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Demand Generation

Intent-Based Marketing Service

Identify accounts showing relevant buying intent and engage decision-makers through targeted B2B marketing campaigns.

ColedaB2B helps businesses use intent data and buying signals to identify and prioritize relevant accounts. We combine intent signals with audience targeting and campaign engagement to help businesses reach decision-makers and support B2B demand generation and sales pipeline development.

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Intent signals, account level
ICP-matched prioritization
Targeted engagement
How it works
How Intent-Based Marketing Works

Intent signal identification through to lead qualification — six stages, run in sequence for every campaign.

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Intent Signal Identification
Account Prioritization
Audience Planning
Campaign Planning
Prospect Engagement
Lead Qualification
How it works
How Account-Based Experience Works
Target account selection through to engagement review — six stages, run in sequence for every account program.

01

Intent Signal Identification

02

Account Prioritization

03

Audience Planning

04

Campaign Planning

05

Prospect Engagement

06

Lead Qualification
Definition
What is Intent-Based Marketing?

Intent-Based Marketing is a B2B marketing approach that uses intent data and buying signals to identify businesses that may be researching a relevant product, service, solution, or topic.

Intent signals can include research activity, content engagement, website interactions, or other available indicators of interest, depending on the data source and campaign requirements.

Intent data does not mean an account is ready to buy. Instead, it provides an additional signal that can help marketing teams prioritize accounts alongside factors such as industry, company size, geography, job function, and other Ideal Customer Profile (ICP) criteria.

Businesses use Intent-Based Marketing to identify relevant accounts, support Account-Based Marketing (ABM), improve campaign targeting, and engage potential buyers through targeted demand generation activities.

Our approach

Our Intent-Based Marketing Process

Six stages we follow on every campaign. Select a stage to read the detail.

1

Campaign Discovery

We begin by understanding your business objectives, Ideal Customer Profile (ICP), target market, relevant topics, geography, and campaign requirements.

2

Intent Signal Identification

Relevant intent data and buying signals are identified based on the campaign objectives. Depending on the available data, this may include research activity, topic engagement, content consumption, or other account-level signals.

3

Account Prioritization

Intent signals are reviewed alongside your target account criteria to identify relevant businesses. This helps separate accounts showing relevant intent from accounts that may not match your ICP.

4

Audience Planning

Once target accounts are identified, relevant decision-makers and influencers are mapped using criteria such as job function, seniority, department, and other audience requirements.

5

Campaign Execution

Campaigns are executed through the agreed marketing channels. These may include content syndication, webinar promotion, Account-Based Marketing (ABM), multi-touch campaigns, or other targeted outreach activities.

6

Engagement and Qualification

Prospect engagement is monitored through activities such as content downloads, webinar registrations, email interactions, form submissions, or other agreed campaign actions. Engaged prospects are reviewed against the campaign qualification criteria before lead delivery.

7

Lead Delivery

Qualified leads are delivered with the agreed contact and campaign information to support your marketing or sales follow-up process.

Campaigns
Intent-Based Marketing Campaigns We Support

We support Intent-Based Marketing through a range of targeted B2B campaign activities.

Campaign 01
Intent-Based Account Identification
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Campaign 02
Target Account Marketing
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Campaign 03
Account-Based Marketing (ABM) Support
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Campaign 04
B2B Lead Generation
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Campaign 05
Content Syndication
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Campaign 06
Webinar Promotion
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Campaign 07
Multi-Touch Campaigns
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Channel 08
Install-Based Campaigns
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  • FAQ
Frequently Asked Questions

Intent-Based Marketing uses intent data and buying signals to identify accounts that may be researching a relevant product, service, or topic. It helps businesses prioritize potential accounts and plan targeted marketing campaigns.

B2B Intent Data provides signals that may indicate an organization is researching a particular topic, product, service, or solution. Depending on the data source, this can include research activity, content engagement, website interactions, or other account-level signals.

Buying signals are activities that may indicate an account has an interest in a particular product, service, or topic. These can include research activity, content consumption, website engagement, or other relevant digital interactions.
No. Intent data indicates potential interest or research activity, but it does not confirm that an account is ready to purchase. Intent signals should be considered alongside account fit and other campaign information.
Intent data can help identify or prioritize accounts that show relevant interest. These accounts can then be considered for targeted Account-Based Marketing (ABM) campaigns and account-level engagement.

Lead Generation focuses on identifying, engaging, and qualifying prospects. Intent-Based Marketing uses intent signals to help identify or prioritize accounts that may be showing relevant research activity. Intent data can be used as part of a broader lead generation campaign.

Intent-Based Marketing campaigns can use email marketing, content syndication, webinar promotion, Account-Based Marketing (ABM), multi-touch campaigns, and other targeted B2B marketing activities.

Yes. Campaigns can be planned for specific countries, regions, or global markets based on your target accounts, audience requirements, and business objectives.

Ready to Reach Accounts Showing Relevant Intent?

Talk to our team about your target accounts, intent data requirements, and campaign objectives to explore an Intent-Based Marketing program aligned with your B2B demand generation strategy.

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