The Research Quadrant is your shortcut to smarter, faster, and more cost-efficient pipeline growth. Instead of wasting budget on cold LinkedIn audiences, broad Google Ads, or static databases like ZoomInfo, the Research Quadrant pinpoints who’s in-market right now — based on live, multi-source intent signals.
It’s a visual tool that segments your accounts into four distinct stages of the buying journey, based on two key factors:
- Research Intensity → how actively an account is searching for solutions like yours.
- Number of Spikes → how often they’ve triggered intent activity in a given period.
By mapping accounts into this quadrant, you know instantly:
- Who to target first → those most likely to convert.
- What to say → messaging that matches their buying stage.
- Where to reach them → the best channels for each stage.
The Four Quadrants Explained:
1) Initial Stage – Low Activity, Few Spikes
Description: Accounts at the very start of their buying journey. Broad research, minimal vendor engagement.
Action: Keep them warm with brand awareness. Focus on education, not conversion.
Example Strategies:
- Export to LinkedIn/Google and run brand-awareness ads.
- Serve thought leadership content (guides, infographics, stats).
- Add to a light-touch newsletter with insights and case studies.
Goal: Encourage engagement and move them into the Interest stage.
2) Interest Stage – Moderate Activity, Increasing Spikes
Description: Accounts are aware of their problem and exploring solutions.
Action: Provide problem-solving content and position your brand subtly.
Example Strategies:
- Gated content campaigns (buyer’s guides, ROI calculators).
- Google Custom Intent ads for mid-funnel searches.
- Webinars addressing pain points without heavy sales pitches.
Goal: Build engagement and brand preference to move them into Active.
3) Active Stage – High Activity, Focused Spikes
Description: Accounts are seriously evaluating vendors. Activity indicates a decision is near.
Action: Involve sales and deliver proof points that build credibility.
Example Strategies:
- LinkedIn Ads with demos, comparisons, or success stories.
- Role-based retargeting (ROI proof for CFOs, technical validation for IT).
- Triggered personalised outreach via email workflows.
- Direct mail or gifting for high-value accounts.
Goal: Book demos, secure meetings, and position your solution as the safe choice.
4) In-Depth Stage – High Activity, Multiple Spikes
Description: Your hottest leads. Deeply engaged, actively comparing vendors, purchase-ready.
Action: Act quickly with tailored, high-touch engagement.
Example Strategies:
- Priority outreach by SDRs/BDRs with customised scripts.
- Custom landing pages with account-specific proposals.
- Competitor comparison ads across LinkedIn and Google.
- Exec-to-exec introductions to build urgency and trust.
Goal: Close deals while intent is at its peak.
Why This Beats Traditional Audience Building:
Instead of paying for:
❌ LinkedIn filters → Expensive, broad, and cold.
❌ ZoomInfo / Apollo lists → Static, with no view of buying stage.
❌ Google broad targeting → Wasteful clicks from low-intent audiences.
With the Research Quadrant, you get:
✅ Live, multi-source intent signals → from 20+ providers.
✅ Stage-specific targeting → aligned to buyer readiness.
✅ Lower CAC & higher ROI → focusing only where the buying window is open.
Best Practices:
👉 Always tailor content and outreach to the stage a company is in.
👉 Use automation to move accounts between quadrants as they surge.
👉 Combine intent data + persona filters to pinpoint the right decision-makers.
👉 Review quadrant performance regularly to optimise strategy.
FAQs:
How do accounts move between quadrants?
As research intensity and spike frequency increase, accounts automatically progress through the four stages.
Can I export quadrant data into ad platforms?
Yes. You can export account lists into LinkedIn, Google, or other channels for stage-specific campaigns.
Do I need to target every quadrant?
No. Focus resources where ROI is highest — usually Active and In-Depth. Use Initial and Interest for nurturing.
How is this different from cold data lists?
Cold lists are static and lack buying signals. The Research Quadrant is live, intent-driven, and shows exactly where buyers are in their journey.