4 Steps to Launch Your ABM Program With Intent Data
Are you wasting resources on unengaged software buyers? With intent data-driven marketing programs, you can focus on in-market accounts that are ready to buy and streamline targeting efforts throughout the funnel.
Here are four steps to lay the foundation of your ABM strategy and scale over time.
Step 1
Source: 2022 Gartner Technology Marketing Benchmarks Survey: Account-Based Marketing Insights
Source: 2022 Gartner Technology Marketing Benchmarks Survey: Target Segmentation Insights
Step 2
Step 3
Right-fit your investment to drive demand
Step 4
Steer sales toward low-funnel prospects
Sales teams are more likely to meet acquisition targets when they prioritize alignment with marketing.
Source: Exceed Your Revenue Goals With Sales and Marketing Alignment, Gartner
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You can allocate budget to ABM to optimize channel performance. Use intent-based targeting to improve engagement on paid social, programmatic advertising, and email.
Nearly 25
%
of the total marketing budget supports ABM programs on average.
Get your intent data recipe right
Get more visibility on in-market accounts that match your ideal customer profile with a data recipe that includes account, contact, and behavioral data.
32
%
of marketers combine different types of intent data.
There are three main sources of intent data:
First-party
intent data
Second-party intent data
Third-party
intent data
Define segments and align marketing and sales goals to tactics
Combine segments, goals, and channels into one view to align marketing and sales tactics throughout the funnel.
Goals
Channels
Increase awareness and contact acquisition
Programmatic ads, paid social, email
Earn consideration and drive conversion
Email, paid social, programmatic ads, live events
Set meeting and nurture to purchase
Email, sales cadence
Integrate intent data with your CRM to “shortlist” high-priority accounts for sales and optimize outbound prospecting.
3x
Data collected from owned channels, such as your website, marketing programs and customer communities
Data collected from a partner organization with direct contact to users, such as Gartner Digital Markets’ software review sites
Data collected from a partner organization with an indirect relationship to users, such as data co-ops, bid streams or web scraping
Provides insights into low-funnel buying activity
Provides insights into mid-to-low-funnel buying activity
Provides insights into high-funnel buying activity