In recent years, Account-based Marketing has gained traction among B2B marketers. A Sirius Decisions survey shows that more than 90% of B2B marketers consider it an important part of the marketing strategy of their company.
For B2B businesses that embrace the ABM approach, intent data is the most critical tool they have at their door. Recently, intent data has become a popular tool for supporting Account-Based Marketing programs, and with good reason. Sales and marketing teams utilize intent data to prioritize target accounts on the basis of actual data showing which accounts are researching their products and services. Users as well as businesses are becoming increasingly dependent on the internet as a research portal. This has led to changes in the ways in which brands market their products and services.
The reality is that customers around the world are constantly generating intent data. IBM estimates that over 2.5 quintillion bytes of data are consumed every day. This data includes actions that users take online, updates they make on their social media platforms, videos they watch online, and much more.
Steps to use intent data in ABM
Fusing intent data into your ABM strategy empowers you to further personalize your marketing efforts on account to account basis. Through expanded knowledge, intent data offers valuable insights to B2B companies on what matters the most to their potential customers. This has many benefits, the key among them is opening the way for informed marketing campaigns.
