What's the Role of Intent Data in ABM?
Use first-, second-, and third-party intent to find in-market accounts, time outreach, promote MQAs, and trigger coordinated ads, SDR, and web experiences—then prove lift in pipeline.
Intent data gives ABM timing and relevance. Blend first-party (your site, email, webinars), second-party (review sites/events), and third-party (research networks) into an account-level score with recency and topic weights. When an account surges, promote it to MQA, alert sales, enroll sequences, and sync audiences for ads and web personalization. Track engagement → meetings → pipeline to tune thresholds and topics.
Intent Data Essentials for ABM
Operationalize Intent for Account-Based Marketing
1) Sources & taxonomy. Catalog 1P signals (pricing/solutions page views, repeat visits, webinar attendance), 2P (comparison/review sites), and 3P (research network topics). Normalize companies to a single domain and map each signal to a topic cluster.
2) Scoring & surge logic. Create an Account Intent Score that favors recency (7–14 day decay), density (multiple contacts), and depth (high-value pages/forms). Define surge as, e.g., 2× the 4-week baseline or ≥3 high-weight signals in 7 days for a tracked topic. Subtract risk (job seekers, students, competitors).
3) Activation. On surge, promote to MQA, notify owner, open tasks, and enroll the SDR sequence with topic-specific messaging. Sync audiences to LinkedIn/programmatic, personalize web CTAs, and (optionally) trigger direct mail for Tier 1 accounts.
4) Governance & routing. Add suppressions for customers, open opps, recent meetings, and disqualified industries. Verify company matching and consent. Set SLA expectations (e.g., first touch in 2 hours for Tier 1).
5) Measurement. Dashboard reach → engagement → MQAs → meetings → pipeline by topic, tier, and channel. Compare treated (intent-activated) vs. control accounts to validate causality and calibrate thresholds.
30-Day Intent Activation Sprint
- Days 1–5: Select intent sources; define 5–12 priority topics and synonyms; implement tracking and CRM fields.
- Days 6–10: Build Account Intent Score, surge thresholds, and MQA criteria; create dynamic lists and suppressions.
- Days 11–15: Draft topic-based ads, email nurtures, and SDR talk tracks; configure alerts and tasks with SLAs.
- Days 16–20: Sync audiences to LinkedIn/programmatic; set web personalization rules; QA account matching.
- Days 21–30: Launch waves; review weekly MQAs and meetings; tune weights/thresholds; analyze lift vs. control.
Frequently Asked Questions
Turn Intent Signals into Pipeline
We’ll design your intent taxonomy, scoring, MQA triggers, and activation across ads, SDR, and web—then validate lift in meetings and opportunities.
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