Welcome to Do This, Not That, the podcast from marketers.

We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.

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We are back for Do This, Not That podcast, and I wanted to rip through this tactic that works so well

in the month of December and a little bit into January that I think most marketers sleep on,

whether you're a business to business market or consumer or nonprofit, it doesn't matter.

There is a way to get really good leads, really good pipeline, really good opportunity in the month of

December. And everybody usually just mails it in. Like, oh, Thanksgiving is over. I'm turning

off my brain until the second week of January. But this is a golden time for one specific tactic.

And that is using intent signals as your offer.

When you use intent signals as your offer in the month of December, we see it actually

generate over a 30% increase than any other content-related offer in the month of December,

and that's for business, consumer,

nonprofit, and that's from World Data Research. What does that even mean? So often what we're

doing in the month of December is we're filling up our databases with kind of garbage. We're

putting out, you know, content that's just really super top of funnel. That is this stuff like,

you know, the 2026 outlook, whatever,

or on the consumer side, these outrageous discounts, whatever. But if you use intent signals

as your offer, you can get a lot of people coming into your database and a lot of the right

people at the right moment.

What do I mean by that?

So let's say, for example, first on the business to business side, what does an intent

...