Building a predictive ABM orchestration machine
This is where the rubber meets the road, and you start to see the real difference intent data can make in your campaigns.
One of the main strategies behind ABM is creating tailored messages specific to your target audience. Intent data allows you to take the next step in this process by giving you visibility into who is actually interested and interacting across multiple marketing channels.
Armed with these insights, you can decide how to best nurture your prospects through multistage campaigns with messaging relevant to them. By integrating intent data, you can get a more complete picture of your target account’s actions and a more decipherable buyer’s journey. You can then plan marketing and sales outreach based on the specific intent action.
For example, if you identify a company visiting a specific product page on your website, watching a YouTube video in your industry category, and researching competitors, you can target them with messaging relevant to their stage in the buyer journey and provide additional product-specific resources to help them in their search.
Regardless of how good your website is, undoubtedly, not all of your website visitors will immediately convert into viable leads. Our research has shown that only around 3% of visitors will fill out a form on their first visit. This leaves a significant portion of your in- market buyers to leave your site and be swayed by competitors.
Retargeting ads are one of the most effective ways to recapture visitors that have visited your website and left without filling out a contact form. However, running a retargeting campaign can quickly become expensive if you’re not careful.
By integrating intent data into your ABM platform, you’ll be able to run dynamic Google retargeting campaigns, which allow you to adjust your ad bids based on the level of interest a user has shown and win more ad placements for high-value accounts. This will ensure you’re only spending your ad budget to only show your ads to interested companies that are more likely to reconvert.
When planning and executing multichannel orchestrations, most marketers begin with account-based advertising. Depending on your campaign goals, you can utilize social or display ads to reach your high-value accounts. However, when it comes to leveraging the power of intent data to implement highly targeted ads at scale, you’ll want to use display ads.
Display ads serve as a way to keep your brand top of mind for an entire buying group.
According to Gartner, “Buying teams can average from 14 to 23 people, depending on the size of the spend”. With so many decision-makers who must approve a purchase, it’s important to surround all of them with consistent brand messaging. With an ABM platform, you can layer intent data over your target account list to ensure you’re reaching each contact within an account, and target them with relevant ads at every stage of the funnel. //