We recently had the opportunity to sit down with Nirosha Methananda, VP of Marketing at Bombora, to get her insights on how intent data can help drive successful ABM programs. Bombora is a Triblio partner because we believe the combination of our first-party intent data and Bombora’s third-party data co-op provides our customers with the most holistic view of purchase intent throughout the buyer journey.
As the head of marketing, Nirosha has been instrumental in creating Bombora’s distinctive brand and positioning it as a leading provider of B2B intent data. With over 15 years of experience, she’s honed her skills across all areas of marketing, and it was an honor to have her as a guest on the latest episode of “Ask an ABM Expert.”
In episode 5 (watch here), Nirosha explains what intent data is and how to capture its two main benefits: better engagement with your target accounts and increased sales and marketing efficiency.
1. Reach the Right People with the Right Messaging
B2B marketing relies heavily on what you know about your target accounts and personas. The more information you collect, the better you can tailor your content and messaging to speak to the issues and concerns your target buyer cares about the most. As Nirosha explains, leveraging intent data can better equip you to do just that.
The modern B2B buyer journey is not hinged on one single point of contact. Purchase decisions involve everyone from the CMO and CFO to the end-users and sales team. Herein lies the problem. As a seller, it’s not enough to know what individual buyers are interested in. You need to identify the most important opportunities and obstacles for the buying group as a whole. “Online research behavior is cumulative across the organization. That’s why looking at intent data from the company level is important to be able to understand what the buying group, within the organization, is doing,” says Nirosha.
2. Put Resources Where They Matter Most
Intent data allows marketers to be very targeted. Incorporating intent insights into an account-based strategy helps you understand things like which channels work best and which offers resonate the most. That’s powerful because you’re able to effectively allocate your resources where they’ll make the most impact.
The same thing is true for sales reps. Many BDRs have hundreds or even thousands of contacts they could reach out to at any given moment. Mapping out which accounts are showing first or third party intent can help them see who’s currently in the buying cycle and prioritize their outreach. As an account executive, you’re constantly trying to steer buyers towards making the purchase. Account-level intent data helps you identify specific points of interest and potential challenges so that you can prepare for your next meeting. Sales efficiency skyrockets when you meet buyers with the case studies they’re interested in, highlight the product benefits they care about, and bring up the most compelling points of competitive differentiation for their situation.
Intent data is all about the “work smarter not harder” logic. With intent data and ABM taking the helm of your marketing and sales strategy, you and your team are able to truly focus on orchestrating the right campaigns at the right time with the right messaging. “Really being efficient about where you’re spending your money, what content you’re creating, where you’re sales team is focusing on – I think that’s a massive differentiator,” says Nirosha.
You can catch Nirosha’s take on intent in episode 5 of “Ask an ABM Expert” here: https://vimeo.com/392756396. Purchase intent data is a topic that we follow very closely here at Triblio, and we’re really excited to see more and more customers incorporate intent into their marketing and sales strategies. As intent data and campaign targeting capabilities become more sophisticated, we expect to see more and more B2B organizations see huge returns from their personalization efforts.