Intent Based Marketing Strategies for Modern B2B Sales Teams

Major Takeaways: Intent Based Marketing

What is intent based marketing, and why is it powerful in B2B?

• Intent based marketing uses real-time buyer signals—like content consumption and keyword searches—to identify and engage prospects actively researching solutions like yours.

Why is buyer intent data critical for modern sales teams?

• 99% of companies using intent data report improved ROI, and early outreach based on intent increases win rates by 35–50%, giving sales teams a first-mover advantage.

How should marketing and sales align on intent targeting?

• Cross-functional alignment ensures that high-intent leads are quickly identified, personalized, and prioritized. Shared KPIs and workflows reduce friction and increase conversion rates.

What steps are needed to build an intent-driven marketing strategy?

• Define your ICP and intent signals, secure sales-marketing alignment, choose trusted data sources, pilot campaigns, then scale with omnichannel outreach tailored to buyer behavior.

How does intent data improve every stage of the funnel?

• At TOFU, intent guides targeted awareness campaigns. At MOFU, it fuels personalized nurturing. At BOFU, it enables perfectly timed outreach and tailored pitches to close deals faster.

What mistakes do B2B teams make with intent-based targeting?

• Common pitfalls include siloed intent data, delayed outreach, over-reliance on first-party signals, and using intent only at the bottom of the funnel instead of full-funnel engagement.

How do sales teams convert intent leads into pipeline?

• Teams that act quickly, personalize messaging, and orchestrate multi-channel cadences across email, LinkedIn, and cold calling see higher meeting rates and shorter deal cycles.

What advanced tactics can boost ROI from intent marketing?

• Winning teams leverage competitor monitoring, programmatic surge advertising, and revival campaigns for lost deals—automating outreach based on real-time purchase signals.
  

Introduction

Did you know that 99% of companies report higher ROI after implementing buyer intent data? (1) In an era where B2B buyers conduct extensive research before ever raising a hand, sales teams can no longer rely on guesswork. Welcome to intent based marketing – a strategy taking modern B2B sales by storm. It’s how CMOs, CROs, and Sales VPs are boosting sales pipeline quality and closing deals faster by targeting prospects at the right time, with the right message.

In this guide, we’ll break down exactly what intent based marketing means, why it’s mission-critical in 2025, and how to harness it. You’ll learn how to read B2B buyer intent data, build an intent driven marketing framework step-by-step, apply intent signals across your funnel, and convert those high-intent, sales ready leads into revenue through smart sales enablement. 

Along the way, we’ll highlight advanced intent targeting examples, common pitfalls to avoid, and actionable tips. By the end, you’ll have a playbook to turn online buyer signals into an omnichannel outreach engine – and a competitive edge.

Let’s dive in.

What is Intent Based Marketing (and Why It Matters)

88% of B2B buyers research products online before contacting a vendor.

Reference Source: Spotio

Intent-based marketing (often simply called intent marketing) means directing your outbound campaigns at people whose online behavior signals purchase intent. In other words, you focus on prospects actively researching solutions like yours, rather than casting a wide net (2). 

By leveraging intent data, you can zoom in on buyers who are in-market – those showing signs they’re interested and potentially ready to buy – and tailor your outreach to match their interests. Intent based marketing thus makes campaigns far more effective by prioritizing high-intent prospects over cold audiences.

At its core, this approach relies on buyer intent data – the digital breadcrumbs that indicate what a B2B buyer is interested in. These signals come in many forms:

• Website Activity: Pages viewed (product pages, pricing, case studies), time on site, repeat visits.
  
• Search Behavior: Keywords searched (e.g. “best CRM software”) and frequency of purchase-related terms (“buy”, “pricing”, “vendor”).
  
• Content Engagement: Whitepapers or ebooks downloaded, webinar sign-ups, blog articles read, etc.
  
• External Research: Third-party review site visits (G2, Capterra), reading comparison articles, or researching competitors.
  
• Email & Ads: Email opens/clicks on specific topics; clicks on ads related to your product category.
  
• Intent Data Providers: Third-party “surge” data showing which companies are consuming content on certain topics (e.g. Bombora intent topics).
  

In simple terms, intent data reveals what your target accounts are actively doing online (and what they care about) before they ever fill out a lead form. Instead of guessing or waiting, intent based marketing lets you proactively engage buyers based on real purchase signals.

For example, imagine you market a cybersecurity SaaS. Through intent monitoring, you discover that a target account’s team is searching for “network intrusion solutions” and visiting competitor pages. 

With that insight, you could trigger a personalized campaign to that account – perhaps a well-timed email offering a comparison guide (“Intrusion Security: How We Stack Up vs. Competitor X”), followed by targeted LinkedIn ads touting how your solution addresses that very pain point. 

This is intent-based marketing in action: using live data on buyer behavior to drive who you target, when you reach out, and what you say (2).

Why does this matter so much? Because today’s B2B buyers are more empowered than ever:

• Extended self-research: B2B buyers conduct an average of 12 online searches before even visiting a vendor’s website (1). In fact, 88% of B2B purchasers say they research products online before making a decision, and 58% spend more time on research now than a year ago (3).
  
• Anonymous buying journey: An estimated 57%–70% of the buyer’s journey is completed anonymously (without contacting sales) as buyers educate themselves (5). They fully define their needs and even pinpoint solutions before engaging a vendor’s rep (5).
  
• Crowded channels: Your prospects are inundated with emails, ads, and content daily. To break through, your message must be ultra-relevant and well-timed. Intent data provides the precision and timing to do just that.
  

In short, intent based marketing helps you meet buyers on their terms. Rather than pushing generic pitches, you’re aligning sales and marketing to the buyer’s actual journey – catching them earlier, with insight into what they care about. 

The result? More efficient marketing spend, higher quality leads, and sales conversations that start when a buyer is ready. No wonder 98% of marketers consider intent data fundamental for demand generation success (1).

Why Sales Teams Can’t Ignore Buyer Intent in 2025

65% of sales reps report that access to buyer intent data directly improves their deal-closing success.

Reference Source: HubSpot

In 2025, leveraging buyer intent isn’t just a marketing tactic – it’s a sales imperative. Here’s why forward-thinking B2B sales teams are making intent data a cornerstone of their strategy:

• Your buyers are in the driver’s seat: As noted, modern B2B buyers often go months into the sales cycle researching solutions on their own. On average, a B2B sales cycle lasts 4–6 months (1). If your salespeople wait until a prospect fills out a form or answers a cold call, you’re engaging halfway through their journey (or later). 

By then, the buyer may have already solidified requirements or shortlisted competitors. Ignoring intent signals means playing catch-up. Sales teams that tap into those early signals can intercept opportunities before competitors do – giving them a crucial first-mover advantage. (In fact, 35–50% of deals go to the vendor that responds first to a prospect’s interest.)

• Higher win rates and faster revenue: Companies that embrace intent data see tangible results. An overwhelming 99% of businesses report increases in sales or ROI after implementing intent data strategies (1). 

When you know which accounts are “warm,” your team can focus effort where it counts – leading to shorter deal cycles and more wins. It’s like having a cheat code for prioritization: sellers spend time on real opportunities instead of chasing cold leads.

• Sales reps sell smarter (and more confidently): 65% of sales reps say that access to buyer intent data significantly improves their ability to close deals (8). That makes sense – armed with intent insights, reps can tailor their outreach with talking points that hit the mark. 

For example, if a prospect has been reading about a certain compliance issue, the rep can lead with how your solution addresses that exact challenge. This consultative approach builds trust faster. Reps no longer go in blind; they know what the buyer cares about before the first call. The result is higher-quality conversations and a consultative sales experience that impresses modern buyers (who increasingly expect personalized, relevant engagement from vendors).

• Maximized marketing ROI: From the CMO/CRO perspective, intent-based targeting means no more wasted shots in the dark. Marketing isn’t handing sales a hodgepodge of leads; they’re delivering contacts from companies actively researching your solution space. 

That means higher MQL-to-SQL conversion rates and less friction between marketing and sales. It’s no surprise that almost half of marketers now view intent data as the heart of their entire B2B marketing operation (1). 

In many organizations, upwards of 40%–50% of the marketing budget is now dedicated to intent data and related tools, and 70% of companies planned to increase spending on intent data year-over-year (1). The message is clear: companies are literally investing in intent because it drives efficient growth.

• Competitive edge with timing and targeting: If you’re not leveraging intent signals, chances are your competitors are – especially the big players. Nearly all large enterprises use intent monitoring in some form (99% of firms with over 1,000 employees do) (1). 

Many have entire teams analyzing who’s surging on certain topics, which accounts visited their site, etc., to inform outbound lead generation initiatives. To keep up, mid-market and smaller B2B companies are catching on: over half of B2B orgs now use a combination of first- and third-party intent data (1), and that number is climbing fast. 

Ignoring this trend risks your sales team being late to the party on in-market deals. In 2025’s hyper-competitive environment, leveraging intent data is necessary to identify and reach buyers before they’ve made up their minds (or spoken to someone else).

• Buyers expect personalization: Today’s B2B buyers have come to expect the Amazon-level personalization they get in B2C. They’re accustomed to vendors knowing their interests and catering to them. Intent-driven outreach provides the intel to do exactly that. 

By analyzing a prospect’s content consumption and research behavior, you can craft messaging that truly resonates. Marketing and sales can deliver a one-two punch of relevant content and tailored conversation, which 72% of B2B buyers say makes them more likely to engage (3). 

Conversely, a generic pitch at the wrong time is likely to be ignored or even harm your credibility. In 2025, leveraging buyer intent is key to delivering the kind of value-first, timely interactions that earn responses.

Bottom line: Sales teams can’t afford to ignore buyer intent data because it means ignoring what your prospects are telling you through their actions. In a world where buyers hold the cards, using intent signals is how your team stacks the deck in its favor. 

It’s about working smarter – focusing effort where there’s real interest, engaging earlier, and bringing valuable insight to the table. The outcome is a more efficient sales process and higher revenue yield from your pipeline. Now, let’s explore how to build an intent-driven strategy step by step.

Step-by-Step Framework for Building a B2B Intent Driven Marketing Strategy

Companies that align sales and marketing around intent signals experience 208% higher marketing revenue contribution.

Reference Source: LinkedIn Marketing Blog

Implementing an intent-based approach might sound complex, but it becomes manageable with a clear framework. Below is a step-by-step guide to infuse buyer intent into your B2B marketing and sales strategy. 

Follow these steps to move from initial planning to full-funnel execution.

Step 1: Define Your ICP and Intent Signals 

Start with who and what. Clarify your ideal customer profile (ICP): the industries, company sizes, roles, etc., that make up your best-fit accounts. Then identify which buyer behaviors or “intent signals” align with a high purchase propensity for your solution. This involves a bit of brainstorming and data analysis. 

For example, if you sell enterprise HR software, relevant intent signals might include researching “HRIS implementation,” visiting pages about HR tech, or downloading HR process whitepapers. Many intent data providers offer taxonomies of topics – you’ll want to select topics related to the problems you solve (5). 

Tip: Review your recent deals and note what early behaviors those customers had in common (Did they compare multiple vendors? Search for specific keywords? Attend certain webinars?). Use that to guide which signals to track. 

The output of Step 1 is a list of priority intent topics/behaviors and a refined ICP scope. This ensures your intent marketing efforts focus on the right people and relevant buying signals from day one.

Step 2: Get Buy-In and Align Sales & Marketing 

Intent-driven strategy is not just a new tool, it’s a cultural shift. It thrives only if marketing and sales work as a unified team. Educate stakeholders on the value: show stats or small wins to build excitement (for instance, how prioritizing intent leads boosted conversion rates). 

Secure executive buy-in to foster a culture where both departments share insights and coordinate actions. Agree on common goals and definitions: What constitutes an “intent-qualified lead” or a high-intent account? How will these be handed off to sales?

It’s crucial to establish closed-loop communication – marketing should immediately pass intent insights to sales, and sales should provide feedback on those leads. Break down silos by perhaps setting up a joint Slack channel or weekly huddle to discuss intent findings. Essentially, make sure everyone understands: intent data is a team sport. 

Companies that succeed often invest in training at this stage (6) – teaching marketers how to interpret intent signals and training sales reps on how to use those insights in outreach. 

When sales and marketing trust each other and share a playbook, you’ll avoid the common pitfall of great data going unused (over 56% of B2B marketers struggle to get sales to utilize intent insights in practice (1)). This step lays the foundation for smooth execution in later steps.

Step 3: Choose Your Intent Data Sources and Tools 

Next, determine where you’ll get your intent data and how to manage it. Most strategies blend first-party intent data (from your own website, emails, ads, etc.) with third-party intent data (from external networks and sites) for a fuller picture (1). 

Start by auditing what first-party data you already have: website analytics (page visits, time on page), marketing automation data (email opens, content downloads), CRM data (past inquiries or chat interactions). 

Then look at third-party options. There are specialized intent data providers) that track business web consumption and can tell you, for example, “Company X had 15 people researching network security this week.” 

You might also tap into intent signals from media publishers or review sites relevant to your industry. Select providers that cover the topics and audience in your ICP. 

Many companies pilot one provider first to gauge value. Also choose the lead generation tools to operationalize the data: for instance, you may need a platform or integration to bring intent signals into your CRM or marketing automation. Some ABM platforms have intent feeds built-in; alternatively, you might use a tool that sends alerts to reps when an account surges on key topics. 

Key point: set up the plumbing so that when an account or lead meets your intent criteria, your team knows about it in real time. This could mean dashboards showing intent-account lists, or automated notifications (e.g. an SDR gets an alert: “Acme Corp is spiking on ‘CRM migration’ this week”). 

Don’t overlook data governance – ensure compliance with privacy laws and that the sales team isn’t overwhelmed with noise. A good practice is to establish thresholds (e.g. only flag significant spikes or activities that truly indicate interest). By the end of this step, you should have your data sources selected and the tech infrastructure ready to capture and disseminate intent insights.

Step 4: Pilot on a Segment and Refine 

Rather than rolling out company-wide on day one, start with a pilot program. Choose a subset of target accounts or a specific market segment (for example, mid-market finance companies in your territory) to test your intent-based approach. 

Also, involve a small group of sales reps in the pilot – perhaps one sales pod or a few BDRs who are eager to innovate. During this pilot, run your intent data collection and outreach process end-to-end on that segment. 

For instance: identify which accounts in the segment show high intent this month, have marketing send them tailored content or ads, and have sales do coordinated outreach. Track what happens. 

Measure conversion rates at each stage (lead to meeting, meeting to opportunity, etc.) and compare to baseline. Solicit feedback from the pilot sales team: Did the intent info make their job easier? Which signals were most useful, and which felt like false alarms? 

Piloting allows you to fine-tune your filters and playbooks before scaling. You might discover you need to adjust your intent topic list (Step 1) or tweak what gets flagged as “high intent.” 

For example, you may learn that a prospect downloading two of your whitepapers plus visiting pricing page is a much stronger buying signal than just increased research on third-party sites. Use those insights to refine your criteria and workflows. 

Success story: Many companies find that after a 1-2 month pilot, they can demonstrate clear improvements (e.g. pilot accounts moving faster or higher engagement rates). Use those wins to get broader organizational buy-in and to iterate on any rough spots. By the end of Step 4, you should have a proven mini “intent playbook” and the confidence to scale it up.

Step 5: Integrate and Scale Across the Funnel 

Now it’s time to roll out intent-based marketing to all target accounts and bake it into your full sales funnel strategy. This involves two parallel efforts: integrating intent data into all relevant systems and orchestrating multi-channel campaigns that act on that data continuously. 

On the integration side, ensure your intent signals flow seamlessly into the tools your teams use daily – CRM, marketing automation, sales engagement platforms, analytics dashboards, etc. 

For instance, many teams integrate third-party intent data with their CRM so that each account record shows an “intent score” or recent intent topics, arming reps with that context on the fly (5). 

You might also implement lead scoring rules that boost a lead’s score when intent criteria are met (7) (so high-intent leads get promptly routed to sales). At the same time, marketing can set up dynamic audience segments based on intent (e.g. an active intent audience that automatically updates when new accounts surge on your keywords) (5).

With data integrated, plan out omnichannel campaigns to engage these intent-qualified accounts. 

This could include targeted display ads, social ads, or content syndication to reach them with thought leadership at the top of the funnel; personalized email sequences and LinkedIn outreach from BDRs for mid-funnel engagement; and direct sales outreach or invite-only demos for bottom-funnel ready accounts. 

The key is orchestration – aligning these touches so that, for example, a prospect sees a helpful article or case study in an ad, then a day later gets an email from your rep referencing that same topic. 

Done right, it feels to the buyer like your brand “just gets it.” (In fact, one company describes this orchestration as a data-fueled engine: intent signals fuel the engine that automatically places accounts into the proper campaign tracks, keeping everything in sync (5).) 

As you scale, continue monitoring results and optimize. Perhaps you’ll add new intent topics over time or refine your content offers to better match common research themes. The goal is to make intent-based outreach an always-on part of your sales and marketing motion. 

At this stage, you’ve transitioned from a pilot to a full intent-driven marketing strategy: marketing is consistently filling the funnel with intent-qualified leads, and sales is consistently prioritizing and converting them.

By following these steps, you create a repeatable framework where signal-driven outreach becomes second nature. It’s a shift from reactive marketing to proactive, intent driven marketing – and it sets the stage for using buyer intent data effectively across every stage of your sales and marketing funnel, which we’ll cover next.

How to Use B2B Buyer Intent Data Across the Funnel

42% of decision-makers report a higher willingness to interact with sales when content aligns with their specific needs.

Reference Source: DemandGen Report

One of the greatest advantages of intent-based marketing is that it’s applicable at every stage of the buyer’s journey. Whether a prospect is just learning about a problem or evaluating vendors, intent data can inform the optimal marketing and sales approach.

Let’s break it down by funnel stage:

Top-of-Funnel: Attract & Educate Using Intent Signals

At the top of the funnel (TOFU), your audience is in research mode. They may not know your company yet; they might not even fully understand their problem. This is where intent data helps you cast a smarter net by focusing on those showing early interest in your space.

Instead of blindly advertising or mass emailing, you can analyze intent data to see which companies (that fit your ICP) have been surging on relevant topics. For example, suppose your product is a cloud data warehouse solution. If you see that dozens of employees from Company ABC have been consuming content about “data lake vs warehouse” or searching for “Snowflake alternatives,” that’s a strong TOFU signal. You can then:

• Target those accounts with educational content. Create blog posts, guides, or infographics addressing the exact topics trending in your intent data. In our example, perhaps publish a whitepaper on “Choosing the Right Data Warehouse” or a case study about migrating from a competitor. By doing so, you position your brand as a helpful resource on the subject they care about. This content-first approach builds credibility early. (In fact, crafting content around trending intent topics can significantly boost engagement – you’re answering questions prospects are actually asking in real time.)
  
• Run highly focused awareness ads. Intent data enables programmatic advertising that is laser-focused on active researchers. Many ad platforms and ABM tools allow you to upload a list of target accounts or use intent segments. With this, you can serve ads only to companies showing interest in certain keywords. Moreover, you can tailor the ad copy to their interest. For instance, when an account surges on “Salesforce CRM integrations,” your display ad for that account might read “Having trouble integrating Salesforce? Here’s how [YourProduct] makes it easy.” 

You can even adjust bidding strategy based on intent – increase your ad spend on accounts with stronger signals and hold back on those not showing intent. This ensures your budget goes toward prospects most likely to convert, improving ROI on awareness campaigns (2).

• Personalize outreach hooks. Even at TOFU, some light outbound prospecting can be guided by intent. If a target account is visiting your blog or downloading top-of-funnel content, an SDR could send a friendly introductory email that references that interest: “Hi, noticed your team has been exploring content on data warehousing best practices – we have some great resources on that if you’re interested.” This doesn’t come off as random cold outreach; it’s timely and relevant to what the prospect is already doing.
  

The key theme at top-of-funnel is being present where and when your buyers are learning. Intent data essentially shines a flashlight on which companies are raising their hands quietly. By acting on those insights, you can start building a relationship earlier. 

Companies that reach leads earlier in the journey gain a big advantage – they shape the conversation and often make the shortlist. In fact, marketers cite “reaching leads earlier in the buyer journey” as a top benefit of intent data, giving them a competitive edge through early engagement (1).

42% of buyers say they’re more likely to engage with a sales rep when early content is personalized to their interests, showing the power of intent data to guide awareness campaigns (9).

TOFU Pro Tip: Don’t use intent data to sell at this stage – use it to help. If you come in too heavy with a sales pitch when a buyer is just researching, you risk pushing them away. Instead, provide value (education, insights, tools) related to their interest. This sets a positive impression and seeds your expertise, so that when they progress to the next stage, you’re already on their radar (for the right reasons).

Middle-of-Funnel: Engage & Nurture with Personalization

The middle of the funnel (MOFU) is where prospects are defining their requirements and seriously evaluating options. They’re aware of your solution category (and likely your brand); now they’re comparing, learning, and narrowing down a shortlist. Here, intent data helps you nurture these warmer prospects more effectively and push them toward a decision, by personalizing the experience.

At MOFU, you likely have some direct interactions with the prospect already (they might be a known lead in your system from downloading a guide or attending a webinar). Intent data enriches what you know about them, especially via their behavior outside your properties:

• Segment and tailor email campaigns. Rather than generic email drip campaigns, you can segment leads based on their intent signals and send content that speaks to their specific interests. For instance, if an account has shown intent around “data security compliance,” you might put them in a nurture track that highlights your product’s security features, shares a compliance checklist, or offers a webinar on that topic. Meanwhile, another account more interested in “cost optimization” would receive a different series focused on ROI, cost comparisons, etc. Marketers using intent data often create multiple email tracks mapped to common intent topics. This pays off in engagement – leads are far more likely to open and click emails that feel handpicked for their concerns.
  
• Equip your sales development representatives (SDRs). MOFU is typically when SDRs or BDRs are actively working the lead to set meetings. Intent data is gold for these reps. Make sure they know every relevant insight: What topics has the account been researching? Did multiple people from that company visit your site in the past week? Has the lead engaged with competitor content? With this info, the SDR can craft highly personalized outreach. For example: “Hi Jane, in our last chat you mentioned interest in improving data integration. I saw your team checked out our knowledge base article on Salesforce integration – can I provide any further info or maybe schedule a demo to show how we tackle that?” This level of context impresses prospects. It shows you’re attentive and saves them from re-explaining their needs. No surprise that sales teams using intent intel see improved connect rates and meeting set rates – you’re reaching out with relevance, not a generic pitch.
  
• Leverage intent for content and events. Mid-funnel is a great time to invite prospects to go deeper with you, and intent signals guide the way. If you notice a lead is frequently visiting your site’s pricing page or comparison pages, that’s a clue they’re seriously evaluating. You might invite them to a small-group workshop or webinar on maximizing ROI in your product’s domain (appealing to their likely questions). Or provide a tailored case study: “Since you’re interested in [X], here’s how one of our clients in your industry tackled that.” Some companies even dynamically recommend content on their website based on intent profile – e.g., when a known visitor from Account XYZ comes back, your site CMS might surface a banner like “Recommended for you: [Case Study in their industry]”. The idea is to show prospects exactly the info that addresses their specific interests and pain points, as indicated by their behavior.
  
• Multi-channel touchpoints. Don’t stop at email – MOFU prospects can be engaged on multiple channels in a coordinated way. Intent data might reveal, for example, that a certain account is highly active on LinkedIn engaging with posts about a topic. That could prompt your team to have a salesperson drop a thoughtful comment on the prospect’s LinkedIn post or send them a connection request with a note referencing a common interest. Additionally, continue targeted ads for mid-funnel content like comparison guides or case studies, specifically to accounts that are in this consideration phase. It often takes several touches to convince a buying group; using intent data ensures those touches are consistent and on-point. (Research indicates it takes 8+ touchpoints on average to convert a B2B prospect (4) – intent data helps make each of those touches count.)
  

Overall, in the middle of the funnel you want to nurture with relevance and urgency. Intent signals help you strike the right chords. You’re essentially saying to the prospect, “We hear what you’re interested in, and here’s more on that to help you make an informed decision.” This builds trust and keeps your solution top-of-mind as they compare options. The payoff?

Bottom-of-Funnel: Accelerate & Close with Timely Precision

When prospects reach the bottom of the funnel (BOFU), they are in “decide and purchase” mode. This is crunch time for sales. Intent data at this stage is about timing and specificity – knowing when a prospect is highly likely to buy, and equipping your sales team to address the exact factors that will clinch the deal.

Here’s how to apply intent-based strategies at BOFU:

• Prioritize hot accounts for immediate sales outreach. A huge benefit of monitoring intent is that you can detect when an account’s activity spikes in a way that strongly indicates imminent purchase intent. For example, say an account that had gone somewhat quiet suddenly has a burst of activity: multiple team members visiting your pricing page, searches for “[Your Product] vs [Competitor]”, maybe even some trial sign-ups. That’s a blaring alarm that this account is making a final decision – and you need to be all over it. Automatically flag such accounts to sales as urgent follow-ups. Sales should respond within minutes or hours, not days. Being quick and context-aware at BOFU can literally win the deal, as prospects often go with the vendor that is first to help solve their last-mile concerns.
  
• Personalize the final pitch and demo. By now, you likely know quite a lot about the prospect’s needs via their intent trail. Use every bit of it to tailor your sales presentations or demos. If your intent data says the prospect cares most about, say, integration capabilities and cost, then the sales rep should hone in on those aspects. Skip or minimize the boilerplate, and spend extra time showing how your solution integrates seamlessly with their existing tech stack, and perhaps bring a customer success story about cost savings. One effective tactic is preparing a custom ROI analysis or proposal that explicitly references the prospect’s context (“Based on your interest in improving integration, here’s a plan for how [Your Solution] would work with your current tools…”). This level of customization can dramatically increase win rates – you’re showing you understand their priorities like no other vendor. Sellers have long done this intuitively for big deals; intent data lets you do it at scale with accuracy.
  
• Offer timely incentives or support. Sometimes a well-timed incentive can push a deal over the line. Intent data might clue you in on the right moment to do so. For instance, if you see an account has been comparing pricing or returned to your pricing calculator page repeatedly, it might be time for the sales rep to proactively offer a custom discount or a limited-time promotion (“We’d love to earn your business – if you sign by quarter-end, we can include a 10% discount on the first year.”). Alternatively, if the data indicates concerns (e.g., the prospect downloaded a whitepaper on implementation best practices – maybe they’re worried about ease of deployment), address that head-on by offering extra support: “Our team can provide a dedicated onboarding specialist for your deployment at no extra cost.” The idea is to remove final friction. Intent signals guide you to where the friction might be for each account, so you can tailor the incentive or assurance that matters to them.
  
• Integrate intent into lead scoring & forecasting. On the operations side, make sure your lead scoring or opportunity scoring models incorporate intent data by BOFU. For example, you might assign significant points to behaviors like “visited pricing page 3+ times” or “searched for X competitor.” This helps automatically prioritize deals in the pipeline. Some advanced teams even feed intent signals into their sales forecasting – deals at Stage 3 that show high intent surge could be given a higher close probability in the CRM, whereas deals with no recent intent activity might be downgraded. This adds realism to forecasts and helps sales managers focus coaching on deals that can be accelerated. After all, if an account that’s in final negotiations suddenly shows a dip in intent (maybe they stopped visiting your site but started looking at a competitor’s webinar), that’s a red flag the rep should address immediately.
  

Modern B2B buyer journeys are nonlinear and largely digital, as illustrated above. Prospects may loop through research, comparison, and consensus-building before ever contacting sales. Each touchpoint – from reading reviews to attending webinars – creates intent signals that indicate where they are in the process. By tracking these signals, sales and marketing teams can align their efforts to the buyer’s true journey. Rather than a linear funnel, think of it as a maze of engagements: intent data is the map that helps you navigate to the sale. Teams that leverage this data effectively can step in at the optimal moments with relevant guidance, shortening the path to purchase.

In summary, using B2B buyer intent data across the funnel means you’re never flying blind. At the top, it guides you to attract the right audience with the right insight. In the middle, it helps you engage and nurture leads in a way that speaks to their specific interests. And at the bottom, it empowers you to close by perfectly timing your approach and addressing the last concerns. The end result is a funnel that’s not only more efficient, but also delivers a smoother buying experience – one where prospects feel understood every step of the way.

Tactics for Turning Intent Leads into Revenue (Sales Enablement)

35–50% of sales go to the vendor that responds first to buyer interest.

Reference Source: HubSpot

Identifying intent-qualified leads is only half the battle – you also need a game plan to convert those intent leads into real sales opportunities. This is where sales enablement and disciplined follow-up come in. Here are some proven tactics to turn intent signals into revenue, empowering your sales team to strike while the iron is hot:

• 🕓 Respond Fast and First: When a lead exhibits strong intent (like visiting your demo page or surging on a key topic), act immediately. Speed-to-engage can make or break the deal. Studies show the first vendor to connect with a prospect wins the business 35–50% of the time (3). Don’t wait for a scheduled cadence – have an alert system so your SDRs know in real time when a prospect is “red hot.” 

Even a simple personal email within an hour of an intent spike (e.g. “Hi, saw you checked out our pricing – any questions I can answer for you?”) can dramatically improve your chances of booking a meeting. Being timely demonstrates attentiveness and ensures the momentum of the buyer’s interest doesn’t fade away.

• 🎯 Personalize Your Outreach (Reference the Intent): Make your outreach communications about the buyer, not about you. Use the specific insights from intent data to tailor your message. If the intent lead downloaded a guide on a certain topic, mention that: “I noticed you’re exploring strategies for XYZ – here’s a quick tip/offer related to that.” 

If you saw their company researching a competitor, you might gently address it: “Many folks I talk to are comparing [Competitor] and our solution; if that’s on your mind too, I can share how we’re different in areas like A and B.” 

This shows you’ve done your homework and are reaching out to help, not just to sell. One advanced personalization tactic is creating a custom slide or two just for that account and including it in your email or call – for instance, “Attached is a 1-pager on how we specifically address the compliance features I suspect you’re looking into.” The more relevant you are to what the lead has already shown interest in, the more likely they’ll engage. Remember, intent targeting is all about aligning with the buyer’s mindset at that moment.

• 📞 Orchestrate a Multi-Touch Cadence Across Channels: Don’t rely on a single email and call and call it a day. High-intent leads warrant a persistent yet thoughtful sales cadence across multiple channels (email, phone, LinkedIn, perhaps even direct mail for ABM). 

You might start with an email referencing their interest, follow up the next day with a phone call that adds another insight, then a LinkedIn connection request with a friendly note. Each touch should add value or new info – not just “checking in.” For example:

• Day 1: Personalized email with a relevant case study attached.
  
• Day 2: Phone call attempt, voicemail highlighting a quick benefit relevant to their interest.
  
• Day 4: LinkedIn message referencing a recent industry article on the topic they researched.
  
• Day 6: Second email offering a live demo or technical deep-dive on the area they seem to care about.
  
• Research shows it can take 5+ touches to get a response in B2B sales, yet 44% of reps give up after one attempt (3). Don’t give up – intent leads have signaled interest, so they’re far more likely to respond within that 5–12 touch range than a cold lead would be (3). 

By varying your channels and messaging, you also avoid annoying the prospect; instead, you create the sense that you’re everywhere with helpful info. This omnichannel persistence is something we practice heavily in omnichannel outreach campaigns – it prevents leads from slipping through the cracks if they miss one touch.

• 🤝 Equip Sales with Context and Content: A well-informed rep is a successful rep. Ensure your sales team has easy access to each lead’s intent profile: what content they’ve consumed, which web pages they visited, which topics they’ve shown interest in. 

This context should be at their fingertips (for instance, a CRM view or intent dashboard). Then, arm them with specific content assets to send based on those interests. If the lead cares about ROI, have a ROI calculator or case study ready. 

If they worry about integration, have a one-sheet on integrations. Sales enablement should create a library of bite-sized content aligned to common intent signals. This way, reps can quickly pick and personalize the right asset for each follow-up. It’s also smart to script some talk tracks for common scenarios – e.g., “If the prospect showed intent about compliance, speak to our compliance features and share the compliance whitepaper.” 

Essentially, make it as turnkey as possible for reps to respond to any given intent signal with a relevant value proposition and content piece. When sales comes prepared, prospects take notice – you’re showing, not just telling.

Using these tactics, you transition from simply detecting buyer interest to actively capitalizing on it. Think of intent leads as sparks – your sales approach is the oxygen and fuel that turn those sparks into a flame. 

By responding rapidly, personalizing every interaction, persisting across channels, and delivering value at each touch, you dramatically increase the odds that an interested prospect becomes a qualified opportunity, and eventually, a closed deal. It’s all about momentum: intent tells you who’s primed; great sales execution converts that potential energy into results.

Advanced Intent-Based Targeting Examples

To further inspire your strategy, let’s explore a few advanced intent-based targeting tactics used by savvy B2B teams. These go beyond the basics and show the creative ways you can leverage intent data for big wins:

• Competitor Conquest Campaigns: One powerful use of intent data is targeting competitors’ customers when they show signs of dissatisfaction or research. 

For example, suppose you sell a SaaS product and track intent signals around your top competitor’s name. If a company that uses that competitor (information you might glean from case studies or LinkedIn) suddenly starts consuming content like “alternatives to [Competitor]” or “[Competitor] vs others,” that’s a prime opportunity. 

An advanced play here is to launch a micro-ABM campaign specifically at that account: serve ads that subtly highlight advantages you have over the competitor, and have sales reach out offering a “migration assessment” or some incentive to switch. 

Real-world example: A CRM provider noticed a target account was heavily researching “Salesforce pricing” – possibly unhappy with costs – so they targeted that account with ads stating “A less expensive, easier Salesforce alternative” and the SDR reached out to offer a cost-comparison demo (2). 

The result? They managed to steal away a deal from the incumbent by intercepting at the right time. The key is using intent signals to detect competitor pain and swooping in with a message that addresses it directly. This kind of intent-based targeting can dramatically boost conversion since you know the prospect is already in market and likely open to alternatives.

• Programmatic “Surge” Advertising: We touched on programmatic ads at the top-of-funnel, but advanced teams take it further by dynamically adjusting not just who they target, but how. 

Many ABM platforms allow for rules like: if an account’s intent score surges beyond a certain threshold, automatically trigger a specific ad sequence or increase that account’s bid budget by 2x. 

For instance, an ABM tool connected to Bombora data could detect that ACME Corp’s intent on “cloud security” jumped significantly this week (maybe they’re starting a vendor evaluation). 

In response, the platform might automatically push ACME into a high-priority segment that gets your premium content ads – like a direct invite to a Cloud Security webinar or a whitepaper download ad – instead of the generic awareness banner. Additionally, it could raise your bid cap for ACME so your ads outcompete others for that account’s eyeballs during this critical window. 

This ensures when the account is hottest, your presence is strongest. Advanced programmatic campaigns also utilize frequency caps and sequencing tailored by intent. Example: After ACME’s 3rd engagement (click or site visit), switch the ad creative to a case study or a stronger call-to-action, assuming they’re now deeper in consideration. All of this is automated through intent-fed algorithms. 

The impact is a highly efficient ad spend – you’re essentially synchronizing your ad intensity with the account’s level of interest. Companies doing this report significantly higher ad CTRs and engagement from in-market accounts, because the ads are timely and relevant, not random. It’s a sophisticated way to let intent data drive not just targeting, but the whole cadence of your digital advertising.

• Intent-Driven Deal Revival: Have you ever lost a deal or had a prospect “go dark”? Intent data can help resurrect those opportunities. An advanced use case is setting up alerts for dormant or closed-lost accounts that show renewed intent down the line

For example, imagine a prospect chose a competitor a year ago, but now your intent feed shows that same account is again researching solutions in your category (perhaps things didn’t go well with the competitor). 

This is a golden moment for your sales team to re-engage. A targeted email like, “We’re seeing some new developments in [prospect’s industry] around X – if you’re re-evaluating solutions, we’d love to share what’s changed since we last spoke,” can open the door. 

Because you have context from the prior cycle, you can come in even stronger the second time. We’ve seen companies recapture lapsed prospects this way – essentially using intent signals as a trigger to say “now’s our second chance.” The account will likely be impressed that you were aware of their renewed interest (without being creepy – it’s publicly available data after all). This purposeful timing beats the typical periodic “just checking in” emails because it’s based on a real indicator of interest. 

Some teams even coordinate executive outreach for these scenarios (e.g., your VP of Sales might reach out personally when a big previously-lost account spikes in intent again). Advanced, yes – but it can yield high-value wins from the jaws of defeat.

These examples barely scratch the surface of what’s possible with creative intent-based targeting. The common thread is using intent data dynamically and proactively to trigger specific, tailored plays. 

Whether it’s sniping a competitor’s client at exactly the right moment, auto-tuning your ad strategy to an account’s interest level, or rekindling a deal when the time is ripe, intent data unlocks opportunities that traditional methods would miss. 

The best B2B sales and marketing teams treat these signals as actionable intel and aren’t afraid to design innovative campaigns around them. As you mature in intent marketing, challenge your team to brainstorm similar outside-the-box uses – often these advanced plays become your biggest pipeline drivers.

Common Pitfalls and How to Avoid Them

55% of marketers find it difficult to develop content that converts, precisely where intent data provides direction.

Reference Source: Content Marketing Institute

While intent based marketing is powerful, it’s not foolproof. There are some common mistakes teams make when implementing intent data – but you can learn from others’ missteps. Let’s spotlight a few pitfalls and how to avoid them:

• Pitfall 1: Siloed Intent Insights. A top complaint is when marketing gathers great intent data but doesn’t share it effectively with Sales. The result? Sales continues cold-calling blind while valuable buyer insights sit unused. In fact, 56% of B2B marketers say their sales teams struggle to utilize intent data insights in practice (1). 

Avoid it: Break the silo. As highlighted earlier, align teams upfront. Build processes where intent information (like interested topics, recent activities) is automatically passed to sales reps – whether through CRM fields, Slack alerts, or regular sync meetings. Train sales on how to interpret and act on the data. Ultimately, success requires a culture of collaboration. 

Consider creating a joint sales KPI such as “meetings set from intent leads” to incentivize both teams to leverage the data. When marketing and sales operate in lockstep, intent data yields its full value.

• Pitfall 2: Ignoring Third-Party Data (Over-Reliance on First-Party Only). Some companies only pay attention to their own web analytics and lead capture, neglecting the wider universe of buyer activity. This is a mistake because buyers do a lot off-site – reading reviews, researching on industry blogs, etc. Research shows 45% of companies initially use just one source of intent data (either first- or third-party) (1). Even among those combining sources, 75% lean mostly on first-party (1), meaning they may miss prospects who haven’t touched their website yet. 

Avoid it: Embrace a multi-source intent strategy. Continue tracking your first-party signals (they’re very valuable), but augment with reputable third-party intent data to catch early-stage interest. For example, third-party data can reveal prospects researching solutions like yours on tech forums or publisher sites – those are leads you’d never know about otherwise. By blending both types, you’ll nurture existing leads and bring new ones into the funnel. The cost of third-party data pays off by expanding your reach to “invisible” prospects who haven’t engaged with you directly. In short, don’t leave half the playing field untapped.

• Pitfall 3: Failing to Act on the Data (Analysis Paralysis). It’s possible to collect tons of intent data and then… do nothing meaningful with it. About 55% of B2B marketers say creating conversion-driving content is a major challenge, intent data helps close that gap (10). Having dashboards and scores is nice, but if no one’s responding to those signals, it’s wasted effort. 

Avoid it: Have a clear action plan and ownership for every type of intent signal. Define triggers: “If account’s intent score >X, BDR reaches out within 24 hours,” “If lead downloads whitepaper Y, put them in email nurture Z,” and so on. Build these into workflows or playbooks. Essentially, pre-define the “so what” for each insight. It also helps to prioritize – not all signals merit the same response. Focus on high-impact ones first (e.g., visiting your pricing page is a must-contact event). Another tip is to integrate intent into existing processes: for example, add an “intent review” step in weekly sales meetings where reps pick a couple of high-intent accounts to target that week. By baking actions into your routine, you ensure the data is actively used. The goal is to never let hot intent go cold due to inaction. When in doubt, reach out – don’t overanalyze to the point of paralysis.

• Pitfall 4: Underestimating the Investment Required. Some think intent marketing is a plug-and-play silver bullet. In reality, getting strong intent data and operationalizing it may require budget and resources – and skimping can limit results. Many companies initially allocate only a small portion of budget to intent tools and data, then realize they need more. In one survey, only 24% of marketers spent under 1/4 of their marketing budget on intent data, while two-thirds planned to increase spend because they saw the need to do more (1). 

Avoid it: Plan and justify the investment early. This might mean subscribing to a quality intent data provider, investing in an ABM platform or CRM integration for intent, or even hiring an analyst to manage the data. Also allocate time for strategy and training. The good news: the ROI is there (recall that 99% ROI stat) – but you have to put some skin in the game. Build a business case for leadership around the gains (higher conversion rates, shorter cycles, etc.) and treat intent data as a strategic asset, not a side project. Investing adequately also means budgeting for content creation and sales enablement tied to intent topics (as those are crucial to acting on the data). In short, don’t do intent marketing on the cheap. Spend smart, track results, and as you prove value, reinvest for greater scale.

• Pitfall 5: Only Using Intent Data at the Bottom of the Funnel. Sometimes teams think of intent signals purely as a late-stage trigger – e.g., “We’ll pounce when they’re about to buy.” But limiting usage to just the bottom misses huge opportunities upstream. Remember, intent data can help with brand awareness and lead generation strategies too, not only closing. According to research, the best channels for leveraging intent span the entire funnel: email/nurture (72% of marketers use intent data here), video advertising (70%), paid social (69%), programmatic display (54%), etc. (1). If you use intent only for bottom-funnel outreach, you’re leaving those other plays on the table. 

Avoid it: Apply intent insights throughout your marketing mix. Use it to inform SEO and content strategy (what topics to write about), top-of-funnel ad targeting (as we discussed in depth), and lead scoring and lead nurturing in middle funnel. For example, intent data can feed your discovery of new accounts to pursue (think of it as fuel for Account-Based Marketing to find who’s in-market). Additionally, keep engaging prospects even if they aren’t sales-ready yet. Intent patterns fluctuate – an account might not be “hot” now but could be again later. So if they dipped into mid-funnel content then went quiet, keep them on a nurture track or add them to a retargeting audience with helpful content. The point is to maintain a presence across the buyer’s journey. By orchestrating multi-channel campaigns that correspond to intent signals (not just one email at the end), you build familiarity and trust over time. When that prospect is finally ready to talk to sales, guess who they’ll remember? The company that educated and engaged them all along.

Avoiding these pitfalls will accelerate your success with intent based marketing. In essence: share the data widely, diversify your data sources, take decisive action, invest appropriately, and leverage intent throughout the funnel. Do that, and you’ll bypass the common roadblocks that trip others up. Instead, you’ll be optimizing and fine-tuning a well-oiled intent-driven machine while competitors are still figuring out why their efforts stalled.

Final Takeaways 

Buyer intent has revolutionized how modern B2B teams approach marketing and sales. By zeroing in on what prospects actually care about (and when they’re actively looking), you can dramatically improve every stage of your pipeline – from more efficient lead generation to higher close rates. 

As we’ve discussed, intent based marketing isn’t a passing fad; it’s becoming a must-have in the 2025 toolkit for B2B growth. To recap, remember these key takeaways:

• Lead with data, follow with relevance: Let intent signals guide who you reach out to and tailor how you engage them. It’s about working smarter, not harder – focusing your resources where there’s real purchase intent and personalizing your message to that intent. The result is better ROI and a smoother buyer experience.
  
• Omnichannel and orchestration are game-changers: Don’t silo your efforts. The best results come from integrating intent data across email, calls, ads, content and more, delivering a consistent, well-timed narrative. An omnichannel marketing approach ensures you meet the buyer wherever they are, and your message reinforces itself across touchpoints rather than feeling disjointed.
  
• Collaboration and agility win: Align your marketing and sales teams around intent-driven playbooks. When both sides collaborate – sharing insights and coordinating follow-ups – you create a united front that significantly boosts conversion rates. Also, stay agile: monitor what’s working, learn from advanced tactics, and continuously refine your intent strategy (the competitive landscape and buyer behavior will keep evolving, so be ready to adapt).
  

Now, the ultimate question: Is your team equipped to put intent data into action and consistently book qualified appointments with in-market buyers? If not, you don’t have to figure it out alone. This is where we can help.

Martal Group specializes in exactly this kind of omnichannel, intent-driven outreach. We serve as an extension of your sales team, combining signal-driven prospecting with personalized engagement across cold email, cold calling, LinkedIn, and more to generate qualified B2B leads.

 Our approach is built on targeting the right prospects at the right time – for example, leveraging intent data to craft outreach sequences that speak to what your buyers are already searching for. We handle the heavy lifting of appointment setting, outbound sales development, and even SDR training on these best practices, so your in-house team can focus on closing sales deals with warmed-up, high-intent leads.

🚀 If you’re ready to transform your pipeline with intent based marketing, Martal is ready to partner with you. From identifying intent-rich leads to executing multi-touch cadences that fill your calendar with sales meetings, we’ve got you covered. 

Contact Martal Group today to explore how our B2B sales outsourcing services – powered by intent data and proven outreach strategies – can accelerate your revenue growth. Let’s turn those buying signals into signed deals together.

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References

1. Inbox Insight
2. Markletic
3. Spotio
4. DealSignal
5. Foundry (IDG)
6. Heinz Marketing
7. SalesIntel
8. HubSpot
9. DemandGen Report
10. Content Marketing Institute

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FAQs: Intent Based Marketing

1

What is an example of intent marketing?

A B2B SaaS company identifies a prospect researching competitor tools. They launch a targeted campaign offering a comparison guide and personalized outreach—converting interest into a booked demo.

2

What is intent-based targeting?

Intent-based targeting focuses your campaigns on accounts showing signs of buying behavior—like researching key topics or competitors—so you reach the right people at the right time.

3

What is an example of purpose based marketing?

A sustainability-focused brand promotes its environmental mission in campaigns. Instead of product features, the message centers on values, attracting like-minded buyers committed to a shared cause.