We live in a time where brands are vying for the attention of customers from every digital and physical corner. As a result, many consumers have become resistant to many of the messages that businesses employ to attract target audiences.
In this environment, intent has become the secret ingredient for creating meaningful relationships with audiences and seeding deep customer loyalty. Research indicates that three out of every four business buyers expect companies to understand their needs and expectations, but only a small proportion expect that companies can identify those needs.
This clearly shows how brands need to understand and leverage buyer behavior to personalize their marketing and deliver campaigns that achieve higher conversion rates and ROI.
In the following sections, we’ll examine the basics of intent: what it is, how it is used in a B2B environment, and how to incorporate it into your digital marketing strategy.
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