Know how modern B2B buyers are using intent data to close more deals? 

• Today’s B2B buyers don’t announce when they’re ready to buy. By the time your sales team reaches out, they’ve already researched solutions, compared vendors, and shortlisted providers, all without a single conversation. 
  
• That’s the new reality of B2B buying. And for marketers still relying on traditional targeting or static lead lists, it’s a losing game. 
  
• The good news? Account-Based Marketing (ABM) is evolving, and the next generation, ABM 2.0, uses intent data to identify, prioritize, and engage accounts that are already in-market. 

In this blog, we’ll break down how intent data fuels ABM success, how you can use it to close more deals, and why Vereigen Media leads the way in helping B2B marketers turn signals into sales. 

What Is Account-Based Marketing (ABM), and Why It’s Evolving 

Account-based marketing (ABM) is a strategic approach in which B2B marketing shifts its focus from broad audiences, to aligning with ideal profiles. In this ABM approach, the marketing and sales teams align to create and deliver personalized campaigns that address their pain points and unique challenges. 

ABM is evolving as: 

The B2B marketing era has evolved, and it continues to grow, where personalization plays a key role in improving the customer engagement and driving better measurable results that matter. 

Here’s where the ABM 2.0 steps in: 

While powering ABM with the intent data, insights showing who’s actually ready to buy, what they care about, and when they engage, resulting in the increased conversion and ROI. 

This data-driven approach helps you to identify and engage with them, considering their real-time insights that matter in targeting, enhancing personalization, and boosting revenue growth. 

A strong ABM strategy focuses on: 

• Personalized engagement. 

• Deep alignment of sales and marketing teams. 

• Measurable Pipeline acceleration and revenue impact. 

Understanding Intent Data in ABM 

Intent data in account-based marketing (ABM) is the digital footprints of the potential customers who are actively researching the topics and solutions online. Tracking this customer’s online behavior indicates the company’s interest in a particular topic, solution, or service. This intent data actually comes from the website visits, clicks, content downloads, and webinar sign-ups. When this collected data is analyzed correctly, it becomes a goldmine for personalization and prioritization. 

Here are two intent data types used in ABM strategy: 

1. First-party intent data: 

First-party data is collected by direct contact of your prospect through website visits, gated content downloads, event sign-ups, and CRM interaction. This data is trusted, verified, and it’s yours. 

2. Third-party intent data: 

Third-party data is gathered or sourced from the data vendors, aggregators, publisher sites, or other B2B external sites where your audience engages with relevant topics. 

According to the MarTech (2023) report, B2B organizations use intent data to see a 50% increase in qualified leads. 

These intent data allow us to work on precision, not guesswork. This data speaks more about the audience’s understanding and what they are ready for. 

Why Intent Data Is the Heart of ABM 2.0 

ABM 2.0 is all about precision, this works as a foundation of success in account-based marketing. With the intent data and insights, it creates a dynamic and account-focused strategy, turning raw engagement into actionable insight.  

ABM 2.0 succeeds with intent data as it transforms the ABM from a static, account-centric strategy to an intent-driven approach that focuses less on volume and more on verified buyer intent. 

With Intent data, ABM 2.0 leads to no more wasted impressions and cold outreach. 

10 Proven Steps to Use Intent Data in ABM to Close More Deals 

Here’s the 10-step-by-step breakdown of how to use intent data in ABM to close more deals: 

1. Gather Intent Data from Trusted Sources 

Use first-party data insights from your CRM, website analytics, gated content, and owned website with a verified partner like Vereigen Media, and enrich it with trusted third-party insights. 

2. Classify and Score Intent Signals 

Categorize intent signals as high, medium, and low to focus on your valuable resources effectively to prioritize outreach. 

3. Create Content Around Buying Intent 

Personalize your content, aligning your high-value customer profiles that are searching for thought-leadership with comparison guides. 
 

4. Identify High-Potential Accounts 

Use intent data while concentrating the efforts where readiness is high, prioritizing accounts that are showing sustained research activity. 

5. Personalize Every Outreach 

Personalize your every outreach, aligning to your display & programmatic ads, emails, and follow-ups based on the prospect’s intent signals, such as which pages they have visited and with which content they have engaged with.  

6. Align Sales and Marketing in Real Time 

Align your sales and marketing teams to reach a specific intent threshold, sharing real-time intent dashboards so both teams can act on the same intelligence. 

7. Adopt a Multichannel Engagement Strategy 

To close more leads, you must adopt a multichannel engagement strategy, which helps you to stay top of the mind of potential buyers. By adopting a multichannel engagement strategy, you can combine display, programmatic, and verified content engagement (syndication solution) to outshine the competitors and be the only name they buyers can think of.  

Just like Vereigen Media, a U.S. based B2B demand generation agency. 

8. Use Intent Data for Upsell and Cross-Sell 

Use the intent data to re-engage with the potential customers who show interest in the related solutions like yours. By monitoring the existing customers, you can cross-sell or retain the campaigns for higher conversion and revenue. 

9. Measure What Matters …track the right ABM metrics 

To close more leads in ABM, you must measure what matters, i.e., you should go beyond clicks while focusing on time spent, engagement depth, conversion rate, and deal velocity. 

10. Stay Agile, Intent Changes Fast 

You must adapt faster while monitoring and updating your strategy, refreshing the data to capture new opportunities with shifting priorities. 

When these proven steps are used in ABM, it ensures that you spend time and money where it truly matters with the accounts that are ready to buy 

Fueling Your ABM 2.0 with Trusted B2B Partner: Vereigen Media 

With Vereigen Media, you get the genuine intent data through verified engagement, which is manually verified by the in-house team of over 200 data experts. At Vereigen Media, we truly verify leads considering the intent signals for the measurable growth. 

Here’s how Vereigen Media solutions align to fuel your ABM 2.0: 

• Verified Content Engagement (Content Syndication):
  We syndicate your valuable content by targeting the verified b2b professionals that match your ideal customer profiles which show genuine intent signals when interacted.
   
• VM Engage (Programmatic and Display Ads):
  Our programmatic and display advertising solution help you reach the key decision-makers that are already signaling interest in your solution. 
  
• Event Registration:
  We turn intent signals into guaranteed registrations ensuring attendance from the real, relevant professionals. This online event registrations services helps in convert high-intent interest into guaranteed event sign-ups. 
  
• ABM Campaigns:
  We precisely target the customers aligning your ideal profiles by job role, company size, revenue, and tech stack, all powered by verified compliant data.
  
• Demand Generation:
  At Vereigen Media, we ensure that every lead is 100% human-verified, GDPR, CCPA compliant, and backed by first-party data for genuine engagement. This helps you to build meaningful conversations that matters. 

At Vereigen Media, we rely on 107+ million first-party data, human verification, and zero outsourcing ensuring compliance, accuracy, and accountability at every marketing campaign. We capture intent and convert this into qualified conversation opportunity.  

Leads. Done Right. 

How Intent Data Drives Account Prioritization 

When your valuable content is delivered across a broad audience set, the data shows some of the metrics interacting with the content. But every prospect doesn’t deserve the same effort, and intent data is what makes you take the right decision and helps you know who does. 

One or the other B2B marketer faces the challenge in ABM knowing where to focus, and intent data simplifies this challenge every time. 

Here’s how intent data prioritizes your accounts: 

• Identify high-potential accounts that are already searching for the solution or services.  

• Prioritize the leads that truly matter to your organization. 

• Accelerate the sales cycles just by focusing on the high-value leads that are ready to buy. 

• Using a personalized approach helps in increasing engagement. 

Benefits of intent-driven account prioritization: 

• Shorter sales cycles 

• Detects the buying signals early 

• More efficient ad spend 

• Stronger pipeline health 

• Increased deal velocity 

When sales and marketing align on the same page, considering the intent signals, this results in faster revenue growth with less waste in time, resources, and budget.  

Intent data helps in targeting potential customers while amplifying timing. 

The Future of ABM is Intent Driven 

Intent data transforms ABM while focusing on high-value accounts that convert interest into impact, while personalizing every touchpoint. This data aligns the marketing and sales teams while giving clarity to engage smarter, scale efficiently, and close faster. 

Now is the time to make the shift from traditional ABM to intent-driven ABM, i.e., ABM 2.0, with a partner that does it right efficiently. 

But success lies in: 

How you use the data with 100% human verification, compliance, and strategy that scales. 

Book your free strategy session with Vereigen Media today, and turn awareness into action by integrating intent data into your ABM playbook for faster revenue outcomes. 
Leads. Done Right. 

FAQs: 

• Q1. What makes intent data in ABM more powerful than traditional lead lists?
  Intent data in Account-based marketing (ABM) is more powerful than traditional contact lists as it reveals the prospect’s real-time interest, behavioral patterns, and buying stage, showing the real-time account engagement. 
  
• Q2. How does Vereigen Media use intent data to boost ABM success?
  Vereigen Media integrates verified content engagement, programmatic, and display advertising, targeting the first-party data insights to boost ABM success. This helps to identify and engage potential customers by laser-focused targeting that shows high interest, personalized content that is created while considering their pain points, and is distributed across the trusted third-party platforms.
  
• Q3. Can intent data improve account prioritization in my B2B ABM strategy?
  Yes, intent data can improve account prioritization in a B2B ABM strategy by identifying the key decision-makers who are actively researching the solutions you’re offering. This helps you to focus on the crucial accounts that are most likely to convert at the right stage and time, allowing your team to focus on the accounts for higher conversion.
  
• Q4. What type of intent data is most accurate, first-party or third-party?
  First-party data is more crucial and more accurate, as this data is collected directly from the direct contact of the customers engaging and interacting with your content asset. This collected first-party data is genuine, precise, and highly relevant compared to the third-party outdated contact lists. 

By Akash Waghmare