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B2B Buyer Intent Data Providers Bring in Your Next Customer

Apurva Pathak | April 29, 2022 | 436 views

B2B Buyer Intent Data Providers
In an interview with Media 7, Assaf Eisenstein, Co-Founder & President of Lusha, talked about the importance of buyer intent data for offering great customer service.

“The most important things B2B brands can do to establish themselves are to know their customers and match their strengths to the buyers they can best serve.”

B2B buyer intent data providers help companies resonate with their target audience in a sea of competitors. They can create timely campaigns to convert a prospect into a customer. According to Statista, about 70% of technology vendors rely on buyer intent data vendors for better prospecting. This puts B2B buyer intent data providers in the spotlight more than ever to come up with innovative solutions that can streamline marketing strategies and get more leads to the sales department.

Buyer Intent Data: What It Delivers

Businesses are sourcing intent data from B2B buyer intent data providers to maintain a competitive edge and grow. Here are a few of the key areas that buyer intent data can positively influence:
  • Your Prospecting
With the help of buyer intent data, your sales team can engage with a prospect with added accuracy at the right time (ZMoT) because it has the contextual information on the prospect. The team can prioritize good-fit leads and accounts.
  • Your Messaging
Identify any messaging gaps and create ideal, personalized, and precise messaging for your lead nurturing campaigns to increase engagement. Buyer intent data reveals your prospects’ interests and pain points, which you can capitalize on through your messaging.
  • Your Ad Targeting
Your ad campaigns can be more accurate thanks to B2B buyer intent data. They can target both known and unknown prospects who engage with your key topics with precise messaging. 
  • Your ABM Campaign
In ABM marketing, B2B buyer intent data can tell you which of your target accounts are actively in the market looking for your product or services. It can also help you prioritize engagement and resource allocation and tailor messaging to address specific pain points that your target accounts are struggling with.
  • Your Revenue
The combined result of using buyer intent data tools is a spike in your revenue through lead nurturing campaign personalization, timely engagement, enhanced sales prioritization, and customer experience.

How is B2B Buyer Intent Data Driving Revenue?

For some time now, B2B buyer intent data has been a buzzword for B2B marketers because it is streamlining the conversion of marketing qualified leads (MQLs) to sales qualified leads (SQLs) through multi-channel targeted advertising. It helps them focus more on engaging prospects with buyer interest than on their size to predict the actions of prospects. It considerably shortens sales cycles and assists in demand orchestration when integrated with the sales funnel.

Let us look at how B2B buyer intent data can benefit businesses:

Understanding the Customers’ Pain Points and Demands

Using TechTarget’s Priority Engine, a prospect-level intent data product, Zoom was able to solve three crucial challenges in their ABM marketing strategy: sorting their prospects, personalized messaging to engage these prospects, and the perfect time to get in touch with them. With the help of Priority Engine, Zoom’s sales representatives improved their efficiency and generated more qualified leads that were closer to conversion.

Optimizing Sales and Marketing Approaches

It is crucial to implement ABM marketing to build an enterprise pipeline. Tracking deal progression, account engagement, and sales and marketing alignment are important for any company to succeed. Dialpad, a cloud communications platform, leveraged Demandbase to optimize its sales and marketing approaches. The platform provided Dialpad with insights whenever a lead moved from marketing qualified to sales qualified, so its sales reps never missed an opportunity. In less than six months, Dialpad sales reps got 80% more MQLs for conversions, a 20% increase in target account penetration, and 15% more deals in the pipeline in a shorter timeline.

Creating a Targeted Content Strategy and Web Personalization

Companies can no longer rely only on search engine optimization while designing their content strategy. They need to focus on offering a solid customer experience through web personalization and targeted content that addresses the pain points of the customers through effective solutions. Dodge Data, a data analytics company, used buyer intent data from Triblio to create a content strategy, personalize their website, and execute targeted display advertising campaigns. Dodge Data re-engaged 30-40 visitors per day, approaching them right when they were warm, leading to more conversions than when they relied only on demand generation campaigns.

Customer Retention Through Insights

Post-sales experience is just as important for business growth as gaining new customers. With the help of Demandbase One, Equilar, a software and technology company, was able to retain their customers and serve them on time with the help of insights on product activity and engagement. The company received regular alerts on the accounts it was catering to so it could reach out to them and keep the existing clients happy.

Efficient Lead Scoring & Pipeline Growth

Pipeline growth is a criterion for success and synchronization between the sales and marketing departments, an important attribute of ABM. Buyer intent data helps business development representatives qualify prospects that show buyer intent so they can book meetings. Leoforce, an AI-based recruiting company, used buyer intent data from Slintel and saw a pipeline growth of 10%-20%.

Enhancing ABM Strategy

B2B buyer intent data enhances the ABM strategy by identifying key accounts ready to go in-market. If B2B companies do not have this data today, they will be far behind in the competition and won’t be able to monetize their ABM strategy. A great example of how a company can enhance its ABM strategy using B2B buyer intent data would be Arizent, a book and periodical publishing company that became a part of B2B buyer intent data provider Bombora’s Data Co-op. The company monetized its ABM strategy using the buyer intent data from Bombora by capitalizing on the accounts that showed purchase intent.

Wrapping It Up

By leveraging B2B buyer intent data, businesses can drive revenue through enhanced ABM strategy implementation, outstanding customer experience, and insights that can help them enhance their sales strategy and pipeline.

FAQ

How can buyer intent data providers help you increase your sales?

Intent-based marketing can help you streamline your prospecting pipeline, focus your marketing effort on accounts that show buyer intent, and understand the pain points of customers. This can help you increase your sales pipeline.

How can you enhance your ad campaigns using buyer intent data?

Intent data can help you make your ad campaigns more granular because it allows you to capitalize on leads that show buyer intent signals. As a result, the ads will target buyers who are close to making a purchase decision.

Who are some of the popular B2B buyer intent data providers?

Some of the popular B2B buyer intent data providers are Bombora, Slintel, Demandbase, and ZoomInfo.

Spotlight

Triblio

Triblio provides account based marketing (ABM) software for the web to generate demand and engagement from target accounts. The web is the most influential marketing vehicle throughout the buyer journey according to surveys by Forrester, ITSMA, and Accenture. ABM targets top-revenue producing accounts to personalize customer experience, accelerate the buying journey, and deepen engagement.

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Article | December 10, 2021

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
ACCOUNT BASED DATA

How Predictive Analytics Contributes to Pipeline and Revenue Growth

Article | August 4, 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
ACCOUNT BASED DATA

10 Astounding Account-Based Marketing Stats for Marketers

Article | August 11, 2021 | Sponsored

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

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

Article | February 10, 2020

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
MORE ARTICLES

Spotlight

Triblio

Triblio provides account based marketing (ABM) software for the web to generate demand and engagement from target accounts. The web is the most influential marketing vehicle throughout the buyer journey according to surveys by Forrester, ITSMA, and Accenture. ABM targets top-revenue producing accounts to personalize customer experience, accelerate the buying journey, and deepen engagement.

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Forrester Announces Full Conference Agenda For CX EMEA 2023

Forrester | March 21, 2023

Forrester (Nasdaq: FORR) today announced the full conference agenda for its CX EMEA event being held in London and digitally on 10–11 May 2023. At a time when consumer brands are bracing for strong, macro-level headwinds, including inflation, talent shortages, and supply chain issues, a lack of shared vision across the business is a challenge. The time is now for customer-facing functions to establish a shared, collective understanding of the customer that creates value for their customers and drives sustainable growth for their business. Forrester finds that companies with high levels of alignment across functions including CX, marketing, and digital report 2.4x higher revenue growth and 2x higher growth in profitability than those with either some or no alignment. Featuring immersive experiences, keynote presentations, case studies, and dedicated role-based breakout sessions, CX EMEA 2023 will offer the latest research insights, models, and frameworks to help CX, B2C marketing, and digital leaders align on priorities that drive long-term customer loyalty. Key topics include how to build a customer-obsessed organisation; how to leverage analytics and consumer insights to prove the ROI of CX; how to accelerate a CX practice in a digital environment; and how to navigate and protect consumer privacy. Additionally, Forrester will celebrate its 2023 EMEA Customer-Obsessed Enterprise Award winner and share how the honouree exemplifies customer obsession by putting the customer at the centre of their leadership, strategy, and operations. Attendees can also network with industry peers, experience Forrester’s CX Certification course, and attend an invitation-only executive programme, the Executive Leadership Exchange, to put the Forrester thought leadership presented at the conference into practice. Noteworthy sessions include: How To Lead A Customer-Obsessed Organisation. Learn the key habits of leaders who have transformed their organisations using the key tenets of customer obsession. Practice Responsible Design To Drive Sustainable Value. This session will discuss why responsible design has become a business imperative and how to mitigate unintended design consequences. How To Embrace Customer Lifetime Value. Fewer than half of global CX leaders can prove the ROI of their CX initiatives. This session will share how CX teams can demonstrate clear business value. The Digital Leaders Of Tomorrow. This session will help define the key attributes of leading digital executives. Get Ready For The Age Of Cookieless Marketing. Industry dynamics, strict privacy rules, and more protective consumer behaviours are challenging marketing. This session will offer advice to help B2C marketers succeed in this environment. “Now more than ever, to thrive, businesses need to put customers at the heart of everything they do,” said Martin Gill, vice president and research director at Forrester and host of CX EMEA. “CX EMEA aims to show CX, marketing, and digital leaders how they can align around customer-focused priorities to craft a shared vision and turbocharge their growth engine to drive sustainable business outcomes such as better customer retention and higher revenue and profitability growth.” About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the centre of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

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Drift Conversation Cloud Boosts ROI for Financial Service & Manufacturing Firms

Drift | March 16, 2023

On March 15, 2023, Drift, the Conversation Cloud company, announced significant growth in the financial services and manufacturing industries, increasing their return on investment (ROI) by 12x on average. Drift serves more than 250 manufacturing and financial services companies, including Mirion Technologies, Hines, Cornerstone Building Brands, and Apex Group. Drift has collaborated with BOL Agency, Demandbase, 6sense, Quarry, and Salesloft to improve integration with the prevalent tech stacks in these industries. Some partners also provide unique services along with the Drift Conversation Cloud to help fulfill critical goals within these industries, such as generating qualified leads and account-based marketing strategies. The financial service sector faces challenges in providing customers with the same convenient experience as retail banking. Digital transformation and rising competition from private equity, fintech, and other financial service companies add to the challenges. To overcome these obstacles, leading financial services companies utilize Drift's live chat, online concierge experience, and personalized video follow-up to engage clients as soon as they visit their websites. Creating a digital experience that meets customer expectations can be challenging for the manufacturing sector, and it can be difficult to deliver customer satisfaction at scale. Drift allows its manufacturing clients to connect with real-time conversations that provide content, expedite accounts, answer questions, and convert qualified buyers into leads. CRO of Drift, Andrew Arocha, shared, "The manufacturing and financial services industries are the newest frontiers for Drift and the immediate results we've seen with customers is an indicator that conversational AI is applicable to every industry, especially with so much attention around GPT capabilities and use cases." He added, "The power of conversations opens the door for tremendous growth, which benefits our existing and new customers alike as we invest more heavily into these industries." (Source – Cision PR Newswire) About Drift Drift is one of the leading conversational marketing, sales and service platforms that enables businesses to deliver more personalized and human buying experiences. By using its Conversation Cloud, companies can connect with customers in the right place, at the right time, and with the right conversation, powered by artificial intelligence. With over 5,000 customers, Drift has established itself as a market leader in the industry, helping businesses accelerate revenue and build lifelong customer relationships. The company is a unicorn led by Latino founders, dedicated to creating an enduring and transformative business that puts the customer at the center of everything it does.

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Terminus Launches New Curated Go-to-Market Data Solution

PRNewswire | March 23, 2023

Terminus, the leading account centric platform for revenue growth, today launches Prospect Engine, a new data solution to uncover previously unknown, high-quality accounts and contacts showing in-market buying signals. Terminus has long been an ABM leader with deep roots in B2B marketing. Together with Bombora, the leader in B2B Intent data, Terminus now offers powerful data to the entire go-to-market (GTM) team coupled with best-in-breed advertising and the most native engagement channels available. "Legacy data providers wreak havoc on go-to-market strategies with high volume, low accuracy data, resulting in inaccurate assumptions and wasted resources. It's essentially a modern version of a phone book," said Carter Lassy, chief product officer at Terminus. "With Terminus Prospect Engine, we're offering a powerful caller ID that not only identifies incoming and missed calls, but most importantly, identifies and prioritizes the calls that need to happen next. With the highest quality in-market account and contact data mapped exactly to their ICPs, Terminus customers can better solve their go-to-market challenges and prioritize the right prospects and customers to deliver efficient revenue growth," said Lassy. The new data solution from Terminus features: Trustworthy B2B go-to-market data: Human-curated data eliminates the gaps and inaccuracies found with other data providers, as well as industry-leading contact recency with 90-day contact-level data verification. Intelligent B2B graph: A signal-first graph of more than 8 million companies and 32 million decision-makers with full profile information is enriched with firmographics, technographics and contact details. High-priority account and contact discovery: Companies and contacts outside of a CRM that meet a company's defined ICP and are showing in-market buying signals. Market-leading intent data: Intent topics and research spikes identified by Bombora are ingested into the Terminus identity graph. Bombora data will be available as a part of Terminus Prospect Engine: Account Discovery Premium Edition. For GTM teams looking to take the first step into identifying unknown accounts, Terminus will also offer a free edition of Prospect Engine leveraging first-party data. Terminus Prospect Engine: Account Discovery Free Edition identifies anonymous accounts visiting a customer's website via first-party data and prioritizes them via custom account scoring. While an account discovery service has long been available to Terminus customers, the company will now offer this entry-level account discovery option for free to all new and current customers. "Terminus customers already leverage Bombora's reliable, relevant and regulation-compliant Intent data to create integrated ABM campaigns to their known accounts," said Erik Matlick, CEO and founder of Bombora. "By ingesting that data into Terminus' powerful graph and uncovering high-quality net new accounts, Terminus Prospect Engine unlocks an entirely new strategic advantage at a time when go-to-market teams need it most." For more information about how Terminus helps go-to-market teams drive meaningful revenue impact, visit Terminus.com. About Terminus Terminus is the leading account centric platform for revenue growth. Our mission is to empower go-to-market teams to drive revenue impact for a sustainable growth advantage. 1000+ customers, including Gainsight, Roche, and Dow Jones, have turned marketing into a growth engine with our industry-leading first-party data, B2B advertising, and multi-channel engagement platform. Terminus is proud to be G2 leader in ABM for 17 consecutive quarters. Visit terminus.com to learn more or connect with us on LinkedIn.

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ACCOUNT BASED DATA

Forrester Announces Full Conference Agenda For CX EMEA 2023

Forrester | March 21, 2023

Forrester (Nasdaq: FORR) today announced the full conference agenda for its CX EMEA event being held in London and digitally on 10–11 May 2023. At a time when consumer brands are bracing for strong, macro-level headwinds, including inflation, talent shortages, and supply chain issues, a lack of shared vision across the business is a challenge. The time is now for customer-facing functions to establish a shared, collective understanding of the customer that creates value for their customers and drives sustainable growth for their business. Forrester finds that companies with high levels of alignment across functions including CX, marketing, and digital report 2.4x higher revenue growth and 2x higher growth in profitability than those with either some or no alignment. Featuring immersive experiences, keynote presentations, case studies, and dedicated role-based breakout sessions, CX EMEA 2023 will offer the latest research insights, models, and frameworks to help CX, B2C marketing, and digital leaders align on priorities that drive long-term customer loyalty. Key topics include how to build a customer-obsessed organisation; how to leverage analytics and consumer insights to prove the ROI of CX; how to accelerate a CX practice in a digital environment; and how to navigate and protect consumer privacy. Additionally, Forrester will celebrate its 2023 EMEA Customer-Obsessed Enterprise Award winner and share how the honouree exemplifies customer obsession by putting the customer at the centre of their leadership, strategy, and operations. Attendees can also network with industry peers, experience Forrester’s CX Certification course, and attend an invitation-only executive programme, the Executive Leadership Exchange, to put the Forrester thought leadership presented at the conference into practice. Noteworthy sessions include: How To Lead A Customer-Obsessed Organisation. Learn the key habits of leaders who have transformed their organisations using the key tenets of customer obsession. Practice Responsible Design To Drive Sustainable Value. This session will discuss why responsible design has become a business imperative and how to mitigate unintended design consequences. How To Embrace Customer Lifetime Value. Fewer than half of global CX leaders can prove the ROI of their CX initiatives. This session will share how CX teams can demonstrate clear business value. The Digital Leaders Of Tomorrow. This session will help define the key attributes of leading digital executives. Get Ready For The Age Of Cookieless Marketing. Industry dynamics, strict privacy rules, and more protective consumer behaviours are challenging marketing. This session will offer advice to help B2C marketers succeed in this environment. “Now more than ever, to thrive, businesses need to put customers at the heart of everything they do,” said Martin Gill, vice president and research director at Forrester and host of CX EMEA. “CX EMEA aims to show CX, marketing, and digital leaders how they can align around customer-focused priorities to craft a shared vision and turbocharge their growth engine to drive sustainable business outcomes such as better customer retention and higher revenue and profitability growth.” About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the centre of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

Read More

ACCOUNT BASED DATA

Drift Conversation Cloud Boosts ROI for Financial Service & Manufacturing Firms

Drift | March 16, 2023

On March 15, 2023, Drift, the Conversation Cloud company, announced significant growth in the financial services and manufacturing industries, increasing their return on investment (ROI) by 12x on average. Drift serves more than 250 manufacturing and financial services companies, including Mirion Technologies, Hines, Cornerstone Building Brands, and Apex Group. Drift has collaborated with BOL Agency, Demandbase, 6sense, Quarry, and Salesloft to improve integration with the prevalent tech stacks in these industries. Some partners also provide unique services along with the Drift Conversation Cloud to help fulfill critical goals within these industries, such as generating qualified leads and account-based marketing strategies. The financial service sector faces challenges in providing customers with the same convenient experience as retail banking. Digital transformation and rising competition from private equity, fintech, and other financial service companies add to the challenges. To overcome these obstacles, leading financial services companies utilize Drift's live chat, online concierge experience, and personalized video follow-up to engage clients as soon as they visit their websites. Creating a digital experience that meets customer expectations can be challenging for the manufacturing sector, and it can be difficult to deliver customer satisfaction at scale. Drift allows its manufacturing clients to connect with real-time conversations that provide content, expedite accounts, answer questions, and convert qualified buyers into leads. CRO of Drift, Andrew Arocha, shared, "The manufacturing and financial services industries are the newest frontiers for Drift and the immediate results we've seen with customers is an indicator that conversational AI is applicable to every industry, especially with so much attention around GPT capabilities and use cases." He added, "The power of conversations opens the door for tremendous growth, which benefits our existing and new customers alike as we invest more heavily into these industries." (Source – Cision PR Newswire) About Drift Drift is one of the leading conversational marketing, sales and service platforms that enables businesses to deliver more personalized and human buying experiences. By using its Conversation Cloud, companies can connect with customers in the right place, at the right time, and with the right conversation, powered by artificial intelligence. With over 5,000 customers, Drift has established itself as a market leader in the industry, helping businesses accelerate revenue and build lifelong customer relationships. The company is a unicorn led by Latino founders, dedicated to creating an enduring and transformative business that puts the customer at the center of everything it does.

Read More

BUYER INTENT DATA

Terminus Launches New Curated Go-to-Market Data Solution

PRNewswire | March 23, 2023

Terminus, the leading account centric platform for revenue growth, today launches Prospect Engine, a new data solution to uncover previously unknown, high-quality accounts and contacts showing in-market buying signals. Terminus has long been an ABM leader with deep roots in B2B marketing. Together with Bombora, the leader in B2B Intent data, Terminus now offers powerful data to the entire go-to-market (GTM) team coupled with best-in-breed advertising and the most native engagement channels available. "Legacy data providers wreak havoc on go-to-market strategies with high volume, low accuracy data, resulting in inaccurate assumptions and wasted resources. It's essentially a modern version of a phone book," said Carter Lassy, chief product officer at Terminus. "With Terminus Prospect Engine, we're offering a powerful caller ID that not only identifies incoming and missed calls, but most importantly, identifies and prioritizes the calls that need to happen next. With the highest quality in-market account and contact data mapped exactly to their ICPs, Terminus customers can better solve their go-to-market challenges and prioritize the right prospects and customers to deliver efficient revenue growth," said Lassy. The new data solution from Terminus features: Trustworthy B2B go-to-market data: Human-curated data eliminates the gaps and inaccuracies found with other data providers, as well as industry-leading contact recency with 90-day contact-level data verification. Intelligent B2B graph: A signal-first graph of more than 8 million companies and 32 million decision-makers with full profile information is enriched with firmographics, technographics and contact details. High-priority account and contact discovery: Companies and contacts outside of a CRM that meet a company's defined ICP and are showing in-market buying signals. Market-leading intent data: Intent topics and research spikes identified by Bombora are ingested into the Terminus identity graph. Bombora data will be available as a part of Terminus Prospect Engine: Account Discovery Premium Edition. For GTM teams looking to take the first step into identifying unknown accounts, Terminus will also offer a free edition of Prospect Engine leveraging first-party data. Terminus Prospect Engine: Account Discovery Free Edition identifies anonymous accounts visiting a customer's website via first-party data and prioritizes them via custom account scoring. While an account discovery service has long been available to Terminus customers, the company will now offer this entry-level account discovery option for free to all new and current customers. "Terminus customers already leverage Bombora's reliable, relevant and regulation-compliant Intent data to create integrated ABM campaigns to their known accounts," said Erik Matlick, CEO and founder of Bombora. "By ingesting that data into Terminus' powerful graph and uncovering high-quality net new accounts, Terminus Prospect Engine unlocks an entirely new strategic advantage at a time when go-to-market teams need it most." For more information about how Terminus helps go-to-market teams drive meaningful revenue impact, visit Terminus.com. About Terminus Terminus is the leading account centric platform for revenue growth. Our mission is to empower go-to-market teams to drive revenue impact for a sustainable growth advantage. 1000+ customers, including Gainsight, Roche, and Dow Jones, have turned marketing into a growth engine with our industry-leading first-party data, B2B advertising, and multi-channel engagement platform. Terminus is proud to be G2 leader in ABM for 17 consecutive quarters. Visit terminus.com to learn more or connect with us on LinkedIn.

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