Intent marketing is a marketing strategy that aims to reach potential customers who are actively searching for information, products or services related to a particular industry or niche. In short, reach only those customers who wants to buy. This approach involves analyzing consumer behavior, such as search queries and online activities, to identify the intent of their actions and then delivering personalized and relevant marketing messages to them.
Intent marketing leverages data and technology to target customers based on their intent signals, which can include online searches, social media activity, and website visits. By understanding the specific needs and interests of potential customers, businesses can create more personalized marketing campaigns. It will convert visitors into sales.
How does intent marketing work?
Let’s understand with an example.
If a customer searching for “Nike shoes for men” that means he/she wants to buy only Nike shoes and for men. So, market places, Nike and even brands will show only Nike shoes and for men only. Whenever customer will click on the visible link, they will be landed directly to the page where shoes for men will be visible.
It means, delivering the exact message or show exact results to the customers what they are searching for or have intent to buy.
Personalized message can be shown to visitors through multiple marketing channels such as: SEO, Google ads, remarketing campaigns and FB ads.
Email marketing will come later when a visitor lands on page and you would track the activities and behavior of the visitors. Also, visitor will subscribe your mailing list or push notification.
Intent marketing will be success when online behavior of potential customers will be tracked and analyzed to understand their intent or interest in a particular product or service. This information is then used to deliver personalized and relevant marketing messages to these customers, with the aim of converting them into paying customers.
Basic steps involved in the intent marketing process:
Collecting intent data: Intent data is collected by tracking a user’s online behavior, such as their search queries, website visits, and social media activity.
Analyzing intent data: Intent data is analyzed using various tools to understand user’s interests and intent. Tools can be used such as: Google Analytics, SEMrush, BuzzSumo, SimilarWeb and Clearbit, Mouseflow (a video tracker) etc.
Segmenting audiences: Based on the intent data, it will be always good to separate the audiences in groups and accordingly deliver the customized message.
Creating targeted content: Using the insights gained from the intent data, create targe content such as Google ads, display ads, remarketing campaign, email newsletters and most important set up a custom landing page which could appeal to customer as per their interest and intent.
Measuring results: The effectiveness of the intent marketing campaign is measured using metrics such as click-through rates, conversion rates, and revenue generated from the campaign.
Benefits of using intent marketing for B2B marketing:
There is no doubt that intent marketing is highly effective and revenue generating marketing strategy. Here are some of the key benefits:
More targeted marketing: By analyzing intent data, you can filter out the potential customers and set up the separate campaign to reach them and generate higher quality leads or sales.
Increased relevance: By creating more targeted marketing campaigns, you can improve the relevance of your marketing messages. This can help to improve engagement and response rates, as well as improve the overall customer experience.
Higher conversion rates: By targeting potential customers who are actively searching for information or solutions, you can improve chances of converting visitors into customers. This can result in higher conversion rates and improved return on investment (ROI) for marketing efforts.
Improved lead quality: Reach out only filtered and potential customer. It will improve quality customers, reduce effort & marketing budget investment and increase ROI.
Competitive advantage: Gain a competitive advantage over competitors who are using more traditional, less targeted marketing methods.
Examples of successful intent marketing campaigns:
HubSpot: HubSpot is a marketing automation platform that has used intent marketing to great effect. The company created a series of targeted landing pages based on different search queries and interests, which helped to increase conversions by up to 600%.
Zoom: During the COVID-19 pandemic, video conferencing platform Zoom used intent marketing to target people who were searching for solutions to work remotely. The company created a landing page specifically for people who were searching for “remote work solutions,” which helped to drive a significant increase in sign-ups.
American Express: American Express used intent marketing to target small business owners who were searching for solutions to manage their finances. The company created a series of targeted ads and landing pages that helped to increase engagement and drive conversions.
Oracle: Oracle used intent marketing to target businesses that were searching for solutions to improve their customer experience. The company created a series of whitepapers and blog posts that provided valuable information on the topic, which helped to position Oracle as a thought leader in the space.
Salesforce: Salesforce used intent marketing to target businesses that were searching for solutions to improve their sales processes. The company created a series of targeted ads and landing pages that helped to increase engagement and drive conversions.
What tools and technologies are available for intent marketing?
Intent data platforms: Such as Bombora, 6Sense, and Demandbase, use artificial intelligence and machine learning to analyze data from a variety of sources, including website visits, search data, and social media activity, to identify potential customers who are actively searching for products or services related to a specific business.
Marketing automation software: Marketing automation software, such as HubSpot, Marketo, and Pardot, can be used to create and manage targeted marketing campaigns that are personalized to the needs and interests of potential customers.
Content management systems: Content management systems, such as WordPress and Drupal, can be used to create and manage content that is tailored to the needs and interests of potential customers.
CRM software: CRM software, such as Salesforce, can be used to track and manage leads generated through intent marketing campaigns, as well as to personalize marketing messages based on customer data.
Social media listening tools: Social media listening tools, such as Hootsuite and Sprout Social, can be used to monitor social media activity and identify potential customers who are discussing products or services related to a specific business.
Web analytics tools: Web analytics tools, such as Google Analytics and Adobe Analytics, can be used to track website traffic and identify potential customers who are actively searching for products or services related to a specific business.
In essence, intent marketing focuses on delivering the right message to the right person at the right time, and it is a powerful way to increase conversion rates and drive business growth.