Buyer Intent Data
Article | March 6, 2023
High-value content plays a key role in account-based marketing. Account-based marketing uses content to nurture leads and address their pain points throughout the sales process.
A perfect ABM strategy is one that provides relevant content to the right prospects at the right time. ABM content needs to be personal and highly relevant to create an impact on the stakeholders of your target account.
In an interview with Media 7, Stuart Sumner, Editorial Director at Incisive Media, talked about the importance of content in marketing strategy.
“The best way to win the content war is to have better, more valuable, and more timely content than your competitors. You need to offer audiences a regular supply of high-quality, in-depth content, which they can’t get elsewhere.”
The need for effective content is all-encompassing across industries, demographics, and niche domains. It helps businesses seek solutions to their critical business challenges. Reading through the opinions of other thought leaders from the industry influences their purchase decisions. So, good quality, reliable content can convince a business that you are the ideal choice for a B2B association.
How Should ABM Content Be Organized?
Creating effective content is the need of the hour, but it can be challenging if done without a direction or goal in mind.
Your ABM content should build brand awareness, and engage the readers while also presenting value to them. It should also be personalized enough to convey your involvement and dedication to your target account. To organize ABM content effectively, follow these steps:
Conduct Stringent Research
Stringently researching your target audience can help to create a content framework that can capture the solutions to their problems, their needs, and their interests. When you investigate the target accounts in-depth, you will know what aspects you can leverage to capture their attention and interest. Then you can organize the content to engage them.
Another interesting approach is to directly ask your audience about the kind of content they enjoy and their preferred formats. These insights can help you personalize the content better because 80% of consumers prefer shopping with brands that provide a personalized experience. You might also be able to leverage content for more than one account.
Maintain a Content Inventory
The research-based content that was created before you developed your ABM strategy can be repurposed to target the accounts in your focus. Creating a content library and mapping the intent of your content can help you with repurposing the correct content. The more detailed your content library, the easier it gets to reuse it. Consider organizing your content library with dates, extra information, highlights, and formats so you can start using the content without much ado.
The content you develop should complement your ABM strategy. As a part of your ABM strategy, it should add value to your marketing effort.
Create a Content Matrix
Create a content matrix that lists out the target accounts in your focus. It is a tool to organize your data to meet your marketing objectives. Based on your objectives, you can carry out content mapping to influence purchase decisions for these accounts. This can help you decide on the purpose of your content strategy. Do you want to create awareness or incite action from your readers? By figuring out what you want, you can use your content matrix to understand the scope to personalize the content in line with your ABM goals.
Analyze Your Performance
Experiment with different formats, visuals, and messages while creating your content. Measure the success of your content strategy like you measure the success of your ABM strategy using KPIs. Gauge how your audience reacts to different formats and visuals to know what to focus more on. Revise, retest, repurpose the content till you get the best output. It all boils down to how well you organize your ABM content.
ABM Content Best Practices
Best practices should be followed when creating content to achieve sales and marketing alignment, drive ROI, and target key accounts. Periodically engaging in website content mapping and content research to see how your content is doing is vital. Here are the ABM content best practices you should follow to organize ABM content:
1. Personalize the content to suit your target account’s needs.
2. Conduct regular SEO and content audits to find any flaws or unresponsive content.
3. Optimize your content to meet search engine optimization needs.
4. Repurpose your content regularly to make the most of it.
5. Support your content with good design.
6. Focus on creating interactive ABM content.
7. Your content should build trust in the minds of your target accounts.
How Coca-Cola’s Fanbase on Facebook Increased by 39% Because of Organized Content
Coca-Cola’s famous ‘Share a Coke’ campaign targeted Australian millennials to improve their sales numbers in the summer of 2011. Under this campaign, Coca-Cola offered name-branded coke bottles to the customers. Through stringent research, understanding their audiences’ preferred formats (TV commercials, newspapers, bus ads, and social media), and implementing strong CTAs in their ads, Coca-Cola gained a 39% increase in its Facebook fanbase.
Key Takeaway
The way you formulate and organize ABM content plays a key role in driving results from your ABM strategy. It is crucial that you dedicate time and resources to creating, personalizing, organizing, presenting, and analyzing the content you offer to your target accounts. You can drive a higher ROI from your ABM and content strategy only when your approach to content is as focused as your ABM strategy.
FAQ
What is a content matrix?
A content matrix is a tool that a marketer can use to plan and offer the right content in the right format and on the right platform to the target audience.
How can you use old content in your ABM strategy?
You can use your old content by repurposing it to better target your key accounts.
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Account Based Analytics
Article | August 3, 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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Buyer Intent Data
Article | September 11, 2023
Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy.
In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began.
"B2B companies should adopt ABM technology to level up their communications and react quickly."
ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams.
Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform?
How Salesforce Created Its ABM Program
Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program:
Defining ABM
Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts.
An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are.
By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services.
Choosing a Suitable Account-based Platform
Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program.
Putting Together a Dedicated Team to Ensure ABM Program’s Success
Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations.
Identifying Strategic Target Accounts
With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP).
Engaging the Target Accounts
After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI.
Using Data for Continued Engagement
Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage.
Cultivating Customer Relationships
Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with.
Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously.
By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI.
How Salesforce Got a 30 Percent Close Rate by Using ABM Technology
While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign.
Creating an ABM Program like Salesforce
Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue.
To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next:
Do you think ABM is right for your business?
Are there any customer accounts that require special attention?
Can your business fund expert consultation for ABM and eventually an ABM program?
Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business.
Conclusion
ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth.
FAQ
How does ABM differ from a traditional lead generation marketing strategy?
ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts.
What is an ABM platform?
An ABM platform is a technology that helps marketers run their ABM programs at scale.
Why is ABM important in your marketing efforts?
With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.
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Account Based Analytics
Article | December 6, 2021
Introduction
The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023.
What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs.
AI’s Role in Marketing
Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing:
Personalization
AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.
Event Communication
Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events.
Real-time Content
Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers.
Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly.
What Goes into Creating an Effective ABM Strategy?
For an ABM strategy to work, businesses need to follow these steps:
Preparing for the ABM Strategy
Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it.
Synergy Between Marketing and Sales Teams
Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy.
Identifying Target Segments
Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments.
Zeroing-in on a Priority
Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal.
Leveraging AI in ABM Strategy
In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM.
“From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.”
Introducing AI into your ABM strategy can help you in the following way:
Content Personalization
Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants.
Efficient Resource Management
Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer.
Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer.
Automation
AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect.
Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy.
ABM Optimization and Predictive Insights
To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly.
Enhancing Communications
Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI.
What Is the Future of AI-enabled ABM Strategy?
ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions.
Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue
The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data.
“We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.”
– Srini Nallasivan, Chief Analytics Officer, U.S. Bank
Summing It Up
AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset.
FAQs
What are the challenges in the AI-based ABM strategy?
Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging.
How can AI help in strengthening your ABM strategy?
AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion.
What does a strong AI-based ABM strategy do for your business?
A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion.
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