Account-based marketing (ABM) is one of the most powerful B2B strategies—but without intent data, you’re still guessing which accounts are actually ready to buy.
Intent data removes the guesswork by identifying which accounts are actively researching solutions like yours right now. When you combine intent data with ABM, you get laser-focused targeting, better engagement, and a sales pipeline full of high-probability deals.
Here’s how to integrate intent data with ABM to make your marketing and sales efforts 10x more effective.
🔥 The Problem: Traditional ABM strategies often rely on ICP-based targeting alone—but just because a company fits your ICP doesn’t mean they’re ready to buy.
🔥 The Fix: Use intent data to filter and prioritize accounts that are actually in-market.
✔ Look for accounts with surging intent signals—pricing page visits, competitor comparisons, or high content engagement.
✔ Rank target accounts based on their intent level. High-intent accounts should get immediate sales follow-up, while mid-intent accounts go into nurture campaigns.
✔ Use third-party intent data to expand your reach. Find companies researching your solution before they ever land on your website.
🚀 Action Tip:
Tag high-intent accounts in your CRM and create ABM playbooks that align outreach with their buying stage.
🔥 The Problem: Most ABM campaigns rely on generic messaging that treats all accounts the same.
🔥 The Fix: Tailor your ABM messaging based on what the account is actually researching.
✔ If they’re researching competitors → Send comparison guides & battlecards.
✔ If they’re visiting your pricing page → Offer a tailored pricing discussion or case study.
✔ If they’re engaging with thought leadership content → Invite them to an exclusive webinar or roundtable.
🚀 Action Tip:
Use dynamic email sequences that change based on an account’s real-time intent behavior.
🔥 The Problem: Marketing and sales teams often operate in silos—marketing runs ABM ads, sales does cold outreach, and prospects get mixed messages.
🔥 The Fix: Intent data helps sync marketing and sales efforts so prospects get the right message at the right time.
✔ Marketing runs targeted ads & content for high-intent accounts.
✔ Sales reaches out with relevant messaging based on real intent signals.
✔ Both teams track engagement and adjust strategy in real-time.
🚀 Action Tip:
Set up Slack or CRM alerts for when a high-intent account takes a key action (e.g., downloading a case study).
🔥 The Problem: Traditional ABM ads rely on static account lists, which means you might be wasting ad spend on accounts that aren’t in-market.
🔥 The Fix: Use intent data to adjust ad targeting in real time—only spending money on accounts that are actively engaging.
✔ Increase ad spend on high-intent accounts. If an account suddenly surges in engagement, double down on ad exposure.
✔ Retarget warm accounts with hyper-relevant ads. Show personalized case studies, competitor comparisons, or testimonials.
✔ Pause or deprioritize low-intent accounts. If an account stops engaging, shift budget elsewhere.
🚀 Action Tip:
Set up dynamic audience lists in LinkedIn and Google Ads so intent-based account lists update automatically.
🔥 The Problem: Many companies run ABM campaigns without tracking which intent signals actually drive revenue.
🔥 The Fix: Monitor key metrics to refine your ABM strategy based on real conversion data.
📊 Pipeline Influence: How many intent-based accounts convert into opportunities?
📊 Sales Cycle Acceleration: Are intent-driven ABM accounts closing faster?
📊 Ad Engagement Lift: Are high-intent accounts interacting more with your ads vs. non-intent accounts?
📊 Deal Size Impact: Do intent-driven ABM deals result in larger contract values?
🚀 Action Tip:
Use UTM tracking and CRM reports to measure how intent-driven ABM accounts perform compared to standard ABM accounts.
ABM is powerful—but only if you’re targeting the right accounts at the right time. Intent data ensures that your ABM strategy isn’t just broad-based targeting, but focused on real buyers already in the market.
Want to see how high-quality intent data can fuel your ABM strategy?
View the Intent Data Slide Deck to see it in action. If you’re ready to start combining intent data with ABM for real results, you can purchase it here.
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