How Intent Data Supercharges an ABM Program
In the competition to grab B2B buyer attention, intent data supercharges the effectiveness of account-based marketing (ABM) programs.
ABM has grown, because it’s a smart to focus your attention on high-value clients. In many cases, B2B marketers target more leads to engage as many companies as possible, but that doesn’t seem beneficial in actual ROI.
Account-based marketing is a focused strategy of B2B marketing and sales teams working collectively to target the best potential customers and turn them into clients.
To achieve this, B2B revenue leaders create strategies with both sales and marketing focused on the same identified, high-value prospects. The teams collaborate on how to engage around client needs, as they move through the funnel with strong conversion rates.
Account-based marketing is ready for intent data
Account-based marketing isn’t new, but it’s gained popularity due to evolving technology and a changing market. In this era of social media and online everything, technologies now allow B2B marketers to target and connect with customers on a whole new level.
And in this scenario, Account-Based Marketing strategy helps
- improve marketing ROI
- generate more qualified leads
- improve conversion rates
- drive attributable profits
- align sales and marketing
A variety of organizations and marketers are trying ABM strategies within their teams to drive higher value outcomes. In the past, it could be difficult and expensive to implement ABM due to the higher degree of personalization required. With better technology and data, personalization is now more achievable and affordable.
What’s Intent Data? ABM Rocket Fuel
Every time you browse online, you leave a digital footprint. Intent data documents individuals’ online activity and behavior across the internet.
These online activities could include:
- Downloading whitepapers and case studies
- Reading blogs and articles
- Reading product reviews
- Visiting websites
- Consuming content on particular topics
- Webinar attendance
When B2B buyers are starting out and uncertain about a solution, they read blogs and articles, visit different websites, download whitepapers and ebooks, or refer to product reviews. These activities pile up lots of footprints, as buyers browse content all across the internet. Their behavior goes through predictable steps as they get closer to an answer and consensus.
When selling organizations monitor these online activities (or work with a partner to do so), they collect contextual and demographic information from digital behavior signals. Then they use this intelligence as demand gen rocket fuel to reach buyers and influence their decisions before competitors can make a stronger impression.
Where to Work Intent Data into Account-Based Marketing Strategy
Infusing intent data into an Account-Based Marketing strategy allows a customized approach to individual accounts, small sets of accounts and sometimes larger ABM audiences. It provides necessary insights into
- What information prospects at that account look for
- Who are the buying group members at the account
- How to deliver the knowledge they require in preferred formats and places
Nowadays, intent partners and tools help B2B marketers analyze the intent scores of accounts based on the amount and type of interest they show. The higher the number, the keener the prospect is on a product or service like yours.
You can prioritize clients with higher intent scores to distinguish them as stronger potential buyers. Nurture them using personalized, relevant content assets via email. Precison target them with programmatic advertising. Provide Sales with updates and alerts. Organize the total effort through a holistic marketing cloud. Whenever you educate the buyer (and B2B buying group), you position your brand as a trusted source.
ABM Best Practices That Benefit from Intent
Strategy and implementation
Make go-to-market plans more effective by targeting best-potential companies and clients with intent data. This benefits sales and marketing teams by spotting significant prospect activities and contacting the right people and systems to respond and increase conversion rates along the buyer journey.
Identify early interest
Intent data monitoring helps identify buyers and companies actively researching a solution like your product or service. B2B marketers can have this knowledge even before a buyer fill out a form or chats with a bot. You get behavior data sooner, when timing matters most.
Use predictive methods plus in-market buyer signals to boost intent scoring model for lead generation. You’ll know to prioritize clients and companies showing more interest and purchase intent, before they reach out to your competitors.
Analyze, support and retain customers
Including intent monitoring in ABM provides real-time visibility into which existing customer accounts are researching topics and solutions. These insights on existing clients are beneficial to up-sell proactively, identify pain points, and resolve churn.
It’s important to keep constantly optimizing and engaging to retain your customers. Intent data can keep your creativity, budget and energy focused in the right direction. To learn more about intent data and ABM strategies click here.