Shifting the Focus
From Website Visitors to Identifying Individual Prospects within your ICP who are In-Market
The latest high-momentum technology in marketing focuses on identifying the individuals visiting your website. The premise is simple: potential buyers researching your solutions on your site represent high-quality leads you should prioritize, even if they remain anonymous. However, while these visitors are valuable for your top-of-funnel strategy, they only make up a fraction of your potential audience—limited to those who have already discovered your brand.
But what about the far larger universe of potential customers who haven’t yet landed on your website? They’re out there, actively researching solutions to their business challenges, but they may not know your company exists—or they might not associate your brand with the solution they need.
This is where the game changes. The real opportunity lies in resolving the identities of those
off-domain prospects: the actual individuals with the right titles that are in your target accounts, anonymously conducting research on the problems you solve.
ABM and Buyer Intent Solutions: The Gap in the Funnel
Legacy Account-Based Marketing (ABM) and buyer intent platforms have fallen short. While they’ve helped narrow the focus by identifying in-market companies, they remain suboptimal. These tools rely on aggregated signals to show which organizations are researching solutions related to your offerings. Though groundbreaking at the time, they still leave a critical gap:
identifying the specific individuals within the buying group conducting the research—especially early in the buying cycle.
Without this clarity, sales teams are left guessing who’s driving the interest, often engaging too late in the process when prospects have already shortlisted vendors. Timing is everything. Studies show that the first vendor to engage a potential customer wins the deal 60% of the time.
Resolving Individual Buyer Intent: The Next Frontier
The latest technology is unlocking a new level of buyer intent precision: identifying the individual buyers actively searching for solutions online. By analyzing off-domain intent signals, these tools can pinpoint the specific people within a buying group of the ICP prospective account, who are researching your solution categories.
Here’s why this matters:
Target the Right Individuals: Instead of relying on broad account-level insights, you can identify the individuals who are part of the buying group and demonstrating intent, ensuring your sales teams have coverage for all relevant personas within the account.
Engage Early in the Buying Journey:
Engaging with the influencers at the start of the buying cycle enables you to position your brand as a trusted partner, significantly increasing your chances of making the vendor selection short list. No longer does the sales team need to spend valuable time trying to identify who is doing the research.
Personalized Engagement at Scale: Knowing the personas within the buying group who are conducting the research allows marketing teams to deliver hyper-targeted content and sales teams to craft personalized outreach strategies. It is no longer about generic pitches or email sequences—it is about delivering contextual messages to the levels within the buying group as they are anonymously researching solutions.
From Reactive to Proactive: The Competitive Advantage
The businesses adopting individual-level intent identification are flipping the script. By proactively identifying potential buyers earlier than ever before, they are engaging buyers at the right moment within the buying cycle and building stronger brand awareness with key influencers and decision-makers. This is not just a shift in tools; it is a shift in mindset. It is about focusing your marketing and BDR/SDR tactics to those that are in market vs engaging in generic outreach campaigns against lists of companies within a target market!
The Future of Buyer Intent
While website visitor data will always be valuable, the bigger opportunity lies in understanding who is searching for solutions off-domain. The ability to resolve individual buyer intent signals marks the beginning of a new era in demand generation.
As these technologies mature, businesses that adopt them early will have a distinct advantage—engaging buyers earlier and winning more deals. The future of marketing and sales is here, and it’s laser-focused on identifying and activating the individuals driving the buying process.
Shifting the Focus
From Website Visitors to Identifying Individual Prospects within your ICP who are In-Market
Todd Abbott, Co-Founder & CEO
The latest high-momentum technology in marketing focuses on identifying the individuals visiting your website. The premise is simple: potential buyers researching your solutions on your site represent high-quality leads you should prioritize, even if they remain anonymous. However, while these visitors are valuable for your top-of-funnel strategy, they only make up a fraction of your potential audience—limited to those who have already discovered your brand.
But what about the far larger universe of potential customers who haven’t yet landed on your website? They’re out there, actively researching solutions to their business challenges, but they may not know your company exists—or they might not associate your brand with the solution they need.
This is where the game changes. The real opportunity lies in resolving the identities of those
off-domain prospects: the actual individuals with the right titles that are in your target accounts, anonymously conducting research on the problems you solve.
ABM and Buyer Intent Solutions: The Gap in the Funnel
Legacy Account-Based Marketing (ABM) and buyer intent platforms have fallen short. While they’ve helped narrow the focus by identifying in-market companies, they remain suboptimal. These tools rely on aggregated signals to show which organizations are researching solutions related to your offerings. Though groundbreaking at the time, they still leave a critical gap:
identifying the specific individuals within the buying group conducting the research—especially early in the buying cycle.
Without this clarity, sales teams are left guessing who’s driving the interest, often engaging too late in the process when prospects have already shortlisted vendors. Timing is everything. Studies show that the first vendor to engage a potential customer wins the deal 60% of the time.
Resolving Individual Buyer Intent: The Next Frontier
The latest technology is unlocking a new level of buyer intent precision: identifying the individual buyers actively searching for solutions online. By analyzing off-domain intent signals, these tools can pinpoint the specific people within a buying group of the ICP prospective account, who are researching your solution categories.
Here’s why this matters:
Target the Right Individuals: Instead of relying on broad account-level insights, you can identify the individuals who are part of the buying group and demonstrating intent, ensuring your sales teams have coverage for all relevant personas within the account.
Engage Early in the Buying Journey:
Engaging with the influencers at the start of the buying cycle enables you to position your brand as a trusted partner, significantly increasing your chances of making the vendor selection short list. No longer does the sales team need to spend valuable time trying to identify who is doing the research.
Personalized Engagement at Scale: Knowing the personas within the buying group who are conducting the research allows marketing teams to deliver hyper-targeted content and sales teams to craft personalized outreach strategies. It is no longer about generic pitches or email sequences—it is about delivering contextual messages to the levels within the buying group as they are anonymously researching solutions.
From Reactive to Proactive: The Competitive Advantage
The businesses adopting individual-level intent identification are flipping the script. By proactively identifying potential buyers earlier than ever before, they are engaging buyers at the right moment within the buying cycle and building stronger brand awareness with key influencers and decision-makers. This is not just a shift in tools; it is a shift in mindset. It is about focusing your marketing and BDR/SDR tactics to those that are in market vs engaging in generic outreach campaigns against lists of companies within a target market!
The Future of Buyer Intent
While website visitor data will always be valuable, the bigger opportunity lies in understanding who is searching for solutions off-domain. The ability to resolve individual buyer intent signals marks the beginning of a new era in demand generation.
As these technologies mature, businesses that adopt them early will have a distinct advantage—engaging buyers earlier and winning more deals. The future of marketing and sales is here, and it’s laser-focused on identifying and activating the individuals driving the buying process.
Shifting the Focus
From Website Visitors to Identifying Individual Prospects within your ICP who are In-Market
The latest high-momentum technology in marketing focuses on identifying the individuals visiting your website. The premise is simple: potential buyers researching your solutions on your site represent high-quality leads you should prioritize, even if they remain anonymous. However, while these visitors are valuable for your top-of-funnel strategy, they only make up a fraction of your potential audience—limited to those who have already discovered your brand.
But what about the far larger universe of potential customers who haven’t yet landed on your website? They’re out there, actively researching solutions to their business challenges, but they may not know your company exists—or they might not associate your brand with the solution they need.
This is where the game changes. The real opportunity lies in resolving the identities of those
off-domain prospects: the actual individuals with the right titles that are in your target accounts, anonymously conducting research on the problems you solve.
ABM and Buyer Intent Solutions: The Gap in the Funnel
Legacy Account-Based Marketing (ABM) and buyer intent platforms have fallen short. While they’ve helped narrow the focus by identifying in-market companies, they remain suboptimal. These tools rely on aggregated signals to show which organizations are researching solutions related to your offerings. Though groundbreaking at the time, they still leave a critical gap:
identifying the specific individuals within the buying group conducting the research—especially early in the buying cycle.
Without this clarity, sales teams are left guessing who’s driving the interest, often engaging too late in the process when prospects have already shortlisted vendors. Timing is everything. Studies show that the first vendor to engage a potential customer wins the deal 60% of the time.
Resolving Individual Buyer Intent: The Next Frontier
The latest technology is unlocking a new level of buyer intent precision: identifying the individual buyers actively searching for solutions online. By analyzing off-domain intent signals, these tools can pinpoint the specific people within a buying group of the ICP prospective account, who are researching your solution categories.
Here’s why this matters:
Target the Right Individuals: Instead of relying on broad account-level insights, you can identify the individuals who are part of the buying group and demonstrating intent, ensuring your sales teams have coverage for all relevant personas within the account.
Engage Early in the Buying Journey:
Engaging with the influencers at the start of the buying cycle enables you to position your brand as a trusted partner, significantly increasing your chances of making the vendor selection short list. No longer does the sales team need to spend valuable time trying to identify who is doing the research.
Personalized Engagement at Scale: Knowing the personas within the buying group who are conducting the research allows marketing teams to deliver hyper-targeted content and sales teams to craft personalized outreach strategies. It is no longer about generic pitches or email sequences—it is about delivering contextual messages to the levels within the buying group as they are anonymously researching solutions.
From Reactive to Proactive: The Competitive Advantage
The businesses adopting individual-level intent identification are flipping the script. By proactively identifying potential buyers earlier than ever before, they are engaging buyers at the right moment within the buying cycle and building stronger brand awareness with key influencers and decision-makers. This is not just a shift in tools; it is a shift in mindset. It is about focusing your marketing and BDR/SDR tactics to those that are in market vs engaging in generic outreach campaigns against lists of companies within a target market!
The Future of Buyer Intent
While website visitor data will always be valuable, the bigger opportunity lies in understanding who is searching for solutions off-domain. The ability to resolve individual buyer intent signals marks the beginning of a new era in demand generation.
As these technologies mature, businesses that adopt them early will have a distinct advantage—engaging buyers earlier and winning more deals. The future of marketing and sales is here, and it’s laser-focused on identifying and activating the individuals driving the buying process.
