Buyer Intent Data
Article | August 23, 2022
Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging.
There are a couple of flavors of intent data, but in this case, third-party intent data is the focus.
Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.
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Account Based Data
Article | June 29, 2023
Discover the key to enhancing marketing expertise through a carefully curated selection of top buyer intent data books to create effective targeted and customer-centric marketing campaigns.
In the dynamic marketing world, achieving a competitive edge requires a deep understanding of buyer intent data. Businesses can gain invaluable insights into their target audience's preferences, needs, and motivations by deciphering the intricacies of buyer intent. With the ability to unlock valuable insights into consumer preferences and behaviors, buyer intent data empowers businesses to create targeted and effective marketing strategies.
This article presents a curated selection of expert-level books that will empower businesses and marketers to master buyer intent data and optimize their marketing strategies. As the marketing landscape continues to evolve rapidly, businesses and marketers must explore the top books that delve into this subject matter and assist them in creating customized strategies, enhancing customer experiences, and driving meaningful business outcomes.
1. Total Customer Growth: Win and Grow Customers for Life with ABM and ABX
Author: Adam Turinas and Ben Person
A comprehensive guide, Total Customer Growth: Win and Grow Customers for Life with ABM and ABX, unveils the power of Account-Based Marketing (ABM) and Account-Based Experience (ABX) in driving long-term customer growth and loyalty. Authored by industry experts Adam Turinas and Ben Person, the book offers a strategic framework for businesses to adopt a holistic approach toward building a sustainable, long-term business model. It also explains in detail how-to guides, strategic rationales, examples, and references to online resources.
2. No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing
Author: Latané Conant
No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing by Latané Conant is a groundbreaking book that revolutionizes traditional sales and marketing approaches by introducing a forward-thinking strategy for account-based success. It delivers an enlightening and engaging guide for salespeople and marketers on how to use technology to identify prospects and place them at the center of all they do. Conant, an esteemed industry expert, reveals strategies for building a tech stack that prioritizes their customers and ways for chief marketing officers to stop playing defense and go on offense.
3. Innovative B2B Marketing: New Models, Processes and Theory
Author: Simon Hall
With extensive expertise and profound industry insights, Simon Hall introduces readers to avant-garde strategies, cutting-edge models, and transformative processes that challenge conventional B2B marketing practices in his book, Innovative B2B Marketing: New Models, Processes and Theory. The book goes beyond the ordinary, offering practical examples, real-world case studies, and theoretical frameworks that empower marketing professionals to embrace creativity, adaptability, and customer-centricity in their B2B endeavors. It is an indispensable resource for marketing practitioners, strategists, and visionary leaders seeking to redefine the boundaries of B2B marketing and take their organizations to new heights of success.
4. Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth
Author: Stephen G. Diorio and Chris K. Hummel
Authored by renowned experts Stephen G. Diorio and Chris K. Hummel, Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth introduces the concept of Revenue Operations (RevOps) as a transformative strategy for organizations. It explains in detail how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. This essential read is a compass for executives, sales and marketing professionals, and business leaders aiming to unlock their organization's full potential and achieve sustained success in today's dynamic marketplace.
5. Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus
Author: Bev Burgess and Tim Shercliff
A groundbreaking guide, Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus, explores the transformative power of account-based growth strategies in the realm of business-to-business (B2B) marketing. Drawing on their extensive expertise and real-world experiences, Bev Burgess and Tim Shercliff provide a robust framework for businesses to align their marketing, sales, customer success and executives around the customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations, including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.
6. Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement
Author: Martin Kihn and Christopher B. O'Hara
Authored by industry experts, Martin Kihn and Christopher B. O'Hara, Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement delves into the transformative capabilities of customer data platforms (CDPs) and their profound impact on marketing strategies. The book offers a deep understanding of CDPs and explains how to use AI and machine learning to drive the future of personalization. With this knowledge, marketers can create a data-driven culture that puts customers at the center and craft personalized and targeted campaigns that resonate with their audience, fostering meaningful connections and driving long-term loyalty.
7. Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates and Build Loyalty
Author: Antonia Wade
Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates, And Build Loyalty is a compelling and insightful book that illuminates the path to revolutionizing the B2B buyer journey. Written by an award-winning Chief Marketing Officer, Antonia Wade, the book provides a step-by-step guide to mapping the buyer journey, metrics, aligning channels, and tactics according to their needs at each stage. With a keen focus on the buyer's journey, the book provides practical insights and real-world examples of how to reengineer marketing's relationship with sales and develop marketing as a real lever for business growth.
Conclusion
As marketing continues to evolve, mastering buyer intent data is crucial for marketers aiming to succeed in 2023 and beyond. The curated list of expert-level books provides valuable insights, strategies, and frameworks to help marketers effectively harness buyer intent data's power. Marketers can tailor their strategies, enhance customer experiences, and drive meaningful business outcomes by understanding the nuances of buyer intent.
Armed with this knowledge, they can create highly tailored and engaging campaigns that resonate with customers on a profound level, ultimately driving increased brand affinity, customer loyalty, and revenue growth. Immerse in these top books and unlock the potential of buyer intent data to propel your marketing expertise to new heights.
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Buyer Intent Data
Article | March 6, 2023
ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM?
Follow these four simple steps:
Look for Potential in Target Accounts
Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity.
Go Beyond the Lead-based Approach
Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes.
Participate in Buying Group Marketing
Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach.
Upgrade Your Sales Approaches
Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities.
With an Empowered Sales Team, Your ABM Engagement Rises
An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.
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Targeted Account Strategy
Article | July 5, 2022
Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary.
ABM Strategy in Healthcare
Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain:
Getting Buy-in
Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter.
Identify Key Accounts
With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy.
Conduct Extensive Research
Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market.
Tailor Your Content
The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want.
Analyze & Adjust the Strategy
Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly.
What to Expect from ABM in Healthcare?
Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.
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