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How to set up an intent custom object in a CRM or a database?
How to set up an intent custom object in a CRM or a database?
Updated over a week ago

Thank you for your interest in LoneScale! This overview outlines how to create a custom object to save intent signals in your CRM, or database.

⚠️ We will focus on :

  • an intent custom object to save sales trigger alias intent alias insights alias signals

  • custom objects that can be associated with contact, company, or both object types.

To use Custom Objects like a pro, we advise you to read:


1️⃣ Define the type of data associated and the type of signals you will store in the custom object

💡 We advise using a different custom object to save product data even if they are intent data for you

There are different types of 3rd party intent data. We classify them into 3 groups applied within:

  • a Contact framework:

    • Content interactions

    • Community

    • Event

    • Social selling
      ​

  • An Account framework

    • Job postings

    • Competitors

    • Tech stack
      ​

  • a Contact and an Account framework

    • Job movements (Job changes + New hires)

    • Website visit

    • a Search (G2, Gartner, etc)

⚠️ Contacts and accounts-based intent data means they're used with both objects. It will be better to associate this kind of intent with both objects in your CRM or database.

2️⃣ Set up a type field

It will be used to trigger events or filters based on the intent type. Better to use a single checkbox list, here is an example of the type you can use:

  • Website visit

  • Search (G2)

  • Job postings

  • Job movements (Job changes + new hires)

  • Content (ebook, webinar)

  • Community (slack etc)

  • Competitor

  • Event

  • Social selling (like, comment, post)

  • Fundraising

3️⃣ Create the data field you need for each type

Here is a non-exhaustive list:

Common to all intent records:

  • Name

  • Date

  • Link

  • Description

  • Country

  • Location

Competitor

  • Renewal date

  • Contract value ($,€,£)

  • Usage type (Customer, Prospect, Churned)

Company info

  • Company LinkedIn ID

  • Company Domain

  • Old company CRM ID

  • Old company name

Event

  • Event type (internal, external)

Job signals - hiring intent

  • Category

  • Stack

  • Department

  • Level

  • Id

  • Jobboard name

  • Keywords

  • Context

Job movements (Job Changes + New Hires)

  • Changed company

  • Changed job

  • Promotion

  • Is New Hire

  • Job title

  • Department job title

  • Level job title

  • Old job title

  • Old Company

  • Tenure company length

  • Tenure position length

  • Start company date

  • Start position date

Community

  • Type (slack, group, etc)

Fundraising

  • Amount

  • Currency

  • Investors
    ​

4️⃣ Customize the display of your intent

Your GTM team should accesss the information depending on the intent type.

5️⃣ Configure triggers and actions from intent data

Using a custom object, you can now trigger events following intent data capture. Here are some ideas:

  • Push the contact to our outbound sequences New Hires

  • Add 50 points to the company score if they use a Competitor

  • Add 100 points to the company score if they visit a G2 page

  • Add 30 points to the company score if they visit our website

  • Add 25 points to the contact score if (s)he downloaded an ebook


⛔️ Danger to avoid ⛔️

  1. Make only the association you need because you may have to remove these associations. For example:

    1. you associated hiring intent with all the company contacts

    2. a contact job of company => you will have to remove the intent association with the contact who left the company

  2. Forget to save in your intent record company or contact data to retrieve them. We always save the company's LinkedIn ID and the domain name in an intent record of the associated company.


You will find that implementing custom objects with LoneScale is a very light lift compared to most tools you can connect with your CRM or database.

💡 For Salesforce users, LoneScale offers a pre-built custom object built for all GTM teams: follow here 👈.

Still have questions?

☀️ If you haven't found the answer you were looking for, please ask our team by LinkedIn, emails, or on the LoneScale chat ❤️

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