In the hyper-competitive B2B landscape of scanning potential buyers to know when and why they are interested in your solutions, ABM marketing armed with the power of intent data enables businesses to have a clearer identification of these buyer signals and want to engage with accounts that are showing these signals at just the right point of time. Here’s how you can effectively identify and act upon these signals with ABM intent data.
Buyer Signals in ABM Marketing
Buyer signals are any kind of behavioral signs or actions taken by a potential buyer that indicate their intentions for finding out more about a product, service, or solution. Buyer signals can range from keyword research to whitepaper download, from webinar registration to competitor content engagement. By being able to follow and analyze these behaviors, you will get an idea of where the given account stands in their buying journey.
ABM Intent Data – Offers in Relation to Buyer Signals
While these account wrappers help marketing to see online behavior, using intent data to identify patterns can help indicate the likelihood of that account becoming a customer. The two main sources of intent data are first-party sources, such as interaction with your website, and third-party sources, such as activities on platforms outside of your own. This perspective allows you to elevate high-value accounts on their own track to showing interest in your offerings.
Steps to Identify Buyer Signals Using Intent Data
- Begin by establishing your ideal customer profile (ICP): Define the characteristics of your target accounts. ABM intent data work best in combination with a clear ICP, ensuring your focus goes to the accounts most likely to convert.
- Use Multiple Sources of Intent Data: Use both first-party and third-party intent data to obtain a complete picture of buyer intent. For instance, follow up on website visitor activity and external platform searches for relevant search behaviors and content engagements.
- Assess Signal Behaviors: Keep an eye out for signs such as repeated visits to pricing pages, repeated searches for terms related to your industry, and engagement with competitors from the account. Those behaviors often signal that a buyer may be ready to buy.
- Score and Prioritize Accounts: Score accounts based on activity against intent signals, so you can prioritize high scores for your ABM marketing efforts.
- Personalize the Outreach: Make use of the insights driven from Intent Data Bank to create personalized campaigns. Tailored messaging resonates more with accounts that have already shown interest.
Final Thoughts
ABM intent data is a hard-hitter in discovering buyer signals. With this powerful tool on hand, you can align marketing and sales efforts to connect with the right accounts at the right time. Intent data helps enhance your ABM strategy and gathers maximum results when resources are focused on strategic areas.
