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How intent data can bring precision to ABM targeting

Prior to his talk at The B2B Marketing Conference, Andre Yee sat down with Molly Raycraft to discuss the critical relationship between intent data and ABM, and how to implement it properly

Selecting the right accounts for ABM is considered a crucial action in laying out the foundations of a successful ABM programme. This means accounts should be assessed to ensure they’re the right profile and that the right contacts are available. However, using intent data on top of this is becoming more and more popular.

Intent data essentially identifies the actions (otherwise known as signals) accounts are taking that could indicate propensity to purchase. For example, intent data will show you if someone on your account list is researching your product or perhaps is searching for a topic or solution around a certain problem that your business can help solve.