In our recent blog looking at upcoming B2B trends, we identified that intent data would become increasingly important, allowing partner marketers to improve attribution by tracking partner-driven conversions, optimising outreach timing based on real-time engagement signals and enhancing personalisation by tailoring messaging to buyer interests.

A 2025 report published by gitnux.org supports this and states that:

– 67% of the buyer’s journey is now done digitally.

– 95% of B2B buyers want to engage with sales teams only after they have completed significant research.

– Leads who are nurtured with relevant content make 47% larger purchases than non-nurtured leads.

These powerful stats highlight the growing importance of intent data. Buyers are signalling their interests through digital behaviours long before direct engagement, making real-time insights crucial for effective outreach.

The evolution of intent data in partner marketing

In the past, partner marketers relied on traditional lead scoring and broad segmentation to identify potential buyers. While effective to some degree, these methods often failed to capture the nuances of real-time buyer behaviour. Intent data emerged as a solution, initially providing insights through behavioural patterns such as past purchases or engagement history. However, the rapid adoption of digital-first interactions has shifted the focus to real-time intent signals, allowing marketers to move beyond reactive strategies and engage buyers at the exact moment their interest peaks.

The ability to scale intent data has transformed partner marketing from a static process into a dynamic, intelligence-driven approach.

Tailoring your messaging based on buyer signals

When a prospect engages with relevant content, such as researching solutions, attending a webinar, or interacting with a competitor’s website, these signals provide a clear window into their intent. Acting swiftly on these insights can mean the difference between nurturing a lead and losing them to a competitor.

Having the tech to be able to identify these signals is just the first step, but if you don’t deliver the right message to the right customer at the right time, your efforts are wasted.

That’s where we come in! The team at Coterie are experts in delivering partnership focused, clear & tailored messaging to personas at different stages of the buying journey.

We can…

If this is an area you’d like to learn more about, and discuss how we can help tailor your messaging content and delivery, please contact the team here: [email protected]