Beyond Intent: Harnessing Next-Gen AI To Advance Your ABM Strategies

A critical component to successful ABM lies in having actionable insight into target accounts and their buying centers. Yet, many sales and marketing teams rely largely on intent data for their insight without fully understanding the story it tells. The promise of intent is compelling, and it offers valuable information. The problem is that intent delivers a macro view while many assume it is a micro view. Intent simply indicates interest; it does not provide context, fitness, nor propensity to buy.

As every B2B professional knows, your decisions are only as good as your data. Learn how to trust in data again with a deeper understanding of intent, AI/machine learning and predictive analytics.

In this session you will learn:

• How today’s intent data can help — and hurt — your ABM decisions;
• What is an actionable insight, and what it takes to action it;
• How to gain a competitive advantage with the latest advancements in machine learning;
• What 360-degree Account Intelligence looks like;
• How to use advanced account profiling indicators to fill current data gaps; and
• Real-world examples – and successes – of data-first full-funnel engagement strategies.