Intent-based Marketing - Case Studies, Metrics, and Effective Strategies
The proliferation of AI and automation tools has significantly increased the volume and frequency of email outreach and marketing campaigns. While marketers are integrating AI to reach target inboxes efficiently, the surge in automated outbound messages is often seen as a “white noise”—undifferentiated and frequent irrelevant communication that prospects tend to ignore, failing businesses to bridge the initial contact. Notably, 91% of all such outreach emails are ignored. And hence, intent-based marketing is gaining prominence globally.
Post-COVID, McKinsey found that 71% of B2B consumers expect companies to offer personalized communications, and 79% become frustrated when this doesn’t happen. The study iterates that companies can achieve up to 40% higher revenues by addressing client intent rather than using generic messaging. Consequently, 39% of businesses now spend more than half of their marketing budget on intent data, reporting an average ROI realization within six months.
Before dwelling on Intent-data, every email marketer must consider the above statistics, especially as AI-generated email campaigns and automated funnels crowd the marketplace, often generating “white noise” without practical conversions.
In this article, we will statistically explore the reasons behind declining response rates, examine several key performance indicators (KPIs) such as click-through and conversion rates, and illustrate how intent-based Marketing are emerging as a more effective strategy.
A recent study by Sam Koch, published in the Journal of Business and Artificial Intelligence, investigates the performance of AI-augmented cold outreach compared to traditional human-led and hybrid approaches.
The study spanned over three (3) months, involving a B2B client offering sales development services to SAAS and private equity firms. The targeted prospects were sales development leaders at B2B software companies with an average annual revenue of $5 to $50 million. The goal was to study three distinct approaches with 2,000 prospects each and compare the performance and cost:
Results: The study’s findings revealed significant differences in the performance of the three approaches:
(Refer to the journal for further outcomes from the study: Journal of Business and Artificial Intelligence)
This study demonstrates that while AI and automated outreach tools can significantly enhance lead generation and customer engagement, particularly in high-tech B2B companies, their success is still dependent on human expertise to refine the Gen-AI messages, monitor the output and AI models, fine-tuning and for effective data curation.
Bloomberg reports that the Gen-AI market is projected to grow significantly, reaching $1.3 trillion globally by 2032. This trend is driving an increasing number of AI-based startups, SaaS products, and automation agencies, which are rising to help businesses integrate AI tools into their operations.
However, as AI integration in business outreach activities scales rapidly to improve efficiency and reduce operational costs, it contributes to the “white noise” problem. The result? 91% of outreach emails are ignored!
Most AI-automated cold outreach campaigns often flood inboxes with spammy content, prompting ISPs like Google (Gmail) and Microsoft (Outlook) to restrict domains and damage deliverability.
Read More: Bulk Email Deliverability – Gmail and Outlook’s 2024 Guidelines and Enforcements
AI-driven cold outreach often fails to deliver positive results, negatively affecting key marketing KPIs:
Given the challenges posed by AI-driven cold outreach, intent-based marketing is emerging as a promising alternative to solve these issues.
Today, 98% of B2B marketers consider intent data as an essential ingredient for lead generation. In addition, 48% of B2B teams that implement intent data report a high level of success in their marketing strategies. Therefore, intent-based marketing is taking over AI-automated outreach tools as the popular go-to strategy while addressing the “white noise” problem.
Image reference: Intentifydemand
As the name suggests, an Intent-based strategy is built on a solid understanding of the purchase interests and the intent of potential customers to create highly targeted and personalized outreach content.
Every intent strategy is built on five pillars: Gathering intent data, classifying intent signals (active or passive), Creating a target account profile, Content & messaging, and Advertisements.
This constitutes behavioral data about users’ web content consumption, such as search queries and page visits. The goal is to understand what users are searching for, who visits specific pages, and what sections are the most viewed on a page. Tools like leadrebel.io help marketers track and gather behavioral, technographic, search and query data, forming the foundations for intent-based marketing and targeting.
User intent is categorized as active or passive based on purchasing tendencies for a targeted approach. Active intent is characterized by proactive measures prospects take to acquire in-depth knowledge about a product or service, signalling a positive intent to purchase or convert. Passive intent is mostly informational, hinting at the research phase with no urgent compulsion to decide (sales funnel’s awareness stage).
Machine learning models can often be used at this step to classify large data sets for segmenting audiences based on their journey (awareness, consideration, etc.) and to score the intent signals into active or passive, or high, moderate, neutral, and negative scores.
A TAL is like building the target customer persona, a comprehensive document outlining the ideal client profile. This profile helps understand how target customers interact across social media platforms, brands, and digital ads.
Based on the intent data, signal, and customer profile, content (written, audio, or video) is built to target the specific interests and needs of the audience. This includes blog entries, whitepapers, product evaluations, and other content.
Such customized outreach content is scheduled according to prospect behavior to reach their inboxes, mimicking human-like interactions and frequency.
Intent-based ads are designed with a mix of display, video, or audio formats, customized to the service or the product, and resonating with the specific inquiries of the audience. Intent data helps to understand prospects’ social media preferences and to optimize ads using A/B testing and real-time monitoring for better engagement and campaign KPIs.
These five components form the basis for an intent-based marketing outreach. Now, let’s dive deep into the types and methods of Intent (Signals or Triggers) data, as well as the means of collection.
Before delving into how intent signals are recognized, collected, and managed, let’s first understand their importance across organizations.
A survey of 200 senior B2B marketers from large companies (500+ employees) in the USA and UK revealed that 99% utilize intent data through various tools (first, second, or third-party). Among them, 80% have established intent collection strategies that have been operational for over 2 years, with 37% maintaining strategies for over 5 years.
This highlights a mature approach among organizations to predict B2B user engagement and purchasing patterns through robust intent signal mechanisms.
Intent signals are typically sourced from five key types of data:
Let’s review each of these in detail — why they matter, the data collection methods, and the usage of user intent:
According to ThinkwithGoogle, B2B prospects conduct an average of 12 searches before visiting a specific brand, underscoring the critical role of search intent in the buyer’s journey. This stat is important as it leaves a trail of the customer’s search and interactions before arriving on a web page.
Research indicates that 71% of prospective buyers begin their journey by searching online with general queries to find solutions or information. And by the time they land on a brand’s website, they have already completed about 57% of their decision-making process.
This ‘Search phase’ is crucial as it provides deep insights into where users stand in the buying cycle and their likelihood of making a purchase.
A. Informational Search Queries: These initial queries reflect early-stage interest, such as “how to improve SEO” or “benefits of organic marketing.”
Tracking methods:
Why they matter: These queries indicate users are in the research phase, seeking information rather than making immediate purchasing decisions. Marketers can leverage this insight to create targeted content like blogs and guides.
B. Navigational Search Queries: Users perform these searches when they have a specific website or page in mind, such as “LinkedIn login” or “LeadRebel blog.”
Image Reference: Monsterinsights
Why they matter? Navigational queries suggest familiarity with a brand or its competitors, highlighting the importance of brand visibility and user experience.
C. Internal Search Queries: These searches occur within a website, indicating specific user interests like “features” or “contact support.”
Why they matter: Internal search queries provide direct insights into user preferences and can reveal opportunities for content optimization and improved navigation. For example, if users repeatedly search for “pricing,” the pricing section/page can be more accessible or featured prominently.
D. Transactional Search Queries: These queries demonstrate a clear intent to purchase or act and often use terms like “buy,” “best,” “discount,” or “compare,” or phrases like “best SEO tools” or “cheap web hosting.”
Image reference: SEMrush
Why they matter: High purchase intent signals that users are at the decision-making stage, making it crucial for brands to optimize landing pages and content with strong CTAs.
Tracking methods:
Brands can target these queries with optimized landing pages or posts, with strong calls-to-action (CTAs) to convert visitors into customers. For example, if a potential customer searches for “best email marketing software,” a landing page comparing the product favorably against its competitors can drive conversions.
Capturing intent signals through these four types of Search queries—informational, navigational, internal, and transactional—brands can create more personalized content that aligns with a customer’s search intention.
In 2022, a global survey among marketers managing customer acquisition strategies revealed that 37% of brands rely exclusively on website-based first-party data for personalizing customer experiences, up from 31% in 2021. This underscores the growing importance of user-driven data in global business strategies.
Apart from first-party data, tracking page visits provides valuable insights into customer behavior through the use of cookies, which monitor user activity across sessions.
However, it’s crucial to adhere strictly to data privacy regulations and obtain user consent before using this data for targeting purposes.
Understanding what content users consume and how they interact with it reveals their intent. Marketers employ various methods to track this:
Metrics (KPIs) for on-site tracking include scroll speeds, link clicks, hotspots, number of downloads, and reviews.
Image reference: hotjar
Websites often use cookies to track user activity and preferences. There are two main types:
Image reference: cookieyes.com
The goal is to understand user’s interests and intent and target them with ads and products. Google Ads is a classic example of using third-party cookies to serve targeted recommendations.
Although effective for targeting, third-party cookies are subject to restrictions like Google Chrome’s phase-out plan by Q3 2024, emphasizing the shift towards first-party data and privacy-preserving technologies like Google’s Privacy Sandbox.
Integrating CRM systems with cookie data further improves personalization efforts and offers insights to build Customer personas or TAL profiles. A Salesforce or Hubspot CRM system integrated with browsing data can identify a lead who has repeatedly visited pricing pages and bump them up the lead scoring system to trigger a sales follow-up.
While ‘Web Browsing Intent’ provides a broad overview of user behavior and interests, ‘Digital Interactions Intent’ focuses on specific, deliberate engagements with content or features.
For instance, a browser cookie can capture user page visits and content categories browsed, offering a generalised user intent. However, tracking digital interactions such as downloads, form submissions, button clicks, video plays, or other feature interactions provides granular, event-based data that signifies deeper user engagement or intent.
Image Reference: Tracking Digital Interactions – File downloads and Clicks
Consider this example: frequent visits to product category pages indicate interest but not immediate purchase intent. Conversely, downloading a product brochure or requesting a demo demonstrates high interest and potential buying readiness.
Therefore, triggering an email campaign based on a user’s download of a specific eBook or completing a survey is highly effective compared to a content recommendation engine, which suggests articles on a “Technology” if a user frequently visits tech-related pages.
Image Reference: ActiveCampaign
Once interaction data and action signals are captured, Conversion Rate Optimization (CRO) tools can optimize user experiences and increase conversions through systematic testing and analysis of user interactions.
In an Account-Based Marketing (ABM) strategy, firmographic data enables marketers to focus on high-value prospects by analyzing specific company attributes. This data includes industry type, company size, annual revenue, number of employees, and geographical location.
While intent signals (from Search, Browsing, and Actions) help marketers understand and predict user interests and engagement readiness, firmographic data allows for segmentation and targeting based on company demographics. It also assists in defining the ideal customer profile and identifying high-value targets for B2B sales.
For example, identifying a mid-sized tech company searching for “best CRM software” indicates potential buying intent, contrasting with a new-age startup that may rely more on free tools.
Image Reference: Demandbase for Salesforce
For example, LinkedIn Sales Navigator can offer insights into a company’s hierarchy, recent activities, and key personnel, helping to create more informed and personalized outreach efforts.
Reference: Crunchbase from Techcrunch
In practice, leveraging firmographic data often involves combining CRM systems, ABM platforms, data enrichment tools, and sales intelligence services. These tools collectively facilitate the identification of target accounts, data enrichment, and personalized marketing and sales strategies tailored to resonate with high-potential prospects.
PM (Predictive modelling) uses historical and real-time data to forecast future behaviors and decisions. By identifying patterns and trends within existing customer data, marketers can predict the actions of new prospects who demonstrate similar behaviors, enabling more efficient and effective targeting strategies.
Why does Predictive modelling matter? With historical data available, marketers can choose to engage potential customers before they even express clear intent through their actions.
However, predictive modelling requires high specificity and advanced tools to predict the behaviors of individuals when compared to other intent signals. Accuaracy of which can depend on understanding and reacting to the actual behaviors and company demographics.
Image reference: dnb.com, Customer Data Platform
In essence, predictive intent and lookalike modelling provide foresight into potential customer behaviors by analyzing patterns in past interactions and using them to anticipate future actions. This proactive approach focuses on identifying new prospects statistically likely to exhibit behaviors similar to those of your best customers.
Intent Data Trends (2022) shows that 17% of B2B sales and marketing professionals have improved their lead conversion rates by 30% using intent data, reflecting a 33% year-over-year increase. Globally, over 90% of marketers have observed excellent results from intent-based marketing through data collection, including better prospect building, enhanced content creation, and more effective campaign integration.
The following report from InboxInsight graphically presents how an intent-based marketing strategy can yield better outreach results:
Intent-based marketing excels in conversions and engagement by precisely targeting the right audience with the right message at the right time. However, an AI-driven cold strategy can also be effective for initial contact and relationship building.
Therefore, synergising the two methods to leverage both strengths is a better approach. This comprehensive approach drives better ROI, KPIs, and Customer satisfaction while reducing the white-noise problem.