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9 ways to use intent data to enhance ABM campaigns


MomentumABM

12th April 2017 / ABM best practice


Intent data lets you see through your customers’ eyes like never before. Intent data helps you understand key phases along the B2B journey from initial interest to purchase. Intent data allows you to develop messaging suitable for every step of that journey. Intent data means marketers no longer need to make assumptions about the intentions of would-be buyers.

It’s no surprise, therefore, to find that a synergy exists between intent data and account-based marketing (ABM), our bread and butter here at MomentumABM.

It’s why we’ve put together a guide on the merits of intent data that’s available to download right now. ‘An ABM Accelerator Quick Guide: Everything you need to know about B2B Intent Data’ [LINK] starts with the basics by explaining the difference between first-party (internal) and third-party (external) data before discussing its benefits, its applications and its limitations.

At the heart of the guide are insights into how intent data can be deployed in the context of ABM.

Before presenting the ways the two work in tandem, it’s worth establishing that third-party data is the more powerful tool. Why? Because external data determines behavioral signals by monitoring browsing patterns, downloads, video streams and trackable search queries across thousands of publisher sites and social networks.

It’s not just the volume that matters here but the location too. If someone is browsing your site – first-party data – it’s unlikely they are at the beginning of their buying journey. But if someone is browsing an independent site, geared say to purchasers of B2B technology solutions, then they are far more likely to be looking for objective advice and guidance that suggests an early enquiry that may lead to a later purchase.

Our advice is simple: turn this data and turn it into actionable insights. Insights that will enable you to enhance ABM campaigns. How? Here’s how. Use intent data to:

1. Monitor buyer intentions and mindset across a broad range of accounts
2. Understand intent across a single account, even a single branch office
3. Identify interest, or likely triggers, earlier in the sales cycle
4. Understand account needs earlier in sales cycle
5. Create or customize content for the customer’s needs or intent
6. Develop messaging for the customer’s needs or intent
7. Identify common themes across accounts
8. Target contestable accounts
9. Identify outliers and redeploy resources accordingly

‘An ABM Accelerator Quick Guide: Everything you need to know about B2B Intent Data’ is available to download now.