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. ____________ 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/⁠ ________________ 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 ________________ 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 ____________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 © 2023 Sleeping Barber