Making ABM Programs laser-targeted with B2B Intent Data
Won’t it be wonderful if you knew where your target audience is and what they need? It would be a game-changer in B2B marketing if you discovered your target audience and learned about their requirements. You would be able to customize your engagement strategy and provide tailored solutions to boost your conversion rate! Account-based marketing (ABM) focuses on high-value accounts and engages them with tailored strategies. Personalization in ABM campaigns encourages prospects to engage with the business, opening doors for lead nurturing and conversion. ABM campaigns help target leads with precision as you adopt a personalized approach. With B2b intent data powered by technology, the probability of conversion increases considerably. Intent data helps make ABM campaigns result-oriented by guiding businesses on whom to engage and how to engage. Let’s unravel how intent data is crucial to the success of ABM programs.
Leveraging Intent data for running successful ABM Campaigns
· Find ICPs- Who’s your target audience? You need a clear answer to this question to make your ABM campaign successful. Unless you understand your target audience- ideal customer profiles -who have the potential of becoming your customers, you cannot engage them. You need to find the best fit and your target audience in the total addressable market, with whom you can engage and meet their requirements. Intent data sheds light on which accounts are interested in your offerings. It offers insights on which accounts to target based on different parameters such as industry, location, and size. You can monitor their behavior and easily integrate personalization into your engagement efforts to close more deals.
· Collect intent signals: Do users spend a considerable time on your website? Are they regularly visiting your blog section? Have they provided their email address to access gated content such as case studies and whitepapers? These are market-qualified leads that signal their interest and are waiting to be nurtured. Businesses can rely on such first-party data, collected from their digital channels. Users also visit the pricing website page or call the sales representative team to understand the pricing structure. They might also fill out the website contact forms and book consultations to decide to do business with the company. These are sales-qualified leads that you must engage to nurture and close deals. Similarly, second-party data helps companies get a new perspective on their prospects’ intentions. It captures the intent signals beyond their digital channel reach and leverages another organization’s data to get insights into their future buyers’ intentions. Intent signals help enrich data by appending existing databases to create a solid database of high-value accounts that companies can laser-target with an efficient ABM program.
· Lead prioritization: So, you have market-qualified and sales-qualified leads knocking on your door! But how do you prioritize them? The answer is scoring leads on different parameters to help you decide the probability of a lead converting into a customer. Let’s understand with an example. You have created an ABM campaign targeting decision-makers in the software development industry in the U.S. market with a specific revenue and employee size. But amongst all those leads that have interacted with your brand- which are the most potential leads you should target first? Assign point values to them based on the likelihood of their conversion. For instance, you can assign prospects who visit the landing pages or book consultations higher points than those users who merely browse the website. You can prioritize the former as they are close to making a purchase. So, lead scoring is necessary to smartly allocate resources in lead nurturing that will result in high conversions. If you need help, you can also rely on lead generation services.
· Personalization: Now you have prioritized the B2B leads. The next step is to elicit a response from them. The best way to achieve this goal is to personalize your engagement efforts. Intent data lets you discover the preferences of the accounts and the challenges they face. When you know about your prospective buyers’ needs, you are better equipped to decide which content and messages will resonate with them. For instance, if you are a software development company and your prospect within a specific account in the account-based marketing campaign needs cloud computing solutions for human resource management, they will use specific keywords to find information about these products and services. You must engage them with content on HR cloud software, offer access to case studies and research papers, and exhibit thought leadership to demonstrate how you are the best solution provider for such services. Such a tailored approach will prevent wastage of resources and increase the conversion rate because the business can focus on what the ICP needs and fulfill its requirements.
· Retarget warm leads: Intent data also gives you clear signals about leads that are not yet ready to buy immediately but have implied their subtle interest. It may be by visiting your website page or going through your blog on a particular product/service. It’s also crucial to nurture such leads that have expressed their interest in your products and services but have shown no signs of immediate purchase. It’s time to get in action, as you have a pipeline of warm leads that need nurturing to encourage them to explore your brand further. Retargeting such B2B leads based on intent data will help them bring them down the sales funnel. Intent signals signify the stage at which they are in the sales funnel. For instance, if they are at the awareness or discovery stage, engaging with them with the right content to meet their specific requirements will bring the best results.
Final Thoughts
Intent data powers your ABM programs and lets you aim and get a high conversion rate. The intent signals guide your entire account-based marketing campaign, starting from identifying high-value accounts, engaging them with a personalized approach, and targeting warm leads. All these efforts help build a sustainable pipeline of warm leads. These high-value accounts will profoundly impact your profitability and significantly increase it. Make sure to leverage intent data to fuel your ABM programs that will help in ABM lead generation and customer acquisition.
Leveraging B2B Intent Data with the help of a B2B Lead Generation Agency
If you are looking forward to making your ABM campaigns super-efficient, relying on intent data will help you achieve your goals. Generating high-quality leads across the sales funnel is often considered a holy grail for B2B companies. A strategic approach towards ABM programs powered by intent data helps generate high-quality leads. Learn from the experts how they optimally utilize intent signals to make ABM programs super-efficient and boost the B2B lead generation process. A B2B marketing company can help you target your ICPs and high-value accounts to increase the conversion rate. Markable Solutions is a popular B2B lead generation agency in the U.S. with a comprehensive lead-generation portfolio. We adopt a multi-channel approach to target ICPs, including account-based marketing campaigns. Contact us for a free consultation, and learn how we leverage intent data in our ABM programs and can generate high-quality B2B leads for your business.
