Intent Marketing is the practice of pursuing leads that have already expressed interest in your products. For example, when a customer searches for a manufacturer online, their search history functions as Intent Data. Manufacturers can purchase this data and use it to refine their prospect list. They can concentrate their marketing efforts on customers who are already interested in their products. This practice is known as Intent Marketing.

Before you can start Intent Marketing, you need to acquire Intent Data. The primary form of Intent Data is browsing history. But you don’t need to obtain a full record of searches to start Intent Marketing. You’re really looking for specific keywords and phrases which are relevant to your business. This could include references to your industry, products, location and prices. For example, if you work for a small marketing agency in Los Angeles, you might select keywords like “Los Angeles digital marketing agency” or “affordable marketing strategies.” Intent Data software will then scan the web to find out who’s searching these terms.

Another form of Intent Marketing revolves around your competitors. Instead of looking for leads who are interested in your business, consider leads who are interested in your competitors. This type of Intent Marketing pulls from the same data-browsing history-and has virtually the same effect. It enables you to hone in on a select group of leads who are in the market for your products.