Intent-based marketing: How to target ready buyers

"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."

"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."

Efficient use of time and resources requires marketing strategies that reach genuinely interested audiences. Intent-based marketing targets users based on online behavior and expressed buying signals rather than predefined high-value accounts. A Smart CRM with AI automation and unified, enriched data enables identification, prioritization, and timely engagement of active prospects. Custom reporting converts insights into actionable dashboards tracking the buyer journey and revenue attribution. Growing consumer concern about data breaches increases demand for privacy-conscious approaches, making first-party data–driven intent marketing preferable to reliance on third-party data for respectful, effective engagement.

Read at Hubspot