What Is Intent-Based Marketing?

Introduction

In a digital world overflowing with content and options, timing is everything. You might have the perfect product, but if your message reaches a potential customer too early—or too late—it gets ignored. That’s where intent-based marketing comes in.

Intent-based marketing allows you to engage buyers at the right moment, with the right message, based on real-time signals of what they’re actively researching or planning to buy. It flips the script from “spray and pray” outreach to precision-targeted engagement.

In this guide, we’ll break down what intent-based marketing is, how it works, and why it’s quickly becoming a must-have strategy for high-growth B2B and B2C companies.

What Is Intent-Based Marketing?

Intent-based marketing is a strategy that uses data signals—such as search behavior, website visits, content consumption, or engagement with competitors—to determine a potential buyer’s interest and readiness to purchase.

Marketers then use this information to personalize outreach, prioritize leads, and trigger campaigns that align with the buyer’s current stage in the decision-making journey.

Real-World Example

Let’s say a VP of Sales at a SaaS company is researching “AI email automation tools.” They start visiting comparison blogs, software review sites, and LinkedIn threads discussing tools in this space. Their behavior signals high intent to evaluate and potentially purchase a solution.

With intent-based marketing, a company like ScalientAI could detect this activity and automatically trigger:

• A personalized email sequence

• A targeted LinkedIn ad

• A retargeting campaign

• Or even a demo offer—before the buyer ever fills out a form

How Does Intent-Based Marketing Work?

Here’s a simplified breakdown of how intent-based marketing typically works:

1. Capture Buyer Intent Signals

These are the breadcrumbs a buyer leaves behind during their research. Signals may include:

• Keywords searched (e.g., “best sales automation tool”)

• Content topics consumed

• Visits to product or pricing pages

• Competitor research

• Review platform activity (G2, Capterra)

ScalientAI, for example, taps into real-time behavioral and keyword data from across the web to detect these signals early.

2. Score and Qualify Prospects

Once intent data is collected, algorithms score the lead based on:

• Signal frequency and recency

• Fit with your ideal customer profile (ICP)

• Engagement patterns

This helps prioritize leads most likely to convert.

3. Trigger Automated, Personalized Outreach

Once a lead is scored, you can trigger:

• Dynamic ad campaigns

• Smart email sequences

• Chatbot messaging

• Retargeting content

This outreach is automated and personalized—meaning you can scale without increasing manual workload.

Why Intent-Based Marketing Matters

Higher Conversion Rates

You’re targeting buyers who are already in the market, increasing the chance of engagement.

Shorter Sales Cycles

Engaging during the active research phase means less education, more closing.

Reduced Waste

No more spending budget on people who aren’t ready or interested.

Scalable Personalization

AI-powered tools like ScalientAI enable automated, hyper-relevant touchpoints at scale.

Types of Intent Data

There are two main categories:

1. First-Party Intent Data

Collected from your own assets, such as:

• Website visits

• Email opens/clicks

• In-app behavior

2. Third-Party Intent Data

Collected from external sources

• Search engines

• Publisher networks

• Review sites

• Competitor content engagement

Pro tip: The real power comes from combining first- and third-party data to build a complete picture of buyer readiness.

Tools That Power Intent-Based Marketing

Some platforms help collect intent data, while others use it to drive automation. ScalientAI combines both into a single solution:

• Real-time intent data sourcing

• AI-powered lead scoring

• Automated outreach via email, ads, and social media

• CRM and ad platform integrations

• Transparent performance analytics

Bonus: ScalientAI detects intent signals before a buyer visits your website—so you can engage earlier than your competitors.

Who Should Use Intent-Based Marketing?

Intent-based marketing is ideal for:

• B2B SaaS and tech companies

• Enterprise sales teams

• Marketing agencies

• B2C service companies with high-ticket offerings

If your sales process involves research, comparison, and timing, intent-based strategies will help you convert more efficiently.

Getting Started with Intent-Based Marketing

Here are some first steps:

1. Define your ideal customer profile (ICP)

2. Choose a platform (like ScalientAI) to collect and act on intent signals

3. Map your buyer journey and align messaging with each stage

4. Test & refine campaigns based on engagement and performance

5. Integrate with your CRM and ad platforms for a seamless workflow

Final Thoughts

Intent-based marketing is no longer optional—it’s a strategic advantage in today’s competitive landscape. By identifying what your buyers want, when they want it, you stop wasting time on cold outreach and start focusing on high-converting interactions.

Want to see intent-based marketing in action?

Start Your Free Demo with ScalientAI

Let your next best customer find you—before they even hit your website.