The core, basic web intent play is a critical step in capturing your web traffic. But that’s only the first step. At Unify, we have separate plays set up for 10 different parts of our website, in order to tailor the personas and copy to best fit the page viewers.

1. Web intent on Product pages: If your website has different use cases, case studies or SKU-level pages:

   1. Create a play for each product / industry page with tailored language, personas and copy.

2. Web intent on Pricing Page: Visitors to your pricing page tend to have higher intent and be more senior personas.

   1. Create a play for visitors to this page targeting more senior personas and copy that speaks to value drivers, commercial deals and/or pricing.

3. Web intent on Blog or API docs pages: Visitors to your Blog or API docs page tend to be more junior personas, followers of the company, strong candidates for self‑service tiers.

   1. Create a play for visitors to this page targeting more junior / IC personas and copy that speaks to interesting publications, free tiers, newsletter signups, or similar

4. Web intent on Whitepaper download / Newsletter signup / “form fill”: Visitors to this page can be de-anonymized when they type their email into a form field, even without submitting the form, if using the Unify Intent client with auto-identify enabled (enabled by default with the Website tag; requires autoIdentify: true if installed via package manager)

   1. Create a play for person-level visitors, which will pull from this intent data, in order to target exactly the customers who visited your page. Person-level identification occurs when visitors either (1) fill out a form on your website, (2) click a link in an email that directs them back to your website where the Unify tag is present, (3) click links from Unify sequences, or (4) log in or authenticate to your product. With auto-identify enabled, typing a valid email into any form field triggers an identify event and the person will appear in your People tab, even without form submission. This captures high-intent visitors who start filling forms but don't complete them. Due to GDPR and compliance requirements, visitors who do not meet these criteria will remain anonymous. Given that identified visitors have filled a form or downloaded content, they are high intent for potential meetings.

Implementation Workflow for Form Fill Web Intent Plays

CRM-Driven Implementation Pattern

Use a CRM/form-driven workflow by stamping a property in your CRM when someone submits the form, then create an Audience in Unify filtered on that property. Attach the Audience to your Play to automatically enroll form submitters into a follow‑up Sequence.

Implementation Guide for Web Intent Play Targeting

Setting Up Page-Specific Targeting

To create these targeted plays, use the Audience Builder to set up specific targeting criteria. You can track visitors from specific pages using the "Page views matching" filter (enter the URL path that follows your domain name) or create UTM parameter-based audiences using the UTM parameter dropdown in the audience builder criteria. This allows you to reference specific content in your sequences, such as "saw you checked out our [specific case study/article]" for more personalized outreach.

Enhanced Form Fill Identification

For form fill plays, note that specific page tracking works best when visitors self-identify through form fills, as this enables person-level targeting with exact page visit data. This technical detail is important for maximizing the effectiveness of your high‑intent visitor targeting.