ABM StrategyABM Tactics

ABM Account Discovery as Revenue Driver

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TLDR:

Many marketers don’t know their target account list as well as they think they do. Leveraging intent data brings them one step closer to understanding.

It can be relatively easy for marketers to make the mistake of believing they know their target account list inside and out when it comes to ABM. 

Even with organizations with several thousand accounts on their list, they’ll miss crucial verticals filled with companies that use their budget liberally and don’t make it on to that target list. This is a blind-spot that’s too costly to ignore.

Most don’t have the necessary teams of processes that enable discovery easily. As a consequence, marketers tend to miss valuable opportunities. Their horizons are limited by their preconceived notions of what a target is and fail to develop new personas.

ABM practitioners often wonder if their account lists are as complete as it could be. And in many cases, they’re not. 

The solution to the problem at hand is the use of data— more specifically, user-intent data. At the core of many B2B marketers’ collective desires is wondering what a prospect is thinking. A company now has access to users’ thoughts when they research a problem they can solve.

Intent data makes it easier for marketing and sales to help figure out which account, and perhaps more importantly, which person in the account was doing the research.

That intent data helps with existing target accounts, as well. Some existing accounts search for solutions that can help them out. Based on that data, marketers can know how to best coordinate their increasingly limited budget by knowing who, where, and when to target relevant messaging. 

When they use intent data the right way, it reveals companies they probably never even heard of. At times, these companies can come from unexpected places. There may be a slew of reasons why an unusual lead may be looking for a solution. Whichever the case, marketers can enjoy first-mover advantage because they’re using the right data. 

User intent data does not come cheap. But if you use the data to expand your target list, it pays in full.

Original article from MarTech Advisor on 30 January 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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