The Significance of Intent Data in Your ABM Campaigns

With Account-Based Marketing (ABM) as a strategy, one of the biggest hurdles is identifying the right time to get in touch with a target account and what they want. However, the implementation of Intent data has enabled companies to shift their perspective regarding ABM from the use of pure sales techniques towards the use of active sales with the help of the online activity of a potential customer. Let’s examine intent as a concept here, it helps answer this: how to improve the effectiveness of ABM strategies in general and, specifically, ABM tactics within the Marketing Strategy Development process.

What Is Intent Data?

The first one is the data that is associated with the online activity of an individual which is known as intent data. An interested prospect can be identified with this data as it indicates their wishes to become more acquainted with a particular subject matter, product or service. This information is gathered from various sources – visiting a website where the company has its presence, downloading various relevant materials, searching online for more information, and generally participating with the material posted on their online account. By interpreting these signals, organizations can expose the accounts that are in an active adoption stage pursuing solutions that are comparable to theirs providing the stages of the buyer’s journey and degree of engagement of the customer.

How Intent Data Enhances ABM Outcomes

Targeting The Right Accounts

In ABM, it is the right accounts that need to be focused. It is possible to identify accounts with high-interest levels through the help of intent data. This enables marketing and sales teams to aim their efforts where they are most likely to be fruitful. For example, if a target account is looking up relevant information about the industry or viewing content authored by the brand’s competitors, it may be a good time to approach them with a sale proposition.

Customization of Messages and Content

The success of ABM is usually linked to the fact that there is always the right content targeted to the appropriate accounts. Intent data allows marketers to gain true insight into the particular problems or needs every account is concerned with and formulate messaging aimed at addressing those concerns. Therefore, marketers use the relevant content on delivered to the right people at the most appropriate time, to raise the level of engagement sustained by emphasizing the company’s services that fit the account’s problems best.

When To Engage Prospects

Contacting a prospect at the right time can make a huge difference in the conversion rates. Intent data helps to know when an account is in the stage of researching or evaluating competitors’ products and hence the best time for sales teams to initiate a contact. This implies that, by engaging in circumstances of high intent, salespeople will be able to time their calls to when exemplifying conditions are present of high chance of presenting an appropriate opportunity.

Enhancing Target Lists and Campaigns

Through the course of time, intent data contributes in further refinement and enhancement of the previously set target lists for ABM campaigns. In targeting, efforts are then made to the accounts that continue to show active engagement while accounts that have ceased interest are de-emphasized. Such ongoing refinement further makes the ABM campaigns active since the focus has only been on the accounts with high chances of conversion.

Increasing Collaboration between Sales and Marketing

Data on intent acts as a unifying factor for the two teams as they help determine the stage of the target accounts in the purchasing cycle. Such databases prepare the marketing department to develop necessary content suitable for the requirements of an account, while the sales department knows what to say. This coordination also improves the efficiency of the campaign as it makes the customer’s experience more pleasant and seamless.

Use of Intent Data in ABM Campaigns

To begin with, companies may utilize third-party intent data us providers, or use first-party data from their web properties. Syncing this data with their CRM and ABM systems enables teams to extract actionable insights and dynamically refresh target lists, wherein the change is based on the intents expressed by the target audience.

Conclusion

Given the fact that intent data enhances the effectiveness, communication, and timing of outreach efforts to the targeted accounts, it can be said that these data are crucial for the success of any ABM campaign. Going further, it will be quite fair to assume that with the growth of ABM practices, thus understanding their intent will become easier thanks to intent data. All in all, for companies that ABM represents as a powerful tool, incorporating this data into their strategy will be a move towards deeper interaction with the audience and better conversion rates.

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