Introduction: What is Intent-Based Marketing and why it matters

Let’s be real: cold outreach is wearing thin.

Response rates are slipping. Inbox fatigue is real. Your buyers are getting hit with 15 other connection requests before breakfast, most of which are generic, irrelevant, and instantly archived. What used to feel bold and efficient now feels…noisy.

We’ve reached the saturation point. And while Allbound has always been about blending Inbound and Outbound, the balance is shifting fast. You can’t just spray a good-looking sequence at your Total Addressable Market (TAM( and expect it to work anymore.

So, what’s next?
You shift from outreach to intent. You stop guessing who might be ready and start knowing who’s already in motion.

This is the foundation of modern Allbound: Less noise. More signals. Precision over volume.

Done right, intent based marketing lets you:

• Spot buying signals before a form is ever filled
• Engage while your prospects are actively researching
• Show up with value—while competitors are still pitching
  
  

It’s the key to turning passive leads into primed prospects—before competitors appear.

I primarily work with four types of intent signals.

1. First, there are website visitors, everyone knows about this, and RB2B is particularly well-known for it. This currently generates 25% of our leads, though that number has declined as the strategy becomes more common among our Ideal Customer Profile (ICP) companies.
2. Second, we focus on social media engagement, people who like our posts. Anyone interacting with me or my team is typically ten times more likely to become a customer.
3. Third, we track events. Identifying and reaching out to event attendees is crucial, this is an absolute must in our strategy.
4. Finally, I use Buska to monitor mentions of myself or my company, and then I engage with those individuals directly.

Brice Maurin – Founder CEO @ La Growth Machine

This module is your intent based marketing blueprint.
We’ll break down:

1. What intent signals actually matter
2. Where to find them (and what tools to use)
3. How to qualify and act on them inside your Allbound workflows
   
   

Because intent doesn’t help if it’s not activated.
And in today’s market, the teams that move fastest on real intent are the ones winning deals.

Let’s get tactical.

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