A lot of early-stage marketing misses the mark when it’s sole focus is on pushing a call to action instead of understanding why someone would take action in the first place.
Just because someone could be interested doesn’t mean they’re ready to buy. That’s where intent-driven marketing comes in—it’s not about shouting louder, it’s about tuning in. Finding those already looking for a solution, and showing up with the right message at the right moment.
Awareness ≠ Demand
So often founders spend money that they don’t have on hiring marketing agencies to run their ads, social posts, and content everywhere. And sure, people might notice you… but that doesn’t mean they’re signing up or buying.
Why? Because just being aware of your product isn’t the same as being ready to act.
That’s where intent-driven marketing changes the game. Instead of guessing or burning time and money on trial and error, take a step back and invest in understanding why people buy.
Start by asking: Who’s already raising their hand? Who’s showing signs they’re ready to take the next step?
What Is Intent, Really?
Intent is a behavioral clue that someone is actively exploring, researching, or solving a problem now.
It shows up in things like:
- Search terms (“best project management tool for remote teams”)
- Actions (signing up for a waitlist, visiting pricing pages, reading comparison articles)
- Engagement patterns (opening multiple emails, revisiting your product pages, asking pre-sale questions)
These are not just random users. These are buyers in motion. You don’t have to convince them they have a problem, you just have to show them why you’re the best solution.
How to Find and Target High-Intent Audiences
- Start with Problem-Aware, Not Just Market-Aware Users
Focus your messaging and targeting on people who already understand they have a need. Create content or campaigns that speak directly to their “in-market” mindset. - Use Search and Behavioral Signals
Leverage SEO, retargeting, and intent-based ad strategies (like Google Search or LinkedIn job titles + action filters). These platforms can surface signals that indicate purchase-readiness. - Track On-Site Behavior
People who spend time on your pricing page, open comparison sheets, or attend webinars are showing intent. Build campaigns that follow up with those users directly. - Tailor Your Message to Decision Stage
Don’t serve “What is X?” content to someone searching for “Top X tools for Y.” Match your CTA and content to their intent stage—consideration or conversion.
Why Intent-Driven Marketing Works Better for Startups
Early on, you don’t have the budget to spray content across every channel. You need precision. You need ROI. You need early wins to build investor confidence and revenue runway.
Intent-driven marketing helps you:
- Spend less, but convert more
- Learn faster from your real buyers
- Build credibility through quality engagement (not just vanity metrics)
It’s an intentional, no-fluff approach that helps you cut through the noise and actually get results you can build on.
In Summary: Intent Tells You Who’s Ready Not Just Who’s Interested
In early-stage growth, it’s not enough to be known. You have to be chosen.Intent is how you find the people ready to choose you today and learn how to rinse and repeat it
Want help building an intent-driven marketing strategy that actually works?
Our workshops are designed to help early-stage teams identify their real customers, prioritize where to market, and stop wasting money on the wrong audiences.