As a Marketer, nowadays you can't turn the corner without hearing the words "intent", "signals", or "ABM".
It's for good reason, but when you dive into their approach you'll see that many of those marketers aren't running true ABM programs or leveraging their intent data to get a competitive edge (since they're leveraging the same data as their competitors).
Last week Michael McGoldrick, Global VP of Corporate Marketing at pharosIQ, spoke with Oana Manolache, Founder & CEO at Sequel.io, to talk about how to leverage your intent data more effectively.
[Watch the replay]
The top 4 ways to get more out of your intent data to achieve a competitive edge:
- Indications of intent: Many marketers mistake superficial interest, like site visits and email opens, for solid indications of intent when the reality can often be far from it. Instead, look at 'lower funnel' data, such as engagement with pricing guides, competitor comparisons, and product reviews for a more accurate representation of a customer's purchase intent.
- Don't scale personalization: There's no doubt that ABM messaging should be highly personalized but you should resist scaling it up. True ABM requires a deep level of personalization and, therefore, time and effort to be truly effective.
- Team activation: You should approach ABM with team unification in mind. Marketing and sales teams need to read from the same playbook. Effective use of intent data depends on coherent messaging across both departments.
- Intent ≠ results: Looking at the billions of interactions that happen across the web every day, not all of them indicate that genuine intent to purchase. Aggregate down funnel intent sources to help identify when potential customers are actively researching on a buying stage to time your outreach efforts more effectively. This will also help you build stronger projections and drive higher conversion rates.
