Revenue Champions 76: What is declared intent and how to drive more of it (with Gaetano DiNardi, Growth Advisor at Cognism)
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Dec 14, 2022 
Gaetano DiNardi, growth advisor and former VP of Growth with deep B2B marketing experience, explains declared intent versus assumed intent. He covers what counts as declared intent and why intent data and traffic source differentiation matter. He outlines demand-capture tactics, ungating content, and how to structure marketing teams to boost sales productivity.
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Warm Outbound With Intent Data
- Use intent data to warm outbound by identifying behavioral surges like repeated pricing page visits from target accounts.
- Then coordinate sales and marketing outreach tailored to that account instead of blind cold outreach.
Separate Capture And Create Mindsets
- Separate demand capture (problem-aware, solution-seeking) from demand creation (awareness/education) and measure them differently.
- Demand capture yields higher close rates, shorter cycles and clearer lead-to-win metrics.
Cover Bottom Funnel Before Top Funnel
- Prioritize demand capture channels before heavy top-of-funnel spend to capture declared intent.
- Focus on bottom-funnel SEO, paid search, review sites, affiliate/aggregator sites, and intent-data signals for high-intent queries.