5 Ways to Use Intent Data to Boost ABM Performance

The value of intent data is low, so it shouldn’t be used to choose customers. Rather than using it as the sole criterion for opening an account, it should be combined with fit data. This reveals leads who are seriously considering making a purchase right now. B2B marketers can learn more about a potential customer’s online behavior (what they are most likely to buy, say, or do) from their intent data. More importantly, it enables business owners to learn: How people are behaving while shopping online.

Through the use of Intent Data, qualified leads can be quickly and accurately identified based on the online activities of prospects. The ABM squads can use this data to: increase their lead scores. Improve your ability to foretell events. Focus on the most promising leads.

By incorporating Intent Data into an Account-Based Marketing strategy, you can narrow down the focus of your ABM to a more manageable set of accounts and better align your sales and marketing efforts to address the needs of that account.

It is also possible to use intent data in the following ways:

  • In content marketing, the goal is to address the issues that may be holding potential customers back from making a purchase.
  • Sales funnels allow you to see which accounts are making progress through the various stages, allowing you to tailor your messaging to them.
  • Appropriately Selected
  • The Rhythms of Care
  • Preparing BDRs with useful information to share with these high-priority accounts.
  • If you know which accounts you want to focus on, you can make sure the publishers you work with are lead generation from those accounts before distributing content to them. That way, you can focus your media spending and follow-up efforts on the accounts that are most likely to convert based on their content consumption habits rather than wasting money or time on the accounts that aren’t identified.
  • In the post-sale phase, you can use customer intent data to predict which of your existing accounts will leave. Customers looking into competing brands are a warning sign that your current ones have flaws that need fixing before you lose them forever.
  • Your company can expand on an account by seeing if the client has been looking for products that you provide but may not have made them aware they can source from you.

B2B marketers can learn more about a potential customer’s online behavior (what they are most likely to buy, say, or do) from their ABM intent data.

Furthermore, it enables marketers to understand:

  • How do prospective buyers behave on ABM websites?
  • What they are interested in?
  • What solutions do they seek?
  • What content do they consume?
  • Which topics are they constantly researching?

To achieve success with ABM, it is becoming more critical than ever before to use intent effectively. According to Gartner’s research, more than 70 percent of B2B marketers will be reimagining their ABM programs with the help of third-party intent data.

In light of this, the following are six ways in which you can use intent data to strengthen your account-based strategies and improve the outcomes of your program.

  1. ABM can increase sales traction when targeted early in the buying cycle

Customers conduct the majority of their research elsewhere before coming to your website. At that point, your solution likely is just one of many that they are contemplating. You can use intent data to identify organizations that are currently engaged in active buying cycles and target them with ABM long before they visit your website. This ensures that you are at the forefront of their minds as soon as possible.

You also have the option to de-prioritize customer accounts that aren’t yet prepared for the purchase. Rather than that, you should focus your time and energy on leads that are actively researching the product or service categories you offer. The marketing and sales teams are then able to concentrate their efforts on a smaller pool of qualified prospects who have a higher probability of making a purchase.

This strategy can help contribute to an improvement in key performance metrics such as email open and click rates, allowing you to get the most bang for your buck in terms of advertising expenditures.

  1. Emotional, personalized content can help you start the right conversations with your customers

Your content marketing strategy can be significantly aided by the use of intent data. The pivot your sales teams need to reach the target accounts you’ve been working to attract can come from tailoring your most recent eBook or buyers’ guide to the requirements of the prospective leads you’ve been working to attract.

When you create educational blog posts at the top of the funnel, nurture emails in the middle of the funnel, or sales enablement material at the bottom of the funnel, Intent data will provide you the additional insight you have to produce content that is customized to the interests of your audiences along the buyer journey. This will minimize the risk of marketing that is irrelevant or not interesting to your audience.

  1. It is crucial to understand prospect intent to optimize events

Another essential component of ABM is the events. Even though the COVID-19 pandemic made it difficult to organize in-person meetings in 2020, events are here to stay as an important marketing tactic in the world that has emerged from the shadow of the coronavirus. How they are promoted is what is undergoing modification at the moment; marketers are investing heavily in top-of-the-line hardware to provide a seamless remote meeting experience to get as close as possible to having a cup of coffee in person.

Event marketing can be taken to a whole new level with the help of intent data.

Marketers can use it to recognize geographic regions that have an unusually high cluster of respective accounts and can use this information to target those regions more effectively. There is a good chance that more people will show up to events that are organized in these regions.

You can also optimize your pre- and post-event ABM outreach and spark conversations that attendees are excited about if you know the research interests of your prospects. This is because you can focus your content on the most popular Intent topics.

  1. It is important for sales teams need to score on data

The scoring of accounts based on the frequency of their content consumption in relation to particular goods and services can also help shorten sales cycles across ABM programs, which is another way that intent data can help shorten sales cycles. Your sales team will be able to reach out to a prospect at the appropriate time and close the deal if it appears that the prospect is very interested in the solutions that you provide.

When there is a signal of little to no intent in your offering, on the other hand, you will know it is best to avoid engaging in outreach activities at that time. Lead scoring that is driven by data has the potential to supply sales teams with a stream of accounts that have a greater likelihood of converting and positively affecting your bottom line.

  1. Reducing churn and finding new cross-sell opportunities

Maintaining healthy relationships with one’s current clientele is necessary for account-based marketing, but this facet of ABM is often neglected. In this respect, intent data has the potential to be a game-changer.

It can notify you when customers are researching products that you already offer or when they are conducting research on the products that your competitors have to offer. After that, a sales team can put this information to use and provide solutions that are pertinent.

The opportunity to cross-sell, as well as increase the account’s lifetime value and decrease churn, are all improved by ABM strategies that are data-driven.

  1. Follow up with leads and nurture them

As a result of the significant part that intent data plays in assisting marketers in better understanding their prospects, it enables businesses to more effectively target prospects at every stage of the purchase journey.

A study conducted by Sirius Decisions found that the majority of the B2B buyer’s journey is carried out online.

Intent data provides B2B marketers with the information they need to create content that is both relevant and personalized for their prospects, thereby guiding them further along the sales funnel.

Consider combining B2B contact data and intent data before you begin utilizing the power of intent data in your B2B marketing strategy. This is an interesting piece of advice that we would like to leave you with before you begin utilizing the power of intent data.

This combination of data not only assists you in determining who would benefit most from your offering but also makes it possible for you to directly and swiftly communicate with the decision-makers at those organizations.

To find this impactful data combination, you will need to find a B2B data intelligence company. Boost your results with our services and Modifying strategies to specific accounts for more effective success.

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