Buyers today are busier and more distracted than at any point in history. Meanwhile, thanks to technologies like marketing automation, marketers are sending more and more messages. Yet, each message is becoming less valuable. Marketers are facing diminishing in this era of attention scarcity. The only way to earn the attention of buyers today is to listen before you engage. See how you can use intent-based marketing to reach buyers on their own terms.

1. Use Intent Based Marketing
to Reach Buyers
On Their Own Terms

2. How many emails do you get per day that look like this?
• No personalization
• No reason to reach out
• No relevance

3. What’s happening to buyers’ attention span?
51% of professionals say they are almost at the breaking point with
information overload.
The average office worker receives 121 emails a day.
The top reason people unsubscribe from emails is because they
“receive too many emails in general.”

4. Marketers are getting louder, thanks to increased
usage of technologies like marketing automation
5,000
Estimated number of marketing messages the average person sees per day
78%
Increase in the amount of content brands produced over 24 months

5. But each message is becoming less valuable
MarketingCharts.com | Data Source” Epsilon

6. The difference between Marketing and Engagement
-2016 B2B Buyer’s Survey by DemandGen Report
Buyers expect a personalized, knowledgeable experience
Top 3 Reasons Why Buyers Chose the Winner Vendor

7. The difference between Marketing and EngagementTraditional Marketing VS. Intent-Based Marketing
Listen
Learn
Engage

8. Example of Intent-Based Marketing
1. Personalized
2. States reason
for reaching out
3. Demonstrates
understanding of
the target
audience
4. Specific CTA

9. The difference between Marketing and EngagementWhat is intent data?
First party intent data
Time-based information collected about a person’s activities which tell
you the topics they are showing interest in or researching.
Company website, emails
Third party intent data

10. The difference between Marketing and Engagement
Don’t just focus on purchase intent
Buyers go everywhere to do research
of the purchase decision is
already complete before the customer
even calls the supplier (CEB).

11. The difference between Marketing and EngagementIntent data can be gleaned from 3rd party data sources

12. Use Cases for Intent Data
1. List Building
2. Advertising
3. Segmentation (Email Marketing)
4. Scoring / Prioritization (accounts and leads)
5. Sales Intelligence/Notifications

13. List building - Customer Example
Job Titles
Intent Keywords

14. Lead Scoring & Sales Alert
Score and prioritize leads that
have the highest likelihood to
convert based on their intent
behaviors.
Leads are 174% more likely to
take a demo if they Tweet
about #SQLServer

15. Lead Scoring & Sales alert
Give your sales team ability to see
leads’ relevant actions in Salesforce
Reach out at the right time
with the right message
Business Intelligence / Data Visualization Software Company

16. Interest – Based Segmentation
Increase conversion rates on emails by segmenting leads based on behaviors

17. 3 Pillars For Intent-Based Marketing
TechnologyContentGoals / Use Cases
Lead/account scoringSegmentationList Building Sales Intelligence/Notifications
Use Cases
Advertising

18. The difference between Marketing and Engagement
Cookie-Based
Publisher data
Devices- Based
Ad Exchange Data
Account level /Inferred
User level/user provided
Intent Data Landscape
Proprietary
Software reviews
Data aggregators
-keyword analysis
-company level data
Media companies
-Technology purchase data
-individual level data
Videos and webinars Has in-house research-team
Has in-house research-team
Ad Exchange
Data
Social media activities
Top of the funnel Deeper funnel

19. Helping leading B2B companies increase conversion by 2-3X!