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Harnessing Intent-Based Marketing For Business Success

It is important to understand the driving force behind your customers’ actions – their intent. Intent-based marketing is the key to understanding how your ideal customer engages with your brand and provides data for better advertising or promotions.

As a Chief Marketing Officer (CMO), you understand the vital role of data-driven marketing strategies in driving business growth and staying ahead of the competition. In today’s digital landscape, sophisticated audience targeting has become indispensable for effective marketing campaigns.

This blog will explore unlocking your marketing matrix with intent-based marketing. We’ll delve into how solutions like AdRoll, Clearbit, Bombora, and 6sense can elevate your marketing efforts and deliver exceptional results.

What is Intent-Based Marketing & Why It’s Important For CMOs


Intent-based marketing is a strategy that focuses on identifying and targeting customers actively searching for solutions or products your business provides. This approach results in a high conversion rate, making it an effective marketing trend.

The primary principle behind intent-based marketing is to understand consumer behavior better. You can identify your customer’s intent to buy by analyzing their search keywords and phrases to create marketing campaigns that align with their interests.

To implement an intent-based marketing strategy effectively, businesses should analyze their customers’ behavior, interests, and demographics to create highly targeted campaigns. Additionally, businesses must continuously track their progress through detailed analytics to make data-driven decisions that improve performance. 

Intent based marketing examples

Google Ads: One of the most common examples of intent-based marketing is Google Ads. By using keywords and phrases to target customers who intend to buy, businesses can increase their chances of converting customers who are already interested in their products or services.

Facebook Ads:  Facebook Ads provide a highly targeted approach by allowing businesses to target their audience based on demographics, location, interests, and behaviors. Combining this approach with intent-based marketing allows businesses to create highly effective campaigns that convert.

 SEO-optimized content: SEO is an integral aspect of intent-based marketing. Businesses improve their ranking in search engine results by creating content that aligns with customers’ search intent. This approach attracts more people who are already interested in their products or services.

Email marketing: By segmenting customers based on their interests and purchasing history, businesses can create personalized emails that align with customers’ needs, increasing engagement and conversion rates.

B2B Intent Data

In the B2B space, understanding the intent of potential buyers is crucial for effective lead generation. Companies like Clearbit, Bombora, and 6sense offer powerful B2B intent data solutions that enable you to identify companies and individuals displaying active buying signals.

CMOs can leverage B2B intent data in lead scoring, account-based marketing, marketing to anonymous prospects, and targeting the right accounts at the right time with the right content.

With the average B2B sales cycle of upward of 2 months, intent data can give you the right insight to see your customer’s buying journey through their research, product review, team analysis, purchase, implementation, and retention stages.

By analyzing various data points, such as website visits, content consumption, and technographic information, these platforms provide insights into the intent and interests of potential customers.

With this knowledge, you can personalize your outreach and prioritize high-intent leads, leading to higher conversion rates and improved ROI.

Cross-Channel Engagement

Today’s consumers are active across multiple channels and devices, making it crucial for marketers to engage with them wherever they are. AdRoll’s cross-channel engagement solutions enable you to deliver consistent brand experiences across display, paid social media advertising, email, and even SMS marketing.

An omnichannel approach creates multiple touchpoints and ensures that your message reaches your audience, regardless of platform, increasing conversion and brand loyalty.

Creating a Roadmap for an Effective Intent-Based Campaign Strategy

Understanding the consumer’s intent is vital while crafting an intent-based campaign strategy. A few essential tips to consider while creating a roadmap for an effective intent-based campaign strategy are:

Sophisticated Audience Targeting Techniques


Retargeting has revolutionized the way marketers engage with their audiences. It allows you to reach users who have already shown interest in your brand or products, increasing the likelihood of conversion.

It works by planting a cookie or pixel on a visitor’s device and then using that information to target them with ads on other websites or social media platforms.

This type of targeted advertising can increase brand awareness, drive sales, and lead generation.

Solutions like AdRoll offer sophisticated audience-targeting capabilities. With Adroll, you can retarget by leveraging customer data, behavioral insights, and dynamic creative optimization to deliver personalized and compelling ads across various digital channels.

You can also create particular target audiences based on demographics, interests, browsing behavior, and more using machine learning algorithms and data segmentation. This granular approach ensures that your campaigns reach the right people at the right time, maximizing the impact of your marketing efforts.

LookAlike Audiences

Simply put, you take an audience group that’s been successful for you and then use campaign platforms like Facebook to find users with similar interests and behaviors. This is a powerful way to find new audiences and grow your company beyond familiar data.

By leveraging lookalike audiences, you can reach a larger, highly-targeted audience with ads tailored to their interests.

Suppression Targeting

Also known as exclusion targeting, suppression targeting prevents ads from being shown to irrelevant audiences based on age, behavior, location, device type, and other factors. This maximizes the efficiency of your campaigns.

It also helps you save money. Eliminating potential ads that may not be relevant to your target audience reduces the cost of your campaigns.

Contextual Targeting

Contextual targeting involves placing ads on websites based on their content. By zeroing in on users searching for or browsing information related to your product or service, your ads will appear beside content relevant to what you are offering. This means that your target audience is already engaged with the content on the site, making them more likely to take action when they see your ad.

An example of this would be an ad for keyboards on a custom PC builder’s site.


Geofencing is a location-based targeting strategy that uses GPS or RFID technology to create a virtual boundary around a specific area. When a mobile device enters or exits this boundary, the software is triggered to respond.

It’s perfect for B2B campaigns because it allows you to reach potential customers near your business. With geofencing marketing, you can create targeted campaigns and personalize ads for specific locations – a great way to connect with the right audience.

Advanced Measurement and Attribution

When evaluating marketing attribution solutions for businesses, there are several key factors you should consider as a CMO.

How to Measure and Predicting Customer Intent

Customer intent can be measured and predicted through techniques like analyzing search queries and online behavior.

This analysis reveals what customers seek as well as their interests, preferences, and buying patterns.

Purchasing history can also provide insights into a customer’s buying patterns.

How to Leverage Customer Intent Signals to Create Effective Campaigns

Here are some best practices for leveraging customer intent signals to create effective, personalized marketing campaigns:

  • Real-time analytics: This provides timely insights into customer intent and enables businesses to adjust their marketing campaigns accordingly. 
  • Segmentation based on intent: Helps businesses target the right people with the right message at the right time. 
  • AI: Analyzes customer intent signals and creates more intelligent campaigns.
  • A/B Testing: This ensures that campaigns are effective and up-to-date.
  • Personalized content and interactions: Helps businesses create more meaningful and customized experiences. 
  • Feedback loops: Shows businesses’ cause and effect helping them to refine and improve their customer intent analysis continually.

Measuring the effectiveness of marketing campaigns is essential to optimizing your strategies and allocating resources wisely. Advanced measurement and attribution solutions provide you with comprehensive insights into the customer journey, allowing you to understand which touchpoints and channels contribute most to conversions. 

By accurately attributing revenue to specific marketing activities, you can make data-driven decisions to optimize your campaigns and drive better results.

Beyond The Click

How Intent Data Can Empower CMOs to Dominate the Marketing Game

CMOs need sophisticated audience targeting, advanced measurement, and B2B intent data for marketing success.

Providers like Clearbit, Bombora, and 6sense offer tools to enhance campaigns, optimize budgets, and boost customer acquisition. These technologies keep you ahead, connect effectively, and deliver remarkable marketing results.

Ready to accelerate your lead gen? Let’s talk.

As your dedicated agency, we go above and beyond to ensure you reach your target audience and drive the results you deserve. With our expert management, you can rest easy knowing that your campaigns are in good hands.

Over the last 18+ years, Wandia has designed a career that combines an ardent interest in global markets with enthusiasm for adventure, fascination with science, and passion for people. She has worked at Fortune 500 companies like Google, Johnson & Johnson, and Eli Lilly. At Samsung, Wandia led ecosystem marketing including developer outreach, awareness, and engagement. A results-driven, growth-focused, data-centric senior marketing leader with both corporate and startup experience, she is passionate about connecting with creators, makers, and visionaries. She loves to dance for fun and fitness.

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