You’ve probably encountered plenty of instances – while scrolling through social media – where an ad for exactly what you were looking for appears in your feed. That is a classic example of intent-based marketing. Nowadays, the buying journey for customers has evolved to the extent that it’s just a matter of thinking about what to buy, and the rest of the experience will follow!
As marketers, how can you fully harness this strategy and make it work for you? The potential of intent-based marketing is immense – if not critical – for thriving in the market today, as this is the way forward for effective customer acquisition. With the right consumer data and monitoring tools, you can leverage your customers’ buying intent to your advantage. Let’s see how.
What is Intent-Based Marketing?
Intent-based marketing is a strategy that targets customers based on behavioral cues that signal their intentions. It is a very targeted and precise approach that aims to reach ready-to-buy customers at the right time – for example, a specific life event or milestone such as moving to a new house. Intent-based marketing uses buyer intent data to create highly personalized advertisements and marketing messages. By tapping into the customer’s requirements right when they need it most, it offers timely and relevant solutions, enhancing the customer experience.
Why Is Buyer Intent Important?
Customer intent tells you who is interested and in the market looking for your product or service at the time. It helps you lower your marketing budget drastically by targeting only those with a higher chance of purchasing your products.
Moreover, knowing your prospects’ buying intent makes it easier to convert them. Today’s customers are well-informed and in control of the market. So, your marketing messages should carry the most accurate and relevant information that resonates with their needs. Without an insight into customer intent, it’s a difficult task to achieve.
Passive vs. Active Intent
Buying intent is categorized as passive and active based on how prospects showcase their interest in the product. Knowing the difference can help marketers design appropriate marketing campaigns that don’t overwhelm prospects.
Active Intent
Active intent is when the customer is actively searching for something and is ready to purchase. It indicates that they are looking to fulfill a need or want. Searching for a product on search engines or clicking an ad are all examples of active intent.
Passive Intent
Passive Intent is when the customer doesn’t showcase a direct interest in the product but is giving cues that they are somewhat interested. This may include customers browsing through your website or reading up on topics surrounding the product.
Leveraging the Power of Buyer Intent Data
To succeed with intent marketing, you need to have high-quality and reliable buyer intent data to gain insights about buyer behavior and identify the signals that accurately showcase the customer’s willingness to purchase the product. Buying intent data can come from different sources like website interactions, social media activity, search engine queries, content consumption, email engagement, and third-party data providers like Speedeon!
More importantly, you also have to be constantly alert about your prospect’s actions and behaviors to watch out for intent signals that are favorable for your brand. Sounds…not so feasible? Don’t worry. There are plenty of intent-based marketing tools and data platforms to help you nail your campaign!
DATAWATCH Intent by Speedeon
Speedeon’s DATAWATCH Intent will do the job of watching and alerting you when your target audience signals pre-purchase online behavior. It can be researching a product, looking for competitive service providers, or engaging with relevant ads.
By using DATAWATCH Intent for your intent-based marketing strategy, you can automatically monitor your best prospects, identify in-market buyers who are searching for the solutions you offer, and market your product effectively. Paired with Datawatch Intel, you can have a comprehensive understanding of the customer you are about to target. It helps you hyper-personalize your marketing message to make it relevant, time-bound, and accurate.
With these data monitoring platforms, all you need to do is take action and launch a campaign that arrives right before the prospect when they need it. You can even go a step further and ease your workload by automating trigger campaigns. With pre-defined triggers, you can keep a curated advertisement ready to roll.
Benefits of Intent-Based Marketing
Intent-based marketing strategies deliver better results as it’s a non-intrusive way of engaging with potential customers. Here are some of the key advantages of this approach.
Improved Lead Generation and ROI
Intent data will lead to better targeting because instead of focusing on a wider demographic, you are selecting prospects most likely to respond. This means your conversion and acquisition rates will go up. As a highly targeted method, this will also reduce the cost per acquisition and deliver a higher return on investment (ROI) for your campaigns, making the dollars spent worthwhile.
Improved customer engagement
Relevance and personalization are two important factors customers prioritize today – an era where they are bombarded with countless ads. Intent-based marketing tailors your messages to address the prospect’s pain points and fulfill their requirements. So they will be more responsive to your offer.
Improved brand visibility
Intent-based marketing puts your product in front of the most relevant target accounts. Plus, is a great way for upcoming brands to mark their presence in the market. It positions your business as one that has a comprehensive understanding of its customers. Soon, your business will also benefit from word-of-mouth marketing!
Start Your Intent Marketing Strategy with Speedeon
If you are ready to level up your marketing strategy with intent-based campaigns, you have come to the right place! From reliable third-party data to give you valuable consumer insights to data monitoring tools, our expert team has all the solutions to help you scale up your efforts and reach quality leads that convert!
Book your demo today. Let us show you the possibilities our data and tools will create for your business.
