Account-based marketing can’t survive without constant access to high quality data. With buyer intent data, marketers truly understand what an in-market individual or company will likely do next, based on behavioral information collected about their online activities. For account-based marketing, nothing could be more important.
Experts acknowledge that the more quality data you have for analysis, the better the results. As B2B marketers well know, lots of intent data can be collected about online activities of an individual or company. This data often comes from different sources and requires different handling.
First-party data includes:
- CRM or sales force automation activity
- Website activity (known and anonymous)
- Marketing activity (which may include email, social media and events)
- Product usage and adoption scores
Third-party data includes:
Dealing with data often drives some brands to work with experienced partners. Does your data partner source recent quality buyer data from across the internet, not just from one garden? Ask about these data sources:
- BidStream: Observations from bidding platforms of live ad exchanges. Study data behind ads served and advertiser bidding to learn:
- IP address where an impression was served
- Keyword or topic used by an advertiser
- Metrics such as pageviews, clickthrough, domain and page person was on, user agent, ip address, device id / type: personal computer / smart phone / connected tv, location
- Cookie network observations: Some partners support integration to various cookie networks to observe logins tied to publishers.
- Using a brand’s own first-party intent data from Website Visitor Intelligence and imported campaign data
- Content syndication campaigns
AI technology and algorithms for marketing have become quite sophisticated and open the door for more brands to benefit. The right combination of artificial intelligence, machine learning and natural language processing provide:
- Company domain
- Location (headquarters, branch)
- Key firmographics (industry, employee size, revenue)
- Full contact record for respondents
- Installed technology for that location
Advanced analytics methods like artificial intelligence and regression analysis look at web search behaviors and page content to identify intent data. The process typically uses variables for topics (hardware, software and service solutions) that are relevant to specific B2B markets.
True Influence organically and ethically acquires buyer intent data for topics and categories related to specific industries and markets. In fact, we have over 80 million contact records sourced this way. Our data is refreshed weekly, because data quality degrades quickly.
Our Relevance Engine looks at and matches 7000+ topics being actively researched online. The technology uses buyer intent data for keywords and search phrases related to an industry or specific markets. Proprietary NLP and AI generate keywords, topics and context for observed intent signals.
The intent data is then compared to behavioral levels, forming a baseline that’s compared to current activity for every individual. The Engine assigns an intent score using signal strength, recency and historical lookback. The Relevance Engine further identifies the exact contact spiking, the location, plus the full contact record if needed.
With so many possible data sources available, the complexity of unifying and activating contact data for ABM can be daunting. ABM platforms that offer proprietary intent data or integrate licensed third-party intent data have proven very helpful.
Data lies at the foundation of a successful pipeline, but it can’t act alone. The right ABM cloud platform and services can find and activate quality contacts for account-focused engagement. A cloud-based platform provides secure, compliant data delivery into marketing automation and sales systems. B2B marketers can unify account data by ingesting and activating their own first-party data, while bringing in and utilizing third-party data sources. These account profiles can be used to create and manage target account segments and audiences for campaign orchestration and activation.
Besides a marketing cloud, ABM practitioners need an experienced partner to bring data and launch campaigns. Answers to these questions will reveal a lot about a partner’s commitment to data quality:
- Do proprietary data algorithms screen inaccurate records, so you receive only valid B2B emails?
- Are B2B contact records including phone numbers verified for complete, up-to-date accuracy?
- Do they verify company affiliation through social media?
- Are all contact records 100% guaranteed, no questions asked?
See this article for what else needs to be on your marketing cloud wish list:
Marketing Cloud Wish List for Account-Based Engagement