Intent data is like reading the signals in a budding romance - it reveals a prospect’s level of interest and where they are in the buying journey. For B2B marketers, it’s the secret to sending the right message at the right time, making every interaction feel personal and perfectly timed.

Intent can be as subtle as a keyword search or as strong as a sign-up. If a prospect visits your website, spends time on your pricing page, and downloads a case study it’s a clear signal - they’re not just window shopping. If they are searching “what is X” or “how to do X”, they are clearly not ready to buy.

Smart tech B2B marketers use these cues to deliver content that matches the moment. For example, if a prospect visits a competitor’s comparison page, it’s the perfect moment to send a tailored email showcasing what sets you apart - whether it’s standout features, unbeatable support, or unique benefits they won’t find elsewhere.

Adding machine learning and predictive analytics into the mix to anticipate what information your prospect will need as they journey deeper into the funnel takes this to another level.

The takeaway? Activity data is gold. But combine it with AI, and you’ve struck a treasure trove of personalised marketing power.

Playing hard to gate

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