Embracing the trifecta of AI, Automation, and Intent

Many of the initial hurdles that once hindered ABM adoption, such as the misalignment between sales and marketing teams and the challenges of coordinating their efforts, have now become surmountable obstacles. However, despite these advancements, numerous marketing leaders admit that their ABM tech stack is still incomplete, lacking the necessary automation.

However, by investing more in intent data, refining targeting capabilities, embracing the concept of buying committees, and integrating advanced ABM technology tools, building a robust ABM engine is now more accessible than ever before.

Let's explore the power of intent data, which holds the key to avoiding wasteful endeavors and propelling growth. At the heart of an account-based funnel lies the measurement of an account's progress along the customer journey. To kick start this journey, it is imperative to pursue the right accounts that align with your ideal customer profile (ICP). However, achieving success goes beyond relying solely on firmographic data that describes an ideal prospect. Instead, it requires tapping into suggestive buying signals—website visits, intent topics, job changes, alerts about new funding rounds, and executive shifts.

Every marketer aspires to be the first vendor to capture accounts' attention when they express interest in solving the problems that their offerings can address. Studies have proven that the vendor who promptly responds to a lead stands the best chance of sealing the deal. Real-time access to intent signals significantly enhances the likelihood of reaching out to accounts at the right time, outshining the competition—even if these accounts haven't officially entered your pipeline as new leads.