LeadSift’s CEO and Co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing; ABM and intent data. These guys were doing ABM and intent data before it was cool.
Intent data shouldn’t be used alone
Intent data is of limited value on its own and shouldn’t be used to select accounts. It should be combined with fit data and not used for account selection. Think of it as a prioritization and personalization tool that gives you insights into the most relevant leads and what they’re looking for. Select your accounts based on business benefit and ICP based on tech graphing information of thermographic information and then use intent to prioritize them. Without that, you’re just using simple intent and it’s not nearly as powerful and it’s not ABM. Intent data enables your ABM program to stand out by being thoughtful about the accounts with the most potential. You can use your intent data to supplement propensity modeling and tribal knowledge from your own accounts and to identify who is in the market right now.
Why use intent for ABM?
There are two key benefits to using intent to power your ABM:
- Account Prioritization – i.e. reducing the scale of the program – traditionally with ABM programs, you might have 10,000 accounts with 1,000 different messages and 1,000 different creatives put together by the graphic designer resulting in weeks and weeks of work. When you looked at all the outcomes, it was pretty much no different than the control, so the ABM didn’t have that much of an impact. Adding intent data to an ABM enables you to identify and prioritize much smaller sets of accounts manageable for the size of your marketing and sales teams and to develop sales and marketing alignment and understanding around what’s going on at that specific account.
- Account Activation – Using ABM with intent data enables you to create personalized and very specific marketing messages. Having a platform to capture intent data insights enables the whole team to understand the insights, marketing to act on it, and for them to support sales.
Intent data can also be used in:
- Content marketing: identifying prospective buyer’s concerns and creating or sharing content with them that speaks to that.
- Funnels: identifying which accounts are actually progressing through the funnels and informing what type of messaging to use for them.
- Selection right
- Nurture tracks
- Arming BDRs with the right content: so they can use it when they reach out to these prioritized accounts.
- Content syndication: once you know what account you’re prioritizing you could make sure that the publishers you are going through are actually generating leads from those accounts. That way you know that it is more likely that they’re going to convert so you’re not wasting your media budget, or follow-up efforts, on accounts that aren’t actually identified by their content consumption.
- Post-sales: using intent data to identify which accounts that you currently have are most likely to churn. If your customers are researching competitor brands, that is indicative that they may be looking to leave so you could actually rectify those issues before it’s too late.
- Expanding on an account: you can see if they have recently been researching product offerings that you may offer but they may not be aware that they can source from you, then your team can focus resources to expand those accounts
Looking for more targeted and relevant ABM data?