It’s always a competition to grab the attention of potential buyers, so it’s a smart B2B practice to focus your attention on high-value clients. In general, B2B marketers target more leads to engage as many companies as possible, but that doesn’t seem beneficial in actual ROI. Account-based marketing is a focused strategy with B2B marketing and sales teams working collectively to target the best potential customers and turn them into clients.
To achieve this, B2B revenue leaders create a strategy with both sales and marketing focused on identified, high-value clients. The teams collaborate on how to determine and engage around client needs and achieve strong conversion rates.
Account-based marketing isn’t new, but it’s gained popularity due to evolving technology and a changing market. In this era of social media and online everything, technologies allow marketers to target and connect with customers on a whole new level.
An Account-Based Marketing strategy helps
● improve marketing ROI
● generate more qualified leads
● improve conversion rates
● drive attributable profits
● align sales and marketing
A variety of organizations and marketers across the world are trying ABM strategies within their teams to drive higher value outcomes. In the past, it could be difficult and expensive to implement ABM due to the higher level of personalization requirements. With better technology, it’s now more accessible and more affordable.
What Is Intent Data?
Intent data documents online activity based on each individual’s behavior across the internet. Every time you browse online, you leave a digital footprint.
These online activities could include:
● Downloading whitepapers and case studies
● Reading blogs and articles
● Reading product reviews
● Visiting websites
● Consuming content on particular topics
● Webinar attendance
When B2B buyers are starting out and uncertain about a solution, they read blogs and articles, visit different websites, download whitepapers and ebooks, or refer to product reviews. These activities pile up lots of footprints, as buyers browse content all across the internet.
Selling organizations monitor these online activities and collect contextual and demographic information from digital behavior signals. Then they use this intelligence to reach buyers and influence their decision before competitors can make a stronger impression.
How to Work Intent Data into Account-Based Marketing
Infusing intent data into an Account-Based Marketing strategy allows a customized approach to individual accounts or to small sets of accounts. It provides insights into what information prospects at that account are looking for, buying group members, and how to deliver the knowledge they require in formats and places they prefer.
Nowadays, intent partners and tools help B2B marketers analyze the intent score of accounts based on the amount and type of interest they show. The higher the number, the keener the client is in a product or service like yours. You can prioritize clients with higher intent scores that can be distinguished as stronger potential buyers for your product. Nurture them using personalized, relevant content assets via email. Target them with programmatic advertising. When you educate the buyer, you position your brand as a trusted source of expertise.
ABM Best Practices That Involve Intent Monitoring
Strategy and implementation
Make go-to-market plans more effective in targeting potential companies and clients with intent data. This benefits sales and marketing teams by spotting prospect activities and contacting the right people to increase conversion rates along the buyer journey.
Identify early client interest
Intent data monitoring helps identify buyers and companies that are actively researching a solution like your product or service, even before they fill out the forms on your website or raise an inquiry to engage with the sales or marketing teams. You get behavior data sooner when timing matters.
Intent scoring and prioritizing leads
Use predictive methods plus potential buyer data to boost your intent scoring model and lead generation. Prioritize clients and companies showing more interest and purchase intent, before they reach out to competitors.
Analyze, support, and retain customers
Intent monitoring in ABM provides real-time visibility into which accounts are researching what topics and solutions. These insights on existing customers are beneficial to up-sell proactively, identify pain points, and resolve churn. It’s important to keep constantly optimizing and engaging to retain your customers. Intent data can keep your creativity, budget and energy focused in the right direction.