Marketing Automation
Intent-Based Targeting
Intent-based targeting is a marketing strategy that focuses on identifying and engaging with prospects based on their demonstrated intent or interest in specific topics, products, or services.
It involves analysing online behaviors, such as search queries, content consumption, and website visits, to identify individuals or accounts showing purchase intent and delivering targeted messaging and offers to capitalise on their interest.
Our strategy aims to evaluate the effectiveness of intent-based targeting strategies, identify opportunities for optimisation, and refine targeting and messaging tactics to improve engagement, conversion rates, and ROI. By analysing key intent-based targeting metrics and performance indicators, we provide actionable recommendations to enhance targeting precision, relevance, and impact on customer acquisition and revenue growth.
Intent Signals Identification
We assess the criteria and signals used to identify purchase intent within target audiences, including search behavior, content consumption patterns, social media interactions, and engagement with marketing assets. This involves evaluating the accuracy and reliability of intent signals and refining targeting criteria to capture relevant prospects showing high purchase intent.
Intent Data Integration
We review the integration of intent data sources with marketing automation platforms and customer databases to leverage intent signals for targeted outreach and engagement. This includes evaluating data quality, completeness, and timeliness, and optimising data workflows to ensure seamless access to intent data for campaign execution and measurement.
Intent-Based Audience Segmentation
We analyse intent-based audience segmentation strategies to create targeted audience segments based on different levels of purchase intent and engagement. This involves segmenting audiences by intent signals, engagement levels, and propensity to convert, and tailoring messaging and offers to address specific needs and motivations.
Intent-Based Content Personalisation
We assess content personalisation strategies for intent-based targeting campaigns to deliver relevant and compelling messaging and offers to prospects showing purchase intent. This includes creating dynamic content variations based on intent signals, tailoring messaging based on content consumption patterns, and optimising content delivery channels for maximum impact.
Intent-Based Campaign Optimisation
We optimise intent-based targeting campaigns by refining targeting criteria, adjusting messaging and offers, and testing different creative and delivery tactics to improve engagement and conversion rates. This involves A/B testing, multivariate testing, and iterative optimisation to identify the most effective targeting and messaging strategies.
Intent-Based Lead Scoring
We implement intent-based lead scoring models to prioritise and route leads based on their demonstrated purchase intent and engagement with marketing assets. This includes assigning scores to leads based on intent signals, engagement behaviors, and demographic attributes, and automating lead qualification and routing workflows to maximise sales effectiveness.
Intent-Based Retargeting Strategies
We develop retargeting strategies for intent-based targeting campaigns to re-engage prospects showing purchase intent and drive them towards conversion. This includes deploying dynamic retargeting ads, personalised email sequences, and targeted content recommendations based on intent signals and previous interactions.
Intent-Based Performance Measurement
We establish metrics and KPIs to track the effectiveness and ROI of intent-based targeting campaigns. This includes measuring key performance indicators such as intent signal capture rate, engagement rate, conversion rate, and revenue attribution to assess campaign performance and optimise strategies for maximum impact.
Enhance your targeting precision, relevance, and effectiveness, and drive better results from intent-based marketing initiatives. We help optimise intent-based targeting strategies to improve engagement, conversion rates, and ROI, and achieve business objectives related to customer acquisition and revenue growth.
The benefits of doing:
Higher Conversion Rates: Intent-based targeting allows for precise identification of prospects showing purchase intent, leading to higher conversion rates as messaging and offers are tailored to their specific needs and interests.
Improved ROI: By focusing resources on prospects demonstrating intent, businesses can achieve a higher ROI as marketing efforts are directed towards individuals more likely to convert, resulting in increased revenue generation.
Enhanced Targeting Precision: Intent-based targeting enables businesses to accurately segment audiences based on their demonstrated interest in specific topics or products, ensuring that messaging and offers resonate with the right audience segments for maximum impact.
Personalised Engagement: Intent-based targeting allows for personalised messaging and offers tailored to individual prospect preferences and interests, fostering deeper engagement and connection with target audiences.
Better Performance Measurement: Intent-based targeting provides clear metrics and KPIs for tracking campaign effectiveness and ROI, allowing businesses to measure the impact of marketing efforts accurately and optimise strategies for improved performance over time.
The consequences of not:
Missed Opportunities: Without intent-based targeting, businesses may miss out on valuable opportunities to engage with prospects showing purchase intent, resulting in lower conversion rates and missed revenue opportunities compared to competitors leveraging intent-based strategies
Less Relevant Messaging: Traditional targeting approaches may result in less relevant messaging and offers as they do not take into account prospect interests and preferences, leading to decreased engagement and conversion rates.
Wasted Resources: Without intent-based targeting, businesses may waste resources on broad marketing campaigns that fail to resonate with target audiences, resulting in lower ROI and inefficient use of marketing budgets.
Ineffective Lead Scoring: Traditional lead scoring methods may inaccurately assess prospect quality and readiness to convert, leading to inefficient lead prioritisation and ineffective sales follow-up, ultimately impacting revenue generation.
Limited Performance Visibility: Without intent-based targeting, businesses may struggle to accurately measure campaign performance and attribute conversions back to specific marketing initiatives, hindering their ability to optimise strategies and drive better results over time.
