Section 6:
Intent Data Strategy
How well are companies using data to level up their ABM game?
Nearly one-third of companies struggle with identifying which accounts to target and when to engage with them. This challenge often stems from a lack of understanding or effective use of intent data. Shockingly, 63% of US companies and 60% of UK companies are not leveraging action based intent signals to prioritize their target account lists.
Without insights into the behavior of target accounts, such as the content they consume and the search terms they use, it becomes difficult for companies to identify which accounts are in-market for their products or services. As a result, companies may waste valuable time and resources targeting accounts that are not yet ready to make a purchase decision. This can result in wasted marketing efforts on accounts that are not likely to convert and missed opportunities to engage with those who are ready to buy.
To overcome this challenge, companies can partner with first-party publishers to capture intent signals and gain a deeper understanding of their target accounts on both an account and individual level. Alternatively, they can invest in technology solutions that provide them with access to real-time intent data, allowing them to prioritize their efforts and engage with accounts that are actively searching for solutions like theirs.
How confident are you at identifying or predicting accounts that are in-market? (Global)
Stumbling blocks:
Over half of companies scaling their strategy struggle to identify in-market accounts.
of US companies are not leveraging action based intent signals to prioritize their TALs.
of UK companies are not leveraging action based intent signals to prioritize their TALs.
Nearly one-third of companies struggle with identifying which accounts to target and when to engage with them. This challenge often stems from a lack of understanding or effective use of intent data. Shockingly, 63% of US companies and 60% of UK companies are not leveraging action based intent signals to prioritize their target account lists.
Without insights into the behavior of target accounts, such as the content they consume and the search terms they use, it becomes difficult for companies to identify which accounts are in-market for their products or services. As a result, companies may waste valuable time and resources targeting accounts that are not yet ready to make a purchase decision. This can result in wasted marketing efforts on accounts that are not likely to convert and missed opportunities to engage with those who are ready to buy.
To overcome this challenge, companies can partner with first-party publishers to capture intent signals and gain a deeper understanding of their target accounts on both an account and individual level. Alternatively, they can invest in technology solutions that provide them with access to real-time intent data, allowing them to prioritize their efforts and engage with accounts that are actively searching for solutions like theirs.