Intent-Driven Marketing
This course covers the value of using buyer intent data in B2B marketing and discusses The philosophy, advantages, sources, various examples, methods of interpretation, and common mistakes of Intent-Driven Marketing. The goal is to learn how to find, evaluate, and apply intent data to lead nurturing and content marketing for the development of an effective B2B marketing strategy.
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Who is this for?
- Marketers
- Sales representatives
- Client success managers
- Managers
- Business owners
What does it include?
3 video lessons (31 min)
1 knowledge check
2 guides and 1 toolkit
Get a glimpse into the course
Course curriculum
Lesson 1. IDM Philosophy & Key Advantages
Intent-Driven Marketing is about using buyer behavior and other relevant trackable data to address the needs of prospects in your marketing strategy. In this lesson, we will define what ‘intent’ means and consider how it can be used in B2B marketing. We will also discuss what makes data meaningful and the advantages of Intent Driven Marketing.
Lesson 2. Intent data
Credible sources of data are crucial for effective Intent Driven Marketing. There are multiple options that B2B marketers can use for locating and analyzing relevant data. In this lesson, we will discuss various examples and types of intent data to illustrate the broad scope of such options. We will also familiarize ourselves with the key mistakes that B2B marketers make in using data and ways to avoid them.
Lesson 3. Use of intent data for generating and nurturing leads
There are three aspects of B2B marketing where the role of intent is crucial: formulating an Ideal Customer Profile; generating and qualifying leads; adapting content marketing to suit the needs of your clients. In this lesson, we will explore the application of intent data for all of them and how to formulate your own Intent Driven Strategy that suits your prospective clients and goals.