Didn’t your buyer already tell you what they needed?

April 19, 2021 | Blog, Resources

Intent is not Predictive and Predictive is not enough!

ABM has entered the marketing mainstream, and fluency in ABM strategies and tactics is increasingly expected at all enterprise marketing levels and roles. According to new research from Forrester, 66% of marketers today report having at least a year of experience with ABM, and 24% have three years of experience or more.

However, despite visible success and traction, many companies are still hindered by common marketing challenges. New data from Demand Gen Report’s 2021 State of ABM Report reveals that many marketers remain hindered by common challenges such as predicting which account will purchase (31%) and personalizing their content to create account engagement and build long-term relationships (35%).

Knowing who to prioritize and what will compel them to take action are really two pieces of the same puzzle. But in the quest for an ABM program that takes full advantage of personalization and relevance, marketers often make the critical mistake of viewing intent data and predictive analytics as separate and distinct.

According to Demand Gen Report, approximately one-third of ABM practitioners plan to use intent data (36%) and predictive analytics (35%) this year. However, many marketers only rely on one or the other, rather than implementing both.

Predictive analytics can identify and score an account’s stage in the funnel as well as the timing and likelihood of action. But since it cannot identify relevant topics, campaigns that are solely based on predictive analytics can often end up looking like spam. Yet, marketers often confuse intent with predictive, assuming that a higher score of ‘relevance’ on a topic means that an account is in market and therefore, there is relevance in taking an action. Bombarding buyers with streams of content doesn’t help; it just frustrates them.

Intent data can help identify accounts and score a topic’s resonance, but it can’t predict the account’s propensity to buy. It is also backward-looking and therefore creates significant marketing latency issues. Marketers who use intent data without predictive analytics may miss out on potential opportunities or be tardy in outreach to prospects because they lack insight into the timing and likelihood of a purchase.

Large organizations also typically hold abundant data sets on their target accounts. Unfortunately, much of the data is unintelligible because it’s disconnected. Investing in solutions that can ingest and unify the data allows organizations to go beyond merely collecting another source of data. Combining intent data and predictive analytics can give marketing and sales teams the explicit, company-level information they need in order to discover in-market accounts and pinpoint their topics of interest. This allows you to market with your audience, not at them, allowing for more effective personalization. Armed with actionable insights into buyers’ needs and specific stages in the buying process, marketers are better able to provide high-value, relevant content timed to the buyer stage. Combining intent signals with predictive analytics can give marketers a fuller picture of target accounts — but gathering these insights is only half the battle. The value of insights can only be realized when they are operationalized, but the half-life of insights is very short — your understanding of relevance can change with every interaction at each target account. Because of this fluid nature, being able to take rapid, targeted action is key to maximizing value from the insights that marketers uncover.

Putting the right technology in place can help. By operationalizing insights using a solution that can automate the appropriate tactics, sales and marketing teams can better align their activities and greatly simplify the process of identifying, approaching and engaging with prospects.



We’re just scratching the surface. Want to learn more? Request a free product tour at: https://mrpfd.com/request-a-demo/

Read Next…