Programmatic ABM
Article | June 9, 2022
Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing:
Deep-dive into Researching Your Target Account
Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve.
Determine Key Decision-makers
Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life.
Develop a Personalized Content Strategy
Create pillar content explaining how your product solves client problems. Link clustercontent to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus)
Use Targeted Landing Pages to Capture Leads
Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured.
Improve Your Content Process
Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this.
Wrapping It Up
Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.
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Buyer Intent Data
Article | June 20, 2023
These days the challenges that the marketing and the sales team face are tremendous. The pressure to meet targets, deadlines, achieve revenue, and at the same time keep the clients satisfied is not an easy task. And to add to the woes, there is massive competition in the industry.
But there is one way to overcome all the obstacles and achieve targets while keeping clients happy and satisfied. This strategy is ABM- Account-Based Marketing. ABM campaigns have been a trendsetter in the B2B marketing field for a long time. As it ensures successful marketing, businesses are turning towards this thriving approach.
What Exactly Is Account-Based Marketing?
Account-based marketing is identifying the target, high-value customers and selling your product/service to them. This ABM approach allows you to concentrate on exclusive clients and guarantees the best ROI.
What Is B2B Account-Based Marketing?
B2B account-based marketing is targeting an organization with specific and personalized marketing campaigns. When you target the decision-makers of an organization, you need to tread with caution. When you design a marketing strategy for them, personalize it, and deliver everything to increase their brand value.
Thus, ABM is a marketing strategy wherein the sales and the marketing team have to put their heads together to deliver an impeccable buying experience for the best and valuable clients.
Tactics to Implement a Successful Account-Based Marketing
According to the Pardot site survey, 89% of businesses reported higher ROI in ABM than traditional marketing methods.
If you develop an account-based marketing plan, here are some tips to follow:
Collaborate working of the marketing and sales team to identify high-value clients and gather maximum data about them.
Use social media to gather data and create a personalized approach for the clients.
Try to sync in with the brand of the target company to develop relatable content and graphics.
Recognize the expertise, pain points, and challenges of the target account and frame communication.
Send personalized emails addressing the challenges your target account faces.
Host face to face or virtual events
5 Trend-setting Examples of Account-Based Marketing
ABM is a marketing strategy that has shown guaranteed success in the B2B industry. You have to sculpt unique ideas and have a personalized approach towards your targeted clients. The clients should feel that you have made efforts to know them, understand them, and address the challenges that they face.
Some companies have achieved an altogether different benchmark in ABM strategy. As a result, these are prominent examples of B2B account-based marketing.
Let us go through their account-based marketing case study and learn their ways of execution.
Snowflake- Excellent Use of Content Creation
“We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts.” — Hillary Carpio, Director of ABM, Snowflake.
Snowflake, a cloud-based data warehousing company, utilized its in-house services in the best way to create a library of high-quality content. This content is used to create personalized experiences for high-valued and targeted accounts. Then, this personalized content creates account-based marketing campaigns customized to reach the target customers.
Gumgum- Using Technology the Right Way.
GumGum collaborated and created an effective marketing product for the Clorox brand. They showcased this product at the Clorox annual iConnect Conference.
The product they created was turning a temporary tattoo into a fascinating 3D animation while incorporating logos of the concerned brands. It was a hit among the Clorox brand, and almost 200 attendees downloaded the GumGum app.
Intridea- Making the Right Confrontational Approach
Intridea did take a risk by implementing the direct approach of ABM advertising. They rented a billboard right across the advertising giant Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line.
And they succeeded in fixing a meeting with Ogilvy’s CEO.
Payscale- Utilizing Data to Gain Profits
Payscale helps employers manage compensations in the right way. They also aid employees know their correct market value.
Payscale collaborated with their sales and marketing team to gather the correct information about ABM target accounts. Once they had ample information about the company’s decision-makers, they targeted the client with their best ad campaigns.
As a result, their ROI was six times more compared to any other marketing strategy!
O2- Gathered Data to Create Personalized Reports.
O2 is a leading ICT service provider.
The organization targeted many high-value clients and created personalized reports for them. Their modus operandi was to curate personalized reports on how the organization will benefit by utilizing O2 for their ICT services. The dedicated teams also emphasized on face to face meetings for customized strategies.
As a result, O2 had a successful ABM strategy as they achieved 313% of their target pipeline.
The Bottom Line
Account-based marketing strategies are incorporated in unique ways. As a result, there are many ideas where you can implement account-based marketing to stand out and gain maximum ROI. All you have to do is gather data and make the correct use of it.
So gear up and come up with uncommon ideas and, you never know your company could make it to the list of trendsetting examples of B2B account-based marketing!
Frequently Asked Questions
What are the best strategies for successful account-based marketing?
Enlist your high-value clients and gather maximum data about them(Social media can be of great help.)
Address their pain points and portray how well you know the organization
Collaborate with the marketing and sales team in the best way to provide appropriate solutions
Deliver 100% relevance in communication
What are the advantages of incorporating ABM?
Faster sales process
Guaranteed maximum ROI
Cost Efficiency
Shorter sales cycle
Deliver excellent value to high-value customers
When should you implement ABM?
ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies.
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Buyer Intent Data
Article | September 11, 2023
It’s hard to believe that a B2B marketer isn’t aware of the value of Account-Based Marketing (ABM) and has switched over as well. Being in a B2B business, if your priorities include efficacious alignment with sales, delivering higher quality and apter leads, and linking other marketing activities that hit directly to revenue, ABM is undoubtedly a practical part of your thinking. But, despite this, only because the benefits are understood doesn’t state that the process for building an ABM program always is the same.
ABM can feel daunting for several reasons, such as:
The complex task of pulling data together for target accounts
The science of profiling those accounts and categorizing audiences
The long-lasting task of personalizing content
And the effort involved in generating the momentum to make it all happen
However, it might be easy to assume that ABM is only workable for larger businesses with sophisticated analytics and resource to spare.
But the fact is ABM is already delivering value for a wide range of businesses. And those businesses find many essential ingredients for doing effective ABM. Out of which, a popular ingredient is LinkedIn.
It’s through LinkedIn tools that they are now integrating data from both sales and marketing. For example, by having LinkedIn-based marketing, they can now easily have a real-time view of accounts' engagement. It’s on LinkedIn where they find the targeting capabilities to deliver personalized content to the right target audiences. And it’s on LinkedIn where they can find the capabilities to scale ABM programs flexibly.
Footing of LinkedIn Account-Based Marketing
ABM strategy demonstrates benefits such as the ability to look at the impact of engagement in detail. It enables you to be precise about whom you are targeting and why. The more insight you can integrate while working with sales to plan an ABM program is the better.
The sources can come through various marketing automation platforms, ABM-specific tools, and ABM strategies. However, it’s unusual to spot an ABM program that doesn’t combine LinkedIn as a vital source of insight or, say, as a constant source of data collection and the crucial execution channel.
Its function across the various stages of an ABM program makes LinkedIn a worthy starting point for marketing teams to build an ABM strategy. Even if you are starting with confined in-house data, LinkedIn affords the essentials for prioritizing accounts, identifying the critical prospects to target, delivering personalized content, and tracking the impact of what you’re doing.
It’s one crucial foundation of ABM, which you can build on as you gain more insight.
What’s Inside—LinkedIn Account-Based Marketing
Many consumers decide to buy a product or service before ever encountering it personally. Of course, this also applies to B2B buying.
How is that?
People research in B2B as much as in B2C. In the age of social media, people purchase solely through research. Social media has empowered people to research more than ever before, and for B2B, this is oftentimes observed through LinkedIn.
People can research every single angle and aspect of a brand and company, from corporate social responsibility and community engagement to followers. In addition, they can research the CEO personally — what the CEO is saying, doing, and buying.
So, when people are deciding whether to buy from you, they research. The first thing they'll do is search for you through the LinkedIn profile. When people click on your LinkedIn, they’ll get a positive impression if you have positive content and recommendations and lots of positive engagement on your page.
Your content is positive and would lead when it shows long-form posts, short-form posts, videos, graphs, white papers, and figures that explain what you do, how you do it, and what you can do for people. When audiences are involving with your content, it's high time that you know what you are doing and are an expert in it.
When Media 7 interviewed Udi Ledergor, Chief Marketing Officer at Gong, he said,
“Our top channels for engaging our audience of sales professionals include our LinkedIn page, our highly engaged audience at our LinkedIn profile, and our enthusiastic list of email subscribers. To complement our digital channels, we supplement them with a good dose of content, which includes advertising, and other mediums not often used in B2B Marketing.”
Similar to this, when Media 7 interviewed Ed Breault, Chief Marketing Officer at Aprimo said,
“We are “humanizing” communications as much as possible, over the phone for voice, broadcast, media buying within different properties like LinkedIn. I think it’s a drive to strike a balance to create a complete experience for my audience. The foremost motivation to innovate should be solving a real-world problem your customers are experiencing.”
LinkedIn Account-based Marketing has created value to add for ABM strategies. However, LinkedIn targeting also plays a vital role for smaller marketing teams who have just stepped in their ABM journey and are hungry to gain meaningful insights to help plan their program.
Here are some crucial ways to use LinkedIn for targeting campaigns at the stages of executing an ABM:
Build a Personal Brand
One of the best ways to engage with essential accounts through LinkedIn Account-based Marketing is to have decision-makers as part of your existing system. If you already have a trustworthy relationship with them, they will be more probable to trust you and buy from you. You can take advantage of LinkedIn to build a personal brand, build solutions, and aware your accounts. There is no secret hack to using LinkedIn to expand your personal and company brand. Be authentic. Provide significance to your audience. Don't show up only to sell.
To build your brand, the best content type to post will solely depend on your audience. However, LinkedIn users are 10x more active in sharing videos than text-related posts. So, ensure creating your content in the format your audience wants to consume it.
Outline the Priority Accounts
You can’t stay relaxed after you assign a high-value account for your ABM program. You also need to spend time profiling the business, identifying important stakeholder audiences, and developing a plan for them.
The time you invest in understanding your top-priority accounts won’t only support sales, but you will also be creating relevant personas for your broader ABM program.
To know how to go about profiling accounts on LinkedIn, you need to know that the Buyer Circle feature within LinkedIn Sales Navigator is a perfect starting point for profiling your priority accounts. In this, you will be able to identify all of the decision-makers and influencers expected to be involved in a purchase decision.
Choose Types of Ads Ideal for LinkedIn Account-based Marketing
There remains a wide range of advertisement options similar to your target audience. Determining which ones will be the best fit according to your business can benefit your ads to land with an extra punch. Let’s understand it in detail.
Content Sponsored Ads
A sponsored content is proven to be one of the most effective ad types to engage the audience and is best considered an easy way to get started with LinkedIn account-based marketing.
In case of point, you can use an existing post on your company’s page or create a most relevant to your target audience. Content can include images, articles, videos, or presentations that win audiences’ hearts.
Likewise, carousel images are a particularly robust strategy that can help humanize your brand through your ads. With the ability to use several images that can link to multiple landing pages of the company’s website, you can share more of your company’s story.
Carousel-based ads can even boost your target audience to stop scrolling through their feed and interact with your ad directly to get in contact with your sales team.
LinkedIn Text Ad
A text ad only includes words. This means you can’t rely on fancy images to draw in leads. Instead, it’s all focused on a creative copy. Text ads can be valuable, especially because they may be cheaper than other ads, and where you can easily update the text to achieve the best ROI. So, if you are thinking of creating specific campaigns, use LinkedIn targeting options and see the results.
LinkedIn Display Ads
Right in line with LinkedIn account-based targeting, display ads let you target an extremely specified audience. In addition, with using a variety of content for your ads, like text, audio, video, or images, LinkedIn targeting becomes easier.
The benefit you get is that you can strengthen your brand and ultimately reach more professionals, decision-makers, and influencers worldwide.
LinkedIn Video Ads
Video has become a popular choice for brand content because video ads make up 35% of total online expenditure. It’s a simple yet effective way to deliver your company’s message in a creative and informative method. Luckily, you can also utilize video with your ads, as LinkedIn privileges this content format in the best ways. If nothing, begin with creating video ads on LinkedIn for targeting campaigns.
Generate Content that Works the Best
The ability to deliver customized content is the optimum truth for an ABM program—because everything pivots around it.
Personalized content is the bridge where sales meet marketing execution. If it is done right, it means that influencers and decision-makers engage with content that reflects the business’s needs and the priorities in its respective role.
Creating personalized content maximizes the engagement that it can generate. For example, in LinkedIn’s recent State of Sales survey, 87% of B2B buyers in Europe say they are more probable to consider products or services from a brand that engages them with content precisely relevant to their role.
Similarly, LinkedIn’s exceptional targeting capabilities play a prominent role in a lot of ABM strategies. LinkedIn account targeting ensures that, when you modify content to fit a priority account, you can deliver that content exclusively to that account
Keeping an attractive offer for an eBook, guide, white paper, or infographic can be perfect for drawing key prospects’ attention. It is because you never know how it might ultimately create an easy opportunity for a conversion.
How do you Now Convert Leads?
While you might upload your target list appropriately, create a captivating ad for your audience, and set up all options correctly, still you might have a remaining question in the back of your mind:
What if I don’t get conversions?
That’s the entire purpose of this, after all. You don’t want to fade off at the last step!
When lining up your ad for lead generation, you can indicate your target audience between sending them to your website’s external landing page or filling out a LinkedIn form.
While an impeccably executed landing page can convert leads, LinkedIn also might deliver different options to let them fill out a form, where their information will be swiftly and efficiently filled based on their profile. That’s what the power of LinkedIn account-based marketing is doing to other B2B business bodies.
Track Engagement for Best Results
In the last, it is an obvious step to take! The multiple benefits of tracking your engagement will be equally apparent. Tracking the results of your accounts through LinkedIn account-based marketing can aid you, and your account-based marketer to better understand who other prospects are required to be targeted within existing accounts. Also, you can track at an appropriate time, to give an extra gentle push in the funnel.
Activating real-time alerts so that your account-based marketer can get in touch with the accounts that have demonstrated interest in your business within an appropriate time frame. Doing this can help discover further opportunities that may have been missed otherwise.
Providing these alerts can enable your account-based marketer to perceive exactly when targeted accounts engage with your ads. Of course, this swells up your engagement score. From this, your team can take additional steps and use that information to determine which accounts aren’t engaging and think critically—why some offerings are working and how you can change the ads that aren’t responding.
Since every campaign is different, you will have to determine individual goals for each of the accounts. However, if your campaign is underperforming, there are steps you can always take to make improvements.
Ready to Start-up your ABM Process with LinkedIn?
Most business professionals are already strengthening LinkedIn for networking, inspiration, and knowledge sharing. So why not use the platform for everything of which it is worth able?
No other social media platforms are as specific and curated as LinkedIn. So, if you know whom you are targeting and looking for a new way to capture leads, it’s not too late to use LinkedIn Account-Based marketing techniques. Again because, people are researching you, whether you like it or not.
The great thing about LinkedIn Account-Based marketing is that you can take the bull by the horns and proactively craft your LinkedIn profile to guide their research on you. In this way, you are the one writing your narrative and deciding their opinion of you so that your social selling can take off.
Frequently Asked Questions
What are the benefits of using LinkedIn for ABM?
The benefits of using LinkedIn for ABM are generating leads, driving website traffic, multiplying ROI, creating brand awareness, showing marketing potential, and marketing functionalities, among many others.
What is the top 3 reason to use LinkedIn for ABM?
Well, several reasons are evolving each day to use LinkedIn for ABM, but the reasons actually will give you results are:
Selection of targets
To profile priority accounts
Score leads
How to use LinkedIn ABM to generate leads?
There are some steps to follow to generate leads using LinkedIn ABM. Don’t miss out on these.
Firstly, know your audience
Find them on LinkedIn
Create a list of target accounts from their LinkedIn profile
Specify your accounts
Create content through keeping accounts and their business needs
Choose your ad type and specify to your audience
Post, tag, share throughout the platform
Track your engagement
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Account Based Data
Article | August 19, 2022
Getting the attention of the target audience at the right time is the aim of every B2B marketing strategy. Most consumers research products and services before making a purchasing decision. B2B companies are no different. This means potential accounts are always on the lookout for a solution to a problem they are facing in their business. These are prospects that will convert into approachable leads and eventually customers if you offer them just what they are looking for, just when they are looking for it.
To find these lucrative prospects, marketers like you need to harness B2B buyer intent data. B2B intent data gives you deep insights into your marketing ICP’s behaviour, pain points, and requirements. With this important data, you can give your sales team promising leads they can follow up on.
In an interview with Media 7, Marc Laplante, CEO and Co-founder of Intentsify emphasized the importance of intent data.
“In B2B marketing and sales, intent data is typically understood as a tool to identify or prioritize which accounts we should target for advertising, lead generation, and sales follow-up. These are undoubtedly powerful use cases. But they represent only part of the intent data’s value. You should also use intent data to convert those accounts down the funnel into customers and revenue. Intent data, if granular enough, will highlight your target accounts’ problems, interests, research into competitors, geographic location, and buying stage.”
Let us take a look at what buyer intent data can do to bring you the sales numbers you want and how it can enhance your B2B account-based marketing strategy.
Buyer Intent Data Brings You Ready-to-buy Customers
Every user has a unique online behaviour, which can be distinguished using behavioral signals that uncovers the topic, product, or service the person needs. This information gives insight into the perceived intent of your marketing ICP. As a marketer, this information will help you plan effective advertising campaigns. The sales team can use this data to design the right pitch tracks, demos, and collateral to convert members from your targeted buying group. Additionally, this data can also help your customer success teams identify existing accounts that showcase a churn risk or an upsell opportunity. It’s a win-win for three teams at once.
B2B intent data uses website data, off-site activity, CRMs, social media data, and content consumption data from online content like infographics, blogs, product comparisons and reviews, discussion boards, case studies, and news to pinpoint buyer insights.
Intent Data Improves the B2B Buyer Journey
The B2B buyer journey is a combination of accounts navigating through early stage (awareness content to identify the problem), middle stage (exploring solutions), late stage (comparing vendors that offer solutions) and finally the last stage (purchase/upsell/churn). Between exploring solutions and comparing vendors, lie hidden opportunities that haven’t reached you. Intent data can bridge this gap for you.
Intent data providers give you data that is tailored to keywords that are relevant to your business and use case. This data targets buying locations at the website level and aggregates signals across a corporate family. Deep learning and natural language processing (NLP) are used to screen the content to achieve relevancy and to map billions of unique online engagement events every week. Analytics pinpoint the accounts that are showing any kind of buying activity and correspond to your targeted keywords. All this actionable data can shorten your buyer’s journey towards conversion.
Identifying early-stage prospects
At this stage, intent data signals surge around the keywords or topics that relate to the general challenges and pain points of your prospects because they are looking at the cause of their problem. They will try to find a elementary solution and get to know more about the products and services different brands are offering.
Identifying middle-stage prospects
The intent data signals at this stage will show a higher level of activity around topics or keywords related to a precise product or service category because the prospects have already identified the root of their problem and the options they have to address it.
Identifying prospects ready to purchase
At this stage, the signals are mostly focused on topics related to your brand, your specific product names and features, and your competitors’ product names. These prospects are ready to spend and should be approached at the earliest to achieve conversion.
Sources of Buyer Intent Data
Intent data providers offer two types of intent data:
1. Internal Intent Data (First-party Data)
This data is collected in-house through a marketing automation platform or through application logs if you have a web-based app. You can control what you collect and how you collect it and act on the data instantly. You can customize the purchase intent to your liking.
2. External Intent Data
External intent data is third-party intent data and is collected outside of your business. It is sourced via IP lookups, cookies or specific websites. However, third-party cookies will be phased out soon. So, B2B marketers need to rely on first-party cookies, data points, contextual advertising, and tracking technologies to get information on their prospects. Read more about cookie-less ABM here.
B2B Buyer Intent Behavioral Indicators
Actions that prospects carry out on your website or the internet are compared with the behavioral data of prospects that become SQLs (sales qualified leads). Here are some behavioral indicators that show purchase intent:
High intensity engagement with your brand’s social media posts
Exploring your product or pricing pages
Exploring product or service customer review page
Reading articles about your product’s features on your blog
The frequency of prospects’ website visits and the actions they take
Content consumption, like downloading e-books, templates, or any other resources
What Does Buyer Intent Data Do for You?
While implementing account-based marketing techniques, you should prioritize intent data above everything else. Capitalize on the potential of intent data by incorporating it into your sales and marketing workflows. Adjust your interactions to match your prospects’ demands and establish meaningful connections with them.
Primarily, intent data helps prioritize a list of target accounts that need to be pursued. Once the sales and marketing teams are aware of a user's location in the sales cycle, they may focus on moving them along in the purchasing process with customized content. Let us look into what intent data can do for your business in detail:
Efficient Prospecting
According to a survey by HubSpot, 75% of businesses ranked being able to close more deals as their top sales priority. With intent data, a prospect that is in the market to buy is easier to find because of predictive analytics. You already have your ICP in marketing in place and when prospects match this list and are in the market to buy, buying intent data efficiently puts your brand in front of these leads. Apart from this, buyer intent also helps segment your target list based on the intensity of the purchase intent. Targeting accounts with high intent through email marketing, content marketing, advertising and direct mail becomes easier.
Enhances Outbound Sales
The higher the quality of leads, the easier it becomes for your sales team to convert them. Buyer intent data lets your sales team know the exact position of a lead in the buying cycle. Instead of wasting time emailing unqualified leads, your team can approach these prospects which match your ICP in marketing and start a meaningful conversation. Intent data also increases the ROI of your B2B content syndication efforts.
Superior Lead Scoring
Your marketing team can predict prospects’ purchase intent based on what they are researching. They can do lead scoring with precision and supplement your sales team’s efforts. They don’t have to rely on traditional lead scoring methods where they add points to a lead’s score when certain actions are performed. Intent data uncovers possible paths that your leads can take even when they are not on your website.
Personalized and Targeted ABM campaigns
Personalization is key for any B2B account-based marketing campaign to bring the results you expect. The most effective method to enhance your ABM strategy is to map out your buyer journey and sprinkle it with relevant content to influence leads. You can also use intent data to strategically personalize and rank your ABM demand generation campaigns, so that every touch point of your ABM campaign meets your prospects' expectations.
Relevant Content
Creating content that can catch the attention of your prospects while offering solutions and value is crucial to get the conversions you expect. Intent data will help you see the correlation between topics and the context of those topics with the solutions your prospects are looking for. If you are aware of the questions that your prospects have before they go to market, you can answer them through your content. Buying intent data offers you just that. Let intent data drive your content strategy to give your prospects just what they want.
Intent Marketing
Intent-based marketing is when you know just where to spend your time and budget. In intent marketing, the focus lies on analyzing the intent of your prospects and strategizing how to meet them. Spending less time trying to target and rank keywords with low or irrelevant intent can help you increase your ROI, make an ironclad content strategy and a streamlined lead generation process that results in conversion and revenue.
Assessing Buyer Intent
Understanding and calculating buyer intent is not an easy task. It depends on these three factors:
Recency
Buyer intent that reports how recently a prospect engaged with your content is valuable so that your sales team can approach leads who have visited your website.
Frequency
Frequency indicates the intensity of your prospects’ intent to buy a product or service to solve their problems. If they visit key pages that have information on pricing, case studies, customer stories, etc., your sales team can reach out to them immediately.
Engagement
When your sales and marketing teams score leads, one of the most important parameters on their scale is engagement. If a prospect is engaging with the content on your website, through a chatbot, or as a result of an email campaign, you know it’s a great time to reach out to them.
Apart from these factors, buyer intent data tools also use variables like firmographics, technographics, account size, and job titles for accurate buyer intent mapping so that you can reach out to your marketing ICP with a personalized message in your intent-based marketing strategy.
Metadata Sees 42% Dip in CPL with G2 Buyer Intent
Metadata, a demand generation platform that runs paid campaign experiments and self-optimizes them to generate revenue, invested in G2 buyer intent. Their cost per lead (CPL) dipped 42%, their click-to-open rate for ads increased 114%, and their average deal size for ads spiked by 18%.
Final Thoughts
Buyer intent data changes the way you interact with your prospects and leads. Harness buyer intent data tools to have an edge over your competitors and get more conversions.
FAQ
What are the essential elements of an intent data strategy?
Align your intent data strategy with your ABM strategy, get buy-in from the C-suite, begin with a small pilot, analyze performance metrics, and integrate your systems with intent data.
How are B2B marketers leveraging B2B buyer intent data to boost revenue?
B2B marketers use intent data to create effective content, identify buyer groups, improve lead qualification, boost team productivity, and increase customer retention to boost revenue.
How does intent data enhance your lead scoring process?
Predictive purchasing insights help you find prospects in the market so you can make a list of accounts that are close to making a purchase decision. This makes your lead scoring process easier and better.
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