Core ABM
Article | June 20, 2023
B2B buyer intent data provides insight into a user’s purchase intent. With this information, you can identify when a prospect matching your ICP is actively considering buying your product, or similar products or solutions. This intent data is collated from different digital sources that use cookies to analyze key intent search terms to zero in on when a prospect is in an active buying journey. With this information, B2B companies like yours can make campaigns that are very specific to these prospects and are more likely to convert them.
Let us take a look at how B2B buyer intent data can assist sales teams to achieve their revenue goals.
Identify High-Intent Target Accounts
In account-based marketing, a target account list has companies and accounts that are most likely to buy your product. This target account list helps your sales and marketing teams concentrate their efforts to push high-quality leads through the sales funnel. Using B2B buyer intent data, the sales team can know which prospect is showing key signals of purchase intent. These B2B intent data key signals include downloading resources, reading blog posts, signing up for a free trial, booking a demo, viewing the pricing page, and revisiting your website after the first interaction. Your sales team can segment the target list based on this information. Every lead can be broken down into three segments: high intent, medium intent, and low intent. Now that your sales team has the high intent leads, they can target these leads and convert them without wasting time on low intent leads that may not be ready to buy.
Your Sales Cycles Are Shorter than Ever
Salespeople often struggle with closing deals faster. The reasons behind this could be anything from wrong contact details to chasing imprecise, low-qualified leads and cold prospecting. Reaching out to accounts that do not show any intent to buy is a waste of time your sales team cannot afford if it wants to meet the revenue targets. With the help of B2B buyer intent data, your sales team gets actionable data insights on the accounts that are in the market and what they are looking for so they can approach these accounts confidently. Popular intent data providers provide more than 95% accurate contact information, company structure, and buyer group details on accounts so your sales team can connect with decision-makers directly and close deals faster.
Lead Prioritization is No Longer a Struggle
Prioritized lead scoring effectively puts sales managers and salespeople in a position to see real opportunities. B2B buyer intent data allows them to see what other paths leads can take even if they do not visit your website. They can understand which leads are in the final stage of the sales cycle in real-time. Leveraging this information, sales managers can align sales representatives based on the comprehensive overview of accounts without worrying about the initial ranking of the account with the help of intent-based marketing. It helps the entire sales team take advantage of the foresight that intent data provides to create an agile method to capture demand accurately.
Improved ABM Implementation
Enriching the B2B buyer journey with hyper-personalized content to target ICP in marketing as a part of intent data marketing becomes easy for your marketing teams. They can prepare content for each stage of the buying funnel, which consists of awareness, consideration, and decision-making stages. In the awareness stage, you can help your prospects narrow down their search and lead them to your brand. In the consideration stage, your sales teams can get in touch with the decision-makers who respond the most to your marketing campaigns and are in the stage to purchase your product. In the final decision-making stage, your customer support and sales teams can provide the prospects the assistance they need through content on crucial pages via a product guidance tool or a chat service. This way, your B2B account-based marketing strategy can be implemented with added accuracy.
Final Thought
Saving costs, generating more leads, and boosting sales becomes easier with the help of buyer intent data. Rather than letting your sales team wait for prospects to stumble upon landing pages, your business can leverage B2B intent data to gain a competitive edge by finding them first and offering them solutions to their problems through your products using buyer intent data strategies.
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Account Based Data
Article | August 19, 2022
Account-based marketing strategies prioritize intent data to maximize the effectiveness of their sales and marketing workflows. With the help of intent data, businesses can tailor their interactions with target accounts based on their needs and build valuable relationships with them.
In an interview with Media 7, Gil Allouche, the Founder and CEO of Metadata.io, talked about the use of intent data for lead generation.
“Without the right tools, companies don’t realize what campaigns have zero traction and what campaigns are attracting the most potential buyers, therefore, money is wasted on leads that won’t lead to revenue.”
Intent data aids in the prioritization of a list of target accounts to be pursued for conversion. Additionally, some businesses create specialized groups and targeted lists to hyper-personalize their content offerings and influence purchase decisions.
Importance of Buyer Intent Data
To make the most of intent data, companies engage B2B buyer intent data tools provided by exclusive intent data providers or account-based marketing software providers. They use these tools for effective lead generation.
According to Insights on Professionals, almost 40% of businesses spend more than half of their marketing budget on intent data, and 70% plan to increase spending on intent data.
Intent data plays a big role in enhancing an ABM strategy. Below are some ways:
It helps with target account selection
With the help of intent data, you can define your ICP, understand the ICP’s intent, and gather relevant data from multiple intent data tools or platforms and collate it to amplify your target list. As a bonus, you can also divide your target list based on their intent. Finally, you can target the accounts with the help of all the insights that you gained from the B2B intent data.
You can zero-in on the best messaging
High-quality B2B buyer intent data includes insights like a prospect’s research history. You can uncover actionable prospect trends that you would have otherwise missed. Using this crucial information, you can optimize your messaging because it plays an important role in content marketing. Buyer intent data can enhance sales pitches by shedding light on the buyer’s interests and needs.
It improves your sales outreach
Prospects are now focused on doing their own research based on the suggestions their friends or acquaintances provide. With the help of intent signals that the buyer intent tools record, the movement of the prospect is revealed. Once your sales team knows the position of a prospect in the sales funnel, they can decide when to get in touch and work towards a conversion.
It helps you retain customers
If your customers are looking at your competitor’s products or services, intent data signals will alert you. This kind of information indicates that you need to evaluate your offerings. You can set up triggers to gather such instances and seek feedback from customers to understand their expectations. You can reach out to these customers and provide them with support and attention so you do not lose them.
You can amplify your content
Content personalization is a crucial component of an effective ABM strategy. Using first and third-party data, you can create impactful blog content, email marketing campaigns, and other relevant content pieces to appeal to your leads. Buyer intent data can help you target your ideal customer profile (ICP). Your marketing team can create content on topics your prospects are looking at and revamp old content to make it more effective.
Why Are B2B Marketers Intent on Using Buyer Intent Data?
ABM marketing is B2B marketing on steroids. For B2B marketers who want to run intent-based marketing campaigns, buyer intent data has become a go-to tool because it helps them understand their target accounts better. Their approach is focused, tailored, and relevant. Such an approach leads to more conversions, shorter sales cycles, and clearer ROI.
Let us look at why B2B marketers are making it a point to use account-based marketing software with buyer intent data tools.
Increases brand exposure through customized websites, landing pages, and social media pages to cater to a specific audience
Aligns sales and marketing teams by bridging the communication gap between them and establishing shared business goals
Facilitates hyper-targeted advertising by providing information on search intent, online behaviour, main interests through keyword searches, and propensity to make purchase
Accurately predicts buyer behavior with the help of comprehensive datasets to forecast the buying patterns of prospects
Enhances customer experience by providing insights into the prospects’ needs and expectations so the curated content resonates with them
3 Best Buyer Intent Data Tools You Should Know About
Here is a list of the three best buyer intent data tools that can help you improve your account-based marketing strategy:
Demandbase
Demandbase’s ABX Cloud uses account intelligence to help its customers orchestrate sales and marketing moves. With the help of reliable and high-quality insights, you can create relevant content for every stage of the B2B buyer’s journey. ABX Cloud has an engagement platform that shows all of the information your marketing and sales teams have gathered in one place. This way, your teams can find opportunities faster, engage with them smartly, and close deals quickly, which will help your business grow.
ABX Cloud also uses predictive analysis so your sales team knows when to approach a lead. It conveniently aligns the efforts of both your sales and marketing teams to create an actionable, measurable, and focused ABM approach. It uses artificial intelligence (AI) for account selection. As a result, your target list is based on intent signals, CRM data, and others, which will help you know your target accounts well enough to create effective messaging. ABX’s account-based analytics measure engagement across each account and track progress throughout pre-defined, unique account journeys. This is how Demandbase uses intent data for lead generation.
Demandbase was named a leader in the first-ever 2022 Magic Quadrant for Account-based Marketing Platforms. It is the only company to get the best scores for all three use cases in the accompanying 2022 Gartner Critical Capabilities for Account-based Marketing Platforms report.
Demandbase Success Story: SilkRoad Technology, Inc. is a human resource capital management software company. It used Demandbase's ABM platform, which was equipped with intent data, and saw activity and engagement from their top accounts go from 20%–30% to 80%+ in just six months.
Bombora
Bombora proudly markets itself as a market leader in B2B intent data. It is one of the most popular intent-based marketing facilitators. It has the most comprehensive and privacy-compliant data cooperative on the web. In short, it provides clean, risk-free intent data. It collects data consensually from its proprietary data source that comprises of 4000+ top B2B sites on the internet. It provides the most accurate data on a buyer’s digital journey so you can understand their intent. It has named its intent data solution ‘Company Surge.’
Bombora’s data can be integrated with all major platforms across the ad, sales, and martech ecosystems. This added convenience means you do not have to onboard a new system to access Bombora’s data. You can set it up in your current workflow.
Privacy compliance and ethically sourced intent data make Bombora a great choice amongst the tools. It gathers data from websites that are exclusive to Bombora. It has implemented industry-standard consent mechanisms so that all the data is compliant.
Company Surge uses BERT-based machine learning to understand the intent behind the words on a webpage and gives you an accurate picture of your buyer’s interest, pain points, requirements, and intent. It also helps with resolving pre-purchase signals of buyers to 2.8 million businesses by using its patented method that fuses behavioral and IP2C (Internet Protocol to Company) data. This data is then amplified by firmographic and demographic data.
Bombora detects how many users from a specific organization are researching particular topics, how frequently they visit certain webpages, and how deep their research goes as compared to their usual web activity. Based on this information, it can tell when an organization wants to make a purchase.
Bombora Success Story: Hornbill, a global leader of cloud-based workflow application software for IT, HR, security, and customer service teams, integrated Bombora with its HubSpot database. It got net-new in-market accounts every week, which Hornbill prioritized for sales and marketing. In six months, Hornbill found 900+ new accounts that were already in the market, which led to new active sales opportunities.
ZoomInfo
ZoomInfo Intent helps identify and engage buyers in real-time when they research solutions that your company offers. You can discover ready-to-buy prospects, connect with ideal buyers, and integrate the data with the tools that are already a part of your platform. It is simple to map an ideal customer profile using the buying signals collected by ZoomInfo's database.
You can uncover sales-ready leads that are looking at the products or solutions that your company offers. The intent engine triggers signals that are tracked by a network of 300,000 publisher domains. One trillion new keyword-to-device pairs are added to ZoomInfo every month from more than 90% of all the devices in the United States, which is a lot of devices.
ZoomInfo can help you identify and understand entire buying teams based on what they research. You can reach decision makers over the phone, through digital marketing channels, and by email to start a meaningful conversation. You can create automated workflows to close more deals by incorporating contact and intent data into your CRM, marketing, and sales software.
ZoomInfo Success Story: Speakap, an internal communications app, used ZoomInfo Intent and DiscoverOrg’s combined platform. Their bounce rates fell below 1%, their engagement rate increased by 25%, and their pipeline growth increased by more than 50%.
Summing It Up
Buyer intent data tools can enhance the way you do business, how efficiently your sales and marketing teams function, and how effectively you can run your ABM marketing campaigns. Choose your buyer intent data tools from trusted intent data providers based on their offerings, their privacy compliance, integration capabilities, transparent metrics, and overall functionality so that you can make the most of your account-based marketing strategy. This way, you can make the most of your marketing efforts.
FAQ
How can you get buyer intent data?
Buyer intent data is collected by buyer intent data tools, which may be a part of your ABM platform or which you can integrate with your platform. They collect the data from website visits, CRM, social media data, content consumption and off-site activity.
What are the benefits of buyer intent data tools?
Buyer intent data tools provide insights on a customer’s intent to purchase. They do this by mapping the customer journey, performing predictive analysis, behavioral analysis, and tracking competitor data.
How can you use buyer intent data to scale your business?
By using buyer intent data, you can personalize your website, prioritize your inbound leads, nurture your leads, personalize your emails and identify potential customers who haven’t engaged with you yet. So, you can convert the leads into customers by offering them just what they want.
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Account Based Analytics
Article | August 3, 2022
Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies.
Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”
Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”
In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out.
First-Party Cookies
When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content.
Data Points
When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place.
Tracking Technologies
Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content.
Contextual Advertising
Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them.
ABM Success Requires Reliable Data
Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.
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ABM Accounts
Article | May 24, 2021
The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities?
While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.
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