How do you use intent data to inform campaign strategy?

Intent data is woven into every stage of our campaign planning process.

Before launch, we’ll use insights from our Buyer Intelligence platform, Pelago, to identify which audience segments are actively researching relevant solutions and what topics resonate most. This ensures campaigns start with precision targeting and content relevance built in.

During delivery, intent insights help inform optimisation decisions by revealing how audiences engage with campaign content and where interest is growing.

The data provides visibility into performance trends, showing which messages and assets resonate most and which areas may need refinement.

These insights are then applied to future campaigns to enhance audience selection, creative strategy, and investment decisions.

This creates a continuously learning feedback system where each campaign becomes smarter over time, enabling faster activation, higher engagement, and stronger lead quality.

You may be wondering:

• What types of intent signals do you track?
• What makes your intent data different from other providers?
• How do you activate intent insights to improve campaign performance?