Last updated on March 30th, 2026<\/p>\n
Guessing who might need your products or services can drain your time and marketing budget. To find the right customers, you need to focus on users who are actively searching for what you offer. <\/strong><\/p>\n\n\n\n And that\u2019s why intent based data changes everything.<\/p>\n\n\n\n It tracks online behavior to show businesses who\u2019s interested in what and when \u2014 and how seriously they\u2019re considering a purchase. <\/strong><\/p>\n\n\n\n Let\u2019s take a closer look at how you can use intent based marketing to target the best leads and get better campaign results.<\/p>\n\n\n\n Intent data helps you approach marketing with an ultra-strategic eye. You\u2019ll uncover what leads are searching for, what they need, and if they\u2019re ready to buy your product or service.<\/p>\n\n\n\n What a difference this can make when you have marketing dollars and resources on the line!<\/em><\/p>\n\n\n\n For example, a marketing team promoting a historical museum in Normandy<\/a> wouldn\u2019t blast ads to random travelers.<\/p>\n\n\n\n Instead, they\u2019d use intent data to target people actively researching World War II sites, searching for \u201cbest historical tours in France,\u201d or reading articles about D-Day. These aren\u2019t casual browsers. They\u2019re potential visitors who are already considering booking a trip.<\/p>\n\n\n\n With intent data, you can:<\/strong><\/p>\n\n\n\n Here\u2019s how you can start targeting the right leads with intent data.<\/em><\/p>\n\n\n\n Before you can use intent data, you need to know who you\u2019re targeting. Outline your ideal customers and understand their needs. <\/p>\n\n\n\n Once you know their questions, you can start to match your solutions to their needs and guide them through the sales cycle. We\u2019ll explain how in Step 3. <\/p>\n\n\n\n But first, collect some more data. Head to Step 2. <\/em><\/p>\n\n\n\n Now that you know who to target, it\u2019s time to collect intent-based data. <\/p>\n\n\n\n Here are some ways you can collect it:<\/strong><\/p>\n\n\n\n Start by researching keywords based on what your potential customers are searching for. (Use Ahrefs, Semrush, or Google Keyword Planner to identify relevant search terms.)<\/p>\n\n\n\n Look for keywords that indicate strong interest and buying intent. For instance, \u201cbuy,\u201d \u201cpurchase,\u201d \u201cbest,\u201d or \u201creviews.\u201d<\/strong> These keywords show that people are further along in their decision-making process and are actively looking to make a purchase.<\/p>\n\n\n\n For example, if you offer RV rentals in San Francisco<\/a>, you might find search queries like \u201cbest RV rentals in San Francisco.\u201d Or \u201caffordable RV rentals near me.\u201d These people are already looking for what you offer and are great leads to target. <\/strong><\/p>\n\n\n\n Look through the first-party data you\u2019ve gathered directly from your customers. <\/p>\n\n\n\n You might\u2019ve collected this via surveys, website forms, polls, or social listening tools. <\/em><\/p>\n\n\n\n Review things like:<\/strong><\/p>\n\n\n\n These signals show people who are already interested in your business.<\/em><\/p>\n\n\n\n Use sales intelligence tools<\/a> to save time pulling data. <\/p>\n\n\n\n For instance, with Ampliz, you\u2019ll get accurate, real-time B2B contact data and powerful intent data. <\/strong>We track buying and search history to uncover search intent so you can target the right prospects at the right time.<\/p>\n\n\n\n Ampliz also gives you a complete view of your audience \u2014 including demographic, technographic, and firmographic insights. <\/p>\n\n\n\n Need more? Access a detailed tech stack and financial data on request.<\/em><\/p>\n\n\n\n Try Ampliz for free now<\/em><\/a>.<\/em><\/p>\n\n\n\n Pull audience data from business research and insights firms, consultancy websites, and thought leadership sources. <\/p>\n\n\n\n Look for in-depth reports, industry analyses, and market trends that businesses use for strategic decision-making. <\/p>\n\n\n\n Some great sources for third-party data include:<\/strong><\/p>\n\n\n\n To speed this up, consider scraping third-party intent data and collect insights from authoritative sources like McKinsey, Statista, and other industry reports and market trends.<\/p>\n\n\n\n A web scraping tool like Bright Data<\/a> can scrape through business research platforms, consultancy websites, and thought leadership sources to gather data on company size, industry, revenue, and geographic location. This information helps businesses segment their audience and tailor marketing efforts based on firmographics.<\/p>\n\n\n\n In addition to this, data collected from sources like McKinsey, Gartner, and Forrester can provide valuable insights into general industry trends and competitor performance <\/p>\n\n\n\n Companies can refine their lead-scoring models by aggregating and analyzing data on how businesses interact with different industry reports and research papers. With this intelligence, marketing teams can create hyper-personalized outreach campaigns based on verified interest and research behavior.<\/p>\n\n\n\n Once you\u2019ve collected the data, it\u2019s time to take action. Use the insights you\u2019ve gathered to target your leads across marketing, sales, and product development. <\/p>\n\n\n\n Let\u2019s take a look at some specific intent-based marketing strategies.<\/strong><\/p>\n\n\n\n Use your intent data to hyper-personalize your product and service offerings.<\/p>\n\n\n\n This might mean tweaking a product or service \u2014 or introducing new features to solve customer pain points. For example, if your target customers are asking for more flexible RV rental options, consider offering customizable rental packages.<\/p>\n\n\n\n You can also introduce entirely new concepts<\/strong>, features, or technologies that disrupt the market or create a new category. Think creatively to provide solutions that haven\u2019t been explored before. (Make sure they\u2019re highly relevant to the intent data you\u2019ve pulled!) This can give you a competitive edge like nothing else can.<\/em><\/p>\n\n\n\n Tailor entire marketing campaigns based on your audience\u2019s needs and pain points. <\/p>\n\n\n\n Create options that target leads at various funnel stages \u2014 but double up on ones that target BOFU leads.<\/em> (Especially if you\u2019re looking to boost conversions.)<\/p>\n\n\n\n You can also use a tool like Dynamics 365 Business Central<\/a> to segment your audience. This is perfect if you have customer groups! Its integration with Microsoft\u2019s Power BI lets you analyze intent data to create highly personalized marketing campaigns tailored to specific pain points.<\/p>\n\n\n\n For instance, your segmented campaigns might look like this:<\/strong><\/p>\n\n\n\n Have your sales teams use lead scoring to focus on high-quality leads first. When leads show high intent, reps should reach out with calls, emails, and demos. <\/strong><\/p>\n\n\n\n These leads are already interested. (So your sales team can spend their time on the ones most likely to convert, instead of wasting energy on low-quality leads.)<\/p>\n\n\n\nHow does intent based marketing help businesses target the right leads?<\/h2>\n\n\n\n
Benefits of using intent data for marketing campaigns <\/h3>\n\n\n\n
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How to use intent based marketing to target the right leads for your business <\/h2>\n\n\n\n
Step 1: Get clear on who you want to target <\/h3>\n\n\n\n
Use this checklist to get focused:<\/h4>\n\n\n\n
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Step 2: Collect intent based data <\/h3>\n\n\n\n
Perform keyword research based on search intent <\/h4>\n\n\n\n
Review first-party data you\u2019ve collected (and data from your online presence)<\/h4>\n\n\n\n
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Pull data with a Sales Intelligence Platform<\/h4>\n\n\n\n
Collect third-party data from authoritative websites and industry reports<\/h4>\n\n\n\n
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Step 3: Target your leads across marketing, sales, and product development<\/h3>\n\n\n\n
Strategy 1: Develop and innovate products and services based on valuable insights from targeted leads<\/h4>\n\n\n\n
Strategy 2: Target leads with tailored marketing campaigns <\/h4>\n\n\n\n
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Strategy 3: Ask your sales reps to target leads with high lead scores <\/h4>\n\n\n\n
Strategy 4: Create highly targeted and relevant content at all sales funnel stages <\/h4>\n\n\n\n