Supercharging your segment strategy: 3 ways to harness the power of Intent signals in 2025
As we advance into the new year, there is still time to fine-tune your marketing segmentation by leveraging the power of Intent signals. In a recent webinar hosted by Bombora and SalesIntel, we discussed ways that you can harness Intent data to monitor your audience segment, refine your event strategy, and research changing trends outside of your existing pipeline.
Tracking your market segments
The foundation for 2025 GTM success begins with identifying your market segments and your specific goals. Are you looking for customers that are already aware of your brand, and aiming to expand within your existing pipeline? Or are you trying to boost brand awareness among companies that work with your competitors or are new to the industry?
Once you’ve figured out your market segments and goals, then you can turn to Intent signals to better understand and engage with your segments. It’s important to determine what specific topics and products your targets are researching now, as well as how they differ from last year. With this data in hand, you can tailor your messaging and marketing campaigns to these priorities and behaviors.
Honing your 2025 event strategy
Annual event planning often involves looking at anecdotal feedback from colleagues and customers, as well attendance and lead gen data. But Intent data can be used to help make more informed, customer-focused decisions about where to allocate your events budget. If you’re hosting or attending a large event, Intent signals could indicate which locations draw the most interest from your target audience. They can also be used to personalize invitations and create sessions that more closely align with your audience’s recent research behavior.
After the event, online market intelligence can be used to further hone your targeting and outreach. How did key topics perform? What solutions did your target audience research after the event? You may uncover insights that indicate a change in your prospects’ behavior.
Researching trends outside of your pipeline
While refining your market segments and event plans can have a significant impact on your 2025 GTM plan, it’s also important to look outside of your pipeline to spot trends among competitors and across the industry. First- and third-party Intent data could reveal a shift in the solutions that your key segments are researching – and indicate that you might want to upsell existing customers or promote some of your solutions that are similar to those drawing attention among your competitors.
Intent data could also signal the need to adjust your advertising and thought leadership focus. If topics you don’t typically address are gaining traction in your research, you may want to change the solution features and benefits you promote and the content you highlight in blogs, emails and webinars throughout the year.
The power of automation
No matter which audience or market research you choose to focus on, it’s important to also look at how you can improve your processes. You should consider how flexible your current systems are and how easy it is for you to track Intent signals over time. Do you need to reformat, import, and analyze updates in Intent data every week? Or can you be alerted to critical updates through emails that can easily be shared with sales?
Streamlining time-intensive tasks and dedicating more energy to thought and strategy are priorities that everyone across your company can embrace this year.