I’m sure you’ve heard that using intent data can be a powerful strategy for: ✅ Increasing brand awareness ✅ Generating leads with ‘in-market’ contacts ✅ Booking more appointments ✅ Accelerating the pipeline However, it can be difficult to manage the volume of data each day/week/month. In this short video, Tukan from LeadSift and I will be breaking down how you can prioritize intent into three buckets (TOFU, MOFU & BOFU). We also discuss the level of engagement and energy you should expend on each, in your outbound sales campaigns. The content is geared to sales, however, it can easily be transferred to Marketing and Growth. https://www.yellowo.co.uk/driving-content-with-intent-data-webinar/

1. Top of the funnel03
● Engaged with generic industry news
● Competitor followed prospect
Middle of the funnel02
● Attended industry event
● Engaged with specific industry news
Bottom of the funnel01
Prioritizing Intent
● Engaged with competitor
● Prospect followed competitor

2. 2
1. Individual level
a. Contact details and links to social profiles
b. Authored content, engaged content
2. Persona level
a. Challenges and fears
b. Motivations and desires
3. Account level
a. Currently hiring
b. Technology installed
c. Reviews
Research for personalization

3. Outreach
BOFU MOFU TOFU
Campaign details:
⤍ Highly personalized
with high context
⤍ Multi-channel cadence
with pre-targeting
⤍ Solution and brand
differentiator content
Campaign details:
⤍ Medium
personalization with
context
⤍ Multi-channel cadence
⤍ Solution-led content
Campaign details:
⤍ Light personalization
⤍ Social only cadence
⤍ Start the conversation
around topic / problem
aware content