Account Based Data
Article | June 29, 2023
Account-based marketing, also known as ABM, is an effective yet efficient way to seek out high-value leads and close sales. A B2B marketer can align his sales and marketing strategies to break into the industry. However, there’s one thing that needs all the attention from the marketing team- the content.
The B2B marketers from around the world are shuffling their budgets to focus more on account-based marketing. As of now, 28% of the budgets were allocated to support account-based marketing.
When considering ABM, marketers often jump to the execution part instead of planning, identifying, and targeting the target accounts. Therefore, they fail to understand the critical needs of the clientele. The whole process of connecting with the customers with their accounts goes into vain.
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Buyer Intent Data
Article | August 23, 2022
In 2021, 70% of marketers reported using an account-based marketing campaign. Since 2020, their numbers have gone up by 15%. One of the reasons ABM has become so popular is that it can greatly enhance customer loyalty and revenue by tailoring the buyer's journey for unique clients. ABM tactics can further enrich an ABM strategy.
In an interview with Media 7, Tim Kopp, CEO of Terminus, talked about the account-based marketing process.
“ABM flips the traditional approach of generating leads on its head. It doesn’t adhere to the idea that a full sales funnel will create a trickle-down effect leading to high conversion rates. Instead, ABM enables marketers to refine the criteria by which they identify buyers. While marketers might not have the same amount of leads, each lead is targeted and relevant — and thus more likely to convert.”
Account-based marketing is being implemented confidently by more and more B2B marketers. It is important to find ways to amplify its impact on your revenue through accurate targeting and conversions. Let us take a look at three effective ABM tactics that can help you enhance your account-based marketing strategy.
3 Effective ABM Tactics for B2B Marketers
Improve Your ABM Funnel's Performance
Account-based marketing funnel optimization may be one of the most effective ABM tactics to grow your business.
The following techniques can help you improve your funnel’s overall performance:
Audit Your Content Smartly
Check if your content is personalized according to your target accounts' personas and industry. Does it address the specific needs and pain points of your target accounts? Your content can help you narrow down your list of ideal customers.
Make Good Use of Intent Data
Dynamic ABM targeting is essential. Based on data from your CRM and other platforms, update your list of target accounts. Make sure you have a good idea of what your target audience is looking for. Are there issues with your company, products, or services that you provide? Always use this information to improve your list.
Approach Different Markets Confidently
Run multiple account-based marketing campaigns with varying degrees of customization and investment parallelly. Choose between ABM Lite (targeting a small number of accounts), Programmatic ABM (targeting many accounts), or Strategic ABM (targeting a single account) according to your business goals.
Optimize Engaged Accounts
No two engaged accounts can be in the same sales funnel stage. So, optimizing engaged accounts can be difficult. Start by tracking click-through rates, organic website traffic, email open rates, and any other digital interactions with your brand to see how effective your ads are. Your ads must be both informative and visually appealing. Reach engaged accounts through social media, email, and other suitable channels.
Unlock Opportunities
Lead generation strategies based on advertising retargeting allow your sales team to tap into accounts that have previously interacted with your ads with renewed vigour. By working with your sales team to develop an account engagement model that defines an "engaged account," you can streamline the lead generation strategies by limiting the number of accounts that your team is required to manage.
Increase Outreach
Your target account stakeholders' employees should be the focus of your outreach efforts. Target accounts can be contacted via direct mail or in-person meetings. As a result, new pipeline opportunities are now available. You can reach a larger audience by using one-on-one C-level campaigns like phone calls and demos.
Implement Marketing Automation
Artificial intelligence (AI) marketing can help you improve your B2B account-based marketing strategy. It gives you predictive insights and makes your communication more effective.
In your account-based marketing process, marketing automation can run email campaigns that can show you how people interact with your account.
CRM data is used by AI and big data to get information about people from different platforms. This information can help you make your content unique for more ABM targeting. Account-based marketing services give you the ability to run targeted marketing campaigns at scale. As an account-based marketing service, ABM automation aims to target firms with multi-person purchasing committees extensively by utilizing individualized content and engagement to influence their purchase decisions.
The immediate impact of using marketing automation in your B2B marketing strategy is a shorter sales cycle, a free marketing team, better sales and marketing team alignment, and stronger customer retention.
You can start off by creating your ICP. After that, you can set up your target account, integrate your account-based marketing strategy with marketing automation software and your CRM. Then you can create impressive campaigns, personalize content, and offer tailored engagement to your target accounts. You can access the performance of your ABM marketing strategy using marketing automation software’s dashboard and tweak your strategy to make the most of it.
Analyze and Improve Your Strategy
B2B account-based marketing requires regular testing of your ad wording, content, design, and channel aspects to see what works and what doesn't. You can improve the efficiency of your approach by keeping tabs on key performance indicators (KPIs). Instead of abandoning a tactic because it isn't working, improve it by tweaking it. Account-based marketing approaches can succeed only if you assess how they affect your strategy and continually improve its execution.
In an interview with Media 7, Abhi Yadav, Founder & CTO of Zylotech, talked about the importance of customer intelligence in marketing.
“Tracking every point of engagement is critical in delivering a holistic view of where buyers are actively engaged and what’s working.”
Developing an efficient B2B marketing strategy using the ABM approach requires a great deal of trial and error. Optimize your ABM approach by defining and measuring your KPIs. This B2B ABM marketing tactic is crucial to understanding how effectively you are engaging key accounts and moving them forward in the sales funnel.
Couchbase Generated $1.5 Million in Pipeline Opportunities Using ABM
Couchbase, a NoSQL database provider for enterprises, used a data-based ABM strategy to determine the interests of their target customers. They then combined real-world behavior with system-generated social personas of their customers, which helped them generate $1.5 million in pipeline opportunities.
Conclusion
These account-based marketing tactics can help you optimize your ABM marketing strategy. Concentrating on your funnel metrics and KPI and constantly improving your strategy can help you get the best results.
FAQ
What are funnel metrics?
Velocity (time spent in days by a prospect in each stage of the funnel), conversion rates (percentage of leads that move from stage to stage in the funnel), and volume (number of leads passing through any stage of the funnel) are funnel metrics. Improving them is a great B2B ABM marketing tactic.
What are the benefits of account-based marketing automation?
ABM automation is a great account-based marketing tactic. It allows you to set up a marketing process at once and then scale it across different campaigns. With the help of automation, tasks like media buying, modeling, upselling, and ad targeting are carried out efficiently.
How can you develop an effective ABM strategy?
Start by identifying key accounts. You can then map their decision-makers, create targeted campaigns to get their engagement, decide on the best channels to approach them, execute your marketing campaigns, and finally measure the results of your ABM strategy.
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Buyer Intent Data
Article | October 7, 2022
Discover the top 10 buyer intent data tools for businesses to leverage advanced data analytics and real-time intelligence for gaining valuable insights into buyer intent and drive revenue growth.
The ability to effectively harness and leverage buyer intent data has become imperative for organizations striving to stay ahead of the competition in the dynamic modern business landscape. In this era of empowered consumers, businesses must go beyond surface-level understanding and delve into deeper motivations and preferences of their target audience. As organizations strive to understand their customers on a deeper level, sophisticated buyer intent software and tools have become indispensable for extracting actionable insights.
With the implementation of these sophisticated solutions, businesses can unlock invaluable insights into customer behavior, preferences, and purchase intent, enabling them to make informed decisions, tailor their marketing strategies, and ultimately drive substantial business growth. The following are some of the best buyer intent data tools and software essential for organizational growth:
SalesOS
Developed by ZoomInfo, SalesOS is a cutting-edge go-to-market platform tailored for B2B companies. It boasts the largest, most accurate, and regularly updated database of insights, intelligence, and purchasing intent data pertaining to companies and contacts. Complementing this wealth of information, SalesOS incorporates additional tools such as Chorus for conversation intelligence, Engage for sales engagement, and RingLead for data orchestration. Integrating these tools with existing systems, SalesOS equips go-to-market teams with the necessary resources to engage prospects and customers effectively. With SalesOS, organizations can optimize their sales efforts, close more deals, and achieve their sales targets with precision and efficiency.
Terminus Intent Data
Terminus Intent Data is a robust software solution that equips sales and marketing teams with precise insights to identify their most promising opportunities and evaluate their conversion potential. It leverages a combination of first-party and third-party intent data, enabling teams to focus their efforts strategically. With its native, multi-channel ABM campaigns, organizations can select and prioritize accounts demonstrating intent to buy throughout the entire buyer's journey. In addition, by initiating targeted brand promotion to companies exhibiting intent interest, Terminus helps businesses establish an early impression and activate their sales teams at the optimal time. With Terminus Intent Data, companies can optimize their go-to-market strategies, enhance customer engagement, and drive growth by capitalizing on valuable intent-driven insights.
Demandbase One
A comprehensive and intelligent go-to-market (GTM) suite, Demandbase One, empowers businesses to outpace their competition. With its single platform for orchestrating and automating seamless buyer journeys, Demandbase One enables organizations to accelerate their go-to-market strategies. The platform revolves around robust account intelligence, allowing teams to identify opportunities earlier, engage prospects more intelligently, and streamline the deal-closing process. It offers a complete GTM package, encompassing solutions for account-based experience (ABX), advertising, sales intelligence, and data. Alternatively, businesses can adopt the specific solutions they require at their own pace. Whichever path they choose, Demandbase One optimizes GTM operations, leading to a superior buying experience and positioning organizations for success in the competitive marketplace.
Identification
Identification, a powerful software solution developed by RollWorks, offers B2B businesses the capability to identify and engage their target accounts with precision. Leveraging advanced data intelligence and machine learning, Identification empowers marketers to uncover the companies visiting their websites and gain valuable insights into their intent and interests. It assists businesses in accurately identifying both known and unknown website visitors, enabling them to personalize their interactions, tailor messaging, and prioritize outreach efforts. With Identification, companies can optimize their account-based marketing strategies by effectively targeting high-value accounts, utilizing ideal customer profile (ICP) insights, and accessing sales intelligence. By capitalizing on this comprehensive tool, organizations can enhance engagement with their most valuable accounts, resulting in increased conversions and revenue growth.
Integrate Marketplace
Integrate Marketplace, powered by a global network of trusted partners and expert campaign strategists, empowers B2B businesses to execute turnkey brand and demand programs that generate qualified, compliant, and marketable leads. With its custom programmatic display campaigns and diverse content syndication partnerships, the software enables businesses to establish brand recognition among target accounts and drive demand effectively. Integrate also helps companies to leverage unified technology to run precise, holistic campaigns while gaining valuable data insights by incorporating media channels and providing a consistent buyer experience. The key features of Integrate Marketplace include predictable pipeline generation, meticulous brand campaigns, and beautiful cross-channel buyer experiences, facilitating businesses to drive measurable results and accelerate their demand generation efforts. As it works with vetted partners, Integrate Marketplace expands its reach on a global scale, ensuring that brand and content exposure reaches the desired markets.
Company Surge
Company Surge, a comprehensive data intelligence solution developed by Bombora, provides businesses with valuable insights into buyer intent. Leveraging a vast B2B intent data database, Company Surge empowers organizations to gain a deep understanding of the topics and interests potential customers are researching across the web. Businesses can refine their understanding of their target audience, identify key accounts displaying buying signals, and optimize their marketing and sales strategies accordingly by harnessing this database. Company Surge helps businesses enhance their lead-generation efforts, personalize their messaging, and improve overall marketing effectiveness, resulting in higher conversion rates and revenue growth. With the power of intent data, businesses can make informed decisions and strategically align their efforts to meet the needs and interests of their prospective customers, driving meaningful business outcomes.
MRP Prelytix
MRP Prelytix is a purpose-built software solution that addresses the specific needs and challenges faced by enterprise sales and marketing teams. With over 20 years of experience in serving these teams, MRP Prelytix simplifies the complexities of the operating environment and enables coordinated account-based programs alongside existing marketing initiatives on a global scale. The software's key features include enterprise administration for efficient management, omnichannel orchestration for cohesive marketing campaigns, pre-built integrations for seamless data connectivity, and revenue-driving analytics for actionable insights. Recognizing the distinct requirements of enterprise-class marketers, MRP Prelytix offers a mature and sophisticated platform that facilitates seamless coordination of ABM programs across teams. Integrating the capabilities of MRP Prelytix, enterprise sales and marketing teams can optimize their operations, enhance customer engagement, and drive revenue growth in their highly sophisticated operating environment.
6sense Revenue AI
6sense Revenue AI transforms the way organizations drive pipeline and revenue, offering advanced capabilities for capturing anonymous buying signals, targeting ideal accounts, and recommending effective channels and messaging. Removing guesswork and streamlining sales efforts, the platform empowers sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and drive predictable revenue growth. 6sense also enables businesses to uncover hidden signals and missed opportunities in their funnel, utilizing intent data from multiple sources to accurately match buying signals to accounts across devices, channels, and locations. With features such as dynamic account targeting, predictive analytics, and a centralized tech stack, businesses can craft precise audience-building strategies, automate workflows, and engage buyers through hyper-targeted advertising campaigns and conversational emails.
Capture
Capture, offered by Clearbit, is a versatile software product designed to assist businesses in obtaining accurate and comprehensive lead data in real time. With Capture, sales and marketing teams can instantly enrich lead information by entering an email address or domain. Key features of Capture include the ability to reveal hidden pipeline opportunities, find critical buyer contact information, add new records to the CRM, and seamlessly integrate with the entire technology stack. Leveraging Clearbit's vast database and powerful algorithms, the software provides valuable details such as company information, social media profiles, and job titles. It also empowers businesses to streamline lead qualification, personalize outreach, and enhance the effectiveness of sales and marketing campaigns by seamlessly integrating with existing workflows and systems.
PurePush
PurePush, offered by Demand Science, is an innovative software solution that revolutionizes B2B content syndication. It enables businesses to effectively target their desired audience and deliver tailored content across various digital channels. PurePush leverages advanced targeting capabilities and precise audience segmentation to ensure the right content reaches the right individuals at the optimal time. It also assists organizations in amplifying their content visibility, expanding their reach, and driving engagement with high-quality leads. The software provides actionable insights and analytics to optimize content syndication strategies, allowing businesses to nurture prospects, generate quality leads, and accelerate their sales pipeline. With PurePush, enterprises benefit from dedicated customer experience managers who provide exceptional support and guidance throughout each campaign, ensuring a seamless experience.
Conclusion
The integration of buyer intent data software and tools has become essential for businesses aiming to maximize their growth potential in the business landscape today. The top 10 tools for finding intent data discussed in this article offer a wide range of features and capabilities that enable businesses to gain valuable insights into buyer intent, optimize their marketing and sales efforts, and drive revenue growth.
The growing integration of advanced technologies, such as data analytics, machine learning algorithms, and real-time intelligence in buyer intent data tools, further empowers businesses to identify high-value accounts, personalize their messaging, prioritize their outreach efforts, and deliver exceptional buyer experiences. With the ability to uncover hidden signals, target the right accounts at the ideal time, and make data-driven decisions, businesses can significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and ultimately achieve their growth objectives. Embracing these buyer intent data tools as part of a comprehensive business strategy will give organizations a competitive edge in the dynamic and ever-evolving B2B landscape.
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Account Based Data
Article | March 14, 2022
Buyer intent data is sourced from either internal or external parties. When combined, it provides a comprehensive picture of how your targets behave online. Internal marketing teams provide first-party intent data through your company's website, automation platforms like CRM, or other in-house applications. Third-party data is gathered from buyer intent data tools.
According to a Gartner study, more than 70% of B2B marketers will use third-party intent data to target prospects by the end of 2022.
In an interview with Media 7, Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, talked about the importance of correct messaging in sales and marketing once you know your audience.
“I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages.”
Buyer intent data tools provided by intent data providers like Bombora, Slintel, and ZoomInfo collect high-quality intent data to help you identify the accounts that show buyer intent, making it easier for you to understand their requirements and deliver solutions through effective content.
Let's find out how intent data can help your ABM strategy by making sales easier.
Buyer Intent Data: 5 Impactful Ways It Can Help You Boost Sales
Let us look at five benefits of buyer intent data that can help you boost sales:
Create Effective Content
In ABM marketing, the marketing team supports the sales team by generating qualified leads through effective content that addresses the prospects’ needs. There are more than a billion websites competing for a prospect’s attention. Focusing more on engaging your intended audience than on your search rankings could translate to more sales. This B2B intent data will allow your marketing team to analyze the volume and quality of responses to various online 'triggers' like keywords and social engagement. This way, the marketing team eliminates the guesswork in analytics and content research. B2B intent data can assist your marketing team in its intent-based marketing endeavors. The team can develop hyper-personalized, relevant, and timely content that can be used in your sales process to engage with new leads.
Identify Buyer Groups
In the B2B domain, multiple decision-makers sign off on purchase decisions. Your key accounts might have buyer groups, and this may pose a problem for your sales strategy. You will need to appeal to multiple personas who will then make unanimous decisions when purchasing your products or services. When combined with accurate, up-to-date contact information, intent data can assist in segmenting the purchasing process into relevant stages. Buying intent is useful not only for tracking and analyzing individual target prospects, but also for tracking and analyzing entire organizations. Overall, sales teams can craft perfect messages for any target persona that crosses their path, thanks to quality intent data.
Improve Lead Qualification
After your sales and marketing teams have developed an ideal lead generation strategy, you'll want to target leads with purchase intent. The majority of leads generated may not completely align with your ICP (ideal customer profile). If your product or service isn't even remotely relevant to what they're looking for, an automation system that is a part of your ABM services can remove them from your lead list. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks. It is critical to have a nurturing system in place and implement a lead scoring process. Intent data reveals where these leads fall within your segmentation, how interested they are in your solutions, and how their purchasing process works, so your effort or time is not wasted.
Increase Customer Retention
The same buyer intent technology that is used to find new prospects and customers can also be used for customer retention. According to Brain and Company, a 5% increase in customer retention can result in a more than 25% increase in profit. Monitoring intent signals can help you identify when a current customer interacts with a competitor or looks for alternatives to your product. It allows you to engage with them earlier and provides you with another opportunity to maintain your customer relationships.
Boost Team Productivity
According to HubSpot research, 40% of salespeople say prospecting is the most difficult part of their job. Buyer intent data eliminates prospecting (such as connecting on LinkedIn, getting past the gatekeeper, and sourcing emails), which results in more sales for your company. The most effective buyer intent software solutions can provide not only company-level intent information but also contact information for key decision-makers (all whilst complying with GDPR rules). This means your sales team can get right to the point and use the most up-to-date business intelligence to engage in more conversations with the right prospects. B2B intent data keeps your sales team on top of their game by allowing them to analyze and comprehend prospects on a more granular level.
Cloudera Generated over 30 Significant Business Deals Using Intent Data
Cloudera, an enterprise management company, harnessed intent data from Bombora and Just Global to run a hyper-targeted account-based marketing strategy across its sales, advertising, and marketing teams. As a result, it generated over thirty significant business deals.
Conclusion
B2B buyer intent data can help you boost sales by accurately identifying target accounts that show buyer intent. Using buyer intent tools that give clean intent data can help your sales team generate revenue and scale your business.
FAQ
How does intent data help with sales?
With the help of intent data, your sales team can target and qualify leads swiftly and accurately as it provides all the crucial background information on the leads. Accurate targeting translates to more conversions and sales.
Where does the intent data come from?
Intent data is usually provided by third-party data providers through buyer intent data tools. These tools collect intent data from data-sharing points like B2B websites, media publishers, and other relevant sources.
How is intent data beneficial for improving an account-based marketing strategy?
With the help of intent data, you can personalize your website, focus on your inbound leads with respect to their engagement with your content, nurture leads with email marketing, and identify prospective customers who haven’t engaged with you yet. These factors can enhance your ABM strategy.
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