"The infusion of intent data score into intent data has thus far yielded amazing results for account-based marketing strategies."
One of the many examples is ABM in B2B marketing: it laid the strategic groundwork. At the core of ABM lies the treasure of intent data, making available to clients some kind of insight into the intentions and behavior of potential customers. Intent data score is what largely helps build the strategy for ABM, and it ensures that marketing resources are directed only towards features that concern high-value accounts.
Thus this blog will discuss how intent data scores have impacted ABM strategy design. There will also be some statistics mentioned.
Understanding Intent Data and Intent Data Scores
Intent data are the digital footsteps that companies and people leave in cyberspace while navigating through it. These cover a broad range of activities from visiting web pages to downloading content, making search queries, and simply interacting within the domain of social network sites. Collectively, these can provide valuable insight into the interests and pain points of potential clients.
Intent data scores assign numerical values on each account or prospect according to what is observed in their online behavior. The level of cash outflow into a particular account is shown here, and it keeps counting on the involvement and interest a particular account shows on your products or services. The higher the intent data score, the more it means that the account is entitled to be termed an active seeker and an active considerer within your field.
The Role of Intent Data score in planning ABM Strategies
The Crucial Role of Intent Data Scores in ABM Strategies
1. Laser-Focused Targeting:
Using intent data scores, you can pinpoint accounts that are interested in your offerings. Instead of trying to market your services to the masses, you can reserve your resources and focus them directly on those accounts looking for possibly similar solutions.
Such laser-like precision in targeting will have your ABM efforts pointed where they are most likely to yield results for you, giving more chances for success.
2. Custom Content Development:
After a "high intent" account list has been finalized, intent data essentially becomes the basis for content development efforts devoted to high-potential accounts. You can develop content to meet their needs when you know the topics they are researching and the problems they are facing. The personalization of content brings the content into their heads and positions you in their minds as a partner who knows about their problems.
Industry Insight: Forrester indicates that 60-70% of all B2B content goes completely unused. In other words, it stands to use intent data to reflect your B2B content on appropriate prospects, getting it more likely to role-fall clear waste.
3. Strategically Aligned Outreach:
These intent-scoring data provide an idea about the preferred communication channels and touchpoints of a target account. For instance, if an account prefers webinars, you should make sure that your outreach strategy puts the same weight on hosting a webinar. In this way, your messages can reach an audience from the channels he/she is likely to respond to, thus producing better engagement rates.
Industry Insight: According to a study by Marketing Charts, webinars rank B2B marketers' second most effective type of content- next to face-to-face events- for lead generation.
4. Timing Is Everything:
In ABM, as far as time is concerned, intent scores indicate to you when accounts exhibit an increase in interest in your industry or your solution.
A sudden trend in the intent data score of a particular account has the possibility of indicating that this account is digging very actively into research. This insight lets you perfectly time your outreach strategy, thus increasing your chances of catching their attention as it isn't lost in the crowd.
Industry Insight: As per an analysis conducted by Fronetics, 50 percent of sales go to the vendor directly responding.