In last week’s blog post we covered what intent data is, why marketers should use it, and the different types of intent data (1st & 3rd party intent data). This week, we’ll cover one of the top-of-funnel use cases our CEO Andre Yee mentioned in his webinar on ABM+Intent. In case you missed it, you can watch the webinar here.
Andre explains that effective B2B account-based marketing (ABM) relies heavily on what you are able to learn about your target accounts. The more information you collect, the better you can custom-tailor your content and messaging to speak to the issues and concerns your target buyer cares about the most. Leveraging intent data can better equip you, the modern marketer, to do just that.
Orchestrate the buying experience with 3rd party intent signals
With the power of 3rd party intent, marketers can detect early buyer interest in specific topics. Based on these signals, marketers can segment their target accounts and personalize the messaging for each audience by intent topic. Capture interest in specific topics by running different ad campaigns for different interest groups. We’ve also seen clients further capitalize on their knowledge of third party buyer interests and use web personalization to run matching offers on their websites. As a result, prospective buyers will have a total web experience catered specifically towards their interests.
Next, most ABM platforms will allow you to directly activate SDR follow-up. When a certain level of intent is detected, marketers can trigger email reports or CRM tasks to alert the sales team. Oftentimes, we see marketers take charge of the messaging in outbound scripts. Essentially, you want to create outbound campaigns that match your intent-based marketing campaigns so that you’re orchestrating a compelling buying experience for each of your target accounts.
Orchestrating the right follow-up at the right time can really make or break a campaign. “When we see customers do this, we often see them drive up their ability to book more meetings, some up to 2/3x more meetings. So it’s really effective,” says Yee.
“When we see customers do this, we often see them drive up their ability to book more meetings, some up to 2/3x more meetings. So it’s really effective.”Andre Yee, Triblio CEO
A great example of how a company has successfully combined ABM and intent is Redpoint Global. Redpoint sells customer data platform (CDP) solutions to B2C companies. The marketing team there monitors key topics such as “CDP” and “customer data platform,” but it also has an interest in keywords for “customer experience.” That’s because it’s targeting two primary personas.
From experience, Redpoint knows that when prospects display interest in “customer data platforms,” they are more technically oriented and concerned about the product capabilities. Whereas, those prospects who engage around “customer experience” are more likely to be in marketing or customer success.
Redpoint created two different audiences based on third party intent signals: one for the technical buyer, and one for the experience-oriented buyer. They then serve customized ad campaigns to each type of buyer, alongside personalized web experiences and intent-based sales follow-up.
In the following weeks, we’ll be sharing more ABM+intent campaigns that have proven successful for our clients including three methods for activating intent for sales conversations, along with a few examples of each. Stay tuned!