What is intent

At Delivr.ai, intent is treated as a data-driven signal that an account or person is actively researching, evaluating, or preparing to buy. It combines multiple types of behavioral data across the web and first-party sources into a single, normalized score and topic classification.

Key Characteristics of Intent in Delivr.ai

  • Topic-Level Granularity:
    Intent is tied to specific topics (e.g., “Web Accessibility,” “Zero Trust,” “Privileged Access Management”) so you know exactly what a company or person is researching.

  • Strength / Surge Scoring:
    Accounts are classified by intent strength (High, Medium, Low), or given a percentage score showing how much their behavior exceeds their normal baseline.

  • Dynamic & Real-Time:
    Intent is refreshed regularly so marketing and sales teams can respond to surges while they’re happening — not months later.

How to Use Intent in Marketing for Account Nurture

Delivr.ai (and similar platforms) turn intent from a passive signal into active marketing triggers. Here’s how to put it into action for nurture:

1. Segment Accounts by Intent

  • Build Intent Groups:
    In Delivr.ai, you’d create an Intent+ group filtering for:

    • Topic = the area you care about (e.g., “Identity Governance”)

    • Strength = High or Medium

  • Result: A daily list of contacts and accounts actively researching this topic.

2. Prioritize Outreach

  • Scoring & Ranking:
    Sort accounts by strength or percentage score to focus on the highest-intent contacts first.

  • Use in Account Nurture and Advertising:
    Automatically send high-intent contacts to your nurture campaigns and advertising retargeting efforts.

3. Trigger Role-Specific Nurture

  • Personalize Messaging by Buying Group:
    Combine intent with persona data (Decision Maker, Influencer, Gatekeeper).

    • CISO: Send thought-leadership content about security risks.

    • IT Admin: Send technical implementation guides or integration documentation.

  • Multithread: Hit multiple roles at the same account at once to build consensus.

4. Activate Dynamic Content

  • Email Nurture / Retargeting:
    If an account surges on “Web Accessibility,” automatically send them:

    • A short email with an accessibility best practices guide

    • A follow-up with a customer case study

    • Examples of how to solve their pain points with your product

  • Website Personalization:
    Show intent-aligned banners or CTAs when they visit your site (“See How Our Solution Improves Accessibility Compliance”).

5. Align Ads with Intent

  • Run intent-based retargeting ads only to high intent contacts to increase ad spend efficiency.

  • Customize ad creative to match the topic they are surging on (e.g., show “Automate SOX Compliance” messaging to accounts researching SOX).

6. Measure and Optimize

  • Track how accounts that received nurture during intent surges convert from top of funnel (MAL → MQL → SQL).

  • Adjust thresholds based on budget and audience size to target the highest intent contacts.

Key Takeaways

  • Intent = timing advantage. It surfaces when accounts are in-market before they fill out a form.

  • Deliver.ai makes it actionable. You’re not just collecting intent — you’re using it to trigger ads, emails, and sales alerts automatically.

  • Nurture becomes contextual and timely. Instead of generic drip campaigns, you give each account the content they need exactly when they need it.