In the contemporary B2B marketplace, using outdated techniques like indiscriminately targeting a broad audience is ineffective. Individual marketers are now adapting personalized engagement techniques using account based marketing (ABM), but ABM strategies on their own are incomplete and need to be optimized with intent data. 

ABM intent data specifically refers to the active research activities target accounts perform that are related to your business offerings and would help your company the most. It is a more core aspect of B2B intent Data as it allows identification of potential leads whose online activities such as content interactions or website visits suggest they are ready, also known as warm leads. 

Utilizing intent data in account based marketing allows for streamlined focus on highly prospective accounts and ensures that communication is adapted and outreach is done precisely during critical phases in the purchasing process, which greatly improves ROI owing to better sales cycle duration. Such strategies invariably improve outreach while also shortening sales cycle duration greatly improving initial sales profits and return on investment.

It enables teams to shift focus away from needlessly communicating with accounts that do not have interest and instead targets those that do, drastically improving campaign effectiveness and ultimately allowing the firm to pursue these new accounts and drive up sales and profit.

Using ABM combined with B2B intent data provides firms with a powerful intel that strengthens their marketing plan. Such informative frameworks act as a modern approach to increase sale figures by enabling marketers to better manage sales funnels, strengthen deals, and improve overall performance.