Inbound Insight Resources
Practical guides for building better B2C prospect audiences.
Explore website visitor identification, online intent data, predictive targeting, geographic targeting, audience personas and the strategies behind Conversion-Ready Audiences.
Each guide explains how the approach works, when to use it and what marketers should consider when evaluating solutions.
Learn how different audience strategies can help identify better prospects, recognize buying signals and improve direct marketing performance.
Website Visitor Identification
Learn how B2C website visitor identification works, how it differs from B2B identification, what information can be identified, and how anonymous website activity can become an actionable marketing audience.
Read the GuideIntent Data
Learn how online intent signals can help identify consumers actively researching or shopping for products and services—and how marketers can reach prospects while they are in-market.
Read the GuidePredictive Targeting
Understand how predictive models use customer data to identify prospects with higher conversion potential—and how predictive targeting differs from traditional demographic list selection.
Read the GuideGeographic Targeting
Learn why geographic distance and actual drive time can produce different results—and how multi-location matching can identify the most convenient locations for individual prospects.
Read the GuideAudience Personas & Personalization
Learn how data-driven personas reveal meaningful audience differences, how personas can be assigned to individual records, and how marketers can use those insights to personalize campaigns.
Read the GuideOverview: Pulling It All Together
See how In-Market, In-Profile, In-Territory and In-Sync work together—and how different audience signals can be combined to build stronger prospect audiences.
Read the GuideEffective prospect targeting requires more than selecting people who fit a broad demographic profile. Strong audiences combine signals that help answer four fundamental questions:
Are they looking for what you offer now?
Intent signals help identify consumers actively researching or shopping in relevant categories.
Do they look like people who are likely to convert?
Predictive modeling identifies characteristics associated with your best customers and applies those patterns to prospects.
Can they realistically buy from or visit you?
Geographic intelligence helps determine whether prospects fall within the appropriate market, service area or practical drive time.
Does the message fit the audience?
Audience insights and personas can help marketers align messaging, offers and creative with the people they are trying to reach.
Each of these signals answers a different audience question. See how In-Market, In-Profile, In-Territory and In-Sync can work together as part of a Conversion-Ready Audience strategy.
Explore Conversion-Ready AudiencesInbound Insight calls audiences that bring these signals together Conversion-Ready Audiences™.
Learn about Conversion-Ready AudiencesInbound Insight helps marketers determine which audience signals and targeting approaches make sense for their campaigns.