In business, to waste time is to waste money so you need a strategy that is efficient and the best use of your resources.
With that in mind, intent-based marketing is an optimal strategy for marketers who want to ensure they are reaching audiences who have a genuine interest in what their business has to offer.
But what is intent-based marketing and how is it different from traditional or account-based marketing. Let’s dive in.
Table of Contents
- What is intent-based marketing, and how is it different from ABM?
- Why Intent-based Marketing Matters Now
- How to Start Intent-based Marketing
- Intent Signals to Gather and Track
- How to Activate Intent-based Targeting Across Channels
- AI in Intent-driven Marketing
- How to Measure and Optimize Intent-driven Marketing
- 3 Intent-based Marketing Playbooks You Can Copy
- Frequently Asked Questions About Intent-based Marketing
What is intent-based marketing, and how is it different from ABM?
Intent-based marketing (IBM) is a strategy that focuses on delivering targeted messages to consumers based on their online behavior and preferences.
Intent-based marketing differs from account-based marketing (ABM) in that ABM targets specific high-value accounts while IBM targets accounts that are actively searching for solutions.
For intent-based marketing, you’ll want a Smart CRM like HubSpot that utilizes AI automation to identify prospects who are actively showing interest and exhibiting buying signals, allowing you to prioritize and engage at the perfect time.
Furthermore, you‘ll need a CRM that unifies and enriches your data, with key features such as custom reporting, which will turn data insights into manageable reports that track everything from the start of the buyer’s journey to revenue attribution.
Why Intent-based Marketing Matters Now
In an era of rising data breaches and growing distrust in how companies manage their data, consumers are understandably becoming more cautious with their personal information.
As a result, consumers are beefing up the security around their personal data by using privacy tools and deciding which companies they want to purchase from based on their data practices.
With that in mind, intent-based marketing is an excellent strategy for engaging prospects while respecting their privacy, as it relies heavily on first-party data collected from user interactions on your website, as opposed to mostly third-party sources. But what are third-party sources, and why are consumers wary of them?
Have you ever visited a website and been bombarded with pop-ups asking you to “accept or manage cookies”? Well, those website cookies and tracking scripts are third-party sources.
In addition to annoyingly interrupting your internet browsing, they also track your activity. They are owned by external entities, raising concerns about the level of control consumers have over the collection and use of their data.
These third-party sources are under even greater scrutiny thanks to regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which both impose restrictions on how third-party data can be collected and used.
Another great benefit of intent-based marketing is that it enables marketers to create highly personalized experiences for website visitors by tracking their behavior and actions on the site.
For example, let‘s say you’re an online clothing store, and a website visitor spent a significant amount of time clicking through your fall lookbook before subscribing to your email list.
You could then follow up with personalized emails recommending fall attire and or a personalized digital fall lookbook, rather than a generic email of general sales and deals.
How to Start Intent-based Marketing
1. Define your ideal customer profile and buying signals.
Start by clearly identifying who you’re targeting and what behaviors indicate purchase intent.
Map out the specific actions that suggest someone is actively researching solutions in your category—like visiting pricing pages, downloading whitepapers, or searching for competitor comparisons.
The more precise you are about these signals, the more effective your targeting will be.
This aligns perfectly with the Express stage of HubSpot’s Loop Marketing framework, where you define your brand identity and ideal customer profile before leveraging AI to create targeted campaigns.
By establishing clear buyer personas and intent signals upfront, you set the foundation for AI-powered personalization throughout the entire loop.
2. Choose your intent data sources.
Select the right combination of first-party, second-party, and third-party intent data for your needs. First-party data from your website and CRM shows direct engagement with your brand.
Third-party providers reveal when prospects are researching topics related to your solution across the web. Consider your budget and identify the sources that align best with your target accounts.
Remember, most consumers are not fans of third-party sourcing, so be cautious when collecting and using third-party data and ensure you follow the guidelines set by the GDPR and/or CCPA.
3. Integrate intent data with your marketing tech stack.
Connect your intent data sources to your CRM, marketing automation platform, and advertising tools to streamline your marketing efforts. This integration ensures intent signals flow seamlessly into your existing workflows and can trigger appropriate actions.
Platforms like HubSpot’s Marketing Hub offer native integrations with major intent data providers, making it easier to centralize your intent signals alongside your contact data, email campaigns, and analytics—giving you a unified view of prospect behavior.
4. Create intent-specific content and messaging.
Develop tailored content that speaks directly to prospects at different stages of their buying journey. Prospects demonstrating early research intent require educational content, while high-intent prospects closer to making a purchase need case studies, demos, and competitive comparisons.
Match your message to the urgency and specificity of their signals.
In the Tailor stage of Loop Marketing, you can use AI to personalize this messaging at scale, leveraging unified CRM data to create experiences that feel individually crafted based on each prospect’s specific intent signals and stage in the buying journey.
5. Build automated workflows and trigger campaigns.
Set up rules-based workflows that automatically respond when prospects hit certain intent thresholds. This might include adding high-intent contacts to nurture sequences, alerting sales representatives to leads, or launching targeted ad campaigns to accounts that show buying signals.
Automation ensures that you act on intent data quickly while it remains relevant.
6. Measure, optimize, and refine your approach.
Track which intent signals correlate most strongly with actual conversions and adjust your strategy accordingly.
Monitor key metrics, including time-to-conversion, campaign engagement rates, and ROI, by intent source. Regularly review which topics and behaviors are most predictive of purchases in your specific market, and continuously refine your targeting criteria based on what’s working.
This continuous optimization mirrors the Evolve stage of Loop Marketing, where AI helps you measure, predict, and adapt in real-time rather than waiting for quarterly reviews — making each campaign cycle smarter and more effective than the last.
Intent Signals to Gather and Track
Not sure what intent signals you should track? No problem. I’ve got you covered with 5 intent signals you can track with Smart CRM.
1. Website Behavior Patterns
Repeated visits to high-value pages, such as pricing, product comparisons, case studies, or demo request pages, indicate a serious level of consideration. Multiple sessions over a short timeframe, especially from the same company domain, suggest active evaluation.
2. Content Consumption Activity
Downloading gated content, such as whitepapers, industry reports, implementation guides, or ROI calculators, shows that prospects are investing time in understanding your solution. The more in-depth the content, the stronger the signal.
3. Search Intent and Keyword Research
If a prospect is actively searching for solution-specific keywords, competitor comparisons, or “best
” terms, then they’re in active buying mode. Third-party intent data can reveal when companies are researching these topics across the web.4. Engagement with Sales or Support Content
Watching product demos, attending webinars, requesting trials, or engaging with chatbots about implementation or pricing questions all signal high purchase intent and readiness for sales conversations.
5. Technographic and Firmographic Changes
Changes in a company‘s tech stack, recent funding rounds, leadership hires, office expansions, or posted job openings for roles that would use your solution can indicate timing windows when they’re likely to invest in new tools.
How to Activate Intent-based Targeting Across Channels
So, we’ve been talking about data and patterns to observe when building an intent-based marketing strategy, but what do you actually do with that information? And how do you implement it across channels? Here are four ways to do so:
1. Keyword and Search Query Targeting
Monitor and target users based on their search behavior and the specific keywords they use. Search behavior and specific keyword searches reveal active intent as people search for solutions to their problems. You can bid on relevant search terms or use search data to inform advertising across platforms.
2. In-market Audience Segmentation
Identify and target users who are actively researching or comparing products in your category. Platforms like Google and Facebook offer in-market audience segments based on browsing behavior, site visits, and engagement patterns that signal purchase intent.
Tools like HubSpot’s Marketing Hub can help you analyze and segment these audiences based on their behavior and engagement data.
3. Retargeting Based on Behavioral Signals
Create campaigns that target users who have demonstrated specific intent signals, such as visiting product pages, adding items to their cart, downloading resources, or spending a significant amount of time on comparison content.
Layer these audiences with recency and frequency data to prioritize high-intent users.
This multi-channel retargeting approach is essential in the Amplify stage of Loop Marketing, where you diversify distribution to meet buyers across the scattered channels where they actually spend time — from social platforms to AI-powered search engines — rather than waiting for them to return to your website.
4. Content Engagement Triggers
Target users based on their engagement with specific content types that indicate intent, such as viewing pricing pages, accessing product demos, reading buying guides, or engaging with customer reviews.
You can also utilize lead scoring systems that trigger advertising when users reach specific engagement thresholds.
AI in Intent-driven Marketing
If I‘ve said it in one blog post, I’ve said it in a million others: When it comes to gathering and analyzing data, you want AI in your corner.
Artificial intelligence simplifies data scoring, clustering, and purchase prediction. AI algorithms seamlessly analyze vast amounts of data points in real-time and assign scores to each lead based on digital behavior.
For behavioral scoring, AI assesses actions such as visits to pricing pages, subscriptions to newsletters, or downloading case studies. AI then groups prospects and visitors together to gain a deeper understanding of their intent.
From there, AI uses machine learning and predictive analytics to predict which leads are most likely to make a purchase.
Tools like HubSpot’s Breeze AI can help marketers operationalize these insights by automatically scoring leads, identifying high-intent prospects, and triggering targeted campaigns at the optimal moment in the buyer’s journey.
This human-AI collaboration is the foundation of Loop Marketing, where AI handles execution and optimization while marketers focus on strategy and creativity — allowing you to launch campaigns in days instead of months while continuously improving results with each cycle.
How to Measure and Optimize Intent-driven Marketing
To successfully launch an intent-driven marketing strategy, you must match message intensity to buyer readiness, so start by segmenting all your metrics by intent stage (awareness, consideration, decision).
The core measurement is intent conversion rate — track how many high-intent signals convert within at least 30 days — and optimize monthly by auditing which signals actually drive revenue, testing message-intent fit, and reallocating budget toward decision-intent channels with lower customer acquisition cost (CAC).
Implement quick wins like intent-based scoring, keyword-to-close tracking, and intent-specific landing pages. Tools like HubSpot’s AEO Grader can help you assess how well your content aligns with search intent and identify optimization opportunities to better capture high-intent traffic.
If you‘re seeing high traffic but weak pipeline contribution or unqualified leads, you’ll want to recalibrate your strategy to ensure you‘re not wasting time and money on awareness-stage audiences who’ll never buy.
Here are some additional metrics to track to optimize your intent-based marketing strategy:
- Intent-surge duration – How long a prospect stays in a high-intent state
- Content consumption trends – Examples include whitepaper downloads and blog visits by role
- Social engagement by target role or account
- Website engagement – How frequently and for how long prospects visit your website, the number of pages they visit per session (page depth), and overall time spent on the site
- Conversion rate
3 Intent-based Marketing Playbooks You Can Copy
High-Intent Intercept Playbook
Target prospects actively searching for solutions with decision-stage keywords like “best CRM for startups” or “[competitor] alternative”. Create dedicated landing pages for each high-intent query, run paid search campaigns with aggressive bids, and route conversions directly to sales within minutes.
This captures demand that already exists rather than trying to create it.
Account Surge Playbook
Monitor target accounts for intent spikes such as multiple visits to pricing pages, repeated product searches, or engagement with comparison content.
When an account hits your intent threshold, trigger coordinated outreach via tactics like:
- personalized emails from sales
- LinkedIn ads to key decision-makers
- retargeting with case studies
Strike while buying signals are hot, typically within 24-48 hours of the surge.
Content Progression Playbook
Map content to intent stages and use engagement to advance prospects through the funnel. Awareness-stage visitors get educational content, consideration-stage get comparison guides and ROI calculators, decision-stage get demos and consultations.
Use marketing automation to sned the next appropriate materials based on consumption patterns, and score interactions to identify when someone transitions from browsing to buying mode.
Frequently Asked Questions About Intent-based Marketing
Is intent-based marketing the same as ABM?
Not quite, but they work very well together. ABM focuses on targeting specific accounts with personalized campaigns, while intent-based marketing identifies prospects actively showing buying signals regardless of whether they’re on your target list.
Think of intent marketing as the “when” and ABM as the “who”, then combine them to reach the right accounts at exactly the right moment.
Do I need third-party intent data to start?
Nope. Start with first-party signals you already have: website behavior, content downloads, pricing page visits, search queries, and email engagement.
These are often more accurate than third-party data because they reflect direct interaction with your brand. Once you’ve optimized your first-party intent strategy, then consider layering in third-party data to catch prospects earlier in their journey.
What’s the difference between purchase intent and search intent?
Search intent is what someone wants to accomplish with a specific search query (informational, navigational, or transactional), while purchase intent indicates they’re actively in-market to buy a solution like yours.
Someone searching “what is marketing automation” has informational search intent but likely low purchase intent, whereas “HubSpot vs Marketo pricing” shows both transactional search intent and high purchase intent.
How long should I run a pilot before judging results?
Give it at least 90 days to see meaningful patterns, though you can spot early indicators at 30-45 days. B2B sales cycles typically run 3-6 months, so you need enough time for high-intent leads to convert and for your team to iterate on messaging and targeting.
Track leading indicators weekly (intent score distribution, engagement rates) while waiting for lagging indicators (pipeline, revenue) to materialize.
How often should I refresh my intent signal taxonomy?
Review quarterly and update as needed, but don’t over-engineer it. Your intent signals should evolve with product launches, competitive shifts, and what your data reveals about actual buyer behavior.
If you notice new high-converting keywords, content types, or behavioral patterns emerging, add them immediately rather than waiting for the quarterly review.
