The whole point of account-based marketing is to find the best accounts capable of buying the service or product and to strive towards that account using strategic marketing tactics. With intent data, companies can direct their resources to accounts likely to convert, thereby improving effectiveness and returns. However, success will be hard to achieve without measuring and optimizing ABM intent data.
Anything that can be classified as intent data must consist of information regarding specific online activities that a targeted account has performed that indicate their interest in buying a particular service or product. These might include web searches, content downloads, activities in social networks, and engagement with competing websites. Planning the appropriate marketing messages in these scenarios relies on intent data to locate marketers at specific times in their buyersโ journey.
In ABM, intent data will enable the marketing and sales team to go beyond the individual lead and find out which specific accounts need their offerings in the first place. With the correct intent signals, marketing and sales efforts can appropriately focus on the accounts likely to trigger a sale.
๐๐๐๐จ๐ฎ๐ง๐ญ ๐ฌ๐ฎ๐ฆ ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ ๐ฆ๐๐ญ๐ซ๐ข๐๐ฌ: The number of target accounts engaged in marketing campaigns intended purposeful activity in terms of interacting with the content is established. Establish measurements intended at actions like visits to the website, downloads of certain materials or even clicks on email to ascertain whether the account engages with your brand after showing intent.
๐๐ง๐ญ๐๐ง๐ญ ๐๐๐ญ๐ ๐๐๐จ๐ซ๐: Accounts should be given different ranks based on the level of intent signals received from each account. For instance, repeated visits to the same page for a given product, well-placing certain key terms in the search engines, or regular responses to the marketing campaign emails should result in higher intent scores. A high intent score indicates that the account has made considerable steps in purchasing.
๐๐จ๐ง๐ฏ๐๐ซ๐ฌ๐ข๐จ๐ง ๐๐๐ญ๐๐ฌ:: The percentage of the accounts with high intent data subsequently become qualified leads, potential or confirmed customers, or sales. This is a crucial key performance indicator intended to determine the success of your intent data strategy in achieving its goals, methods, and objectives.
๐๐ข๐ฉ๐๐ฅ๐ข๐ง๐ ๐๐ง๐๐ฅ๐ฎ๐๐ง๐๐: Examine the role and level of intent data on your sales pipeline and if there is an improvement on the deal with highly intent accounts. You can evaluate the efficiency of your ABM strategy by determining how intent-based accounts traverse your sales pipeline with the help of intent data.
๐๐ก๐ ๐๐๐ฑ๐ญ ๐๐ญ๐๐ฉ๐ฌ: ๐๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐ข๐ง๐ ๐๐๐ ๐ฐ๐ข๐ญ๐ก ๐๐ง๐ญ๐๐ง๐ญ ๐๐๐ญ๐.
Segment Based on Intent Levels Segment your audience by targeting their intent signals, which makes it effortless for your sales personnel to cater to high-intent accounts on a more personal basis. Low-intent accounts can only require marketing automation until the account intent level rises to the desired level.
Refine Messaging and Personalization As much as possible, remain open to expanding your audience segments through intent data and incorporating those into your content and messaging. Perhaps there are disturbances as to why an account might not be active across the board. Focus your marketing initiatives on the pain points and issues relevant to the account. Personalization increases the chances of encounters and transactions.
๐๐ข๐ฆ๐ข๐ง๐ ๐ข๐ฌ ๐๐๐ฒ.
Advocacy Marketplace Intents Data should never be ignored. If you buy an intent data provider, you are expected to become a player in a given space. Thus, timing is everything, and why not โ some markets as a whole, and accounts in particular may be ready for outreach; as Andrew says, the best timing for everything is while competing offers are developing in the market.
๐๐จ๐ง๐ญ๐ข๐ง๐ฎ๐จ๐ฎ๐ฌ ๐๐จ๐ง๐ข๐ญ๐จ๐ซ๐ข๐ง๐ ๐๐ง๐ ๐๐๐ฃ๐ฎ๐ฌ๐ญ๐ฆ๐๐ง๐ญ.
Learn the consequences of account-based marketing and cut those who don’t engage out of the loop. eal with constant ad spending. Remove the accounts that do not perform today but did a month back โ how do you cut down contact targets that have changed over the past? Aim for the most engaged amateurs and non-repeatable actions.
Analytics is a powerful tool when used with Account-Based Marketing data, allowing marketers to work smart rather than on accounts likely never to convert. Processed information allows targeting accounts just before they become hex because they are developing a buying process.
