From a spray-and-pray approach to a sniper-like focus on the right people at the right time. 

The modern marketing and sales landscape is undergoing a seismic shift. The approach of creating lists of target accounts and pushing them into email campaigns or into the Business Development Representatives’ (BDRs) call sheets is not as effective as it needs to be. It is a numbers game, and the results often speak for themselves: high effort, low conversion rates, and you need to get lucky to engage buyers at the earliest stages of their journey. 

Legacy Account-Based Marketing (ABM) platforms, once heralded as groundbreaking to identify who is a buying cycle, have now entered the trough of disillusionment to reference the Gartner Hype Curve. Traditional ABM platforms rely on aggregated signals at the account level—monitoring intent data tied to an IP address that is then associated with the company. While there was great excitement with this capability, it often identified companies that were well down the buying journey while you were left trying to identify and connect with the buying group as they were making the vendor selection. If you were able to identify who the high-intent individuals were in the account, you often learned your competitors already had a seat at the table. 

Enter Individual-Level Buyer Intent 

The game changes when intent can be identified and resolved at the individual level. With advanced technologies that analyze online behavior, businesses can now pinpoint specific individuals demonstrating high intent for a particular solution or product early in the buying cycle. This shift marks a new paradigm in the lead generation processes —one where marketing and sales focus solely on the individuals actively in-market for the solutions they offer. 

Here is how this transforms the traditional funnel: 

• Early Activation: Instead of waiting for broader company-level intent signals to trickle in, individual intent identification allows marketing and sales teams to engage potential buyers the moment they begin their research. This ensures the marketing activation tactics educate the values of your brand to be in their vendor consideration from the start. 
• Precision Targeting: With insights into specific individuals’ behaviors, the complete buying group is identified, and campaigns can be hyper-personalized based on the executive level and what competitive solutions they are researching. 
• Efficiency for Sales Teams: No more mass cold outreach. BDRs can focus their time and energy on individuals who are already demonstrating buying intent, significantly improving their productivity and success rates. The high intent prospects represent true qualified leads to feed your demand generation activation processes. 
• Dynamic Engagement:  With individual intent data, marketing teams can create dynamic, highly relevant content experiences that nurture buyers based on their unique journey—whether it’s a white paper tailored to their exact pain points, a webinar addressing their stage in the decision-making process or competitive differentiation based on the competitors they are researching. 

Breaking Free from the “Old World” 

In the old world of demand generation, success relied on crafting extensive lists of target accounts and hoping the right individuals would eventually raise their hands. The new world flips this on its head. By leveraging individual intent data, marketing and sales teams move from a spray-and-pray approach to a sniper-like focus on the right people at the right time. 

This shift does not just improve efficiency—it fundamentally changes how organizations think about the top of the funnel. Instead of broad, untargeted outreach, the focus is on genuine, timely engagement with individuals who are already in-market. This capability represents the next wave of innovation in B2B marketing and sales, offering a path to better-qualified leads, higher conversion rates, and a more efficient revenue engine. 

The shift is clear: the future belongs to those who can resolve buyer intent at the individual level. Organizations ready to embrace this paradigm change will not only stay competitive—they will lead the charge in a new era of demand generation. 

Option #2 

Individual-Level Buyer Intent Changes the Demand Generation Game -- by identifying the buying group members of the 10% of your target market that are in market!  

The modern marketing and sales landscape is undergoing a seismic shift. The approach of creating lists of target accounts and pushing them into email campaigns or into the outbound call sequence is not as effective as it needs to be. It is a numbers game, and the results often speak for themselves: high effort, low conversion rates, and you need to get lucky to engage buyers at the right time as they are researching vendor options. 

Legacy Account-Based Marketing (ABM) and Buyer Intent platforms, once heralded as groundbreaking to identify who is in a buying cycle, have now entered the trough of disillusionment to reference the Gartner Hype Curve. Traditional ABM platforms rely on aggregated signals at the account level—monitoring search signals tied to an IP address that is then associated with a company. While there was great excitement with this capability, it often identified companies that were well down the buying journey while you were left trying to identify and connect with the buying group as they were making the vendor selection. If you were able to identify who the high-intent individuals were in the account, you often learned your competitors already had a seat at the table. 

Enter Individual-Level Buyer Intent  

The game changes when intent can be identified and resolved at the individual level. With advanced technologies that analyze online behavior, businesses can now pinpoint the 10% of your target market that is in a buying cycle along with the specific individuals demonstrating the high intent buying behavior. This shift marks a new paradigm in the lead generation processes —one where marketing and sales starts with a hyper focus solely on the individuals actively in-market for the solutions they offer. No more time wasted qualifying poor quality MQLs at the top of funnel and the focus now shifts aligned execution on selling your brand to relevant prospects. 

Here is how this transforms the traditional funnel:  

• Early Activation: Instead of waiting for broader company-level intent signals to trickle in, individual intent identification allows marketing and sales teams to engage potential buyers the moment they begin their research. This ensures the marketing activation tactics educate the values of your brand to be in their vendor consideration from the start. 
• Precision Targeting: With insights into specific individuals’ behaviors, the complete buying group is identified, with engagement and campaigns now being hyper-personalized based on the executive level and what competitive solutions they are researching.   
• Efficiency for Sales Teams: No more mass cold outreach. BDRs can focus their time and energy on individuals who are already demonstrating buying intent, significantly improving their productivity and success rates. The high intent prospects represent true qualified leads that are conversation ready, to feed your demand generation activation processes.   
• Dynamic Engagement:  With individual intent data, marketing teams can create dynamic, highly relevant content experiences that nurture buyers based on their unique journey—whether it’s a white paper tailored to their exact pain points or competitive differentiation based on the competitors they are researching. 

Breaking Free from the “Old World”  

In the old world of demand generation, success relied on crafting extensive lists of target accounts and hoping the tactics reached a buyer researching potential solutions to solve their business problem. The new world flips this on its head. By leveraging individual intent data, marketing and sales teams move from a spray-and-pray approach to a sniper-like focus on the right people at the right time.   

This shift does not just improve efficiency—it fundamentally changes how organizations think about the top of the funnel. Instead of broad, market targeted outreach, the focus is on genuine, timely engagement with individuals who are already in-market. The shift is aligning marketing and sales tactics to convert vs tactics to identify who may be in-market. This capability represents the next wave of innovation in B2B marketing and sales, offering a path to better-qualified leads, higher conversion rates with improved execution, and a more efficient revenue engine. 

The shift is clear: the future belongs to those who can resolve buyer intent at the individual level. Organizations ready to embrace this paradigm change will will lead the charge in a new era of demand generation. 

Understanding your prospective customers' behavior is the key to driving new customer growth. Our article explores actionable insights on how CMOs and CROs can leverage customer data effectively to optimize marketing strategies and boost revenue. Discover the top analytics tools, practical tips for segmentation, and real-world success stories that highlight the impact of informed decision-making. 

Check it out here: https://www.delivr.ai/