EXCLUSIVE
Course
Certification

Intent-Driven
Marketing

Reach buyers at the moment they're ready to act
A practical framework to identify, interpret, and act on intent signals so your outreach is always relevant, timely, and grounded in what buyers are actually doing
  • 3 lessons
  • 10 videos
  • 31 min
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of Intent-Driven Marketing. Shareable on LinkedIn

What you will learn

How to define intent in a B2B marketing context, understand what makes data meaningful, and recognize the core advantages of an intent-driven approach

How to identify credible sources of intent data, interpret different data types, and avoid the most common mistakes marketers make when working with intent signals
How to apply intent data to formulate a stronger ICP, generate and qualify higher-quality leads, and adapt content to match what your buyers actually need
How to build an intent-driven strategy that personalizes outreach, builds trust across the buyer journey, and improves conversion at every stage of the process

Course curriculum

Lesson 1

IDM Philosophy & Key Advantages

Intent-Driven Marketing is about using buyer behavior and other relevant trackable data to address the needs of prospects in your marketing strategy.
In this lesson, we will define what ‘intent’ means and consider how it can be used in B2B marketing. We will also discuss what makes data meaningful and the advantages of Intent Driven Marketing

Lesson 2

Intent data

Credible sources of data are crucial for effective Intent Driven Marketing. There are multiple options that B2B marketers can use for locating and analyzing relevant data.
In this lesson, we will discuss various examples and types of intent data to illustrate the broad scope of such options. We will also familiarize ourselves with the key mistakes that B2B marketers make in using data and ways to avoid them

Lesson 3

Use of intent data for generating and nurturing leads

There are three aspects of B2B marketing where the role of intent is crucial:
  • Formulating an Ideal Customer Profile
  • Generating and qualifying leads
  • Adapting content marketing to suit the needs of your clients
In this lesson, we will explore the application of intent data for all of them and how to formulate your own Intent Driven Strategy that suits your prospective clients and goals
  • 3 lessons
  • 10 videos
  • 31 min
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Dennis Yu

CTO, Blitz Metrics

Carson Spitzke

Founder, Spitz Solutions

Sharon Palermo

Director of Marketing, PowerOptions

Who is this for?

B2B marketers, sales professionals, and demand gen practitioners who want to move beyond guesswork and build campaigns grounded in real buyer behavior – reaching the right accounts with the right message at exactly the right moment