Configuring Intent Topics

Objective

The purpose of this article is to guide Outreach Admins in enabling, managing, and using Intent Topics within Outreach.

Intent Topics help identify companies that are actively researching specific subjects online, revealing early buying intent before any direct engagement occurs. This enables sales teams to prioritize outreach, automate plays, and tailor messaging based on data-backed buyer interest.

Applies To

• Outreach Amplify SKU customers
• Data Enrichment integration (ZoomInfo)
• Admins, Rev Ops, and Reps who use Outreach to enrich, target, or segment accounts

Before You Begin

• Provider requirement: Intent Topics are currently supported through ZoomInfo. Support for additional providers will be added in the future.
• Provider setup: Topics must already be configured and active in the provider’s platform before they can appear in Outreach.
• Prerequisite: Data Enrichment must be enabled in Outreach. Admins must connect to an enrichment provider via API key or OAuth credentials.

Procedure

1. Connect a Data Enrichment Provider That Supports Intent Topics

1. Navigate to Administration → Integrations → Data Enrichment.
2. Select a provider that supports Intent Topics (currently ZoomInfo).
3. Authenticate using the provider’s method (API key or OAuth).

Once connected, Outreach automatically retrieves and displays available Intent Topics from the provider account.

2. Enable Intent Topics Enrichment

Once your provider is connected and topics are synced

1. Go to Administration → Integrations → Data Enrichment → Enrichment Settings.
2. Under Account, click the ⋯ (three dots) menu next to the Intent Topics category.
3. Select your provider from the dropdown list.

This enables Outreach to enrich Account records with Intent Topic data from your selected provider.

3. Refresh Intent Topics

Organizations can update the topics they track in their enrichment provider at any time. The list of tracked Intent Topics in Outreach is automatically refreshed before each enrichment to ensure it reflects the latest configuration.

4. Use Intent Topics in Revenue Agents

Revenue Operations users can use Intent Topics to create automated workflows that trigger plays or actions for accounts showing high intent.

To configure:

1. Open Revenue Agents.
2. Create (+Revenue agent) or edit an agent.
3. Within the Target accounts window, click Add filter and select Intent Topic (multi-select field).
4. Define additional filters such as intent level or intent date to refine targeting.

Example: If an account shows high intent for “AI Sales Tools” within the past 30 days, search for relevant prospects within the account and them to a corresponding sequence.

Intent data can also be combined with other filters such as firmographics and signals to build precise, intent-driven automations.

Important: Accounts must be marked for enrichment in Outreach to receive Intent Topic data from the provider. If an account isn’t enriched, no intent information will be available for agents to act on. 
To mark accounts for enrichment, go to Accounts, filter out accounts you want to mark for enrichment and use 'Mark for Enrichment' bulk action.  

Understanding Intent Scores

All providers evaluate a company’s recent research activity compared to its historical baseline. To maintain reliability and reduce noise, Outreach uses a unified interpretation:

Scores below 60 are excluded from the Outreach UI and API to filter out low-signal or normal baseline activity.

5. Use Intent Topics in Account and Prospect Views

Once configured by an admin, Intent Topics become visible throughout Outreach:

Filtering & Targeting

• Reps can filter Accounts by Intent Topics directly in list views.
• This allows for dynamic, topic-driven lists and bulk actions, such as enrolling prospects in sequences, sending bulk emails, or creating tasks, without leaving the list view.

Browsing Account’s Intent Topics

• On the Account detail page, sellers can see all Intent Topics currently associated with the account.
• This helps prioritize outreach and personalize conversations based on what the company is actively researching.

Additional Information

• Smart Data Enrichment
• Revenue Agent Configuration Overview

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