B2B Marketing Automation Play: Aligning with Your Audience’s Specific Interests 

The bad news: Generic marketing approaches are increasingly ineffective in today’s crowded market. Buyers are overwhelmed with content that fails to address their specific needs, leading to disengagement and missed opportunities.  

The good news: Your prospects are leaving behind valuable clues about their interests and challenges with every search query. And while you’ve always had access to valuable keyword intent data through 6sense, our Intelligent Workflows enable you to activate this data faster and more intuitively than ever before. 

Let’s explore the “keyword intent nurture” play that simplifies how you deliver consistent, personalized experiences across all your marketing channels — reducing setup time while increasing campaign effectiveness. 

The power of intent-based marketing 

For years, 6sense has provided access to valuable keyword intent data through the Signalverse™. Learn more about intent data in our comprehensive guide. 

The challenge has never been accessing this data — it’s been putting it to work efficiently. Previously creating keyword-based campaigns required: 

• Building complex technical configurations across multiple platforms, where marketers needed to create individual segments in separate interfaces, constantly closing and reopening screens to build related audiences 
• Manual coordination between advertising, email, and website teams, with each team working in isolation and struggling to maintain visibility into how segments were being used by others 
• Constant maintenance to ensure cross-channel consistency, requiring marketers to regularly check if segments were updating properly and syncing correctly across all systems 
• Specialized technical expertise that limited who could execute these campaigns, restricting campaign creation to those familiar with the nuances of segment building across multiple tools 

Intelligent Workflows eliminates these obstacles with an intuitive visual interface that allows marketers to design, implement, and measure keyword intent campaigns in a fraction of the time. What once required weeks of technical setup can now be implemented in hours — without specialized technical knowledge — while delivering more consistent experiences across all your marketing channels.  

Understanding keyword intent nurture 

The Keyword Intent Nurture play is about delivering tailored content and messaging based on the specific intent keywords that accounts are researching. Rather than needing to set up various audience segments for each group of keywords being researched, you can start with a single ICP segment and then use flowchart logic to determine which campaigns they get assigned to based on their keyword intent. 

Instead of bombarding prospects with generic messaging, you can deliver highly relevant content that addresses their interests. 

Making this possible with Intelligent Workflows 

Here’s how it works, in brief: 

1. Data Collection: The Signalverse continuously captures and identifies accounts researching your target keywords across the digital ecosystem, providing an unparalleled depth of intent data. It’s one of more than a trillion data points captured by the Signalverse every day. 
2. AI-Powered Insights: 6AI™ processes this vast dataset to determine which accounts are showing meaningful interest in specific keywords and alerts you to the accounts that are showing interest and match your ICP. 
3. Automated Execution: Intelligent Workflows turns these insights into coordinated actions across your marketing channels — whether it’s triggering personalized email nurtures, displaying relevant ads, or alerting sales teams. 

Key advantages of Intelligent Workflows include: 

• A visual canvas where you can see your entire campaign flow at a glance — from initial segment creation through decision nodes based on keyword intent, to final activation across all marketing channels. This eliminates confusion and makes complex campaigns accessible to team members across marketing functions. 
• As prospect interests evolve throughout their buying journey, Intelligent Workflows automatically adapts content delivery based on their most recent research behavior. 
• Ensure prospects receive the same targeted messaging across all touchpoints, creating a cohesive experience whether they’re seeing an email, visiting your website, or encountering a display ad. 
• Once you integrate your marketing stack with Intelligent Workflows, you can add or adjust GTM motions using a simple drag-and-drop interface to add new activations and adjust logic for when they should trigger. What once required weeks of technical setup and coordination can now be implemented in hours, allowing marketing teams to respond quickly to emerging keyword trends. 

Setting up your keyword intent nurture 

Implementing successful keyword intent nurture requires thoughtful planning and execution that involves these steps: 

1. Identify target keywords:  

Begin by determining which keywords signal meaningful purchase intent for your solutions. Focus on specific, high-value keywords that indicate active research rather than general industry terms.  
 
Pro tip: When configuring keyword intent triggers, you can choose from several powerful options: branded keywords, generic keywords, predefined keyword groups, or specific individual keywords. Most successful campaigns focus on one or two of these categories rather than mixing all types. 

2. Map content to keywords 

Align your existing content assets with specific keyword intent. Identify any content gaps that need to be filled to address all major keyword categories. 

3. Prep your campaigns 

Develop content templates that dynamically incorporate the specific keywords prospects are researching. Load these keyword-aligned campaigns into your marketing and sales channels (Google, LinkedIn, Marketo, Salesloft, etc.) 

4. Configure Intelligent Workflows 

Set up automated workflows that trigger when accounts show intent for your target keywords. 

• Create distinct trigger conditions based on keyword intent. For example, separate prospects researching “data integration” from those searching “analytics dashboards” to ensure relevance. 
• Establish timing parameters for follow-up actions 
• Create decision paths based on account characteristics and intent strength to determine which channels get activated. 

Cross-channel execution 

The power of keyword intent nurture is amplified when deployed consistently across multiple channels. Intelligent Workflows enables seamless cross-channel execution through: 

• Marketing automation: Automatically trigger personalized email sequences in platforms like Marketo based on keyword intent signals.  
• Advertising coordination: Simultaneously activate display advertising campaigns with messaging aligned to the same keyword intent. This creates consistency as prospects move between channels. 
• Sales enablement: Alert sales teams when high-value accounts show specific keyword intent, providing representatives with context about prospect interests before outreach. 
• Website personalization: Customize website experience based on the keyword visitors have researched, highlighting the most relevant products and content. 

With Intelligent Workflows, all team members can see exactly how segments are being used across channels. This helps teams stay in sync without constant meetings and manual coordination. Instead of having to check multiple platforms to understand which segments are being targeted — as well as where and how — marketers can view the entire campaign flow in one place, making it immediately clear which segments are active in Google, LinkedIn, or other marketing platforms. 

Measuring success 

The success of your keyword intent nurture campaign should be evaluated across multiple dimensions. 

• Engagement quality: Look beyond basic open and click rates to examine how deeply prospects engage with keyword-targeted content. Measure time spent with content, scroll depth, and return visits to assess true resonance. 
• Cross-channel consistency: Track how effectively your messaging maintains relevance across different platforms. Compare engagement rates between email, advertising, and website interactions for the same keyword-targeted segments. 
• Buying stage progression: Monitor the rate at which accounts showing specific keyword intent advance through buying stages compared to generic nurture programs.  
• Conversion rate optimization: Analyze how keyword intent nurturing affects conversion at each pipeline stage. Keep in mind that buyers typically respond better to different types of content depending on how deep they are in their buying journey. Here’s a guide to help you keep content aligned with buying stages so you can build trust and engagement.  
• Content performance by keyword category: Identify which content assets drive the strongest engagement for specific keywords, allowing you to double down on successful approaches and refine underperforming content.  

Best practices for optimization 

As your nurture campaign matures, optimization is critical for maintaining and improving its effectiveness. Intelligent Workflows doesn’t just enable automation — it provides a foundation for continuous refinement based on real performance data.  

• Begin with core intent keywords, then gradually expand to related terms as you identify new search patterns in your target accounts. 
• Regularly review which content assets drive the strongest engagement for each keyword category and apply these insights across your content library. 
• Analyze engagement patterns to determine the optimal cadence for follow-up communications and workflow logic. 
• Evaluate workflow run history to verify that accounts are moving through your nurture paths as expected and quickly identify any potential issues. 

Conclusion 

The keyword intent nurture play represents a powerful approach to creating personalized experiences that resonate with prospects’ specific interests and challenges. With the comprehensive data from the Signalverse, intelligent processing power of 6AI, and seamless execution capabilities of Intelligent Workflows, you can bridge the gap between knowing what prospects care about and delivering relevant experiences that move them through the buying journey faster. 

Don’t let valuable intent data go to waste. Learn more about Intelligent Workflows.