Businesses today are increasingly turning to Account-Based Marketing (ABM) to drive growth and acquire new customers. ABM is a highly targeted approach to marketing that focuses on a specific set of target accounts, rather than the mass market. To make the most of an ABM strategy, it’s important to have a deep understanding of your target accounts and the intent data associated with them.

Intent data is a powerful tool that can help marketers better understand their target accounts and develop more effective ABM strategies. Intent data provides insight into the topics and products that target accounts are researching, as well as the content they’re engaging with. This data can be used to create more personalized and effective campaigns that are tailored to the interests of the target accounts.

Here are some of the ways intent data can be used to supercharge your ABM strategy:

1. Identify target accounts: Intent data can be used to identify target accounts that are actively researching topics related to your product or service. This allows you to focus your ABM efforts on the accounts that are most likely to convert.

2. Create personalized content: Intent data can be used to create content that is tailored to the interests of your target accounts. By understanding the topics and content that they’re engaging with, you can create content that is more likely to resonate with them.

3. Measure engagement: Intent data can be used to measure the engagement of your target accounts with your content. This allows you to understand which content is resonating with them and adjust your ABM strategy accordingly.

4. Improve segmentation: Intent data can be used to create more effective segmentation of your target accounts. By understanding the topics and content that each account is engaging with, you can create more targeted campaigns that are tailored to their interests.

Case Study:

One company that has successfully used intent data to supercharge their ABM strategy is the software company, Salesforce. Salesforce used intent data to identify target accounts that were actively researching topics related to their product. They then used this data to create personalized content that was tailored to the interests of the target accounts. This allowed them to create more effective campaigns that were more likely to resonate with their target accounts. As a result, Salesforce was able to increase their engagement with target accounts and drive more conversions.

Conclusion:

Intent data is a powerful tool that can be used to supercharge your ABM strategy. By understanding the topics and content that your target accounts are engaging with, you can create more personalized and effective campaigns that are tailored to their interests. This can help you increase engagement with target accounts and drive more conversions.