How Intent Data can Empower your ABM Efforts to Accelerate B2B Sales

Many B2B marketers today are still exploring ABM (Account Based Marketing) and the various different ways that it can be leveraged for B2B sales. There’s no doubt that it is an important part of the strategy to drive revenue, and marketers are now more interested in knowing how the ABM magic can be unleashed when combined with the use of intent data.

The Best Partnership:

ABM and intent data is one of the best combinations for augmenting B2B sales. Why? Simply because ABM works and relies heavily on customization! It is one of the most focused B2B sales activity and this can only be done with the help of most authentic and realistic data that can only help leverage ABM.

Intent data can provide precise information. This data is all about the customer behavior, the updates, feedback, and reviews, buying experiences, the preferences, likes and dislikes and much more. The online behavioral history can simplify the strategic positioning of B2B offerings as intent data mirrors the customer expectations.

This enables ABM to be what it is for and the goal can be achieved in lesser time. Intent is data is the precise data that an organization is willing to target.

So how do you go about clubbing these two important entities to make for reasonably good sales results? Here are a few steps to best combine these two and leverage their power.

Gather data with specific intention:

If you want ABM to work, you need very specific data is collected or built with specific objectives. It’s as simple as that. But for this to happen you have to know where to look and what data you need to gather and when. Collecting data strategically can help leverage the power of both intent data as well as ABM.

What you can look for is data from website forms, email marketing responses, data from downloadable content assets such as media kit, or newsletter, ebooks which can have can reflect the type of customer and what exactly he might be looking for.

If a prospect reaches out to you it’s almost always with some intent. This intent has hidden potential of serious interest of your prospect in your services. Make sure you capture these prospects’ attention with relevant and timely reaching out and close the deals as soon as possible.

Make use of Relevant Intent data:

Intent data will most likely be relevant in terms of its value to the company; however each business is different and each customer is different too. Different customers will be coming to you with different needs. Just because they have shown interest does not mean that they are fit to be your specific ABM target audience. This also gives an opportunity to marketers to further analyze their data and then come to a specific conclusion.

Content and ABM:

ABM cannot be effective or for that matter intent data cannot be leveraged without reaching out to the prospects with relevant content. You need to up your content assets and content marketing strategy along with the analysis of intent data.  After you draw a conclusive inference its best to reach out to them with outstanding content for you to get them into the loop, before your competitors do.

Empowering ABM through intent data can be more powerful if you leverage your content marketing efforts. With content your reach will be more authentic and effective in a way that you can actually reap benefits from intent data.

Conclusion:

If companies use intent data to empower their ABM efforts it can have a direct and positive effect on sales. Making the most out of the valuable data through intent is the first step in the right direction. Specific and accurate data can only help consolidate your ABM efforts to augment sales.