Brought to you by Sara McNamara
Take this template, make a copy (in upper right corner), and fill in your experimentation plans (or current use cases, for documentation’s sake!)!
| Capability | Description | Benefit | Use Case | Recommended Vendors | Maturity Level | Example | Case Study | Intent Data Type | Data Type (Anonymous/Known) | Experimentation Plans |
|---|---|---|---|---|---|---|---|---|---|---|
| Account Identification | Detect organizations or individuals researching topics related to your product or service. | Focus marketing and sales on high-potential accounts. | Prioritize accounts in ABM campaigns based on intent signals. | Bombora, ZoomInfo, 6sense, Demandbase | Predictive | A SaaS company identifies a list of companies researching CRM solutions and prioritizes outreach. | AppFolio's Intent-Based Marketing | Third-Party | Anonymous | |
| Behavioral Scoring | Integrate intent data into lead scoring models to refine prioritization. | Enhance lead quality by combining engagement and intent data. | Adjust scoring dynamically based on buyer interest. | Leadspace | Standardized | A B2B company scores leads higher if they show interest in competitor solutions. | Chargebee's Lead Scoring with G2 | Engagement-Based | Known | |
| Audience Segmentation | Create dynamic audience segments based on specific intent signals. | Deliver hyper-personalized campaigns with higher relevance. | Segment audiences researching competitors or product categories. | Madison Logic, RollWorks | Predictive | A cybersecurity company targets users researching "cloud security" with specialized content. | ThoughtSpot's Intent Data Activation | Third-Party | Anonymous | |
| Content Personalization | Match content recommendations to topics or solutions prospects are researching. | Drive engagement with tailored content. | Serve personalized landing pages or email sequences. | Uberflip, PathFactory | Predictive | An e-commerce company displays AI-driven product recommendations based on browsing behavior. | ServiceNow's Intent-Driven Segmentation | First-Party | Known | |
| Campaign Prioritization | Allocate resources to campaigns targeting high-intent accounts. | Maximize ROI by focusing efforts on likely-to-convert accounts. | Adjust paid media budgets to target surging accounts. | Terminus, Metadata.io | Standardized | A B2B company increases ad spend on LinkedIn for companies showing high purchase intent. | Dodge Data's Use of Purchase Intent | Third-Party | Anonymous | |
| Sales Enablement | Deliver actionable insights to sales teams on high-intent accounts. | Guide sales conversations with data on prospect interests. | Provide weekly intent reports to prioritize outreach. | Outreach, Salesloft | Predictive | A sales team gets alerts when a prospect's intent score surpasses a threshold. | BetterCloud's ABM Strategy | Buying Group | Known | |
| Competitor Insights | Monitor intent signals indicating research around competitors. | Identify at-risk customers or competitive opportunities. | Trigger retention campaigns when customers show competitive intent. | Bombora, 6sense | Predictive | A software company targets customers looking at competitor pricing pages with special offers. | ZoomInfo's Enhanced Conversion Rates | Competitor | Anonymous | |
| Performance Analysis | Track the impact of intent-based strategies on pipeline and ROI. | Demonstrate measurable value of intent data. | Combine intent data with CRM metrics in dashboards. | Tableau, Looker Studio | Transformational | A company visualizes intent data trends to optimize marketing spend and improve conversions. | Intentsify's Customer Success Stories | First-Party | Known |