Using intent-based targeting also prevents missing out on significant numbers in korea numbers of leads. Due to the popularity of omnichannel, you never can tell where a specific prospect might be doing their shopping. For example, more than half of B2B purchasers look at social media content as part of their decision-making process. If your organization is looking at a wide range of intent signals – and it should be – you’ll notice relevant activity and adjust your marketing and sales techniques accordingly.
How to Use Intent-Based Marketing
At all stages of the funnel, intent signals can be used to fuel actions for marketing and sales. Exactly which technique to use depends on the type of signal and how it’s received (the medium). To give some more context, here’s a few examples of marketing moves and the data signals that trigger them.
Signal: Downloads a brand-neutral white paper
Medium: Website sign-up page to receive emails and new content notices
The key here is “brand-neutral.” Someone who is interested in general information and just happens to pick it up from your content is not necessarily in a rush to buy something. Instead, there’s a good chance that they are simply researching a topic, perhaps months ahead of actually deciding to purchase. However, the fact that they’re researching the topic at all means there’s some interest, even if the purchase is still a long way off.