The Rise of Intent-Based Marketing: How to Target Buyers at the Right Moment

Picture this: You’re searching online for a solution, weighing up your options, and bam!, an email lands in your inbox, speaking directly to the exact problem you’re trying to solve. It’s almost creepy, like the marketer read your mind. But it’s not magic, it’s intent-based marketing at work.

Why Intent-Based Marketing Matters in 2025

B2B buyers have never been more independent. They don’t want fluffy sales pitches—they want relevant, timely solutions. Intent data gives you a peek into their decision-making process, showing you who’s actively researching, what they’re after, and when they’re primed to take action. No more shouting into the void—just smart, well-timed marketing.

Here’s how you can make it work:

1. Ditch the Spray-and-Pray Tactic

Sending the same message to everyone and hoping for the best? That’s so last decade. Instead:

• Track intent signals - website visits, content downloads, search behaviour.

• Segment your prospects based on their engagement levels.

• Serve up personalised messaging instead of bland, one-size-fits-all outreach.

2. Tap Into Multiple Data Sources

The more data, the better. To really understand what buyers are after, mix and match:

• First-party data: Your website analytics, email interactions, and CRM insights.

• Third-party data: Platforms like LinkedIn’s intent signals.

• Search intent: The keywords buyers use before they ever land on your site.

3. Get AI to Do the Heavy Lifting

You don’t need a crystal ball - just a solid AI strategy:

• Predictive lead scoring: Pinpoint the hottest leads based on behaviour.

• AI-driven content recommendations: Serve up relevant content in real-time.

• Chatbots with intent detection: Engage visitors with responses tailored to their level of interest.

4. Make It Personal (Like, Really Personal)

No one wants to feel like just another name on your list.

• Use dynamic content to adapt your messaging based on behaviour.

• Target high-intent companies with account-based marketing (ABM) and personalised ads.

• Create video content to make your approach more human and engaging.

5. Get Sales and Marketing on the Same Page

Nothing kills a lead faster than slow follow-up. Keep your teams in sync:

• Set up real-time alerts so sales can pounce on hot leads instantly.

• Use shared dashboards to see which content is driving engagement.

• Train your sales team to make the most of intent data (because data is only useful if you actually use it).

Success in 2025 won’t go to the brands that shout the loudest; it’ll go to the ones that listen the best. Intent-based marketing helps you stop wasting time on cold leads and start engaging the right buyers at the right moment.

So, ready to ditch the guesswork and start marketing smarter? The future’s already here, you just need to plug in and make it work for you.