All of us in B2B marketing go through phases of illusions and disillusions. Every once in a while we get swayed into believing tactics to be strategies after hearing about them from a marketing influencer or a peer. We run with them without validation. And more marketers jump on the bandwagon.
One such trend that we’re observing today is the exclusive focus on intent data and ads as a strategic combination to drive ABM success. Why are marketers doing this? Does it make sense to run with these two only?
Intent data + Ads: Fad or rad?
We obsess over the buyer’s journey because it gives us a sense of where our prospects are on their path to making a buying decision. Then, we guide them through their journey using relevant and personalized information. This marketing process becomes much easier if we have signals that inform us about their interests. This is where intent data becomes critical to B2B marketers.
While intent data is a great signal to track and leverage, the way it is being used raises concerns. Most marketers today direct any and all accounts showing intent to outreach programs or add them to their targeting list for display ads. This is being adopted as an ABM strategy. What even!
Intent data or any other buying signal cannot replace strategies tailored to your target accounts. And strategies are nothing without the right execution, but ads cannot be your only ABM execution plan. Neither can email or direct mail. Currently, there is a lot of confusion being created around strategies, channels, and signals. We are all talking ABM tactics, not strategies.
Problems with over reliance on intent data and ads for ABM
The over reliance on intent data and ads in ABM arises from the misconception that intent accurately indicates in-market accounts that can be tapped using ads only. There are three critical problems with this approach:
1. Intent data does not mean in-market
Marketing teams over relying on intent data source third-party data and assume all high intent accounts to be in-market. Intent data is just a signal that tells you about accounts that are researching topics and keywords that are relevant to your offerings. It doesn’t directly indicate your prospects’ readiness to buy. Assuming all high intent accounts to be in-market and pushing them to your outreach sequence or ads program means sacrificing the holy grail of ABM-sales and marketing alignment-from the start.
2. Takes away the focus from 95% of target accounts
If 5% of your target accounts are in the market at any time, and your solution isn’t part of their consideration set, it will be hard convincing them. When you focus solely on in-market accounts using a signal like intent data, you risk not engaging with 95% of your target accounts. Engaging with your out-of-market accounts to make your brand aware and build recall is far more valuable and will serve bigger returns in the long run.
If your signals aren’t accurate, you risk losing out on actual in-market accounts or running after false positives. While you must give your high-intent accounts the focus they deserve, you must have a more evolved process to validate their readiness to buy using ICP filters and engagement signals.
3. Ads are not strategy
While ads are a great way to reach a larger audience without spamming them, it is not ABM strategy itself. It’s not even the only or the most effective channel. Over relying on ads as a channel can also lead to ad fatigue that can hurt your brand. Especially if you’re going to depend on unvalidated intent data to run these ads, then your ads are going to hit your target accounts’ screens like an uninvited guest at a party.
Make the best use of intent data and ads
Even with all the challenges, there are ways to make intent data more relevant and contextual to your ICP. You need to filter raw data and process it to make it effective and husk out false positives. Once you know you’re bringing in relevant intent data, you can apply it across the account lifecycle and to all your target segments, even to broaden your target list.
Learn how you can leverage contextual and relevant intent signals to drive ABM revenue across the account lifecycle. Find new accounts that fit your ICP and add them to your ABM campaigns. Read here.
ABM works when you’re using an integrated channel strategy to engage with your target accounts. Siloed channels or single-channel strategies are not as effective as well-orchestrated integrated campaigns. Using ads-Google Ads or LinkedIn- could be really effective if you identify the stage where you want to use specific types of ads as part of a broader channel mix. Otherwise, there’s really no use of running intent-driven outreach or ad campaigns.