While it is common to see intent-based audiences in regular ABM campaigns, it’s not as often found in ABM orchestrated/multichannel campaigns. This is a missed opportunity because the value of intent is that it tells you who is interested in your product now. If you rely on a human to manually upload accounts/contacts and push them through stages, you will likely be a few steps behind where the prospect is in their purchase journey. ABM orchestrated campaigns can map accounts based on intent topics and then move them through a personalized buying experience, without the constant involvement from marketing.
Create and enrich actual leads
While creating dynamic audiences based on intent is a great way to begin targeting personas quickly within an account, getting to the individual decision-makers or contacts demonstrating intent to buy is the next piece of the puzzle. Knowing what accounts are looking to make a purchase can only take you so far – using intent to identify the actual buying group is what builds pipeline with a higher chance of revenue.
While you may already have an intent data provider that gives you visibility into what accounts are in a buying cycle, you will need to determine the people you need to reach. You’ve found the building, but now you need to find the people inside.
Website overlays + pop-ups
Intent-Based Sales Actions
Custom landing pages
Trigger next best action for sales reps
Go Beyond Identifying New Accounts
Intent data is only powerful if you know how to utilize it throughout the entire funnel, beyond just identifying new accounts. It plays a key part in taking that a step further in ABM orchestrated campaigns by revealing what topics and solutions are of interest and should be prioritized with personalized content, and actions by the sales team. Intent data paired with ABM orchestration can be the foundation for a successful demand generation strategy. While both intent data and ABM orchestration are important on their own, together is where you see the multiplier effect.