How to Use Intent Data in ABM Programs

Integrating intent data into your ABM strategy allows you to further tailor your marketing efforts from account to account. Intent data provides beneficial insights to B2B companies on what matters most to their prospects through better understanding. This has several advantages, but one of the most important is that it makes way for smart marketing strategies. But how can your business enhance its ABM campaigns using intent data? Here are a few approaches for integrating intent data and ABM:

Characterize Intent Data

The goal of classifying intent data is to verify that signals given by prospects do not misrepresent their real intent. Manage your expectations when collecting and analyzing first-party intent data carefully to correctly classify your data. As you proceed, keep in mind that the contacts and ABM account you receive from the intent data won't grow overnight. Instead, they will develop slowly.

Finding High-Value Prospects

B2B marketers can find accounts that are actively looking for the solutions that their companies are providing by using intent data. Examining the open conversations that prospects have online is one approach to do this. With this knowledge, ABM teams may boost the amount of interested, high-value accounts that are most likely to actively engage in the sales process in their prospect pool.

Upsell or Cross-sell Using Intent Data

Targeting new clients using intent data facilitates cross- and up-selling. Intent data provides powerful, often-overlooked insights into current customers. By identifying customers looking into your competitors' or other products using intent signals, you can prevent loss in sales. You can intervene and re-engage the consumer using this information, which can boost renewal rates and lower churn rates.

Conclusion

In today's complex economic landscape, companies are able to make wise decisions thanks to intent data. In marketing, for instance, intent data is a potent instrument that drives the expansion of ABM programs among B2B marketers. Intent data enables businesses to identify high-value accounts and nurture them through customized content and campaigns by helping B2B marketers in understanding potential clients.