Intent data as brand marketing solution


The use of intent data as a solution in brand awareness creation has been a common practice in the marketing domain. Advancements in business intelligence driven by internet-based technologies has also enhanced use of intent data as a crucial business growth strategy. But whether the corporate goal of an organization is to redesign an existing equity to strengthen brand loyalty, or to reach a target audience with messaging and a visual identity that clearly differentiate the brand from its competitors, the effectiveness of branding strategy remains crucial to the actualization of sales and marketing objectives. Salesforce products are engineered to close the gap between business performance and profitability. And the company is increasing Research and Development (R&D) investment to strengthen its competitive advantages in the global market. Thus, notwithstanding the approach or methodology used in this paper, the result will help businesses—users of Salesforce CRM tools—to gain insight into the secrets of digital marketing and how to maximize web users’ data to achieve short-, medium- and long-term competitiveness. There are no doubts that metrics-driven business strategy is the Holy grail of business survivability in the twenty-first century and beyond. There is an increasing demand for AI across different industries, so the expectations and potentials are overwhelming.

This research on the “Prospects and Challenges of Using Intent Data to Increase Brand Awareness” has three key significances to CRM users, particularly the sales and marketing personnel handling brand identity development processes in their organizations. First, findings from this study will help organizational leaders, business managers and entrepreneurs to minimize risk with the understanding of brand perception (that is, having adequate, real-time knowledge of how consumers see a brand) to correctly analyse whether business strategy and visual identity resonate with target audience before product launch. Based on brand analysis results, negative feedbacks are taken into consideration and strategy, or design modified according to consumer demands thereby safeguarding against losses that could arise from damage control, lawsuits, or compensations.

Secondly, the research outcomes would empower the R&D departments because to take more confident design approaches. Although evidence-based studies can predict the future, sometimes correctly and at other times missing the point, intent data does deliver important and reliable insights into the ideas, feelings, and behaviour of consumers. As a result, the real-time information on web users’ activities empowers sales and marketing personnel, including CRM designers and clients, to confidently deliver unique solutions.

Lastly, this study is significant to startups because an average entrepreneur has a strong tendency to take the easy path in the absence of validated research. In other words, most people are afraid to integrate innovative business development strategies unless there are evidence-based studies backing up “assumptions” with both theoretical and practical precedents. Thus, findings from this research would explain how new business owners can measure or track returns on marketing investment to gain the confidence required to invest more resources in future marketing efforts.


The process of boosting brand awareness for old or new brands requires a sizeable investment and lots of work involving humans and technology. So, as with any business venture, there is no fail-proof guarantee against errors, risks, and losses. Likewise, this research on “The Prospects and Challenges of Using Intent Data to Increase Brand Awareness” analyses various data points (that is, points of interaction between humans and with technology) therefore both dependent variables have certain levels of reliability. This implies that evidence-based conclusions or inferences made by the author have certain levels of validity that require further testing.

However, as is permissible in studies involving humans, the author agrees that research outcome might be flawed due to other factors such as:

  • Confidentiality: Limited access to business intelligence data from Salesforce and its customers.
  • Funding: High cost of visiting research centres, libraries or purchasing relevant research materials, including huge expenses to be incurred from extensive telephone calls with research participants.
  • Participants: Research correspondents might have biased or sentimental opinions in their responses to direct questions, surveys or questionnaires about Salesforce or the research concepts. Moreover, there is a possibility that all questionnaires distributed to interested participants will not be returned thereby reducing the sample population size, and in turn, increasing the error margin.


Bhagat, R., Chauhan, V. and Bhagat, P. (2022), “Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing”, Foresight, Vol. ahead-of-print No. ahead-of-print.

Ethan Cramer-Flood (2021). “US Time Spent with Media 2021 Update: Pivotal Moments for TV, Subscription OTT, Digital Audio, and Social Media.” Insider Intelligence. Available Online at

Foroudi, P., Marvi, R., Foroudi, M.M., Ziyadin, S. and Munkhbat, S. (2020), “Against the Odds: Consequences of Social Media in B2B and B2C”, Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-Channel Marketing, Emerald Publishing Limited, Bingley, pp. 163-189.

Harlow, H.D. (2018), “Developing a knowledge management strategy for data analytics and intellectual capital”, Meditari Accountancy Research, Vol. 26 No. 3, pp. 400-419.

John B. (2022). “Why Salesforce Stock was Leading the Dow Jones Higher Today. The Motley Fool.

Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.. (2018), “Introduction: An Overview of the Current State of B2B Branding Research”, Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Bingley, pp. 1-7.

Mahmoud, A.B., Tehseen, S. and Fuxman, L. (2020), “The Dark Side of Artificial Intelligence in Retail Innovation”, Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Bingley, pp. 165-180

Nyström, A.-G., Törnroos, J., Koporcic, N. and Ivanova-Gongne, M. (2018), “Summary: Branding in the B2B Context and Future Challenges”, Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Bingley, pp. 219-229.

Paschen, J., Kietzmann, J., and Kietzmann, T.C. (2019), “Artificial intelligence (AI) and its implications for market knowledge in B2B marketing”, Journal of Business & Industrial Marketing, Vol. 34 No. 7, pp. 1410-1419.

Podoynitsyna, K., Snihur, Y., Thomas, L.D.W. and Grégoire, D.A. (2020), “Creating Meta-Narratives: How Analogies and Metaphors Support Business Model Innovation”, Sund, K.J., Galavan, R.J. and Bogers, M. (Ed.) Business Models and Cognition (New Horizons in Managerial and Organizational Cognition, Vol. 4), Emerald Publishing Limited, Bingley, pp. 135-167.

Salesforce Annual Report (2022).

Sharma, R. and Prasad, A. (2018), “Employer brand and its unexplored impact on intent to join”, International Journal of Organizational Analysis, Vol. 26 No. 3, pp. 536-566.

Varma, D. and Dutta, P. (2022), “Restarting MSMEs and start-ups post COVID-19: a grounded theory approach to identify success factors to tackle changed business landscape”, Benchmarking: An International Journal, Vol. ahead-of-print No. ahead-of-print.

Vasudevan, S., and Peter Kumar, F.J. (2019), “Changing realty: altering paths of brand discovery for real estate websites in India”, Property Management, Vol. 37 No. 3, pp. 346-366.

Wamba-Taguimdje, S.-L., Fosso Wamba, S., Kala Kamdjoug, J.R. and Tchatchouang Wanko, C.E. (2020), “Influence of artificial intelligence (AI) on firm performance: the business value of AI-based transformation projects”, Business Process Management Journal, Vol. 26 No. 7, pp. 1893-1924.

Wheeler, A.R. and Buckley, M.R. (2021), “The Current and Future States of Automation, Artificial Intelligence, and Machine Learning”, HR without People? (The Future of Work), Emerald Publishing Limited, Bingley, pp. 29-44.

One thought on “Intent data as brand marketing solution

Leave a Reply