Content Syndication, or capturing opt ins through targeted email marketing, works. End of story. To make it work at its best, you need to start with an Identity Graph (ID Graph). The ID Graph houses all identifiers that correlate with organizations and their executives.

The ID Graph collects "executive identifiers" like online-behavior data and interest, business titles and job changes, decision making responsibilities, and contact information such as telephone and email. Often it includes business addresses, company sizes, organizational changes and NAICS/SICs business segmentation. It also can include office addresses affiliated with specific Departments which house your buyers.

The old fashion description of Content Syndication is Push Marketing. In a Push Marketing strategy, the goal is to use various marketing techniques or channels to 'Push' your products in order to be seen by the buyers starting at the point of purchase or in the buying cycle.

Display advertising has always been seen as an Awareness or Branding exercise more akin to Marketing. A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products. Product costs include direct material and draw (“pull”) consumers to the product.

But the Gold Standard of Intent based Demand Generation is turning a Display campaign into a Push Marketing bucket where it specifically helps move a buyer from the beginning of the buying cycle over the finish line.

Remember, most organisations don’t have one decision maker. Instead, they have a decision-making process that involves influencers, champions, and signers. You need to see the Intent Marketing as promoting a momentum throughout these different people in the decision-making process to get them to buy.

What you do is basically group the successful results of your buyers and Content Syndication opt ins by both Surging Accounts and Lookalike Companies and Executives. You then run targeted display to those groups only since you they are in a high probability of being read to buy.

Finally, you report by account level and specific office level, in combination, for your content syndication and display campaign. Run exception reports, which show you the top 100 clicks, time and site for display, and downloads and titles for Content Syndication, and you have highlighted who is ready to the call to be pushed over the line.