Intent Data: The Missing Link In Your Account-Based Marketing Strategy

Understanding buyer intent is critical for any marketer, or salesperson seeking success. 

Determining buyer behavior and triggers helps you understand how and when to sell. 

Marketing and sales teams use this knowledge to target a specific profile. This boosts the purchase likelihood.

Businesses identify “ready to buy” prospects and fine-tune their ads using aggregated intent signals. 

Intent Data can be utilized for future prospecting: it will reveal patterns that influence your prospects’ purchasing decisions.

According to the survey, 25% of B2B organizations currently employ intent data, while 35% want to do so within a year.

Intent data is corporate-level behavioral data. It indicates whether a company intends to invest in your (or comparable) products or solutions. 

It helps you make better marketing and sales decisions.

Using intent data has two key advantages:

1. Locating active firms

2. Gaining audience insights

Account selection should not be based on intent data alone. 

Prioritize your accounts based on commercial benefit and Ideal Customer Profile, based on data. 

Your account-based marketing framework can then concentrate on the most promising accounts with intent data.

5 things you will learn in this article

1. Why Is Account-Based Marketing Important?
2. How ABM Increases The Quality Of Sales Leads
3. How To Prioritize Buyer Intent Data In 2022
4. How To Enhance Account-Based Marketing Tactics In Ad Campaigns
5. How to Use Buyer Intent Data To Achieve Higher Close Rates

#1. Why Is Account-Based Marketing Important?

Account-based marketing tactics (ABM) are B2B techniques that target specific accounts within a market. 

Account-based marketing framework focuses resources on a defined group of named accounts: focusing on a very targeted list of target clients to complement sales efforts directly.

Today companies automate most of the laborious, time-consuming effort to collect potential consumer data. 

Tailoring marketing communications fit the specific demands of the named account being targeted.

An ABM approach helps vendors identify marketing dollars that translate into closed sales and revenue. 

A side benefit of combining sales and marketing resources and targeting pre-qualified clients is that marketers start thinking like salespeople: focusing on the best approach to bring a potential customer to the table and create revenue.

SiriusDecisions’ 2015 State of Account-Based Marketing Study found that 92% of firms value ABM and consider it a ‘must have’ for B2B marketing.

While each company’s account-based marketing framework is unique, several aspects of the process are universal.

1. Sync sales and marketing
2. Analyze data to find named accounts
3. Determine the accounts’ decision-makers and influencers
4. Personalize communications to address the designated account’s concerns
5. Decide which channels will be utilized to message the designated account
6. Evaluate and alter messaging and sales efforts as needed

#2. How ABM Increases The Quality Of Sales Leads

ABM places a greater emphasis on high-value targets, which is one of the reasons firms choose ABM. 

A business’s ultimate goal is to generate quality leads, which is not always attainable with traditional marketing tactics, such as direct mail. 

Personalized and relevant information is delivered to high-value leads throughout their buyer journey, ensuring that they remain engaged.

Cross-selling and upselling methods are employed by ABM to create the highest levels of revenue. 

Simply, ABM prioritises quality over quantity when generating leads, whereas traditional lead generation strategies focus quantity.

Traditionally generated lead generation is the most popular when it comes to clicks. It is possible for the number to go either way when it comes to conversions. Due to the strength of the strategy, ABM is able to complete its task by pursuing high-quality prospects, who are more likely to convert as a result of the approach.

#3. How To Prioritize Buyer Intent Data In 2022

Having the correct buyer intent data enables you to stand out. 

With the right data, sales agents and marketers personalize messaging to decision-makers with varying priorities or concerns at various points of the sales funnel.

When a qualified lead hits your website, buyer intent data reveals the following information about them:

1. Areas of interest
2. Pages visited
3. Referral sites

This data can then be used in various ways to personalize outreach and establish contact with prospects.

This will provide your marketing and sales teams with real-time signals to help them fill their pipelines and close deals. 

Additionally, it aids in retention and re-marketing efforts.

This significantly boosts your outreach efforts. 

Representatives can improve their messaging by emphasizing USPs and success stories.

#4. How To Enhance Account-Based Marketing Tactics In Ad Campaigns

Campaigns become more effective when they are intent-based. Numerous marketers already employ a straightforward kind of intent-based marketing. 

When choosing keywords for Search Engine Advertising, you want specific ad groups to appear when users search for particular terms. 

This is one of the most straightforward examples of intent-based marketing. 

The next level of sophistication is achieved through programmatic advertising. This is a more sophisticated form of intent-based targeting.

For example, through programmatic advertising, you can serve dynamic ads to consumers based on the content they are reading. 

Additionally, you may choose to show adverts only after a certain number of pages have been read.

When the purchasing intent is more significant, increasing your bid for the ad space makes sense. 

This is fully automated with programmatic advertising, and it’s an excellent example of intent-based targeting.

#5. How to Use Buyer Intent Data To Achieve Higher Close Rates

The average buyer’s journey is separated into three stages. Produce content for each stage of the buying funnel, or journey stage.

1. Awareness 
2. Consideration
3. Decision-making

5a. Awareness Goals

Emphasize your buyer’s goals or pain issues throughout your communications and not just focus on your product or brand. 

Sort your accounts according to importance. Buyer intent data can be used to determine which items and services your leads are considering. 

For instance, utilizing a tracking pixel or anything comparable can be an excellent approach to monitor their internet activity. 

What people do online provides insights into their consideration stage: utilize this information to help you lessen the collective noise your potential clients hear in your market. 

5b. Consideration Objectives

Contact those that are most receptive to your marketing and are in the appropriate stage of their purchasing journey to recognize the value in your goods.

5c. Decision Directions

By analyzing intent data, determine which behaviors your prospects or customers exhibit that suggests they are prepared to buy. 

These can be used to activate automation for your sales team, alerting them to the fact that they need to step up their game in terms of selling.

These will vary from one firm to another.

Proactive customer support and sales help are two of the most effective methods for involving your employees in the purchasing process. 

The consumer is seeking assistance, and your team is standing by to assist them. 

A typical method to accomplish this is by surfacing content on crucial pages via a chat service or a product guidance tool.

Conclusion

Incorporating Buyer Intent Data into your ABM campaigns can generate more leads, boost sales, and save costs. 

Rather than waiting for prospects to stumble into your landing pages, you can gain a competitive edge by intercepting them and offering relevant answers.

Intent data will position you in front of your accounts’ decision-makers early in the decision-making process.

Accelerate your leads and sales today with a proven marketing agency Digitalzone puts your B2B leads and sales on steroids. 

Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Lead Generation and List Building.

Get in touch with us today, to accelerate your sales.

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