Why Intent Matters
TL;DR
Intent turns a giant addressable market into a short, prioritized list of real people who are actively looking. When you can tie channel signals (email, ads, LinkedIn, content) to a known visitor on your site, you know who to call, what to say, and when to say it. Score your TAM, run campaigns, wait for intent to appear, and then follow up with a personalized microsite to convert curiosity into meetings.
What "intent" looks like (fast tour)
Think of intent as proof of interest across channels. A few common sources:
On-site behavior (first-party)
Pricing/demo/security pages, integration docs, calculators, case studies, long time-on-page, repeat visits, multiple stakeholders from the same domain.
Replies, link clicks, multiple opens, forwarded messages (new opens from same account), calendar link views.
Ad/video engagement, profile views, DMs, event RSVPs, form fills.
Search and content
Organic visits to competitor/feature keywords, blog deep dives, gated downloads, webinar attendance.
Paid
High-intent keyword clicks, branded search, remarketing view-through + direct visit within 24–72 hours.
Reverse-IP / pixel tools
Identify which company -and often which person/role -visited, so you can tie interest to a specific account and owner.
Each event by itself is a hint. Combined across channels and mapped to a real visitor, it is a signal strong enough to prioritize sales time.
Why sales should care
-Focus: Reps work the smallest, warmest list instead of burning hours on cold names. -Timing: You reach buyers while the problem is top of mind (they just read pricing...). -Message-market fit: You tailor outreach to the pages they touched and questions they showed you. -Lower CAC, faster cycle: Fewer touches to first reply, fewer back-and-forths to a booked meeting.
The simple playbook (that compounds)
Score your entire TAM (yes, all of it).
Use a lightweight rubric: +20 ICP fit, +30 pricing/demo, +15 return visit, +10 multi-visitor account, -15 instant bounce.
We provide a free lead scoring tool later in the course to automate this out of the box.
Run campaigns to the accounts you want (email, LI, content, ads).
Keep creative aligned to pains your ICP actually searches for.
Wait for intent to appear in your logs.
Match visits back to campaigns to see what worked.
Trigger follow-ups only when there is a real signal.
-Hot (65+): alert the owner + generate a microsite tailored to the company and role; send via email/DM. -Warm (40–64): add to drip and retarget with the same narrative. -Observe (<40): keep an eye on the account; do not waste rep cycles yet.
Close the loop.
Measure: intent -> microsite views -> replies -> meetings. Double down on the angles that move.
Why microsites are the perfect intent follow-up
-Control the narrative: One page that speaks to their role, their stack, their numbers. -Zero friction: No hunting around your website; the answer is right there with one clear CTA. -Memorable: It feels made for them, which is rare -so they engage longer and reply more.
Practical examples
-Cold email -> website visit: Director of Ops hits integration docs. Send a microsite that opens with the system map they use, plus a 3-minute explainer and a case study in their industry. -LinkedIn ad click -> pricing view -> repeat visit: CFO persona with cost focus. Microsite headline = "How to cut $X in 90 days," include a calculator and ROI story. -Multiple visitors same account: Spin up a consensus page with short sections for Finance, RevOps, and IT; book a joint call.
Guardrails (do this right)
-Be helpful, not creepy: Reference topics and outcomes, not "I saw you on Page X at 2:03pm." -Give a reason to meet: Calculator, benchmark, short audit, or mini-pilot -something useful. -Respect high-value targets: Even if they are not showing intent yet, top accounts still deserve proactive outreach -but use the same microsite-first approach.
Bottom line
Intent data reduces the distance between outreach and a meeting. Score your market, watch for real signals, and respond with a page that does the homework for them. That combination -intent + microsite -is how you win attention in a noisy outbound world.