ABM strategy is built around the optimal management of buyer intent. Unfortunately, ABM ROI and performance outcomes have forced marketers to question the adequacy and quality of the intent data feeding those programs.
Market circumstances, buyer behaviour, channels of engagement and even the technology to manage intent and account-based campaigns have evolved dramatically in recent years. How does scale, quality and diversity of data fuel an Intelligent ABM strategy?
This ebook will help you explore:
- The market and technology dynamics transforming how ABM works today.
- The three critical factors that differentiate good intent data from the best intent data.
- Practical next steps to chart your own intelligent ABM program