The power of intent at the right time


Timing is everything, especially when you’re trying to get the attention and engagement of your customers and prospects.

A quick example:

Interest rates are reasonably low right now, so plenty of banks are competing to get homeowners to refinance.  You can hammer me with emails and phone calls amidst my usual busy day and I’m likely to ignore them.

I’ve known we should refinance our mortgage to take advantage of lower rates for months now, but finally two days ago started the process with our mortgage broker.

This morning I got an email from my current mortgage provider who noticed our credit had been pulled for the purpose of a refinance and wanted to ensure they got the business again.  Sure it might be a tad bit scary that had such quick and clear access to that information, but they were also smart to reach out to me right now, today, when clearly I have started something they can help with.

Intent data isn’t always that obvious.  Completing a mortgage application is an overt buying signal, but complaining online that my wifi sucks is a buying signal too in its own way.

The better you know your audience, the more precisely you can identify, track and act up on the right intent data to mobilize your prospects and customers to action.

If you want to dig deeper into the power of intent data, join me October 30th for a webinar I’m giving with DemandGen Report and TrueInfluence: Right Person, Right Time, Right Message: Marketing Requirements For 2018 & Beyond