abm and the magic of intent data

ABM and the Magic of Intent Data

Contact: Andrew@digitalreachagency.com | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:

• Increase qualified leads

• Track SEO and SEM to ROI

• Marketing Automation Support

About Us

• Search Engine Optimization

• Paid Search & Display

• Website Redesign

• Marketing Automation

Leading provider of B2B intent data, find the businesses that are more likely to engage with you

Companies work with us to:

• Identify interested companies

& topics

• Target marketing efforts to key

opportunities

About Bombora

• Data gathered from across b2b

cooperative

• Integrate with CRM, email, online

advertising and other activation

platforms

Marc Johnson, CMO at Bombora

“Rather than marketing handing over ‘qualified’ leads and sales attempting to close ‘opportunities,’ shared data about specific customer segments and accounts can help sales and marketing teams, leading to revenue growth.”

• Resonate• Experian Hitwise• Buzzmetrics

Available Now:UNIVERSAL – Your Guide to Account Based Success

Our eBook is Available for Download!

Today’s Agenda

1 Understanding Intent Data

2 Using Intent for ABM

3 Attributing Success with Intent

On the Agenda

Understanding Intent Data

What is Intent, exactly?

Intent = demonstration of interest

• An account is researching your industry or product

• Individuals within that account are touching a variety of content sources

• Indicates in research cycle pre-purchase

The B2B Buyer’s Journey has Evolved

Each stakeholder’s journey is

distinct across multiple sales

and marketing channels

Social

Website

Publisher

Tech Review

Search

Source: HBR.org, 2015

The average number of stakeholders involved in a B2B purchase decision

How Do Business Buyers Decide?

How does Bombora measure Intent?

Company Surge™ data identifies when businesses are actively researching products or services signaling buying intent. It indicates when a company starts consuming content on a topic significantly more than usual, according to historic data consumption behavior and benchmarks.

Scores (0-100) quantify the level of intent from an account. Then, you can connect that information to the CRM.

Dynamic Signaling for ABM

• Engagement Data• Firmographics• Demographics • Geographics• Technographics• Predictive Data

And… Intent

• Staffing and Leadership changes

• Funding changes• Industry News• Survey results

Use Dynamic Signals to score accounts and identify the best point of entry.

Why does this matter for ABM?

Intent might be the most valuable dynamic signal.

• Unlike signals that speak referentially, Intent is direct• Not only does it show company interest, it shows topic

interest• ONLY 15-20% of prospects are actively interested

A guide for both marketing AND sales teams

Contact: Andrew@digitalreachagency.com | Digital Reach 15

Inside Sales Prioritization

Account Intelligence

ABM Ad Targeting

Content

Lead Generation

Social

Marketing

Aligns All ABM Activities

Using Intent for ABM

Connecting Intent Data to the CRM

What matters most for ABM?

• Timing – contact your target accounts when they’re receptive to your content

• Messaging – speak your prospects’ language• Developed competition surrounding Account-based target

goals• Attribution – Recycle data to keep your list fresh and

updated

Intent and ABM Timing

When the opportunity arises, be ready to jump on it.

• Real-time updated Company Surge scores

• CRM integration

• Targeted Ad Integration

Account Scores, Tiers, and Intent

Dynamic signals should contribute to account scores. And, account scores should set tiers.

• Connect Intent, the CRM, and Marketing Automation to adjust ABM tiers, assign leads and contacts, send content, and more.

• Accounts with the highest scores and most relevant topics should get the most personalization & prioritization

Take a Look at the Past

• Use past intent data to help build a profile of what content topics really matter in the buyer journey

• Layer intent onto base firmographic and geographic criteria for a more accurate picture

What were your best customers consuming for before finding you?

Intent and Paid Advertising

Use Intent data to put specialized ads in front of contacts at your target companies.

• Activate intent with paid advertising across programmatic ecosystem via partnerships with all major platforms (Oracle Data Cloud, The Trade Desk, Mediamath, Liveramp, Eyeota, etc).

• Connect your accounts to customer match lists across multiple platforms

• ABM targeting that puts the relevant message in front of the same (prioritized) prospects that sales is calling.

Intent and SEO

Attracting highly qualified visitors can have great effects on organic rank.

• Time-on-site matters to Google!

• Better, more engaging, more targeted content will mean better on-site metrics (and better ranks)

Attribute Success from Intent

Report on Account Activity by Intent

Your CRM can identify “Intent” accounts, which means you can report on them.

• Compare ROI from “Intent” accounts to other Dynamic Signals• Evaluate the ROI of paid “Intent” campaigns relative to other

ABM efforts (and non-ABM efforts, for that matter!)• Don’t forget to use UTM Tags!

Historical Examples

6xClosed/won companies

showed significantly more

Company Surge* activity

Purchase intent

indicator

Marketing & Sales

alignment

Social media

advertisingDemand-driven

of closed deals from

Q3/4 were targeted using

Company Surge* data

LinkedIn sponsored ads

CPL88%Increase in engagement

metrics using Intent data

with fit and engagement

technologies to create a

target account model

Integrate Solutions

Let Bombora Intent Data help drive ABM success.Get 20 companies that are showing interest in your topics at www.Bombora.com

Connect with Bombora to:

Capture Intent Data for ABM

Target key accounts with messaging

Attribute ABM success

Connect with Bombora

Email mjohnson@bombora.com more information

Get a second opinion on your Demand Generation Approach

In a 30 minute consultation, learn:

Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from digital now

Andrew SeidmanHead of Operations

Thanks for watching!

Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information

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