SBP 027: A Conversation About Intent Based Marketing, With Marc and Vassilis

Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers.

On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses.

We hope you enjoy this episode and gain valuable insights into this crucial marketing approach.

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The Sleeping Barber Podcast:

Follow our updates here: ⁠https://www.linkedin.com/company/sleeping-barber/⁠

Get in touch with our hosts:

Marc Binkley: ⁠https://www.linkedin.com/in/marcbinkley/⁠

Vassilis Douros: ⁠https://www.linkedin.com/in/vassilisdouros/⁠

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Sources

• https://clearbit.com/blog/what-is-lead-enrichment
• https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/
• https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/
• https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/
• https://www.cience.com/blog/intent-based-marketing 
• https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data

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Timestamps

• 0:45 - Show Intro
• 2:27 - The need to deliver short-term results
• 3:24 - Defining intent-based marketing
• 4:30 - The benefits of intent marketing 
• 6:55 - Performance marketing impact on budgets and demographics
• 8:55 - Sources of intent data
• 10:48 - Zero-party data
• 11:38 - Misinterpreting digital data
• 13:30 - Can digital activity be separated from real intent signals?
• 15:31 - Why your organization should define its own intent signals
• 20:04 - How surveys can help clarify buyer intent
• 21:35 - Airbnb as an example of using buyer intent to design a buyer experience
• 24:20 - Knowing your role in the customer’s complete buying journey
• 26:40 - When performance marketing meets branding 
• 29:10 - Intent, channels and content … Oh my
• 34:45 - The trouble with gated content
• 36:09 - Challenges with intent data
• 38:27 - Offline sources of intent data
• 43:37 - Content as a limitation of performance marketing
• 47:30 - The problem of mass personalization 
• 52:00 - Past purchase vs. recency and frequency of intent
• 54:56 - What did we learn today
  

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Where to listen

• Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
• Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
• Youtube: https://www.youtube.com/@sleepingbarberpodcast

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