Topic hub

Behavior & Relevance

Behavioral, contextual, campaign, and intent signals that can drive more relevant experiences.

Wave 3

Adapt content and next steps based on actions such as pages viewed, return visits, engagement, and high-intent behavior.

Use observed actions to decide what content, CTA, route, or offer should appear next.

Use campaign, device, location, referral, page, and timing context to make an experience more relevant.

Use location only when geography materially changes availability, proof, language, pricing context, or the next step.

Infer likely intent from behavior and declared signals, then match the next message to the confidence level of that inference.

Understand where targeting ends and personalization begins, and why the distinction matters when choosing tools.

Carry campaign or referral context onto the destination page so the message stays consistent after the click.

Use campaign parameters as personalization inputs without confusing analytics tracking with audience strategy.

Personalize B2B experiences for known accounts or roles and understand when enterprise account identification is required.

Use lead scores as one input for routing and CTAs while avoiding false precision.

Change the next step for prospects, subscribers, trial users, customers, and other lifecycle stages.