Intent-Based Marketing

Intent-based marketing is a sales strategy in which brands target specific marketing materials to customers who are most likely to buy a specific product or service.

What Is Intent-Based Marketing?

At the highest level, brands employ two types of sales strategies: generate interest from new customers or target those who have already conveyed some interest in a product or brand. Intent-based marketing capitalizes on the latter approach. In this model, brands use data and analytics to get a strong sense of customers' behaviors and interests. Then, they target marketing messages and assets directly to those they've evaluated as most likely to make a purchase. Say a brand uses cookie data to identify all the customers who've browsed a particular product page on their website, for example. In an intent-based marketing model, the brand could use that information to send targeted ads or email marketing campaigns promoting that product to those specific customers, re-engaging them around the product, and encouraging them to purchase.

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