Last week, the B2B marketing community once again came together to discuss the very latest trends at B2B Marketing IGNITE London. Triblio’s Chief Customer Officer Andrew Mahr joined the event, hosting an insightful session on what intent data looks like in 2021, and what ABM marketers need to be aware of for the future.
Sessions over the two days covered everything from marketing operations to CX to growth, and Account-Based Marketing was of course a big discussion point.
Here’s three important key points we took note of:
ABM is not the next big thing…
It’s the now big thing.
Several discussions identified that ABM has become mainstream, and from our perspective that makes it an exciting time for ABM. When any marketing approach is well established and has proven its place in marketing plans across the world, there’s a good template for how it all works. Teams now know what they need, and are able to push for the infrastructure to support it, and that includes technology.
Marketing teams have proven that ABM creates real business, and it’s telling that of the six sessions that made up the ‘Growth’ stream, over half focused on ABM.
Intent data is at the heart of ABM strategy
All successful ABM marketers know that it’s crucial to be able to uncover new accounts interested in your area, understand their needs (and those of your known pipeline) and to be able to offer accounts the right content at the right time. For many, intent data wraps around all of that, and is the central pillar of their ABM strategy.
Discussing plans on scaling up to a 1:many programme, Maeve McDonald, Managing Consultant ABM, Hotwire, highlighted just how intent data shapes her programme. McDonald noted they use intent data not just to guide the initial selection of accounts, but to also help give sales a dashboard of useful data, and to help make sure they’re offering the right material to each account.
At Triblio, we know how important intent data is and we use it to inform every step of a programme.
Intent data is changing
Triblio’s Andrew Mahr highlighted how important intent data is to uncovering your hidden funnel, but if it’s not done right, you could be putting your ABM strategy at risk.
Andrew’s revealed three focus points you need to be aware of for 2021 and beyond:
1) Discovery needs to be your focus
It’s good to have data on known accounts, but discovery of accounts in your hidden funnel is key. The next generation of intent will be powerful enough to separate noise from actionable insights in the large pool of intent data.
2) Privacy first models win
Various sources of intent data such as bidstreams and DMPs have an uncertain future in the new intent-data environment due to a lack of privacy compliance. Privacy-first data co-ops and publishers are the data sources that will continue to add more scale and volume.
3) Orchestration will become more important
The future of intent goes beyond the sheer volume of data collected. Intent data will feed the right accounts at the right time and automate accounts through the funnel with your predetermined sales plays. Using orchestration, ABM marketers will be able to run the programmes they always wanted.
View our full session here