This article is inspired by VP of Digital Sales at TTEC, Joe Lazewski’s talk at the Future of Sales 2022 summit, check out the full talk here, or explore more of your membership dashboard.

Having spent over two decades in the sales industry, I've witnessed firsthand the challenges that come with generating a high-quality pipeline and I get how impossible it can feel, especially in today’s lightning-fast business landscape.

But fear not, for I bring good news, in this article I’ll share some of my key insights that will revolutionize your approach, focusing on the power of Account-Based Marketing (ABM) and leveraging intent data.

By using these two together, you can gain a competitive advantage, discovering a wealth of knowledge that can directly lead to actionable strategies, ranging from visibility in engagement patterns to uncovering anonymous website visits and finding pockets of interested buyers.

To find out more about ABM and how to leverage intent data to drive growth, read on! Here’s how I’ll break it down:

  • The power of ABM and its importance
  • How to successfully implement an ABM program
  • Expert example of a weekly intent data process
  • Key points to remember
  • Final thoughts

The power of ABM and its importance

In today's competitive landscape, generating a high-quality pipeline is no easy task.

Statistics show that a whopping 97% of website visits remain anonymous, and only 7% of target customers are actively in the market for your products and solutions. This leads to an enormous waste of resources and missed opportunities.

ABM, when coupled with intent data, offers a solution to this challenge and a wealth of added benefits across all areas of your organization.

In the marketing department, consistent pipeline generation and optimized budgets and resources become achievable.

Operations teams can eliminate the guesswork from lead scoring and efficiently orchestrate contact acquisition and enrichment.

Sales teams can prioritize efforts on accounts and contacts in the market for your product or service, reducing buyer journey time.

ABM tools also offer immense value in terms of automation, immediacy, and insights.

You can uncover anonymous website visits to predict accounts that are in the market, and send targeted ads to relevant audiences.

You can also trigger sales outreach on hot accounts, spotting when they’re starting to research your products and services and reaching out to them. The list goes on!

But in general, by continuously improving and refining ABM strategies based on data intelligence, businesses can drive more targeted and effective sales approaches, guiding the next best actions.