Introduction
Why does ABM need intent data?
How to find your engaged audience
How to prioritize them
How to build an intent-based marketing campaign to focus your efforts on high-value accounts more likely to purchase
Today’s B2B buyer is better informed than ever before, which comes with a growing preference for self-service buying experiences. In fact, when surveyed, 87% of B2B buyers said they would prefer to self-serve all or part of their buying journey—meaning by the time a buyer fills out a contact form from your website, they are likely in the final stages of their decision-making process. All too often, this results in low inbound numbers, poor-quality leads, and unhappy sales reps.
With such a large number of B2B buyers opting to conduct product research on their own, it is more critical than ever for sales and marketing teams to connect with buyers earlier in their search to shape the narrative of their product, market, and expertise to sway buyers’ decisions.
But how do we find, connect with, and influence these buyers?
Intent data is information about your audience that indicates an elevated interest in your product or service (i.e., increased intent to purchase). To build a modern account-based marketing (ABM) campaign, the most reliable and easily accessible source of intent data is your website.
Intent data can be found in a wide variety of places both on and off your website, it’s essential to find an ABM platform that captures intent signals from various sources, such as:
Website visits and pageviews
Gated content downloads
Online searches Industry-specific content consumption Inbound form fills
Review site engagement
Webinar attendance
Social media posts
Message board participation
Integrating intent data into your ABM strategy will allow you to understand your engaged audience better, give you insight into what content, topics, products, etc., they are interested in, and what messages will resonate. //
The B2B buying journey is extremely complex. The promise of intent data is to uncover actionable insights from buyer’s anonymous actions to help the marketers identify and engage in-market accounts and decision-makers with the right message and timing.
