B2BMX Live Blog – Cracking The Code on ABM & Intent Data | International Association of Digital Marketing Professionals (IADMP)

As a B2B marketer, we know that Account-Based Marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let’s dive in on how they work together to boost sales intelligence and drive conversion.

Intent data refers to data signals that indicate a person or organization’s intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly.

ABM, on the other hand, is a strategic approach to marketing that focuses on targeting high-value accounts with personalized, highly-relevant messaging and content. ABM strategies aim to build strong relationships with key decision-makers at these accounts and ultimately drive revenue growth by converting them into customers.

In today’s session on Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success at B2BMX, Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. Here are the three key takeaways from the presentation:

1 – Do Not Wait for Buyers to be In-Market

We have shared a many times before, that “95% of category buyers are out-market at any given time,” says Professor John Dawes of the Ehrenberg-Bass Institute

“You can not wait for buyers to be in-market. If you do that, you are already too late and you’ve lost the sale.” – John Steinert, TechTarget

2 – ABM is Not Marketing, it is Sales Enablement

ABM brings marketing and sales together to create the modern marketing approach of sales enablement to add new processes to help move sales forward

“The term ABM should include the word sales instead of marketing. ABM is more of a sales enablement than marketing initiative and requires teamwork across both areas.” – John Steinert, CMO, TechTarget

“ABM in a nutshell is targeting buying committees at certain companies, whether big or small. And most enterprise companies have 6-10 people plus in the buying committee. They all have different roles requiring different messaging, different tactics and different ways of reaching out.” – Dan Cafiero,

” AMB is about pipeline and revenue – if you aren’t focused on these things, you are not doing ABM.” – John Steinert, TechTarget

3 – ABM Success Requires Teamwork