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B2B intent-based advertising · Marketing

Your ads should reach the companies already looking for what you sell, not everyone with a job title.

A plant head searches for a supplier of industrial gearboxes. A finance manager reads two pages about your accounting software and leaves. Neither has filled a form, but both have told the internet something about what they need.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

An advertising analyst and salesperson review company research signals and audience notes

In one paragraph

B2B intent-based advertising shows ads to companies and buyers whose searches, site visits or engagement suggest they are researching what you sell. GullySales picks the signals worth paying for, builds the audiences and keyword lists, runs the ads, and agrees with your sales team what happens when a signal turns into a reply.

Intent-based advertising acts on that. It uses what a buyer typed into search, which pages they read, which of your posts or videos they watched, and which accounts your team already wants. An intent signal is a sign of interest, not a decision to buy. Some researchers are students, some are competitors, and some are comparing five suppliers.

This page covers the signal-led ads. If your first problem is choosing the accounts, account-based marketing is the better fit. If you only want to reach people who already visited your site, see retargeting and remarketing. If you need one platform run well, the LinkedIn advertising and Google Ads pages cover that.

Who it is for

This is written for you if these sound familiar.

  • Manufacturers and equipment suppliers whose buyers search by specification or part before they ask for a quotation
  • Software and IT services firms selling to companies that research on Google and LinkedIn for weeks before a demo
  • Professional and consulting firms with a clear buyer role to reach, such as a finance head or a plant manager
  • Companies with a customer or enquiry list, a CRM and a sales team that will answer within the working day
  • Firms already buying clicks that want to know which clicks came from companies worth a call

Not for

It is not the right fit if.

  • Businesses that sell to the public in one town, where local search or Meta ads reach the buyer more directly
  • Companies with no one to call a company that shows interest, because a signal nobody follows up is wasted spend
  • Owners who expect a purchased intent list to deliver ready buyers. No list does that, and we will not promise it

The problem

Does this sound like your business?

Common situations this work addresses.

  • “We get clicks, but not from companies we could sell to”

    Broad keywords and wide job-title targeting bring students, job seekers and suppliers. Your budget is spent before a buyer sees the ad.

  • “The visitor was a company, but we never knew which”

    Your site records visits, not the company behind them. Without a record of the signal, sales cannot tell a researching buyer from a stray click.

  • “Our list and our ads do not meet”

    The customer list sits in a spreadsheet and the ads run on a separate audience. Nobody has uploaded the list, removed current customers, or checked the consent behind it.

  • “Marketing calls it interest, sales calls it noise”

    A company opened three pages and sales rang with a pitch. The buyer had been comparing prices for a different product.

What we do

The work we can include.

Each deliverable and the purpose it serves. Your written scope confirms what is included, who is responsible, and what it costs.

  1. Intent signal map

    A written list of the signals we will act on: search terms, pages read, videos watched, lists you hold, and accounts you name. Each signal is marked as strong, weak or ignored, with the reason.

  2. Keyword and negative keyword list

    Search terms grouped by buyer need, with the terms that attract students, job seekers and resellers excluded. You review it before any spend.

  3. Audience build sheet

    The website-visitor, engagement, company-list and contact-list audiences on each platform, with source, membership window and the customers and open deals excluded.

  4. Tracking and tag check

    The ad platform tags and conversion events tested on your enquiry and demo pages, so a signal and the enquiry that follows can be joined.

  5. Consent and list-source note

    A record of where each uploaded list came from and what visitors were told, with questions for your own adviser. Lists without a clear source are held back.

  6. Signal-to-sales handover sheet

    What sales sees when a signal turns into a reply: the company, the page or ad behind it, the role, and the agreed next call. It sits in your CRM or sheet.

  7. Ads, landing pages and offers

    Ads written for the buyer's stage, such as a specification guide for an early researcher and a site-visit or demo invitation for someone nearer a decision.

How the result is measured

  • Enquiries traced to each signal type
  • Share of replies from companies your team accepts as a fit
  • Meetings and quotations from signal-led replies
  • Confirmed orders linked to a signal, where records allow
  • Media cost per accepted enquiry
  • Time from signal to first sales call

Recorded as a baseline before work starts, so every later report has an honest comparison.

Before you decide

Agree the work. Know how to judge it.

B2B intent-based advertising: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

State the buyer group, catchment, and dates that matter to the offer. Ask for the proposed inventory and available evidence about its audience, with the source and date shown.

Make the scope clear

Agree the exact placements, formats, booking period, and proof of delivery. Separate media charges from design, production, permissions, and installation where these apply.

Check the work in use

Compare delivery evidence with the agreed booking and record enquiries through a distinct response route where practical. Treat audience estimates separately from measured responses.

Know when to change course

Do not buy a placement only because it is discounted. If the location or audience does not fit the buyer, revisit the plan before committing production costs.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the B2B intent-based advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Fit decision

    After the requirements brief and a first conversation, we check whether your buyers leave signals worth buying and whether sales can follow them. Scope, fee and term are then put in writing.

  2. 2

    Signals and consent check

    We list the signals you already own, test your tags, and review how your lists were collected. Your adviser confirms the consent position before any list is uploaded.

  3. 3

    Audience and keyword approval

    You approve the keywords, the company and contact lists, the exclusions and the membership windows. Current customers and open deals are removed first.

  4. 4

    Ads and offer sign-off

    The person who owns your offer approves each ad and landing page. Product claims, certifications and any price shown must be confirmed by you.

  5. 5

    Launch and handover

    Campaigns go live in your own ad accounts with the agreed budgets. Sales receives each reply with its signal attached and records the outcome.

  6. 6

    Signal review

    We compare signals against calls, meetings and orders your team confirms. Signals that never produce a conversation are dropped, and their spend moves to those that do.

Before you hire anyone

Do this first yourself.

Find out which signals you already own before you pay for any new ones.

  1. Write the ten search phrases a buyer would type when they need what you sell, and note which would also bring in students or job seekers.
  2. List the companies you want as customers and the ones that already buy, so the second group can be excluded.
  3. Check whether your website has the ad platform tags installed and whether your enquiry form is recorded as a conversion.
  4. Find where your customer and enquiry list came from, and what each person was told when they gave their details.
  5. Ask your sales team which pages or messages came up in the last few conversations that turned into orders.
  6. Decide who will call a company that shows interest, and how quickly they can do it.

Judge any provider

What to ask any provider of this service.

Useful whoever you choose, including us.

  • Which signals will you act on, and which will you ignore?
  • Where does any intent or account data come from, and what do its terms allow?
  • How will you exclude our current customers and open deals?
  • Who checks the consent behind an uploaded list?
  • Will the ad accounts and audiences stay in our name?
  • How will you tell us which signals led to real conversations, not only clicks?

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Does intent data mean the company is ready to buy?
No. It means someone at a company has shown interest, at the research stage. A signal tells sales who to approach and with what, not that a purchase is planned. We record which signals led to real conversations, and weigh them accordingly.
Do you sell us an intent data list?
No. The signals come from search, your own site and engagement, your lists, and the targeting the ad platforms offer. If you already pay a provider for account signals, we can use them in the plan. Check the provider's own terms on how the data may be used.
When is ABM, retargeting or a platform page the better fit?
If you can already name the companies and want research and outreach around each, choose account-based marketing. If you only want past site visitors, choose retargeting and remarketing. If one channel is the whole question, LinkedIn advertising or Google Ads is the better page.
Can we upload our customer or enquiry list?
Yes, if the list was collected with a clear purpose and the people on it were told how their details would be used. Ad platforms set their own list rules, so check each platform's current requirements. Your adviser confirms the consent position under Indian data-protection law before upload.
Who holds the ad accounts, and who calls the leads?
The ad accounts stay in your business name under your own login. GullySales sets up and runs the campaigns, and your sales team owns every conversation. Calls and negotiations are not part of this scope.
What does it cost, and how do we begin?
Send the requirements brief first, and GullySales will speak with you before proposing anything. Scope, fee and term are set in writing after that. The fee separates GullySales time, your media spend and production costs, with no figure or duration before then.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

By industry

B2B intent-based advertising, written for your industry.

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