In the complex world of B2B sales, timing and relevance can make or break a deal. Unlike B2C, where broad awareness often works, B2B buyers need solutions for specific problems – and they only start looking when the need becomes urgent. This is where intent based marketing comes in: focusing your efforts on buyers who are already in the market for your solution. 

Instead of casting a wide net and hoping for leads, intent based marketing lets you target only those showing real interest, improving efficiency and driving better ROI. 

However, executing intent based strategies successfully requires specialised tools. A B2B Demand-Side Platform (DSP) like AccountInsight gives marketers the precision needed to activate intent data in meaningful ways. 

Why Intent Based Marketing Matters for B2B 

Traditional digital marketing can waste budget on impressions to companies or individuals who will never become customers. In contrast, intent based marketing zeroes in on accounts demonstrating buying signals, enabling you to: 

• Shorten sales cycles, since you focus on prospects already researching your type of solution. 

• Increase conversio n rates by aligning outreach with the buyer’s moment of need. 

• Allocate marketing spend more efficiently, avoiding impressions outside your target market. 

How a B2B DSP Like AccountInsight Activates Intent Data 

A general DSP isn’t designed for the nuances of B2B. That’s where a purpose-built B2B DSP like AccountInsight excels, giving you multiple ways to leverage intent: 

 1. Hyper-Target Companies by Topics They Research 
Using intent data, AccountInsight delivers ads only to companies consuming content on relevant topics, ensuring you reach audiences already engaging with industry themes related to your solution – and avoiding wasted impressions. 

 2. Reveal Who Visits Your Website (First-Party Intent) 
By implementing an account tracker, you see which companies are landing on your website. This first-party data is gold: it shows which accounts are interested enough to seek you out, allowing you to prioritise outreach. 

 3. Measure Explicit Interest Through Banner Engagement 
Observing who clicks or interacts with your banners provides explicit buying signals. These companies aren’t just passively researching; they’re actively engaging with your solution, indicating deeper intent. 

 4. Monitor What Your Audience Reads Across the Web 
AccountInsight scans content consumption patterns across thousands of B2B-relevant websites, giving you insights into which companies are researching which topics – even before they land on your site. 

Conclusion: Make Intent Based Marketing a Reality with a B2B DSP 

Intent based marketing is about more than just data — it’s about putting that data into action. A specialized B2B DSP like AccountInsight helps you combine targeting, first-party engagement, ad interactions, and web-wide research signals to build a complete, actionable picture of intent. 

By focusing your efforts on companies demonstrating buying signals, you’ll market smarter, close deals faster, and drive real growth – turning intent into revenue.