Let's imagine for a moment you are an archeologist, and you’ve stumbled upon a massive chest of buried treasure. Inside this chest are hundreds of artifacts - all of them potentially valuable but can only bring back a handful of pieces. Which ones do you take?
This is the problem many B2B marketers face every day. Running a true account-based marketing program means creating personalized outreach specific to your target audience, so by design, you cannot target everyone. You must be selective when it comes to which companies, industries, etc., you pursue to create truly effective messaging that resonates with your audience. So in this article, we’ll discuss how to find your engaged audience, how to prioritize them and build an intent-based marketing campaign to focus your efforts on high-value accounts that are more likely to purchase.
Identifying engaged accounts
If you’ve run an account-based marketing (ABM) campaign before, you’re likely no stranger to building an ideal customer profile (ICP) for your campaign (if not, check out our guide to building an ICP). This is a prototypical company that represents your perfect customer, the one that will gain the most value out of your products and provide the most revenue to you in return.
You probably have an idea of what your ideal customer looks like – what size company, what industry, revenue range, etc. However, integrating intent data into our targeting strategy will allow you to sanity-check your ICP against your real engaged audience and also show you potential new untapped markets you should be targeting.
What is intent data?
Intent data is defined as information about your audience that...