Account Based Marketing programs continue to be implemented across B2B companies. A large majority of marketers and organizations consider ABM to be their major driver of revenue growth.
Of late, intent data has become a potent tool for B2B revenue teams looking to realize more value from their ABM strategy. Using intent data helps marketing and sales identify more in-market accounts and reach out to them in a highly contextual manner. This means more opportunity creation through personalized engagement with relevant content.
Why B2B intent data for ABM
Tons of data is consumed and generated on a daily basis by consumers across the globe. Whether it’s from online research, watching videos or opening emails, there’s so much data that can be assimilated and converted into actionable insights. But not many organizations choose to do so.
Majority of the companies rely only on their own insights to drive their ABM campaigns. But add to this insights from sources beyond your own and it could be game-changing. From intelligence on which accounts in your list are reading up on topics around your solutions to who’s researching your competition. Things could get really interesting when you use intent data to power your ABM machine.
The need to contextualize intent data for your ABM program
Intent data will help you sharpen your ABM program when you make it contextual, relevant and specific to your ICP. In addition, third-party signals can only help you identify accounts. To understand the depth of the buyer group of accounts showing intent for your solutions, you need to work on identifying the contacts you should target.
So, how do you make intent data more contextual for your ABM program?
- Firstly, any intent data that you source from a provider needs to be filtered using your relevant keywords. Any noise can disrupt the focus of your ABM campaigns.
- Secondly, all intent topics need to be assigned values depending on their relevance to your ICP accounts.
- Lastly, you can make intent data more potent by combining it with engagement data to gain a holistic view of the buyer’s journey. The buying signals of your target accounts from either engagement or intent data can be validated and strengthened by combining both.
Drive ABM success with intent data
ABM is all about running multi-channel marketing and sales motions to your TAL in a highly personalized manner. Let’s understand how revenue teams can achieve this by integrating intent signals into their ABM strategy.
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Better account scoring for effective prioritization
You receive behavioral signals of your target accounts as intent levels basis the relevant topics you have chosen. These intent levels can be combined with the engagement levels to score your accounts.
By scoring accounts you get a sense of where they are in the buying journey. All these should reflect in your engagement analytics. You can then prioritize the accounts with high scores for SDR outreach or demand capture programs. As these accounts already have an affinity for your solution, your ABM program will see more success.
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Accurately identify in-market accounts
More often than not, SDRs and marketers find themselves on a wild goose chase. There may be accounts that seem to be engaging through activities like opening emails or downloading gated assets but have no intent of buying. Using intent data, such anomalies in buyer behavior prediction could be avoided.
In contrast, you could be neglecting accounts with high buying-intent that do not engage with your marketing efforts. Maybe your messaging didn’t hit them or they’re not active in the channels you’re targeting. But injecting intent signals into the mix could help you prioritize these accounts.
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Discover new in-market accounts
While most ABM programs are executed with a named-list mindset, it doesn’t always help you meet your pipeline and revenue goals. You shouldn’t restrict your marketing efforts to your identified list. There could be ICP accounts outside your TAL actively searching for your solution.
Use your intent data report to identify new ICP accounts that are surging for your relevant topics. As mentioned earlier, you’ll have to configure your intent report for relevant keywords and assign values to each of them on the basis of your ICP.
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Create more personalized content
ABM relies heavily on content personalization. You have to be able to entice your target accounts with contextual information. For this, you need to have a comprehensive understanding of the needs of your prospects.
Engagement data can only help you understand the type of content that resonates with your target audience on your website. Intent data brings in the broader perspective of what they’ve actually been engaging with beyond your assets. The earlier in the buying journey you combine these two insights to identify content personalization opportunities, the better the chances of seeing success with your ABM program.
How to make intent-driven ABM work
What makes intent work for most marketers is that it lights up a dark buyer’s journey. It reveals insights that your own data cannot.
If generating more qualified opportunities and shortening the sales cycle are your goals as a marketer, then intent data could be your secret weapon. However, the challenge is making it more contextual to your use cases. Whether it’s configuring the values of intent topics or combining it with engagement data to derive holistic buyer journey insights, you need a modern ABM platform like BambooBox.
With BambooBox, you’ll see more high-intent buyers identified through intent and engagement signals enter your funnel as potential opportunities. On top of this, you get a more evolved account prioritization system along with actionable insights for marketers and SDRs to jump straight into action.
Want to learn how BambooBox can help you use intent data to make your ABM program more impactful? Speak to one of our ABM experts today.
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