Episode 104: How to use intent data to identifi engaged accounts for ABM with Stapho Thienpont

Full-Funnel B2B Marketing Show

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In this episode I will tell you how to unlock the power of intent data and use it to determine who is engaging with your brand and what they're looking for. By understanding the intent of your audience, you can create more effective marketing campaigns that truly resonate with your target audience.
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How to use intent data to source ABM programs with the engaged accounts.
1. Define key sources of the intent data.
At Fullfunnel.io we use:
- Albacross to identify accounts that have visited our website
- LinkedIn engagement data
- [Paperflite](https://www.linkedin.com/company/pape...) to capture the demand and track bottom of the funnel content engagement
- Mention tracking specific intent keywords (e.g. ABM agency, ABM consultant
Don’t add a lot of sources, but rather focus on a few that can provide crucial insights for your business.
2. Filter the account through qualification criteria.
Our marketer filters all the new accounts through the account qualification criteria and applies one of three tiers for each of the qualified accounts.
3. Run account research and fill in the tracking spreadsheet.
As the next step, we collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee.
4. Define engaged accounts and add them to CRM.
Marketer applies engagement criteria, and if the account passes the engagement threshold, the marketer saves it to CRM.
5. Refine the process with SOPs.
We create detailed video instructions explaining every step, so any team member can pick it up at anytime
6. Report frequency.
In our case, we collect the data on a daily basis and ask the marketer to send the account engagement report on a weekly basis.
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Intent data without clear processes for using it is useless. Your team might get excited about it initially but will start ignoring it in a few weeks.
Focus on a few sources and tools, create SOPs, and make sure everybody knows how to use them before adding more sources and overwhelming your team.
Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/