How You Can Use Intent Data to Overcome These 4 Common ABM Challenges

At this point, many of us in B2B space have realized that focusing on leads as individuals and qualifying them one-by-one to hand off to the sales team no longer works.The B2B lead handoff process is broken. Research shows that upwards of 80 percent of leads generated by marketing are neglected or never acted upon by a sales rep. On one hand, sales teams don’t have enough contextual data to figure out how to effectively follow-up with leads or determine what content or personalized message to send to key contacts. On the other hand, marketers lack visibility into why deals move slowly or lose momentum after the handoff. This leads to trouble in predicting pipeline and lost revenue down the line.