Buyer Intent Data
Article | August 23, 2022
Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations.
Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy.
If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!
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Buyer Intent Data
Article | June 20, 2023
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 Analytics
Article | August 3, 2022
Account-based marketing brings in a higher ROI compared to other marketing activities. It targets key accounts, but not always at the right time. The buyer experience gets compromised if the strategy does not align with the account’s buyer journey.
Demandbase CMO John Miller paints an interesting picture of what ABM is.
“The analogy that I've always used to describe ABM was fishing with spears, which was an effective analogy. But at the same time, it doesn't feel very good to get poked by a spear.”
-Demandbase CMO John Miller
If ABM pokes accounts without respecting them or creating an emotional connection with them, customer success cannot be guaranteed. This is where ABX comes in. It’s a GTM strategy that puts the value of customer experience above the value of key accounts.
ABM ››› ABX: Why Are B2B Marketers Adopting ABX?
B2B marketers clearly understand how effective the ABX strategy is compared to good old ABM.
Here are the reasons why:
Buyer groups are the stars of the show.
AI insights provide accurate information on which accounts exhibit buyer intent and what they are looking for. These accounts are engaged through hyper-personalized campaigns only when they are in the buying phase.
Marketing, sales, and customer success teams ensure every touchpoint consistently delivers value to the customer.
ABX execution involves being agile enough to adapt to the ever-changing behavior and needs of the customer.
Every customer is nurtured to deepen loyalty for a long-term business relationship.
Why Does ABX Matter?
Upgrading your plain old ABM strategy to an ABX strategy simply means applying customer experience best practices to your marketing processes. Consequently, your campaigns are trustworthy, impactful, empathetic, and relevant to every stage of your customer’s journey. Targeted messaging that appeals to every member of the customer’s buying team influences the buying decision of the account. The strategy brings sales, marketing, SDR, and customer-facing teams together so they work towards creating a wholesome customer experience consistently across all the touchpoints.
Conclusion
In a world where there is a continuous influx of information and a scarcity of attention, any kind of interruptive marketing may be ineffective and off-putting. Companies should focus on ABX to build trust with key accounts and create engagement that isn’t forced through perfectly orchestrated interactions across a project or management lifecycle.
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ABM Accounts
Article | June 10, 2022
Are you thinking about ditching your revenue team’s creaky, ineffective sales approach and embracing ABM … but aren’t sure of what you need to know? You’ve found the right blog post.
Today, we’re providing some mind-blowing highlights from a recent webinar hosted by Kerry Cunningham, our Senior Principal of Product Marketing.
The webinar unpacked what matters most for launching an effective ABM program and offers actionable tips for sales and marketing teams. It’s well worth a watch. But if you’re short on time, here are some insights. Kerry started the webinar by sharing some hard truths about the state of selling:
Hard Truth #1: If They’re a Lead, You May Be Too Late
B2B sales used to be all about leads. Even now, many revenue teams lean heavily into the lead-based mindset. But the emergence of Account-Based Marketing brought many revelations to revenue teams, including that account opportunities are far more important than individual leads.
When you turn your (obsessive) attention from solo buyers and instead examine the full spectrum of interest or intent that an entire organization is expressing in your solution, you’re able to dramatically increase the quantity and quality of your sales intelligence.
Without this analysis, your team won’t be aware that buyers are conducting so much research on their own that by the time your team determines that they’re an early-stage “lead,” they may in fact be much farther down the buyer’s journey than expected.
Your team plays catchup after that, putting them at a competitive advantage.
Hard Truth #2: B2B Buyers Aren’t Even ‘Buyers’ Anymore
These days, buyers are no longer individuals, but rather teams of people. On average, buying teams often include 10 people, Kerry explained.
“Not everybody involved in the buying process is going to be sitting at the table at the end of that last meeting when they sign the deal,” Kerry said, “but all of those folks are doing some research.”
How big are these teams? From the webinar’s transcript:
Kerry: “For bigger deals, there may be as many as 20 or more people involved. And again, all of those folks are having interactions. In fact, Forrester Research did a study recently that showed that on average, post-pandemic, buyers are having 27 interactions each. So when you have 10 people or 20 people, and they’re having 20-something interactions each, that adds up.”
But there’s an upside to all this activity, Kerry said. As buyers conduct research, they leave behind digital “breadcrumb trails” or “footprints in the snow” across the internet.
Sellers armed with leading account engagement technologies can track, aggregate and de-anonymize these intent signals. ABM tools help them better understand the buyers’ research and buying processes.
Hard Truth #3: You Might Deal with Multiple Buying Teams
Depending on the scope of your solution’s capabilities, your sellers may contend with more than one buying team.
Here’s an example: Let’s say a company is looking for a solution to handle the needs of many departments or divisions. Each division may task its own buyer or buying team to conduct its own research to find solutions that effectively solves its own business problems.
If your solution can serve the needs of multiple divisions, your revenue team is in a good position, especially if your team can proactively identify the divisions’ unique needs. (Account engagement platforms do a great job of this.)
However, don’t assume that your solution can be everything to every division, Kerry warned.
Kerry: “If you sell multiple solutions — say you’re a big tech company and you have three, four, five solutions — you may be selling to multiple buying centers. But those buying centers may not all be great prospects for your solution. So take into account the fact that some of the buying centers inside those specific accounts may or may not be good prospects for you.”
Hard Truth #4: Buyers Think They Know Everything About Your Solution (But Actually Don’t)
Many buyers believe they can get all the information they need about your solution (and your competitors) exclusively through online research, Kerry said. This is super-convenient for buyers, but sellers can’t fully control the narrative. That leads to big problems.
Kerry: “Not all the information that they get is going to be accurate. It certainly may not be how you’d like to present yourself. So one of the things that’s really important is you have to understand how your buyers are finding out about you.”
This requires identifying other likely sources of information — such as content from competitors or unreliable analysts — and proactively engaging buyers with data and talking points that counter this misinformation.
Conclusion
Pivoting to an account-based approach isn’t always easy, especially for revenue teams that are entrenched in a older sales approaches. But making the change to ABM can revolutionize your business, Kerry said.
“Within the first year, 6sense clients who take all of these new techniques on board are able to produce substantially better results, bigger deal sizes, better win rates, and even shorter sales cycles,” Kerry said. “This is really the way B2B ought to be done.”
We’ve covered a few hard truths in this post, but come back tomorrow for Part 2 of this series. We’ll provide some helpful and actionable ABM tips then.
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