As a B2B marketer, we know that account-based marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let’s dive in on how they work together to boost sales intelligence and drive conversion.
Intent data refers to data signals that indicate a person or organization’s intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly.
ABM, on the other hand, is a strategic approach to marketing that focuses on targeting high-value accounts with personalized, highly-relevant messaging and content. ABM strategies aim to build strong relationships with key decision-makers at these accounts and ultimately drive revenue growth by converting them into customers.
In today’s session on “Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success” at B2BMX, Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. Here are the three key takeaways from the presentation:
1 – Do Not Wait for Buyers to be In-Market
- We have shared a many times before, that “95% of category buyers are out-market at any given time,” says Professor John Dawes of the Ehrenberg-Bass Institute
“You can not wait for buyers to be in-market. If you do that, you are already too late and you've lost the sale.” — John Steinert @JASteinertCRM Share on X“You can not wait for buyers to be in-market. If you do that, you are already too late and you’ve lost the sale.” – John Steinert, TechTarget
2 – ABM is Not Marketing, it is Sales Enablement
- ABM brings marketing and sales together to create the modern marketing approach of sales enablement to add new processes to help move sales forward
“AMB is about pipeline and revenue — if you aren't focused on these things, you are not doing ABM.” — John Steinert @JASteinertCRM Share on X“The term ABM should include the word sales instead of marketing. ABM is more of a sales enablement than marketing initiative and requires teamwork across both areas.” – John Steinert, CMO, TechTarget
“ABM in a nutshell is targeting buying committees at certain companies, whether big or small. And most enterprise companies have 6-10 people plus in the buying committee. They all have different roles requiring different messaging, different tactics and different ways of reaching out.” – Dan Cafiero,
” AMB is about pipeline and revenue — if you aren’t focused on these things, you are not doing ABM.” – John Steinert, TechTarget
3 – ABM Success Requires Teamwork
- ABM when done right, is a true partnership between marketing and sales with marketing as one component, but sales involvement as the other critical piece to ensure sales is equipped with the data and insights to qualify and convert quickly
“Nurtures are where leads go to die. It’s better to align with sales to allow them to identify throughout the process.” – Dan Cafiero,
- By using intent data to identify and prioritize the accounts most likely to convert, marketers can create highly-targeted ABM campaigns that are more likely to resonate with their target audience and drive better results throughout the entire research and buying process
- Cafiero also shared that success relies on selecting the right partners and ensuring maximum value is delivered from each
“Nurtures are where leads go to die. Marketing needs to align with sales early, to understand leads and intent early to identify and deliver relevant messaging throughout the process.” — Dan Cafiero of @Seagate Share on X“To help make sure I get everything I need from partners, I am always learning from other leaders and people outside of my daily contact in our organization to see what is working across the brand to make sure I can bring those practices over to my area and always learn and bring new ideas and voices.” – Dan Cafiero,
This session taught us to use intent data to identify and prioritize the accounts most likely to convert so both sales and marketing can create highly-targeted ABM campaigns that are more likely to resonate with their target audience. Utilizing both intent data and an ABM approach creates strong sales enablement, allowing sales to see and close more leads. Teamwork and alignment throughout the process is key to ABM program success.
Overall, intent data and ABM are both important tools in the modern marketer’s toolkit, and when used together, they can help organizations achieve more effective and efficient marketing outcomes.
Thank you Steinert and Cafiero for all the info!
In case you missed it, check out the topic process for Jeff Marcoux’a session on GTM disruption and Pam Didner’s topic of AI’s impact on B2B marketing.
