In this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans!

Main Discussion Points:

- There are 4 main buyer intents: Pain in the Present, Fear (Pain in the Future), Pleasure in the Present, Pleasure in the Future

- Messaging focused on immediate pain drives the most conversions and sales meetings

- Created targeted campaigns for each intent type with tailored messaging

- Leveraged intent signals from content offer clicks to route contacts into appropriate nurture flows

- Further segmented campaigns by DISC communication styles using AI to optimize messaging

- Focus on buyer pain and interest is more effective than generic product-focused messaging

- Carefully test messaging variations to uncover what best resonates with each segment