The Importance of Intent Data in Account-Based Marketing (ABM)
In today’s marketing landscape, data-driven strategies are essential for engaging with potential prospects. Many marketers have embraced the use of intent data to enhance the targeted nature of their account-based marketing (ABM) initiatives. This type of information has captured the attention of sales and marketing professionals, particularly in the B2B space.
What is Intent Data?
Intent data refers to the signals generated from engaging potential buyers with your website or marketing communications, as well as the research conducted by potential customers on their own. This data helps marketers understand where their buyers are in their journey. Intent data is categorized into three types: first-party, second-party, and third-party. First-party intent data comes from your own digital properties, while second-party data comes from a provider’s platform. Third-party intent data is aggregated from sources with no direct relationship to your company.
The Need to Invest in B2B Intent Data
Using intent data has evolved from simply prospecting to impacting the entire lifecycle of target accounts. It provides a precise and efficient approach to marketing and sales outreach efforts. This has led to the majority of B2B marketers incorporating intent data into their ABM programs, allowing them to better understand the buying intent of their target accounts.
Use B2B Intent Data to Make ABM Programs More Effective
Intent data has multiple use cases within ABM programs, from identifying in-market accounts to better account scoring and prioritization. It also helps in identifying accounts beyond the ABM list, accelerating the sales pipeline, and finding upsell and cross-sell opportunities. Intent data also enables hyper-personalized communication in marketing campaigns.
B2B Intent Data Challenges
While intent data offers many benefits, there are also challenges to consider. These include difficulty in identifying buyer groups for high-intent accounts, false positives for accounts showing intent, and increased spending in outreach efforts. To bridge the gaps between expectation and reality, it’s essential to contextualize intent data to align with your business goals.
Contextualize B2B Intent Data
To make intent data more relevant to your business, it’s important to identify B2B intent signals for your focused topics, score intent signals against your ideal customer profile (ICP) relevance, and combine intent data with engagement data. This helps in avoiding false-positive accounts and improves ABM conversions.
Improve ABM Conversions with B2B Intent Data
To harness the power of intent data across the entire lifecycle and support full ABM capabilities, it’s essential to find a platform that effectively brings in all types of data from marketing, sales, and customer success teams to surface buyer journey insights.
Ready to Supercharge Your Sales Strategy?
Intent data is a powerful tool when used effectively. By following these tips and leveraging the right technology, you can crush your intent data goals and supercharge your sales strategy.
Edited by Aisha West