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How Effective Account Listing Gives Your ABM Campaigns the Best Advantage

December 12, 2016 / Staff Writer

The most important thing when it comes to your ABM campaign is the quality of your account list. A legacy list may look attractive, but they often miss the most crucial real-time info from the marketplace. The real-time info is what makes your account list active and transient.

B2B marketers across the globe want to know how they can maximize data to achieve optimal results. With a range of data available, intent data is the best source for effective ABM. What intent data provides is a real-time picture of the marketplace, as opposed to one that is thought to be accurate. Intent data normally comes from within an organization or by a third party.

First-party data is another name for internal intent data. First-party data is collected by a company through platforms like CRM, website and email. With data like this, insights and analytics are possible. A particular individual can engage with your content on a personal level which leads to understanding of where they stand in the purchase cycle.

Marketing is normally done through automation systems, which are now tapped by models of predictive behavior or analysis. We can understand the behavior of any prospect by their clicks and how long they are spending on certain pages. This type of information plays an important role by identifying shoppers in-market who might be ready to buy. For the B2B marketer, this is vital information to list such accounts seamlessly and naturally sell.

By understanding the point where a transaction can happen, the possibilities of sales are endless.

Third-party data, otherwise known external data is a data collection at the IP level via publisher partners, or through cookies or through registration of users. With this kind of data, marketers are able to understand what content the buyer is actually interested in, and what their target audience is actually searching for. 

What’s known as external data may not be that helpful in developing predictive models, but it is helpful for content marketing and personalized email campaigns. This data is also extremely useful in targeting account lists and advertising. Data, both internal and external, can be leveraged for a myriad of uses and work best when they are both used. 

Media companies are turning out to be the most desirable partners for B2B marketers, mainly because of their demand creation and generation of awareness. Now publisher partners are expected to generate leads for marketers, which is a big shift that has happened in the past year.

Intent data gives marketers the chance to see more and understand more of what the companies are currently researching. It also allows you to identify the individuals from those specific companies who are conducting the specific searches. Doesn’t that sound wonderful?

As partners, the role of media companies is not just about the top of the funnel activities. The most significant element to come out of a customer lifecycle is their metadata. Today’s publishers make the most of out their campaigns, by using content syndication to sell leads and can also provide account level insights. Marketers benefit from this by prioritizing what leads are worth nurturing and following up on the sales side. The industry suspects that in the coming years, this partnership (between marketers and publishers) will continue to evolve, where publishers will keep their databases current based off changes taking place in the company, i.e. new employees and employees who have left. This creates even more opportunities for B2B marketers. Soon, marketers will be looking at their publishing partners as their data partners, and even the data will be viewed as partner data. Marketers can even perform data audits for their media partners in a similar fashion to their vendor partners. The result will be more clarification on the best data solutions.