How can you use intent data to inform your account-based marketing?

1 Identify your target accounts

The first step is to identify your target accounts based on their fit, behavior, and opportunity. Fit refers to how well an account matches your ideal customer profile, such as industry, size, location, and revenue. Behavior refers to how an account interacts with your brand, such as visiting your website, downloading your content, or opening your emails. Opportunity refers to how an account aligns with your business goals, such as market penetration, expansion, or retention. You can use intent data to segment your target accounts based on their fit, behavior, and opportunity, and prioritize them according to their level of interest and readiness to buy.

2 Create buyer personas

The second step is to create buyer personas for each target account. Buyer personas are semi-fictional representations of your ideal customers, based on their demographics, psychographics, goals, challenges, and preferences. You can use intent data to understand the motivations, pain points, and decision-making process of each buyer persona, and map their buyer journey from awareness to purchase. By creating buyer personas, you can craft personalized and relevant messages that address their specific needs and concerns, and position your value proposition accordingly.

3 Develop content and channels

The third step is to develop content and channels that align with your target accounts and buyer personas. Content is the material that you create and distribute to educate, inform, and persuade your prospects, such as blog posts, ebooks, webinars, or case studies. Channels are the mediums that you use to reach and communicate with your prospects, such as email, social media, or advertising. You can use intent data to determine the best content and channels for each target account and buyer persona, based on their content consumption, search behavior, and online presence. By developing content and channels that match their intent, you can increase your visibility, credibility, and engagement.

4 Measure and optimize

The fourth step is to measure and optimize your ABM campaigns based on their performance and results. Performance refers to how well your campaigns are executed and delivered, such as open rates, click-through rates, or impressions. Results refer to how well your campaigns achieve your objectives and outcomes, such as leads, conversions, or revenue. You can use intent data to track and analyze the performance and results of your campaigns, and identify the strengths, weaknesses, and opportunities for improvement. By measuring and optimizing your ABM campaigns, you can maximize your return on investment and grow your business.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?