*Win Room:*
Intent Signal Matching + Custom events
Product Playbooks Overview
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When someone engages anonymously and later becomes known in your CRM, their earlier content engagement can be connected back to them and surfaced in analytics.
When a contact already exists in your CRM, Insight Signal Matching makes it easier to recognise them as a known reader in analytics even if they didn’t use a lead capture or tracking URL. Lead capture and LCURLs are still recommended, but this reduces reliance on perfect tracking behaviour.
It preserves early-stage intent that would otherwise disappear, giving teams a more accurate picture of interest over time.
Intent signal matching (aka passive reader identification) is the ability to capture and retain engagement signals from anonymous audience members, then link that engagement later when identification happens elsewhere in the funnel.
Engagement is linked when the contact returns and engages with Turtl content after being identified, not automatically at the moment they become known in CRM.
Sales sees “cold” contacts that aren’t actually cold
Most buying activity happens before buyers identify themselves.
While early engagement is often captured, traditional CRM and ABM setups rely heavily on forms and tracking links to consistently resolve that activity to known readers.
ABM teams can’t tell which target contacts are warming up
Marketing under-credits content that influenced the deal early
Because forcing identification early often creates friction, while ignoring early engagement hurts revenue clarity.
Engage on their terms
Stay anonymous until they’re ready
Capture early intent signals
Preserve engagement history
Reconnect that history later when identification happens
This closes the gap between anonymous interest and CRM reality, without adding friction.
Supports campaigns to unknown individuals at target accounts where you don't want to include a gate and force identification
Instead of starting at zero when a contact is resolved, you get a true picture of early account engagement signals
Benefits when previously anonymous engagement resolves to known contacts
Gains richer context once a deal or contact appears in CRM
Uses historical engagement to support follow-ups and deal progression
Works alongside lead capture and email tracking
Improves completeness of CRM-linked engagement history
More complete at the contact level
Easier to use for revenue analytics and opportunity context
Less fragile when LCURLs are not used or not possible
This does not create new engagement signals. Engagement is captured either way. The value here is resolution (connecting engagement to CRM contacts) so it becomes more actionable.
Supported Integrations: HubSpot, Marketo, Pardot
A replacement for LCURLs
A lead capture or form replacement
A way to identify readers who do not exist in a CRM
A promise of instant attribution or guaranteed pipeline impact
A workaround for consent or adblockers
A way to retain engagement from anonymous readers
A way to resolve engagement to known CRM contacts later
A complement to LCURLs when tracking isn’t perfect
A way to improve the completeness of engagement history in analytics
Instead, it complements existing systems by adding context when identification naturally occurs.
Note: This feature is commonly known as Intent Data/Signal Matching by market leading vendors such as Hubspot and Salesforce.
Sends detailed interaction signals to CRM after a reader is resolved
Resolves engagement to the right CRM contact
Intent Signal Matching resolves who.
Custom Events enrich what happens next (no major change, HubSpot is just easier to set up)
They are not reliant on each other, but helpful to understand in context.
Engagement is linked to a known contact
Granular actions appear as Activities (HubSpot)
This google sheet which outlines which customers are currently integrated with either Hubspot, Marketo or Pardot and could benefit from these updates. It also highlights whether accounts currently have a snippet applied that would need to be removed prior to this update being leveraged.
These email templates which provide guidance on how to position the new updates for customers on Hubspot, Marketo and Pardot. The emails are tailored based on what updates are available. They also provide caveats to include based on the customers current set up e.g. snippets that need to be removed, cname setup etc.
Intent Signal Matching
Marketo Custom Events
HubSpot Custom Events
Pardot Tracking Code
