Topic Catalog
The Web Intent signal is built on a curated taxonomy of 36,937 B2B topics that categorize the content companies and contacts are consuming across ad-supported websites. Every intent signal references a specific topic — understanding the taxonomy helps you target precisely.
Topics are organized into a three-level hierarchy:
16 Categories → 170 Subcategories → 36,937 TopicsEach topic has a topic_id (format: b2b_{number}), a human-readable topic_name, and is classified as either a product (is_product: true) — representing a specific named product like "Salesforce" or "HubSpot" — or a category (is_product: false) — representing a broader concept like "Sales Engagement Software" or "Machine Learning & AI".
Accessing Topics
You can retrieve the full topic list and filter intent signals by topic via the API — see the Signal API reference for endpoints and authentication. Query parameters support filtering by category, subcategory, topic_name, or topic_id.
Targeting strategies:
| Approach | Filter on | Example | Use case |
|---|---|---|---|
| Broad | category | "Technology" | Cast a wide net across all tech topics |
| Precise | subcategory | "Cybersecurity" | Target a specific domain of interest |
| Exact | topic_name | "CrowdStrike" | Identify interest in a specific product or narrow concept |
Technology
12,668 topics across 38 subcategories
The largest category — covers enterprise software, infrastructure, developer tools, and IT operations.
| Subcategory | Example Topics |
|---|---|
| Cloud Computing | AWS, Microsoft Azure, Google Cloud Platform, Cloud Migration, Multi-Cloud Strategy |
| Cybersecurity | CrowdStrike, SOC 2 Compliance, Zero Trust Security, Endpoint Detection, SIEM |
| AI/ML | Machine Learning & AI, OpenAI, Natural Language Processing, Computer Vision, MLOps |
| Data Management | Snowflake, Data Governance Software, Data Lakehouse, Master Data Management, ETL Tools |
| DevOps | Kubernetes, Docker, CI/CD Pipeline, Terraform, GitOps |
| Networking | SD-WAN, Network Security, Cisco Networking, SASE, Network Monitoring |
| Databases | PostgreSQL, MongoDB, Redis, Graph Databases, Database Migration |
| ERP | SAP, Oracle ERP, NetSuite, ERP Implementation, ERP Modernization |
| Sales Technology | Salesforce, HubSpot, Sales Engagement Software, Revenue Intelligence, CPQ Software |
| IT Service Management | ServiceNow, ITSM, IT Asset Management, AIOps, Incident Management |
| Collaboration | Microsoft Teams, Slack, Zoom, Unified Communications, Digital Workplace |
| Business Intelligence | Tableau, Power BI, Data Visualization, Embedded Analytics, Self-Service BI |
| Application Development | Low-Code Platforms, API Management, Microservices, Application Modernization, React |
| Storage & Backup | Data Backup Solutions, Cloud Storage, Disaster Recovery, Object Storage, NAS |
| Identity & Access | Okta, Identity Management, Single Sign-On, Privileged Access Management, MFA |
| Integration & iPaaS | MuleSoft, Workato, API Integration, Enterprise Integration, iPaaS |
| Internet of Things | IoT Platform, Industrial IoT, Edge Computing, IoT Security, Connected Devices |
| Virtualization | VMware, Virtual Desktop Infrastructure, Server Virtualization, Containers, Hyperconverged |
| Observability | Datadog, Splunk, Application Performance Monitoring, Log Management, OpenTelemetry |
| Mobile & Endpoint | Mobile Device Management, Endpoint Management, BYOD, Mobile Security, UEM |
| Content Management | WordPress, Headless CMS, Digital Asset Management, Web Content Management, Drupal |
| E-Commerce Technology | Shopify, Magento, Commerce Platform, Payment Processing, Order Management |
| Automation | Robotic Process Automation, Workflow Automation, UiPath, Intelligent Automation, No-Code |
| Communication Platforms | Twilio, CPaaS, VoIP, Contact Center Software, Omnichannel Communication |
| Testing & QA | Test Automation, Selenium, Performance Testing, QA Tools, Continuous Testing |
| Supply Chain Technology | Supply Chain Management Software, Warehouse Management, Logistics Tech, Demand Planning, TMS |
| Privacy & Compliance | GDPR Compliance, Data Privacy, Privacy Management Platform, CCPA, Data Protection |
| Document Management | DocuSign, Electronic Signature, Document Automation, Records Management, PDF Tools |
| Project Management | Jira, Asana, Monday.com, Agile Project Management, Resource Planning |
| Customer Data Platform | Segment, CDP, Customer 360, Data Unification, Identity Resolution |
| Blockchain | Blockchain Technology, Smart Contracts, DeFi, Web3, Digital Assets |
| Quantum Computing | Quantum Computing, Quantum Algorithms, Post-Quantum Cryptography, Quantum Hardware |
| AR/VR | Augmented Reality, Virtual Reality, Mixed Reality, Spatial Computing, XR Platform |
| 5G & Telecom | 5G Network, Telecom Infrastructure, Network Slicing, Private 5G, Telecom Software |
| GreenTech | Sustainable IT, Green Data Center, Carbon Tracking Software, Energy-Efficient Computing |
| Digital Twin | Digital Twin Technology, Simulation Software, Industrial Digital Twin, Asset Modeling |
| Hardware | Servers, Semiconductors, Chip Design, Hardware Engineering, GPU Computing |
| Open Source | Open Source Software, Linux, Open Source Security, Community-Driven Development |
Business
4,021 topics across 18 subcategories
Covers business operations, strategy, consulting, and management disciplines.
| Subcategory | Example Topics |
|---|---|
| Business Strategy | Digital Transformation, Business Process Optimization, Change Management, Strategic Planning, OKRs |
| Operations Management | Business Process Outsourcing, Operational Excellence, Lean Management, Six Sigma, Process Mining |
| Consulting | Management Consulting, IT Consulting, Strategy Consulting, Implementation Services, Advisory |
| Customer Experience | Customer Success Software, CX Platform, Voice of Customer, Customer Journey Mapping, NPS |
| Sales Operations | Revenue Operations, Sales Forecasting, Territory Management, Sales Enablement, Deal Intelligence |
| Procurement | Procurement Software, Supplier Management, Source-to-Pay, Spend Analytics, Contract Management |
| Risk Management | Enterprise Risk Management, Business Continuity, Operational Risk, Risk Assessment, GRC |
| Real Estate | Commercial Real Estate Tech, Property Management, Facility Management, Workplace Experience, Space Planning |
| Sustainability | ESG Reporting, Carbon Accounting, Sustainability Management, Climate Risk, Circular Economy |
| Corporate Development | M&A Software, Due Diligence, Valuation Tools, Deal Management, Post-Merger Integration |
| Business Intelligence | Market Intelligence, Competitive Intelligence, Business Analytics, KPI Dashboards, Decision Intelligence |
| Quality Management | QMS Software, ISO Compliance, Quality Assurance, Audit Management, CAPA |
| Professional Services | PSA Software, Time Tracking, Resource Management, Project Accounting, Services Automation |
| Franchise | Franchise Management, Multi-Location Operations, Franchise Software, Location Intelligence |
| Innovation Management | Innovation Platform, Idea Management, R&D Management, Technology Scouting, Open Innovation |
| Customer Support | Zendesk, Intercom, Help Desk Software, Ticketing Systems, Knowledge Base |
| Small Business | SMB Software, Small Business Accounting, POS Systems, Small Business Lending, All-in-One CRM |
| Workplace Safety | EHS Software, Safety Management, OSHA Compliance, Incident Reporting, Workplace Wellness |
Company
3,294 topics across 11 subcategories
Topics about specific companies — signals that indicate interest in a named vendor, competitor, or partner.
| Subcategory | Example Topics |
|---|---|
| Enterprise Software Companies | Salesforce, SAP, Oracle, Microsoft, ServiceNow |
| Cloud Providers | AWS, Google Cloud, Microsoft Azure, IBM Cloud, DigitalOcean |
| Cybersecurity Companies | CrowdStrike, Palo Alto Networks, Fortinet, SentinelOne, Zscaler |
| Data & Analytics Companies | Snowflake, Databricks, Palantir, Confluent, Elastic |
| Marketing Technology Companies | HubSpot, Adobe, Marketo, Drift, 6sense |
| HR Technology Companies | Workday, ADP, BambooHR, Greenhouse, Lattice |
| Financial Technology Companies | Stripe, Plaid, Brex, Bill.com, Coupa |
| Communication Companies | Zoom, Twilio, RingCentral, Vonage, Bandwidth |
| Hardware Companies | NVIDIA, Intel, AMD, Dell, HPE |
| Consulting Firms | Deloitte, Accenture, McKinsey, Gartner, Forrester |
| Startup & Growth Companies | Figma, Notion, Miro, Canva, Airtable |
Marketing
2,714 topics across 15 subcategories
Covers digital marketing, advertising technology, and brand management.
| Subcategory | Example Topics |
|---|---|
| Content Marketing | Content Strategy, Blog Optimization, Content Distribution, Thought Leadership, Content Syndication |
| Email Marketing | Email Automation, Email Deliverability, Klaviyo, Mailchimp, Cold Email |
| SEO/SEM | Search Engine Optimization, Google Ads, Keyword Research, Technical SEO, PPC Management |
| Social Media | LinkedIn Marketing, Social Selling, Social Media Management, Influencer Marketing, Community Management |
| Marketing Automation | Marketo, Pardot, Marketing Orchestration, Lead Scoring, Campaign Management |
| ABM | Account-Based Marketing, 6sense, Demandbase, ABM Platform, Target Account Strategy |
| Advertising Technology | Programmatic Advertising, DSP, Ad Exchange, Connected TV Advertising, Retargeting |
| Analytics & Attribution | Marketing Attribution, Multi-Touch Attribution, Marketing Mix Modeling, GA4, Web Analytics |
| Demand Generation | Lead Generation, Demand Gen Strategy, Intent Data, Pipeline Generation, MQL Optimization |
| Brand Management | Brand Strategy, Brand Monitoring, Digital Brand Experience, Brand Safety, Reputation Management |
| Video Marketing | Video Platform, Webinar Software, Video Hosting, Interactive Video, Video Analytics |
| Conversion Optimization | A/B Testing, Landing Page Optimization, CRO Tools, Personalization, Website Optimization |
| Events Marketing | Virtual Events, Event Management Software, Hybrid Events, Event Marketing, Webinar Platform |
| Public Relations | PR Software, Media Monitoring, Press Release Distribution, Earned Media, Media Relations |
| Direct Mail | Direct Mail Automation, Sendoso, Postal, Gifting Platform, Physical Touchpoints |
Consumer Technology
2,155 topics across 13 subcategories
Consumer-facing technology — signals here often indicate B2B companies exploring consumer-adjacent markets.
| Subcategory | Example Topics |
|---|---|
| Mobile Apps | Mobile App Development, App Store Optimization, Mobile UX, Push Notifications, In-App Messaging |
| Gaming | Game Development, Gaming Platform, Esports, Game Engine, Cloud Gaming |
| Smart Home | IoT Home Devices, Smart Home Platform, Voice Assistant, Home Automation, Connected Appliances |
| Wearables | Wearable Technology, Fitness Trackers, Smartwatch, Health Wearables, AR Glasses |
| Streaming | Video Streaming, Audio Streaming, OTT Platform, Content Delivery, Live Streaming |
| Social Platforms | Social Network, Community Platform, Creator Economy, User-Generated Content, Social Commerce |
| Personal Finance | Personal Finance App, Digital Banking, Robo-Advisor, Cryptocurrency Exchange, Neobank |
| Consumer Electronics | Consumer Hardware, Audio Equipment, Display Technology, Camera Systems, Drones |
| E-Commerce | Online Marketplace, D2C Commerce, Subscription Commerce, Recommendation Engine, Product Discovery |
| Travel Technology | Travel Booking, Hospitality Tech, Travel Management, Airline Technology, Hotel Management |
| Food & Delivery | Food Delivery Platform, Restaurant Technology, Ghost Kitchen, Meal Kit, Grocery Delivery |
| Automotive Technology | Connected Car, Electric Vehicle, Autonomous Driving, Fleet Management, EV Charging |
| EdTech Consumer | Online Learning, E-Learning Platform, Language Learning, Online Tutoring, MOOC |
Energy/Construction/Manufacturing
1,475 topics across 12 subcategories
Covers industrial operations, energy production, construction technology, and manufacturing systems.
| Subcategory | Example Topics |
|---|---|
| Renewable Energy | Solar Energy, Wind Power, Energy Storage, Battery Technology, Green Hydrogen |
| Oil & Gas | Upstream Technology, Pipeline Management, Refinery Optimization, Drilling Technology, SCADA |
| Construction Technology | BIM Software, Construction Management, Project Estimating, Job Site Safety, Heavy Equipment |
| Manufacturing Execution | MES Software, Production Planning, Shop Floor Management, Quality Control, OEE |
| Building Automation | Smart Building, HVAC Controls, Building Management System, Energy Management, Occupancy Sensing |
| Industrial Automation | PLC Programming, Industrial Robotics, SCADA Systems, Motion Control, Machine Vision |
| Utilities | Utility Management, Smart Grid, AMI, Outage Management, Grid Modernization |
| Mining | Mining Technology, Mine Automation, Mineral Processing, Mining Safety, Geological Modeling |
| 3D Printing | Additive Manufacturing, 3D Printing Materials, Metal 3D Printing, Prototyping, Industrial 3D Printing |
| Water & Waste | Water Treatment, Wastewater Management, Water Quality Monitoring, Waste Recycling, Environmental Monitoring |
| Facility Maintenance | CMMS, Predictive Maintenance, Asset Management, Maintenance Planning, Reliability Engineering |
| Agriculture Technology | Precision Agriculture, Farm Management Software, AgTech, Crop Monitoring, Agricultural Robotics |
Finance
1,465 topics across 11 subcategories
Covers financial services technology, banking, insurance, and investment management.
| Subcategory | Example Topics |
|---|---|
| Banking Technology | Core Banking, Digital Banking Platform, Open Banking, Banking-as-a-Service, KYC |
| Payments | Payment Processing, Payment Gateway, Cross-Border Payments, Real-Time Payments, Buy Now Pay Later |
| Insurance Technology | Insurtech, Claims Management, Underwriting Automation, Policy Administration, Insurance Analytics |
| Wealth Management | Portfolio Management, Trading Platform, Robo-Advisory, Investment Analytics, Alternative Investments |
| Accounting & Finance | ERP Finance, Accounts Payable Automation, Financial Close, Expense Management, Invoice Processing |
| Compliance & RegTech | AML Compliance, Regulatory Reporting, Transaction Monitoring, Sanctions Screening, RegTech |
| Lending | Loan Origination, Credit Decisioning, Commercial Lending, Mortgage Technology, Loan Servicing |
| Corporate Treasury | Treasury Management, Cash Management, FX Risk, Liquidity Management, Bank Connectivity |
| Capital Markets | Trading Systems, Market Data, Risk Analytics, Fixed Income, Derivatives Technology |
| Financial Planning | FP&A Software, Budgeting & Forecasting, Financial Modeling, Scenario Planning, Variance Analysis |
| Cryptocurrency | Blockchain Finance, Digital Asset Custody, Crypto Compliance, DeFi Protocol, Stablecoin |
Healthcare
1,406 topics across 12 subcategories
Covers health IT, medical devices, pharmaceutical technology, and clinical operations.
| Subcategory | Example Topics |
|---|---|
| Electronic Health Records | Epic, Cerner, EHR Implementation, Interoperability, Health Data Exchange |
| Telehealth | Telemedicine Platform, Virtual Care, Remote Patient Monitoring, Digital Health, Telehealth Integration |
| Clinical Trials | Clinical Trial Management, eClinical, Patient Recruitment, EDC Systems, Regulatory Submission |
| Medical Devices | Medical Device Software, FDA Compliance, Device Connectivity, Wearable Medical, Surgical Robotics |
| Revenue Cycle | Healthcare RCM, Medical Billing, Claims Processing, Prior Authorization, Denial Management |
| Population Health | Population Health Management, Care Coordination, Risk Stratification, Social Determinants, Value-Based Care |
| Pharmacy | Pharmacy Management, Drug Discovery Technology, Pharmaceutical Supply Chain, Medication Management, PBM |
| Healthcare Analytics | Clinical Analytics, Healthcare AI, Predictive Health, Real-World Evidence, Outcomes Research |
| Patient Engagement | Patient Portal, Digital Front Door, Patient Communication, Health Literacy, Care Navigation |
| Health Insurance | Payer Technology, Benefits Administration, Health Plan Management, Utilization Management, Network Management |
| Imaging & Diagnostics | PACS, Radiology AI, Medical Imaging, Diagnostic Platform, Pathology Informatics |
| Home Health | Home Health Technology, Post-Acute Care, Home Monitoring, Skilled Nursing, Care Management |
Human Resources
1,189 topics across 8 subcategories
Covers talent management, workforce planning, and HR operations technology.
| Subcategory | Example Topics |
|---|---|
| Recruiting Software | ATS, Greenhouse, Lever, Candidate Sourcing, Recruitment Marketing |
| Learning & Development | LMS, Corporate Training, Upskilling Platform, Learning Experience Platform, Compliance Training |
| Employee Engagement | Employee Engagement Software, Pulse Surveys, Employee Recognition, Culture Platform, Wellbeing |
| Payroll & Benefits | Payroll Software, Benefits Administration, Compensation Management, Total Rewards, HRIS |
| Workforce Management | Workforce Planning, Time & Attendance, Scheduling Software, Labor Optimization, Shift Management |
| Performance Management | Performance Review Software, OKR Platform, 360 Feedback, Goal Management, Continuous Feedback |
| People Analytics | HR Analytics, Workforce Analytics, Org Design, Headcount Planning, Attrition Prediction |
| DEI & Compliance | DEI Platform, Pay Equity, HR Compliance, I-9 Verification, Labor Law Compliance |
BioTech
928 topics across 7 subcategories
Covers biotechnology, life sciences research, and pharma R&D technology.
| Subcategory | Example Topics |
|---|---|
| Drug Discovery | Drug Discovery Platform, Computational Biology, Target Identification, Lead Optimization, AI Drug Design |
| Genomics | Genomic Sequencing, CRISPR Technology, Gene Therapy, Bioinformatics, Precision Medicine |
| Lab Automation | LIMS, Lab Robotics, Sample Management, Electronic Lab Notebook, High-Throughput Screening |
| Bioprocessing | Biomanufacturing, Cell Therapy Manufacturing, Upstream Processing, Bioprocess Analytics, Single-Use Systems |
| Clinical Development | Clinical Data Management, Safety Pharmacovigilance, Biostatistics, Medical Writing, CTMS |
| Regulatory Affairs | FDA Submissions, Medical Device Regulation, GxP Compliance, Quality Systems, Regulatory Intelligence |
| Agricultural Biotech | Crop Genetics, Biopesticides, Seed Technology, Plant Biology, Agricultural Biologicals |
Legal
834 topics across 7 subcategories
Covers legal technology, contract management, and compliance systems.
| Subcategory | Example Topics |
|---|---|
| Contract Management | CLM Software, Contract Analytics, Contract Lifecycle, E-Signature, Contract AI |
| Legal Operations | Legal Ops, Matter Management, Legal Spend Management, Outside Counsel Management, Legal Workflow |
| E-Discovery | E-Discovery Platform, Legal Hold, Document Review, Forensic Collection, TAR |
| Intellectual Property | Patent Management, IP Portfolio, Trademark Software, Patent Analytics, IP Strategy |
| Compliance Management | Compliance Software, Policy Management, Ethics & Compliance, Whistleblower, Code of Conduct |
| Legal Research | Legal AI, Case Law Research, Legal Analytics, Regulatory Research, Contract Intelligence |
| Privacy & Data Protection | Privacy Management, GDPR Tools, Data Subject Access, Cookie Consent, Privacy Impact Assessment |
Events & Conferences
347 topics across 3 subcategories
Covers event management, trade shows, and conference technology.
| Subcategory | Example Topics |
|---|---|
| Event Management | Event Platform, Virtual Event Software, Hybrid Event, Event Registration, Attendee Engagement |
| Trade Shows | Trade Show Technology, Exhibition Management, Booth Analytics, Lead Capture, Event Networking |
| Conferences | Conference Platform, Speaker Management, Agenda Builder, Session Tracking, On-Demand Content |
Media
283 topics across 4 subcategories
Covers media production, publishing, and entertainment technology.
| Subcategory | Example Topics |
|---|---|
| Digital Publishing | CMS Platform, Digital Magazine, Content Monetization, Paywall Technology, Newsletter Platform |
| Video Production | Video Editing, Media Asset Management, Broadcast Technology, Post-Production, Live Production |
| Advertising Media | Ad Server, Programmatic Media, Publisher Monetization, Ad Measurement, Cross-Channel Media |
| Audio & Podcasting | Podcast Platform, Audio Advertising, Voice Technology, Audio Production, Podcast Analytics |
Government
269 topics across 3 subcategories
Covers government technology, public sector modernization, and civic technology.
| Subcategory | Example Topics |
|---|---|
| GovTech | Government Cloud, FedRAMP, Citizen Services, Digital Government, Public Sector IT |
| Defense & Intelligence | Defense Technology, Intelligence Platform, Military Systems, Cybersecurity Defense, CMMC |
| Public Safety | Emergency Management, Law Enforcement Technology, Public Safety Communications, Body Camera, 911 Systems |
Retail
264 topics across 4 subcategories
Covers retail operations, merchandising, and omnichannel commerce technology.
| Subcategory | Example Topics |
|---|---|
| Retail Operations | POS Systems, Inventory Management, Store Operations, Loss Prevention, Retail Workforce |
| Merchandising | Assortment Planning, Price Optimization, Demand Forecasting, Visual Merchandising, PLM |
| Omnichannel | Unified Commerce, BOPIS, Order Management, Clienteling, Retail CRM |
| Retail Analytics | Foot Traffic Analytics, Customer Segmentation, Basket Analysis, Retail AI, Shopper Insights |
Education
149 topics across 3 subcategories
Covers education technology, institutional management, and learning platforms.
| Subcategory | Example Topics |
|---|---|
| Higher Education | Student Information System, Enrollment Management, University CRM, Academic Analytics, Alumni Engagement |
| K-12 | School Administration, Classroom Technology, Parent Communication, Student Assessment, School Safety |
| Corporate Learning | Training Management, Certification Platform, Skills Assessment, Onboarding Software, Microlearning |
Updated about 4 hours ago