocketReach and other major platforms.
- 36,937 B2B topics across 16 categories and 170 subcategories
- Daily refresh cadence
- 641M+ contact records available for contact-level resolution
Topic Categories (16)
| Category | Topics | Subcategories |
|---|---|---|
| Technology | 12,668 | 38 |
| Business | 4,021 | 18 |
| Company | 3,294 | 11 |
| Marketing | 2,714 | 15 |
| Consumer Technology | 2,155 | 13 |
| Energy/Construction/Manufacturing | 1,475 | 12 |
| Finance | 1,465 | 11 |
| Healthcare | 1,406 | 12 |
| Human Resources | 1,189 | 8 |
| BioTech | 928 | 7 |
| Legal | 834 | 7 |
| Events & Conferences | 347 | 3 |
| Media | 283 | 4 |
| Government | 269 | 3 |
| Retail | 264 | 4 |
| Education | 149 | 3 |
Example topics: Salesforce, SOC 2 Compliance, Kubernetes, Employee Engagement Software, Machine Learning & AI, Sales Engagement Software, HIPAA, AWS CloudTrail
Example Signals
What entries look like in delivered signal files:
Company-Level
{
"company_5x5_id": "5x5-a8f2c4e6b1d3",
"company_name": "Snowflake",
"company_domain": "snowflake.com", // join to your CRM on domain
"industry": "Technology",
"employee_count": "5001-10000",
"topic_id": "b2b_4821",
"topic_name": "Data Governance Software",
"category": "Technology",
"subcategory": "Data Management",
"is_product": false,
"site_visitor_hash": "a7c9e2f1b4d6..."
}Contact-Level
{
"up_id": "5x5-74c35dc98464ff19...", // universal join key across all files
"first_name": "Rachel",
"last_name": "Kim",
"business_email": "[email protected]", // match on email
"job_title": "VP of Revenue Operations",
"seniority_level": "VP",
"department": "Sales",
"mobile_phone": "+1-415-555-0142",
"linkedin_url": "linkedin.com/in/rachel-kim-revops", // or match on LinkedIn URL
"company_name": "Gong",
"company_domain": "gong.io", // or match on domain
"primary_industry": "Technology",
"company_revenue": "$100M-$500M",
"company_employee_count": "1001-5000",
"topic_id": "b2b_7293",
"topic_name": "Pipeline Analytics Software",
"category": "Technology",
"subcategory": "Sales Technology",
"site_visitor_hash": "f3a1d8c6e9b2..."
}Field Reference
Company-Level Fields
| Field | Type | Description |
|---|---|---|
company_5x5_id | string | Unique company identifier (5x5 format). Join key for company-level files |
company_name | string | Resolved company name |
company_domain | string | Company website domain. Use to join to your CRM |
industry | string | Primary industry classification |
employee_count | string | Company size range |
topic_id | string | Topic identifier (format: b2b_{number}). Join key to topic metadata |
topic_name | string | Human-readable topic name. Display to users or use for filtering |
category | string | Top-level topic category (16 categories). Useful for broad routing |
subcategory | string | Drill-down category (170 subcategories). Useful for precise targeting |
is_product | boolean | Whether the topic represents a specific named product vs a category |
site_visitor_hash | string | Hashed cookie/device identifier for the visitor session |
Contact-Level Fields (additional)
| Field | Type | Description |
|---|---|---|
up_id | string | Universal person identifier (5x5 format). The join key that connects intent signals to the full contact database |
first_name | string | Contact first name |
last_name | string | Contact last name |
business_email | string | Verified business email. Primary match key for contact resolution |
job_title | string | Current job title |
seniority_level | string | Seniority bucket (CXO, VP, Director, Manager, etc.). Useful for filtering by buying authority |
department | string | Department (Sales, Engineering, Marketing, etc.). Useful for routing to the right sales team |
mobile_phone | string | Mobile phone number (when available) |
linkedin_url | string | LinkedIn profile URL. Secondary match key |
company_name | string | Current employer |
company_domain | string | Company domain. Use to join company-level enrichment |
primary_industry | string | Industry classification |
company_revenue | string | Revenue range |
company_employee_count | string | Employee count range |
Joining Flat File Data
For flat file delivery, intent signals arrive as topic-level records. To build a complete picture:
Company-level: company_domain → join to your CRM companies
Contact-level: up_id → join to contact database file → full person record
business_email → join directly to your CRM contactsThe up_id is the universal key across all 5x5 data files. If you receive both the intent file and the contact database file, join on up_id to get the full contact record alongside their intent topics.
Coverage
- Refresh: Daily
- Topics: 36,937 B2B topics across 16 categories
- Company coverage: Millions of B2B companies (US strongest, growing international)
- Contact coverage: 641M+ records available for contact-level resolution
- Best for: Account-based marketing, intent-driven outreach, pipeline prioritization
Updated about 4 hours ago