Intent Based Marketing Explained with Examples

Intent-based marketing focuses sharply by using what we know about a customer’s actions online. It looks at the things people do on the web to understand their needs, what they want, and their level of interest. Knowing this, marketers can create ads and messages that fit just right. More than three-quarters of business leaders use this kind of data to guide their teams. We’ll dig into how intent-based marketing works and its perks for companies.

Key Takeaways:

  • Intent-based marketing leverages customers’ intent data to create customized experiences.
  • It uses data obtained from digital users’ web content consumption to analyze their behavior, needs, and interests.
  • Over 76% of B2B leaders use buyer intent data to inform their sales and marketing strategy.
  • Intent-based marketing allows for tailored marketing efforts based on the level of urgency.
  • It offers several benefits, including increased engagement, conversion rates, and cost savings.

What is Intent-Based Marketing?

Intent-based marketing uses tools to track what potential customers are interested in. It looks at online behavior to understand how urgently someone needs a solution. This approach divides intent into two kinds: active and passive.

Active Intent

Active intent means someone really wants to buy. They are looking for a solution and might decide to purchase soon.

Passive Intent

Passive intent, on the other hand, involves learning and researching. These customers want information and are comparing their options. They aim to make a well-informed choice.

Intent-based marketing offers tailored experiences. By knowing what each customer wants, marketers can personalize their approach. This makes customers feel valued and can lead to more sales.

Using intent-based marketing strategies can boost a business’s marketing and customer happiness.

Benefits of Intent-Based Marketing

Intent-based marketing brings several perks like more engagement, better conversion rates, and saving money. Let’s look at these benefits closely:

1. Increased Engagement

Businesses use intent data to learn what customers are into. This lets them make marketing that really speaks to each customer. Customers get content and offers just for them, which makes them more connected to the brand.

2. Conversion Rates

Intent-based marketing focuses on those who really want to buy. This means messages reach the right people, boosting conversions. Marketing then becomes more efficient, saving time and money while increasing results.

3. Cost Savings

This approach cuts down costs by targeting the right audience. It avoids spending on those less likely to buy, saving money. Marketing becomes more effective and less wasteful.

It also uses smart ads that change based on what users like. This makes ads more effective and saves even more money.

Plus, it works well with account-based marketing, focusing on the most profitable customers. This smart targeting reduces waste and improves results.

The strategy gets even better by refining customer profiles with intent data. It helps businesses focus on the best prospects, saving time and resources.

Lastly, it boosts your SEO by understanding what customers are searching for. This increases organic visits and cuts down on paid ad costs.

In summary, intent-based marketing comes with huge advantages. It improves engagement, increases conversions, and saves money by targeting the right customers.

How to Access Intent Data

Intent marketing starts by gathering customer data. There are two types: first-party and third-party intent data.

First-Party Intent Data

First-party intent data comes from a company’s own website and platforms. It is collected through methods like gated content, checking IP addresses, and forms filled by visitors. This data helps in understanding what customers are interested in.

By looking at first-party intent data, firms learn about customer likes and actions. They spot prospects showing certain interests, making it easier to talk to them about sales.

Third-Party Intent Data

Third-party intent data is gathered from places not owned by the business. This includes competitors’ sites and other web locations visited by potential buyers. Using third-party data helps marketers cater to prospects’ online habits.

It widens the view of what customers like. It helps businesses find potential clients not visiting their site directly.

Tools for intent data help collect and examine this information. They figure out what the most-searched pages mean about what customers want. Knowing this, businesses can adjust their marketing to match what their audience likes.

Types of Intent Data Definition
First-Party Intent Data Data collected directly from a business’s website and owned platforms, providing insights into customer behavior and preferences.
Third-Party Intent Data Data collected from sources beyond a business’s direct website or platforms, such as competitors’ websites, to gain a broader understanding of customer interests.

How Does Intent-Based Targeting Work?

Intent-based targeting blends inbound and outbound marketing to connect with potential customers. It starts by making a target account list (TAL) of ideal customer profiles (ICPs). These are companies likely to buy from you. The TAL helps in focusing on companies based on what they need.

Next, intent-based marketing tools pair the TAL with relevant intent signals. These signals show which companies are looking for solutions you offer. With this info, marketers can craft content that engages and persuades users to buy.

This method mixes inbound and outbound marketing for a balanced strategy. Inbound marketing attracts customers with great content. Outbound marketing directly contacts specific companies or people. Using both strategies together improves the chances of gaining new loyal customers.

Intent-Based Marketing in Tech

Intent-based marketing is great for tech businesses. It deals with long sales cycles and complex products efficiently. It streamlines sales and helps in smart resource use. By using intent data, tech marketers can personalize content. This leads people to make smart buying choices. Tech marketing targets a specific group of people. So, intent-based marketing finds leads that are a perfect buyer match.

Tech companies often struggle to keep interest during long sales cycles. Intent-based marketing solves this by understanding customer intentions. This insight allows for targeted content at every sales step. By knowing their audience’s needs and issues, tech marketers create relevant messages and offers.

Personalized Content and Delivery

Intent data gives a deep insight into what the audience likes and struggles with. This allows for personalized content that meets target customers’ needs. Delivering content and recommendations based on intent data builds trust with potential buyers.

Efficient Resource Allocation

Traditional marketing often wastes resources on broad targeting, leading to few conversions. Intent-based marketing, however, focuses on those likely to buy. Identifying these potential buyers through their intent data means resources are used wisely, targeting those ready to make a purchase.

Identification of Ideal Buyers

Tech products are usually for a specific group. Intent-based marketing helps find those who fit the ideal customer profile. By looking at firmographics and behaviors, it finds the best leads. These are the ones most likely to respond to marketing and buy.

Benefits of Intent-Based Marketing in Tech Explanation
Streamlined Sales Process By leveraging intent data, tech marketers can identify potential buyers who are actively seeking solutions, allowing for a more focused sales process.
Increased Conversion Rates Personalized content and delivery based on intent data insights can significantly improve conversion rates by addressing specific pain points and providing tailored solutions.
Efficient Resource Allocation Intent-based marketing ensures that resources are allocated to leads who have demonstrated a higher likelihood of conversion, maximizing ROI.
Enhanced Customer Understanding By analyzing intent data, tech marketers gain valuable insights into their target audience, allowing them to better understand customer preferences, behavior, and needs.

Where to Find Intent Data for Your Marketing Strategies

For successful intent-based marketing, you need good data. You can get this data from many places. Here’s a look at key types of intent data:

1. Search Intent Data

Search intent data looks at the words people use when they search online. This helps marketers make content that matches what users are looking for. It also boosts search engine rankings.

2. Engagement Data

Engagement data shows how users interact with ads and content. It reveals what catches their attention. Marketers use this to spot trends and make better campaigns.

3. Firmographic Data

Firmographic data focuses on company traits like size and industry. With it, marketers can customize campaigns for different business sectors.

4. Personal Interactions

Phone calls and emails are rich sources of intent data. These personal interactions shed light on what customers truly need and want. Marketers can then refine their messaging.

Intent data comes from various sources. Mixing and matching these can give a deep understanding of customer intent. This leads to personalized, effective marketing campaigns.

Intent-Based Marketing Strategies for Tech Marketing

Tech marketers have the chance to use intent-based strategies to drive focused campaigns. They can really engage potential customers this way. Two important methods are personalized inbound marketing and account-based marketing.

Personalized Inbound Marketing

Personalized inbound marketing means making content that suits potential customers’ interests and needs. By using high buying intent keywords, tech marketers can make content that their audience loves.

This type of marketing grabs the attention of people looking for solutions or researching products. By knowing what people are looking for, marketers can give them content and offers that solve their problems. This encourages them to take action.

For instance, if a marketer focuses on cybersecurity, they might create content about “data breaches” or “cyber threats.” They can offer valuable information like blog posts or whitepapers. This info shows why cybersecurity is key and why their product is the best solution.

Account-Based Marketing

ABM is another great strategy for tech marketers. It goes for a very focused approach, targeting small groups or even individual accounts. This way, marketers can focus on the most promising accounts to increase revenue.

ABM means picking out specific accounts that match the ideal customer profile. Then, crafting personalized marketing campaigns for them. By customizing their approach, tech marketers can form strong relationships and boost their chances of making a sale.

For example, a tech company aiming at big healthcare clients could design unique campaigns for each account. They might send custom emails, host webinars just for them, or give personalized demos. These strategies show how their product solves specific problems in healthcare.

Intent-based marketing is key in tech because it finds leads ready for the next step. With lead qualification and nurturing, tech marketers can move potential customers through the funnel. They build trust and lead them towards a purchase.

By using personalized inbound marketing and ABM strategies, tech marketers can up their chances of success. This can help them reach their goals in a competitive industry.

Tips for Effective Tech Intent-Based Marketing

In tech intent-based marketing, using the right strategies is key. Focus on lead qualification, conversion optimization, and lead nurturing. These can improve your results a lot.

1. Lead Qualification

Lead qualification is super important. It helps figure out when leads are ready to move forward. You look at customer behavior to see their intent and engagement.

This means you can focus on the most promising leads. Doing this makes better use of your resources. It saves both time and effort.

2. Conversion Rate Optimization

For better sales, conversion optimization is a must. It’s about making your content and campaigns match user intent at every step. Tailor your content to meet the specific needs of leads at each stage.

This approach makes users more likely to buy. Creating content that really speaks to the leads makes a big difference.

3. Lead Nurturing

Lead nurturing is key in intent-based marketing. Content and promotions should be tailored to lead behavior. This helps guide them through buying.

You provide info that’s both relevant and valuable. This builds trust. Using automated tools makes sure you keep engaging with leads, boosting sales chances.

These tips will help businesses do better in tech intent-based marketing. They improve lead qualification, conversion rates, and nurturing. By doing so, they also help in building lasting customer relationships.

Benefits Lead Qualification Conversion Rate Optimization Lead Nurturing
Identify qualified leads
Target leads with highest potential
Improve resource allocation
Enhance user engagement
Optimize content for each stage
Build trust and relationships


Intent-based marketing is a strong approach that helps companies offer personalized experiences. It uses customer behavior and interests to create targeted messages. This leads to more engagement and higher conversion rates.

With this strategy, companies can make their marketing more effective. This results in a better return on investment (ROI).

Tech businesses get a lot of benefits from intent-based marketing. Their sales take longer and they focus on specific customers. Using intent strategies helps them make their sales process better.

They can use their resources more wisely. Intent marketing allows tech marketers to support leads until they decide to buy.

At its core, intent-based marketing helps firms build lasting relationships with their customers. It does this by sending messages and experiences that really speak to them. This deep connection creates loyalty and trust.

Adopting these strategies improves marketing efforts. It also increases ROI and long-term success for all kinds of businesses.


What is intent-based marketing?

Intent-based marketing focuses on what customers plan to do. It looks at their online actions to offer customized experiences. This approach aims to meet their specific needs and interests.

What are the benefits of intent-based marketing?

This method ups engagement and improves how often people buy things. It cuts costs on broad marketing while boosting profits. Plus, it makes better customer profiles and supports SEO.

How can I access intent data for my marketing strategies?

You can find intent data directly on your site or from other online places. It includes search actions, how users interact with content, company info, and direct communications.

How does intent-based targeting work?

It mixes ways of reaching out to people and drawing them in. It starts by figuring out who your ideal customers are. Then, it matches them with the right content aiming to lead them towards buying.

How is intent-based marketing applied in the tech industry?

For tech companies, this method is key due to their specific buyer journeys and specialized audiences. It helps make the sales process smoother, uses resources well, and tailors messages. This guides potential buyers to make smart choices.

Where can I find intent data for my marketing strategies?

Look for intent data by studying what users search for and how they interact online. Look at business data like industry type and size, and personal interactions such as calls and emails.

What are some intent-based marketing strategies for tech marketing?

In tech marketing, customizing messages for interested buyers is key. Using data to focus on small groups of customers is another approach. This is known as account-based marketing.

What are some tips for effective tech intent-based marketing?

Successful tech marketing means picking out the right leads and tailoring content. Use tools to automate your marketing and nurture leads by matching content to what they are interested in. This encourages them to buy.

What is the goal of intent-based marketing?

The aim is to create messages that resonate with customer interests and actions. Using data helps create personalized experiences. This boosts engagement, sales, and gives a better return on investment.
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