With an aim to attract more and more B2B buyers, intent data holds the ability to rev up the effectiveness of ABM programs, and marketers can focus on high-value clients. The teams work together to engage clients and their needs as they move through the funnel with strong conversion rates. ABM is a focused strategy where B2B marketing and sales teams work in tandem to target high-value prospects and turn them into leads.
HAND IN GLOVE- ABM AND INTENT
ABM improves marketing ROI, generates more qualified leads, enhances conversion rates, drives attributable profits, and aligns sales and marketing. With social media and digital explosion, technology has opened new doors for B2B marketers to connect and target customers on a completely different level.
Marketers and organizations are trying ABM strategies within their teams to drive higher value outcomes. Back in the day, it seemed a little far-fetched and expensive to apply ABM due to personalization complexity. But, with evolving technology and data, personalization is more achievable and affordable now.
FUEL UP YOUR INTENT WITH ABM
Every time you browse online, you leave your digital footprint. Intent data documents your online activity and behavior across the internet.
These online activities include:
- Case studies, e-books, whitepapers downloaded
- Blogs and articles read
- Product reviews read
- Websites visited
- Content consumed on specific topics
- Webinars attended
Most B2B buyers are uncertain when they’re starting. They go through articles and blogs, visit different websites, refer to product reviews, or download whitepapers and e-books. These activities stack up the majority of the footprint since buyers browse content extensively online. When selling, these online activities are monitored by organizations based on the contextual and demographic information gathered from digital behavior. They use this intelligence as demand generation to fuel their strategy to reach buyers and influence their decisions before other competitors can make a stronger impact or better impression.
INFUSING INTENT INTO ABM
Infusing intent data into ABM strategy allows a more customized approach to individual accounts, small groups of accounts, and sometimes bigger ABM audiences. It provides necessary insights into:
- The type of information prospects of that account are looking for
- Identifying and segmenting the ‘buyers’ of the account, and
- Ways to deliver the content and the right knowledge they require in specific formats and locations
Intent partners and tools help more and more B2B marketers evaluate the intent scores of accounts based on the number and types of interest and their inclination towards a product or service. Marketers can then prioritize clients with higher intent scores to distinguish them as strong potential buyers and nurture them using personalized, relevant content assets via emails.
Target them individually with programmatic advertising and provide the sales team with updates and alerts. The great thing is also to organize the entire effort through a holistic marketing cloud. Whenever you educate the buyer, you also position your brand as a trusted and reliable source.
TUNE-UP YOUR INTENT WITH ABM
Approach and Execution
Make a robust go-to-market plan more effective by targeting high-value potential clients with the power of intent data. This benefits sales and marketing teams greatly by spotting significant prospect activities and contacting the right people and systems to respond and increase conversion rates along the buyer journey.
Identify And Anticipate Early Interest
Intent data monitoring helps recognize and identify buyers and companies actively researching a solution like a product or service. B2B marketers can have this info even before a buyer fills out a form or chats with a bot. You get behavior data sooner when timing matters the most.
Classify And Prioritize Leads
Use a mix of predictive methods and in-market buyer signals to boost the lead generation’s intent scoring model. You’ll know to prioritize clients and companies showing more interest and purchase intent before they reach out to your competitors.
Evaluate, Nurture, and Retain Customers
The intent monitoring in ABM offers real-time visibility into which present customer accounts research topics and solutions. These insights on current clients help identify pain points, up-sell proactively, and resolve the foam. It’s important to continuously engage and optimize your services in order to retain customers. Intent data can keep the marketer’s budget, creativity, and energy focused in the correct direction.
WRAPPING IT UP
Using intent data gives marketers a chance to leverage the existing relationships with critical accounts to bring in more business. Additionally, for retaining the current accounts, there are numerous other benefits to rev up ABM with intent data, including tapping into a niche and untapped markets, acquiring new clients, optimizing the existing client base, and many more.
Intent data gives marketers visibility to customers’ online footprints. The web is mottled with digitized impressions, and using those belonging to specific accounts helps the marketers optimize the users’ experiences for strengthening their relationship.