5 Essential Elements of an Intent Data Strategy

Apurva Pathak | March 14, 2022 | 181 views

Intent Data Strategy
Intent data is a modern sales intelligence tool that helps you capture a prospect’s buying signals. By using an effective intent data strategy, you can be the first to reach out to a prospect and aim for a conversion.

In an interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about the importance of data in converting leads.

“With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.”

According to SalesIntel, 97% of B2B marketers agree that intent data will give brands a competitive edge.

Intent data collects signals that come from consumption of content like:
  • Blogs and infographics
  • Product comparisons
  • Product reviews
  • Message boards
  • Case studies
  • News

However, it can be challenging to incorporate intent data into marketing and sales initiatives. Regardless of whether you're working with first-party, second-party, or third-party intent data, it can have multiple applications across a range of systems and workflows and may overwhelm your team.

An excellent B2B intent data approach can ease the process and use of intent data. Motivate your team to harness the power of intent data to drive business growth.

5 Essential Elements of an Intent Data Strategy

52% of B2B tech companies implement an intent data strategy in their account-based marketing program. (Source: SalesIntel)

This statistic shows that more and more B2B marketers are seeking the help of intent data to make their account targeting more effective.

Let us look at what essential steps you should take while integrating B2B intent data into your account-based marketing program.

Alignment: Your Intent Data Strategy Should Line up with Your ABM Strategy

To get the results you expect, synchronize it with your ABM marketing strategy. You can use intent data in different ways to optimize your account-based marketing. Here are two of the many ways it can help you with target account prioritization:
  • Bind the intent data to your ICP criteria. Which ones show buyer intent out of the accounts that match your ICP? This information can help your marketing team push these accounts further into the funnel. Your sales reps will have meaningful communication with these target accounts. Overall, the chances of conversion will go up because you know the intent of your ICP-based target accounts.
  • There may be net new accounts showing buyer intent but they fall outside your pre-defined ICP. Segment these accounts and increase your sales pipeline. If your company doesn't have a lot of data, this use case can help you change or define your ICP criteria and help your sales pipeline.

Buy-In: Bring Your Teams Together

For all the teams to come together and work towards the same business goals and objectives, you need to get buy-in from the C-suite of your company. Only your leadership can drive your sales and teams to break silos and work with the mindset of establishing processes and using tactics that can create harmony between them. Ensure that the teams understand what you want to achieve with intent data for ABM. Share it with them and align on a follow-up strategy, metrics, and key accounts. Set up training programs so that your teams understand the newness and precision that intent data will bring to account-based marketing.

Testing: Begin with a Small Pilot

Apply your strategy to a small set of accounts. Involve limited sales team members within your company, probably a team you are closely associated with, to oversee the use of intent data in B2B marketing through your ABM program. This can help you understand where the strategy needs to be tweaked and what approach you need to use while using intent data. Pilot testing is an effective way of streamlining and recording your processes. It can be the foundation for implementing all your intent data initiatives for other sales teams over time. Get everyone on board to analyze the results of your pilot test and then decide on the best way to integrate intent data into your account-based marketing program.

Analysis: Examine the Performance Metrics

To gauge the impact of intent data on your account-based marketing program, you must collect conversion rates before the pilot test. This way, you can compare the before and after rates and examine how intent data helps ABM. Marketing and sales teams can look at what works and eliminate what doesn’t. This learning curve is crucial before you use intent data companywide.

Integration: Collate Your Systems with Intent Data

You can amplify the impact of your data strategy by integrating it with your systems like CRM, marketing automation software, and ABM platform. Through intent-based marketing, you can increase the performance and visibility of your brand throughout the sales funnel. Integration can also spearhead landing deals and expand your account-based strategy across different domains.

Implementing an intent data strategy step-by-step can lead to success and benefit all teams across all departments, increase customer satisfaction, and enable you to scale your business.

Kazoo Saw a 2-3x Increase in Reply Rates after Using Bombora’s Company Surge

Kazoo, an employee experience platform, integrated data from Bombora’s Company Surge buyer intent data tool with its 6sense account engagement platform data. It saw a 2-3x increase in reply rates.

Conclusion

When combined with additional data, B2B intent data can help you develop a scoring model that considers fit and engagement, making it more effective. If you use intent data in B2B marketing correctly, it can be a great way to improve your ABM strategy.

FAQ

How can an intent data strategy enhance ABM?

It can help in ABM marketing by indicating early buyer interest, facilitating content personalization, and helping with creating targeted account lists and lead scoring.

How can sales and marketing teams benefit from intent data?

Sales and marketing teams can use intent data for ABM to create effective go-to-market strategies, accurate target account segmentation, and personalized outreach.

What does intent data do to improve lead scoring?

Intent data provides predictive purchase insights. With the help of this information, you can approach the accounts close to making purchase decisions.

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.

OTHER ARTICLES
BUYER INTENT DATA

Account Selection: How To Win Before You Start

Article | October 7, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

Read More
BUYER INTENT DATA

5 Steps for Succeeding in Account-Based Marketing

Article | August 23, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
BUYER INTENT DATA

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | April 15, 2021

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More

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.

Related News

ACCOUNT BASED DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

Read More

CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

Read More

ACCOUNT BASED DATA, BUYER INTENT DATA

RollWorks Named Buyer Intent Data Leader, Retains Advertising Leader Position in G2's Winter Grid Report

RollWorks | December 16, 2022

Account-based marketing platform RollWorks, a division of NextRoll, continues its market innovation leadership and momentum as a trusted partner for B2B companies looking to accelerate revenue growth. The company announced that in the G2 Winter 2023 Grid Report, RollWorks received 15 leader awards, including for buyer intent, advertising, and account-based analytics, and rated highly for its implementation, ease of set up, ease of use, and ease of admin across: Account-based Advertising Account-based Analytics Account-based Orchestration Platforms Account Data Management Buyer Intent Data Tools Cross-Channel Advertising Display Advertising Marketing Account Intelligence Market Intelligence Retargeting Social Media Advertising "It's validating to see RollWorks positively impacting so many account-based customer programs, particularly in the areas of advertising and buyer intent, to help organizations quickly fill the gaps in their current go-to-market strategies while growing and protecting their businesses," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "It's validating to see RollWorks positively impacting so many account-based customer programs, particularly in the areas of advertising and buyer intent, to help organizations quickly fill the gaps in their current go-to-market strategies while growing and protecting their businesses," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. RollWorks has been consistently named a Leader by G2 over the last few years, fueled by a number of product advancements and the company's ability to incrementally impact organizations' go-to-market strategies. Most recently, the company rolled out a new level of intent data sophistication with the open beta of Keyword Intent — when combined with best-in-class Bombora Intent and G2 buyer intent, RollWorks Keyword Intent provides corroborating sources of intent and the best possible results that give organizations more certainty an account is actually in market. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. Products in the Leader quadrant are "rated highly by G2 users and have substantial market presence scores." In the Winter 2023 report, RollWorks also received 12 additional badges since the Fall report, including the "Users Love Us" badge, for having more than 20 reviews with an average rating of 4.0 stars. Comments from recent reviews of RollWorks on G2: "RollWorks is one of the most powerful tools we have in our stack for paid ABM campaigns. And while we do have account-level ICP criteria to optimize spend in-house, RollWorks provides its own proprietary layer of ICP, best-fit targeting that helps ensure we are fully optimizing our paid efforts, particularly with Display." — Marketing & Advertising professional "RollWorks is by far the most user-friendly yet advanced ABM advertising platform. It makes it so easy to target accounts & contact lists with significant efficiency. The digging deeper into account insights to see the customer journey, their intent data, and other contributing engagement metrics that could help us more easily identify the account we need to target. It's a phenomenal platform and would highly recommend it to anyone!" — Digital Marketing Manager "I love the ease of the way we can integrate with HubSpot so we can effortlessly ensure we are advertising to the same target accounts that our business development team is actively reaching out to." — VP of Market and Client Experience "RollWorks has given us new sources of quality top of funnel traffic that we can use to convert to marketing qualified leads… With RollWorks, our sales team is challenged to keep up with the flow of quality leads coming through - a nice problem to have. We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." — Mid-market professional To learn more about RollWorks can help you streamline your own ABM operations and drive more revenue, visit www.rollworks.com. 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 DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

Read More

CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

Read More

ACCOUNT BASED DATA, BUYER INTENT DATA

RollWorks Named Buyer Intent Data Leader, Retains Advertising Leader Position in G2's Winter Grid Report

RollWorks | December 16, 2022

Account-based marketing platform RollWorks, a division of NextRoll, continues its market innovation leadership and momentum as a trusted partner for B2B companies looking to accelerate revenue growth. The company announced that in the G2 Winter 2023 Grid Report, RollWorks received 15 leader awards, including for buyer intent, advertising, and account-based analytics, and rated highly for its implementation, ease of set up, ease of use, and ease of admin across: Account-based Advertising Account-based Analytics Account-based Orchestration Platforms Account Data Management Buyer Intent Data Tools Cross-Channel Advertising Display Advertising Marketing Account Intelligence Market Intelligence Retargeting Social Media Advertising "It's validating to see RollWorks positively impacting so many account-based customer programs, particularly in the areas of advertising and buyer intent, to help organizations quickly fill the gaps in their current go-to-market strategies while growing and protecting their businesses," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "It's validating to see RollWorks positively impacting so many account-based customer programs, particularly in the areas of advertising and buyer intent, to help organizations quickly fill the gaps in their current go-to-market strategies while growing and protecting their businesses," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. RollWorks has been consistently named a Leader by G2 over the last few years, fueled by a number of product advancements and the company's ability to incrementally impact organizations' go-to-market strategies. Most recently, the company rolled out a new level of intent data sophistication with the open beta of Keyword Intent — when combined with best-in-class Bombora Intent and G2 buyer intent, RollWorks Keyword Intent provides corroborating sources of intent and the best possible results that give organizations more certainty an account is actually in market. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. Products in the Leader quadrant are "rated highly by G2 users and have substantial market presence scores." In the Winter 2023 report, RollWorks also received 12 additional badges since the Fall report, including the "Users Love Us" badge, for having more than 20 reviews with an average rating of 4.0 stars. Comments from recent reviews of RollWorks on G2: "RollWorks is one of the most powerful tools we have in our stack for paid ABM campaigns. And while we do have account-level ICP criteria to optimize spend in-house, RollWorks provides its own proprietary layer of ICP, best-fit targeting that helps ensure we are fully optimizing our paid efforts, particularly with Display." — Marketing & Advertising professional "RollWorks is by far the most user-friendly yet advanced ABM advertising platform. It makes it so easy to target accounts & contact lists with significant efficiency. The digging deeper into account insights to see the customer journey, their intent data, and other contributing engagement metrics that could help us more easily identify the account we need to target. It's a phenomenal platform and would highly recommend it to anyone!" — Digital Marketing Manager "I love the ease of the way we can integrate with HubSpot so we can effortlessly ensure we are advertising to the same target accounts that our business development team is actively reaching out to." — VP of Market and Client Experience "RollWorks has given us new sources of quality top of funnel traffic that we can use to convert to marketing qualified leads… With RollWorks, our sales team is challenged to keep up with the flow of quality leads coming through - a nice problem to have. We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." — Mid-market professional To learn more about RollWorks can help you streamline your own ABM operations and drive more revenue, visit www.rollworks.com. 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

Events