13 Best Buyer Intent Data Tools for B2B Marketers

Apurva Pathak | February 11, 2022 | 123 views

Intent Data Tools
If you are a seasoned marketer, you must be aware of how hard it is to find highly qualified leads. Wouldn’t it be convenient to have an intent data strategy that helps you identify companies that are looking for a product or service you offer by tracking their internet activity? If you are an IT service provider, some businesses must be looking to rope in a company like yours to help with their IT needs. If you find these businesses in time, you could clinch a deal with them.

Your sales and marketing teams will be able to work efficiently, your company will get more conversions, and your revenue will grow. This is what buyer intent data tools do.

What is Buyer Intent Data?

In the B2B domain, knowing what your target accounts want and need plays a big part in creating and executing ABM marketing. B2B buyer intent data indicates companies that are actively a part of your buying cycle. It allows marketers to understand what buyers are interested in, what kind of solutions they are looking for, what content appeals to them, and which topics they are stuck on. This data can be acquired from buyer intent data tools that measure buyer intent signals. They are generally a part of account-based marketing software.

Some of the buyer intent signals measured by buyer intent data tools are:
  • Subscription behavior
  • Clicks on social media ads
  • Website visits
  • Length of time spent on the website
  • People from the same company visiting your website
What the numbers say:
  • According to a SiriusDecisions study, a B2B prospect is already 67 percent into the purchasing journey.
  • 73 percent of B2B marketers use buyer intent data in their email marketing.
  • 62 percent of B2B marketers agree that B2B intent data improves their nurturing and personalization workflows.
It is no wonder that buyer intent data tools have created a buzz in the world of B2B marketing. Platforms that provide account-based marketing services have solutions that offer intent data for lead generation and intent-based marketing.

Types of Buyer Intent Data

There are two broad types of buyer intent data: internal buyer intent data and external buyer intent data. These can be used in any intent data strategy.

Internal Buyer Intent Data

This type of data is called first-party data, and it is gathered from your website, automation systems, or from within the account-based marketing software that you use. It is further classified into data you submit manually and data that your CRM perceptively creates. Some examples of this data are: website visits, time on page, lead information submitted, job title, downloads of the bottom of the funnel content like case studies, and viewing bottom-of-the-funnel pages like product comparison pages.

External Buyer Intent Data

B2B processes and sales cycles are often complex. Tracking customers on your website may not be enough. You need to widen your net and go above and beyond your website tracking software. You need to take a look at the off-site behavior of your customers by using buyer intent data tools. This will help you understand what prospective buyers are searching for on the web and not just on your website. Could it be that they are checking some review sites, or your competitor’s website, or possibly finding answers to their queries somewhere else but not on your website?

Understanding this B2B intent data will help you expand your sales funnel accordingly. You cannot control buyer behavior, but you can definitely decide strategically how you will respond to the buyer intent data.

Leveraging Buyer Intent Data in ABM Marketing

An effective account-based marketing strategy is a data-driven marketing strategy that targets key accounts with buyer intent. This laser-focused approach to targeting makes it more successful as compared to other marketing strategies.

Here is how buyer intent data can help you enhance your account-based marketing strategy:
  • Enhances Demand Generation
Buyer intent data enriches the demand generation process by assisting marketing teams in identifying and planning campaigns for prospective accounts. Email marketing and personalized ads can speed up outreach and conversion.
  • Optimizes Content Strategies
It improves content marketing strategies through insights into prospect behavior. It becomes easier to tailor a content strategy to target a prospect once you know what your prospect thinks about a solution or product you offer.
  • Improves Lead Generation
Your prospect’s online behavioral data can drive your lead generation strategy. You can target specific accounts based on their intent. Your cost-per-head (CPL) will go down significantly once you generate more interest in your sales pipeline.
  • Strengthens ABM Partnerships
ABM implementation also involves channel marketing solutions that are complex. Intent data can make the process manageable and bring clarity to the intentions and objectives of the marketing strategy. You can easily prioritize your ABM partners’ leads for higher revenue. It guarantees the success of your ABM group channel program.
  • Reduces the Churn Rate
You can reduce the churn rate by monitoring the research activity of your target accounts. You can easily identify the likelihood of churn. To tackle this problem, you can create personalized offerings for prospects who are checking out your competitor’s offerings.
  • Helps You Tweak Your Solutions
With the help of buyer intent data, you can understand your prospects’ pain points better. Tweak your solutions, design products or services based on the trends you see or the patterns you notice in your target audience’s behavior.

13 Best Buyer Intent Data Tools for B2B Marketers

Here are thirteen game-changing buyer intent tools for B2B marketers that can help you with your intent-based marketing plan:

1. Terminus
Terminus was named a ‘Leader’ in the 2020 New Wave of ABM platforms and has more than 1,000 customers trusting its account-based marketing strategies. Its account-based marketing tools help marketers analyze how their marketing strategies fare in terms of sales. Its deep B2B account database has over 70 million businesses. Its tools can sync easily with CRM and MAP data and deliver immediately marketable segments.

2. Bombora
Bombora provides risk-free intent data that is not only comprehensive, but also privacy-compliant. It can be integrated with multiple platforms across sales, martech, and B2B advertising. Its data comes from fully consented B2B publishers. The Bombora Data Co-op captures the buying signals of nearly 3.3 million unique domains through 20.1 billion interactions a month, across more than 4000 sites.

3. ZoomInfo
ZoomInfo has an impressive and comprehensive business database that can help you run B2B intent-based marketing campaigns. Its solutions bring together your sales and marketing teams. Its buyer intent data tools have features like lead scoring, sales prospecting, territory planning, and targeted outreach.

4. Demandbase
Demandbase’s platform, Demandbase One, is a great go-to-market solution. Its buyer intent data tools use data built around data privacy and security best practices. It has cloud solutions for advertising, account-based experience, sales intelligence, and data. With this single platform, you can orchestrate and automate your buyer journeys easily.

5. Slintel
Slintel, a 6sense company, analyzes buying behavior, patterns, sales intelligence, and digital footprints of your key accounts. It has a database of more than 15 million organizations. It helps marketers understand buyer behavior and pain points using buyer journeys and keyword insights. It evaluates over 100 billion data points to identify 3% of prospects with high buyer intent.

6. Leadfeeder
Leadfeeder features a variety of filters, both basic and customizable, that allow users to segment companies based on company demographics, location, behavior, location, and more. In addition, it integrates tools like Zapier, CRMs, and other email marketing tools which help provide insights on accounts. It has a responsive support team and is easy to use.

7. KickFire
KickFire provides first-party intent data by identifying anonymous website visitors through visitors’ IP addresses. This crucial data can be used by sales and marketing teams to create personalized content and increase sales outreach. There are different tool versions like LIVE Leads and KickFire for Google.

8. DemandJump
DemandJump provides insights into the customer journey and helps analyze your competitors. You can get information on what your prospects are doing, like which websites they are visiting and what things they are searching for. You can also find out what your competition ranks for, what kind of content they publish, and what kind of ads they use to attract traffic. 

9. TechTarget Priority Engine
Priority Engine gives real-time access to leads that are ranked based on their engagement level and their purchase intent. You can use this information to enhance your ABM strategy, sales outreach, and lead generation. This tool also shows the topics which interest prospects, the kind of technology the prospects use and also provides contact information for leads whenever it is available.

10. Lead Forensics
With the help of Lead Forensics, you can engage with your prospects and customers swiftly. By using the valuable data that this tool provides, you can start useful conversations with the visitors to your website. You can also identify visitors, location, demographic information, and how much time they spend on your website.

11. Pure B2B
Pure B2B is a web-based demand generation tool designed to supplement businesses with their B2B content syndication. It helps in displaying ads, developing outbound leads with the help of predictive analytics and multi-source intent data. If you want to generate high-quality leads, you should consider using this tool.

12. Triblio
Tribilo allows you to combine account-based ads, web personalization, and sales activation through a single platform. You can easily engage with your customers, grow their awareness, and get in touch with your target accounts.

13. HappierLeads
Easily reach out to companies that show buyer intent but are not converting into customers with the help of HappierLeads. This tool accurately tracks website visitors and allows you to identify anonymous website visitors, connect with decision markets, and segment traffic.

By using account-based marketing services that offer the best buyer intent data tools, you can enhance your account-based marketing strategy. These intent data providers will highlight you in front of the buyers when they are in their decision-making process. Not only will it give you an upper hand in account-based marketing, but it will also help you proactively intercept prospects without having to wait for them to land on your website.

How Daniel Englesbretson, Founder of Khronos, leveraged Terminus to run successful ABM campaigns for clients

“What I have found is that, especially leveraging technology like Terminus, the data you get from the start speeds you up substantially, and gives you a lot more perspective that you couldn’t have had or wouldn’t have had before.” – Daniel Englesbretson.

ABM has become a mindset for Daniel. Read his full interview with Media 7 where he talks about the impact of AI on the ABM landscape.

Terminus’ account-based marketing software has shown tremendous results because it has one of the best buyer intent data tools in the market. Companies saw a 30 percent increase in opportunity size for the enterprise segment and a 2X increase in the probability of an account moving to opportunity.

Summing It Up

B2B buyer intent data tools can be a great addition to your arsenal of account-based marketing solutions. They can help you with swifter lead generation, boost your sales and save costs on pursuing qualified leads.  Roping in a good-intent data provider will enhance your account-based marketing strategy.

FAQ

What information does buyer intent data reveal when a qualified lead comes to your website?

Buyer intent data reveals qualified leads’ areas of interest, referral sites, and pages visited. This data can be used to personalize outreach and contact prospects.

How can you leverage buyer intent data to achieve higher close rates?

You can use intent data for lead generation. You can appeal to a lead throughout the awareness, consideration, and decision-making phases. Buyer intent data positions you in front of the prospects early on in the buyer’s journey, and that is how you get higher close rates.

What are some examples of internal buyer intent data?

Website visits, lead information submitted, time on page, job title, downloads of bottom-of-the-content, and viewing bottom-of-the-funnel pages are some examples of internal buyer intent data.

Spotlight

Union Square Media Group

Union Square Media is a leading digital advertising agency. Founded in New York City in 2008, Union Square Media has grown to operate not only in New York City but Los Angeles, Miami, and Austin as well. Union Square Media specializes in the conceptualization, development and management of customer acquisition campaigns across all industries. Using just the right mix of proprietary technology, behavioral data, and brilliant minds USM is able to provide clients custom-tailored, performance-based, customer acquisition and branding solutions with unparalleled quantitative returns. Union Square Media’s reach goes far beyond that. Union Square Media is an autonomous media buying technology company that develops, distributes and utilizes niche proprietary software to maximize advertising ROI. Its internal case studies have resulted in the creation of a suite of lead generation sites in various verticals.

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2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | August 3, 2022

6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter. These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit. “As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.” According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably. Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits: Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations. 2X increases in average contract value 4X increases in win rate 31% increases in opportunity volume Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including: 40% reduction in aggregate costs to qualify opportunities 40% reduction in effort to close opportunities 20-40% reduction in time to close deals Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense. “6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.” To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

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How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 14, 2022

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as: What your ideal customer profile (ICP) looks like Accounts you might not know about that are in-market and ready-to-buy The websites, keywords, and topics your buyers research most The signals your buyers give off when they’re ready to buy When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing. 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As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points. Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline. “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC. Conclusion Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy. But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI. An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

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Five Things That Can Make a Difference to ABM in EMEA

Article | December 28, 2021

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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Buying Group Marketing: Another Evolution of ABM

Article | May 23, 2022

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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Union Square Media Group

Union Square Media is a leading digital advertising agency. Founded in New York City in 2008, Union Square Media has grown to operate not only in New York City but Los Angeles, Miami, and Austin as well. Union Square Media specializes in the conceptualization, development and management of customer acquisition campaigns across all industries. Using just the right mix of proprietary technology, behavioral data, and brilliant minds USM is able to provide clients custom-tailored, performance-based, customer acquisition and branding solutions with unparalleled quantitative returns. Union Square Media’s reach goes far beyond that. Union Square Media is an autonomous media buying technology company that develops, distributes and utilizes niche proprietary software to maximize advertising ROI. Its internal case studies have resulted in the creation of a suite of lead generation sites in various verticals.

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RollWorks Presents the ABM Lounge at INBOUND 2022

RollWorks | August 12, 2022

RollWorks is bringing ABM to INBOUND! Today, the account-based marketing (ABM) platform and division of NextRoll celebrated its powerful partnership with HubSpot and announced its presence at HubSpot INBOUND® 22, September 6-9, 2022, in Boston. RollWorks has 16 inspiring sessions designed to help B2B teams ABMify their inbound strategies, as well as the first ever ABM Lounge. "We're excited to have such a strong presence at INBOUND this year, which reflects our market-leading end-to-end partnership with HubSpot. Our integration drives account-focused organizations' strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact — truly democratizing ABM and illustrating the power of ABM and inbound marketing," said Mike Stocker, VP of Partnerships at RollWorks. RollWorks ABM Lounge (Level 0, East Side of Boston Convention Center): Inspire your marketing programs, optimize your inbound, and accelerate your impact. Stop by 8:30am - 4:00pm ET to check out the sessions and for your chance to win $25K in RollWorks advertising media credits! Custom design a screen-printed t-shirt or tote bag of your choice, pick up one of our limited-edition ABM hoodies, and grab a coffee and snacks. Schedule a meeting with an ABM expert and learn how to get started with ABM and RollWorks or optimize your ABM program. ABM Lounge special events: Happy Hour: On Thursday, September 8th, from 5:30 - 7:00pm ET, come grab a custom Aperol Spritz or your drink of choice. RSVP for happy hour here. Customizable Donuts & Bottomless Espresso: On Friday, September 9th, from 8:00 - 9:00am ET, join us to celebrate our last few hours at INBOUND with customizable donuts and bottomless espresso drinks. RSVP for breakfast here. 2022 RollWorks + HubSpot Continued Product Innovation Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. This summer, the company launched two new ABM tools: Journey Events for HubSpot®: delivers consolidated account-level visibility within the HubSpot interface to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. Sales Insights for HubSpot: uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create timelier and more efficient sales outreach. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. RollWorks + HubSpot Customer Success In April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). Global organizations that leverage the combined power of RollWorks and HubSpot include: SnapFulfil: SnapFulfil leveraged RollWorks and HubSpot to launch and maintain a sales-aligned ABM program that generated high-value leads. Within 10 months, the Cloud Warehouse Management System (WMS) saw 27% of new website visits come from RollWorks and 4,000 new top-of-funnel leads with a 6% conversion to MQLs. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. That automatic bi-directional syncing alone saves us a lot of time on manual input." - SnapFulfil Goverlan: Within 13 months, Goverlan identified 95% of closed/won deals were influenced by RollWorks and generated revenue 15x the initial investment cost—all with a nimble, two-person marketing team. "Things have changed since we started targeting accounts, as opposed to just contacts. We're generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program." - Goverlan To learn more about how the market-leading combination of RollWorks and HubSpot drives even more value for your ABM programs, schedule a custom demo today. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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ACCOUNT BASED ANALYTICS

Harte Hanks Chosen for B2B Lead Generation Program

Harte Hanks | June 01, 2022

On May 31, Harte Hanks, a leading global customer experience company, announced that a leading employee screening services company had been awarded a new business assignment. Harte Hanks will provide a wide scope of B2B sales and marketing support services. A strong track record of providing exceptional support and easy integration with B2B sales operations made Harte Hanks the first choice for the program. The new relationship manager for this compliance-driven company commented: "Our goal was to find a partner that has the experience and ability to quickly integrate with our existing B2B sales operation and platforms while providing us with cost-efficient but effective solutions to help us achieve our new business goals. We were incredibly impressed by the ability of the Harte Hanks team to dedicate resources, build training and implement quickly to drive new business sales performance." Harte Hanks will enable the client’s sales team with services to improve their B2B sales efforts, including appointment setting, lead generation, education and nurturing, and sales performance tracking. "We're excited to have the opportunity to work with this innovative leader," says Ben Chacko, Managing Director, Harte Hanks Customer Care. "This agreement further demonstrates our leadership in providing clients with a cost-efficient solution that enables growth while maximizing and preserving their internal methodology and systems." Don Aicklen, SVP Harte Hanks Sales & Marketing, notes: "Our customers seek partners who have the infrastructure and ability to quickly measure and optimize performance. Harte Hanks will continue to leverage the talent and capabilities of our Customer Care and Marketing Services segments to provide unparalleled solutions for our clients." Don Aicklen, SVP Harte Hanks Sales & Marketing, notes: "Our customers seek partners who have the infrastructure and ability to quickly measure and optimize performance. Harte Hanks will continue to leverage the talent and capabilities of our Customer Care and Marketing Services segments to provide unparalleled solutions for our clients. These capabilities are a vital component of new business growth and expansion strategies in today's marketplace."

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ACCOUNT BASED ANALYTICS

Bombora Listed in AdExchanger’s 2022 Top 50 Programmatic Power Players

Bombora | July 04, 2022

Bombora, a leading B2B intent data provider, is one of the 2022 Top 50 Programmatic Power Players, according to AdExchanger, the award-winning media and events company covering programmatic advertising and the data-driven marketing technology ecosystem. The 2022 Programmatic Power Players list recognizes the industry's leading agencies, solution providers, and strategic partners. The editors of AdExchanger evaluated each entry based on the depth and breadth of its offerings, documented case studies, and client references. “Bombora’s Intent data has been adopted across the digital advertising ecosystem by marketers who are focused on data quality and measurable outcomes, Being named as one of the 50 best companies in this ecosystem is not only recognition for us, but for our agency, publisher and platform partners as well." Erik Matlick, co-founder and CEO of Bombora Company Surge® data from Bombora informs marketing and sales leaders about which companies are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent, improving overall performance.

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ACCOUNT BASED ADVERTISING

RollWorks Presents the ABM Lounge at INBOUND 2022

RollWorks | August 12, 2022

RollWorks is bringing ABM to INBOUND! Today, the account-based marketing (ABM) platform and division of NextRoll celebrated its powerful partnership with HubSpot and announced its presence at HubSpot INBOUND® 22, September 6-9, 2022, in Boston. RollWorks has 16 inspiring sessions designed to help B2B teams ABMify their inbound strategies, as well as the first ever ABM Lounge. "We're excited to have such a strong presence at INBOUND this year, which reflects our market-leading end-to-end partnership with HubSpot. Our integration drives account-focused organizations' strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact — truly democratizing ABM and illustrating the power of ABM and inbound marketing," said Mike Stocker, VP of Partnerships at RollWorks. RollWorks ABM Lounge (Level 0, East Side of Boston Convention Center): Inspire your marketing programs, optimize your inbound, and accelerate your impact. Stop by 8:30am - 4:00pm ET to check out the sessions and for your chance to win $25K in RollWorks advertising media credits! Custom design a screen-printed t-shirt or tote bag of your choice, pick up one of our limited-edition ABM hoodies, and grab a coffee and snacks. Schedule a meeting with an ABM expert and learn how to get started with ABM and RollWorks or optimize your ABM program. ABM Lounge special events: Happy Hour: On Thursday, September 8th, from 5:30 - 7:00pm ET, come grab a custom Aperol Spritz or your drink of choice. RSVP for happy hour here. Customizable Donuts & Bottomless Espresso: On Friday, September 9th, from 8:00 - 9:00am ET, join us to celebrate our last few hours at INBOUND with customizable donuts and bottomless espresso drinks. RSVP for breakfast here. 2022 RollWorks + HubSpot Continued Product Innovation Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. This summer, the company launched two new ABM tools: Journey Events for HubSpot®: delivers consolidated account-level visibility within the HubSpot interface to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. Sales Insights for HubSpot: uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create timelier and more efficient sales outreach. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. RollWorks + HubSpot Customer Success In April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). Global organizations that leverage the combined power of RollWorks and HubSpot include: SnapFulfil: SnapFulfil leveraged RollWorks and HubSpot to launch and maintain a sales-aligned ABM program that generated high-value leads. Within 10 months, the Cloud Warehouse Management System (WMS) saw 27% of new website visits come from RollWorks and 4,000 new top-of-funnel leads with a 6% conversion to MQLs. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. That automatic bi-directional syncing alone saves us a lot of time on manual input." - SnapFulfil Goverlan: Within 13 months, Goverlan identified 95% of closed/won deals were influenced by RollWorks and generated revenue 15x the initial investment cost—all with a nimble, two-person marketing team. "Things have changed since we started targeting accounts, as opposed to just contacts. We're generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program." - Goverlan To learn more about how the market-leading combination of RollWorks and HubSpot drives even more value for your ABM programs, schedule a custom demo today. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

ACCOUNT BASED ANALYTICS

Harte Hanks Chosen for B2B Lead Generation Program

Harte Hanks | June 01, 2022

On May 31, Harte Hanks, a leading global customer experience company, announced that a leading employee screening services company had been awarded a new business assignment. Harte Hanks will provide a wide scope of B2B sales and marketing support services. A strong track record of providing exceptional support and easy integration with B2B sales operations made Harte Hanks the first choice for the program. The new relationship manager for this compliance-driven company commented: "Our goal was to find a partner that has the experience and ability to quickly integrate with our existing B2B sales operation and platforms while providing us with cost-efficient but effective solutions to help us achieve our new business goals. We were incredibly impressed by the ability of the Harte Hanks team to dedicate resources, build training and implement quickly to drive new business sales performance." Harte Hanks will enable the client’s sales team with services to improve their B2B sales efforts, including appointment setting, lead generation, education and nurturing, and sales performance tracking. "We're excited to have the opportunity to work with this innovative leader," says Ben Chacko, Managing Director, Harte Hanks Customer Care. "This agreement further demonstrates our leadership in providing clients with a cost-efficient solution that enables growth while maximizing and preserving their internal methodology and systems." Don Aicklen, SVP Harte Hanks Sales & Marketing, notes: "Our customers seek partners who have the infrastructure and ability to quickly measure and optimize performance. Harte Hanks will continue to leverage the talent and capabilities of our Customer Care and Marketing Services segments to provide unparalleled solutions for our clients." Don Aicklen, SVP Harte Hanks Sales & Marketing, notes: "Our customers seek partners who have the infrastructure and ability to quickly measure and optimize performance. Harte Hanks will continue to leverage the talent and capabilities of our Customer Care and Marketing Services segments to provide unparalleled solutions for our clients. These capabilities are a vital component of new business growth and expansion strategies in today's marketplace."

Read More

ACCOUNT BASED ANALYTICS

Bombora Listed in AdExchanger’s 2022 Top 50 Programmatic Power Players

Bombora | July 04, 2022

Bombora, a leading B2B intent data provider, is one of the 2022 Top 50 Programmatic Power Players, according to AdExchanger, the award-winning media and events company covering programmatic advertising and the data-driven marketing technology ecosystem. The 2022 Programmatic Power Players list recognizes the industry's leading agencies, solution providers, and strategic partners. The editors of AdExchanger evaluated each entry based on the depth and breadth of its offerings, documented case studies, and client references. “Bombora’s Intent data has been adopted across the digital advertising ecosystem by marketers who are focused on data quality and measurable outcomes, Being named as one of the 50 best companies in this ecosystem is not only recognition for us, but for our agency, publisher and platform partners as well." Erik Matlick, co-founder and CEO of Bombora Company Surge® data from Bombora informs marketing and sales leaders about which companies are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent, improving overall performance.

Read More

Events