HQLs delivered
Epicor · 10-week programme
Intelligence & strategy
ICP research & audience intelligence for your next best customer.
Focus your budget on accounts that fit your offer—and signals that make them worth engaging now. Qualent Media combines customer research, Trackly AI and buyer intent data to turn audience uncertainty into a clear targeting plan.
Explore our research processThe impact of more precise targeting
Better audience decisions.
Stronger sales outcomes.
For Epicor, we refined the ICP, identified relevant ERP research signals and validated prospects through human and data checks. The resulting HQL programme delivered:
HQL-to-opportunity conversion
Epicor · reported campaign result
Less time from lead to SQL
Epicor · conversion time reduction
Influenced pipeline
Epicor · first quarter after campaign
Epicor HQL case study · North America & EMEA · Results reflect the complete targeting, engagement and qualification programme.
Brands featured in Qualent Media’s campaign case studies
The targeting gap
Your market is bigger than your best opportunity.
B2B audience research should help you make choices: which accounts to pursue, which people to engage, what to say and where to wait.
01 / Audience fit
A large market. Too few right-fit accounts.
Broad industry and company-size filters miss the operational needs that make your offer relevant.
How Qualent helpsUse customer evidence, use cases, technology context and exclusions to define a commercially useful ICP.
02 / Timing
A perfect-fit account can still be the wrong priority.
Static lists tell you who could buy, but give little context about who is researching a relevant change.
How Qualent helpsLayer recent topic and engagement signals onto account fit so timing informs where to focus.
03 / Buying group
The job title matches. The message misses.
One persona cannot explain the priorities of the budget owner, technical evaluator and internal champion.
How Qualent helpsMap the buying committee, its questions and its influence, then give each role a relevant reason to engage.
04 / Sales confidence
A score arrives without a reason to act.
Sales has to reconstruct the account, the need and the signal before starting a useful conversation.
How Qualent helpsDeliver a clear priority rationale, supporting context, confidence gaps and the recommended next step.
Trackly AI · the intelligence layer
From scattered signals to informed priorities.
AI makes the research easier to interpret. It helps connect what an account looks like with what it appears to be exploring, so your team can decide where a conversation makes sense.
Observe demand
Bring the evidence together.
Combine your customer and campaign knowledge with research signals available for the agreed market.
- CRM wins, losses and sales feedback
- Firmographics and technology context
- Permitted engagement and intent sources
Interpret intent
Find the patterns that matter.
Trackly helps organise topics, compare account fit and surface relevant changes in research activity.
- Recurring needs and use-case clusters
- Topic relevance, recency and intensity
- Fit, buying-group context and uncertainty
Deliver intelligence
Give every priority a reason.
Qualent turns reviewed intelligence into account groups, audience briefs and actions your teams can use.
- Prioritised segments and account rationale
- Messaging cues for each buying role
- Nurture, ABM or sales-research next steps
AI insight. Human review.Inputs depend on the sources available and approved for your programme. Research signals guide prioritisation; Qualent checks the evidence and your team approves the commercial criteria.
How we research your ICP
A living customer profile.
A repeatable process.
Our ICP research services connect customer evidence, market context and intent-based segmentation. Each step creates a usable output for the next decision.
Map my audienceStart with the customers you want more of.
Review your offer, successful customers, sales conversations and lost deals. AI helps group recurring needs; researchers check what actually explains fit.
You get: An evidence-led ICP hypothesis and research gaps.Build the account and buying-group profile.
Define industry, region, size, technology, use cases and exclusions. Map the champions, evaluators and decision-makers involved in the purchase.
You get: A practical ICP, audience segments and buying-role map.Connect the profile to relevant intent.
Agree the topics and available sources. Examine recent, repeated engagement and research patterns in context rather than treating every interaction equally.
You get: A signal framework tied to your solution and audience.Prioritise with AI. Validate with people.
Trackly supports account grouping and recommendations. Qualent checks account matches, data gaps and commercial relevance with your team before activation.
You get: Ranked account groups with reasons, confidence and next steps.Activate, listen and refine.
Turn research into campaign audiences, content themes and sales briefs. Use acceptance, objections and opportunity movement to revisit the ICP and prioritisation.
You get: A feedback loop that improves the audience as evidence grows.
How ICP + intent changes the decision
Fit answers “who”.
Intent helps answer “why now”.
Keep the two views distinct, then use them together. Strong intent from the wrong account can waste sales effort. A strong-fit account with little current research may need time and useful content.
Fit: industry, scale, use case, technology environment and your ability to serve the account.
Intent: relevant topic activity, recency, repeated engagement and available buying-group context.
Illustrative decision guide · Open a card to explore the next action.
Strong fit · limited current intentBuild familiarity
Use relevant thought leadership and nurture. Monitor for meaningful changes before raising sales priority.
Strong fit · relevant active intentPrioritise review
Validate the account and signal, map the buying group and prepare a timely, relevant engagement.
Weak fit · limited current intentReduce effort
Exclude unsuitable accounts or hold them outside the active audience. Protect budget for the markets you can serve.
Weak fit · relevant active intentInvestigate the gap
Check the account match and use case. Research may reveal an adjacent segment—or confirm that the account should be excluded.
What you get from Qualent Media
Audience intelligence your teams can put to work.
Leave with a shared view of who matters, why they matter and how to engage them. We agree the scope, source coverage and delivery format around your goal.
Illustrative output · not a live account
Account fitMid-market manufacturer evaluating an ERP modernisation use case.
Buying groupOperations sponsor, IT evaluator and finance decision-maker.
Research contextRepeated engagement around supply-chain visibility and system integration.
Still to validateProject ownership, purchasing timeline and the source of the activity.
Recommended next stepValidate the account context, then introduce a use-case-led asset and a relevant sales conversation.
ICP and exclusion criteria
The account characteristics, use cases and constraints that define a suitable customer.
Audience and buying-group map
Priority segments, decision roles, motivations, objections and coverage gaps.
Intent topic framework
Relevant research themes, source context and signal interpretation rules.
Prioritised account brief
Account fit, evidence, known gaps and a clear reason for the recommended action.
Messaging and activation plan
Content angles and routes for ABM, paid media, email, nurture and sales outreach.
Measurement and refresh plan
Agreed review cadence, sales feedback, acceptance and opportunity measures.
Built to inform your ABM, demand generation and lead-generation programmes, with the fields and audience definitions needed for the agreed channels.
70%+ progressed to SDR engagement
A 12-week BANT programme focused on enterprise account criteria, buying authority and human qualification. ServiceNow’s case study also reports 50% less sales discovery time.
45% MQL-to-SQL conversion
Jamf’s content syndication programme combined ICP and audience mapping, stage-relevant content and lead validation. The case study reports CPL 20% below the initial target.
Before we begin
Clear answers about audience research.
What goes in, what comes out, and how the intelligence supports your team.
What do ICP research services include?
We define the characteristics of accounts you can serve well, assess customer and market evidence, segment the audience, map buying roles, and agree qualification and exclusion criteria. The output connects an ideal customer profile to account selection, messaging and campaign decisions.
What is the difference between an ICP and a buyer persona?
An ICP describes the company: its industry, size, technology environment, use case and commercial fit. A buyer persona describes a person involved in the decision: their responsibilities, priorities, objections and influence. Audience intelligence connects both to current research and engagement.
How does AI improve ICP research and audience intelligence?
AI helps organise customer evidence, group recurring needs, classify relevant topics, identify patterns and propose account priorities. Qualent specialists check the evidence, resolve ambiguity and approve the criteria. The quality of the output depends on the quality and coverage of the inputs.
How do you combine ICP fit with buyer intent data?
We assess account fit separately from research activity, then compare them to guide the next action. A strong-fit account with recent, relevant signals may warrant sales research; one with little current activity may be better suited to nurture. A single signal does not confirm a purchase decision.
Can you help if we have little CRM or customer data?
Yes. We can start with your offer, sales conversations, existing account knowledge and secondary market research. We mark assumptions for validation and refine the initial ICP as campaign and sales evidence becomes available.
What happens after I submit the form?
Qualent Media reviews your offer, target market and research priority, then follows up to clarify the audience, available data and intended use. We recommend a practical research scope and the deliverables most useful to your team.
Find the audience worth your attention
Know who to pursue.
Know why they matter.
Tell us your offer, market and targeting challenge. We’ll help shape the right ICP and intent research brief.