What is "Intent Data" in an ABM Strategy and how you can collect it?

Intent data is nothing but the information about a potential customer's interests and behaviors that can be used to inform and improve an account-based marketing (ABM) strategy. This data can help businesses understand the interests and needs of potential customers, and tailor their marketing efforts accordingly.

Intent data can be collected from various sources, such as website activity, online searches, and social media interactions. It can be used to identify potential customers who are actively researching and considering a product or service, and to understand the specific topics and pain points that are of interest to them.

For Product Owners, leveraging intent data is a best-practice to understand user-intent and fine-tune product launch and structuring user acquisition

Using intent data in an ABM strategy can help businesses target their marketing efforts more effectively, and improve the chances of converting potential customers into paying customers. It can also help businesses understand the preferences and interests of their target accounts, and tailor their marketing messages and offers accordingly.

Overall, intent data is an important tool in an ABM strategy, as it can help businesses understand the interests and behaviors of potential customers, and tailor their marketing efforts accordingly to improve conversion rates and revenue.

How to collect intent data [some examples]

There are several ways to collect intent data to inform an account-based marketing (ABM) strategy. Some examples include:

1. Website activity: Analyzing the actions and behaviors of visitors on your website can provide valuable insight into their interests and needs. This can include tracking page views, clicks, and time spent on specific pages, as well as analyzing the keywords used in search queries.
2. Online searches: Tracking the keywords and phrases used by potential customers in search engines can provide valuable insight into their interests and needs. This can include analyzing the search terms used to find your website, as well as the search terms used on your website.
3. Social media interactions: Analyzing the interactions and activities of potential customers on social media platforms can provide valuable insight into their interests and needs. This can include tracking likes, shares, and comments on your social media posts, as well as analyzing the topics and hashtags used in discussions and conversations.
4. Surveys and polls: Asking potential customers directly about their interests and needs can provide valuable insight into their preferences and behaviors. This can include conducting surveys or polls on your website or social media platforms, or through email marketing campaigns.

Overall, there are many ways to collect intent data to inform an ABM strategy, including analyzing website activity, tracking online searches and social media interactions, and conducting surveys and polls.