Why you need intent data to deliver ROI from account-based experiences (ABX)
Account-based marketing (ABM) means reaching customers with a known propensity to purchase and engaging with them in the ways that they’re most likely to respond to. Done well, it’s a great user experience, because you’re providing prospects with information and options that they value at exactly the point when they want them. With high-value accounts, the potential rewards are significant.
Historically, ABM has relied on identifying priority customers based on manual research and the knowledge of your team. Feeding your ABM strategy with intent data means you can be even more targeted about where to invest your marketing and sales effort and resources. It gives accurate insights into the need for your products and services within the organisation and the timeliness of your engagement.
Insight from intent data gives you an even richer understanding of the context and drivers for a prospective client’s purchasing decision. You can drill down into the customer’s online behaviour to see exactly what kind of research or content their individual stakeholders have been consuming. You’ll know what questions they’re trying to answer, and you can build a picture of the problems they need to solve. You can make sure your engagement is designed to meet these precisely.
How to use intent data in ABM
You can use an intent-fuelled ABM approach in three ways:
1. 1-2-1 — if you know who you want to target with a focused sales and marketing investment. You can investigate the interactions and behaviour of stakeholders in a single large account organisation, so you can provide a truly personalised and effective approach.
2. 1-2-few — put intent data to work to better understand and target a small number of clients, typically isolating a group of up to 100 accounts with similarly addressable priorities and needs
3. 1-2-many — establish and track a larger audience for your products and services, focusing on keywords and behaviour that provide evidence for active interest in your products or competitor offerings
"Put intent data to work to better understand and target a small number of clients"
If you can follow the digital trail left by your prospects, so can your competitors. But by investing in the most accurate, relevant intent data you can find for your market and synthesise it in a powerful, customisable ABM platform, you can get ahead of them in the race to engage with and nurture prospects in a far more meaningful way, through to purchase and beyond.