To begin to answer this question thoughtfully, let’s start with a basic definition of Intent Marketing.
According to Wikipedia “Intent marketing is about marketing a product or a service based on consumers’ intent to adopt, purchase or consume that particular service which may have been either explicitly or implicitly conveyed by the subscriber. ”
Defining, this even more simply, it focuses on identifying those individuals who have expressed an interest in you, before they tell you they do.
Targeting, these silent hand raisers is undoubtedly better than spray and pray marketing tactics, but will the capture of intent marketing signals, by themselves, automatically guarantee a company’s marketing success?
Before answering this second question, what one needs to consider is that there is a significant difference between identifying a person’s intent to purchase and understanding their motivation to buy or take action.
While an individual may be resolved or determined to do something ( their “intent), this doesn’t explain “the reason or reasons one has for acting or behaving in a particular way.” (their motivation)
All successful audience engagements require that marketers understand and message to the individual motivations of unique individuals.
According to most industry pundits, there are five to six different people involved in most purchasing decisions today, and many of these decisions made cross-functionally. Thus, what is of value to each of those individuals could be completely different. It is only through an improved understanding of those different buying roles and motivations that a company can begin to successfully promote their solutions to the particular interests of those audiences they serve.
One-size-fits-all positioning does not work, when you have multiple functional areas and interests present throughout the buying process.
Accordingly, companies must take the time to understand and position its messages and offers, in context to the different audiences and the motivations of the various customers they service.
Identifying an individual’s intent to do something at a company, while helpful, still does not provide the insight needed to effectively market, to unique individuals throughout the buyer’s journey.
Achieving this required customer insight is best accomplished when companies move beyond their initial focus in identifying the “what” ( an individual’s intent), and then dig deeper, to better understand the “why.” ( an individual’s motivation)