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B2B Omnichannel vs. Multichannel Marketing: Key Differences & Which One to Choose

Posted on April 23, 2025April 23, 2025 By Vikas Bhatt

Omnichannel and multichannel both mean using different ways to reach the audience. But are they the same? No, they’re not. But they are often used interchangeably. There are key distinctions between them that you need to know as a marketer. What are they? This blog is all about that. We will discuss the key differentiations between them and help you determine which is right for your business. What is Multichannel vs. Omnichannel in B2B? Omnichannel vs. multichannel marketing is not the split you might expect. Here is how the two strategies differ. The main difference is that omnichannel is a more complete and connected approach. It needs strategic alignment across different channels, departments, tech tools, and data. At Only B2B, we recommend going omnichannel because: Let’s break down the difference. Multichannel Marketing Multichannel marketing involves an array of standalone channels like email, LinkedIn, paid search, and webinars to interact with prospects. It can be direct, indirect, online, or offline. But often they are disconnected, leading to fragmented experiences and internal inefficiencies. In a multichannel setup, everything works in isolation. You might be active on five platforms, but none of them are connected. A buyer may download your whitepaper through email and later be shown a completely unrelated ad on LinkedIn. The experience often feels random and impersonal. Example: A software provider shares a whitepaper on workflow automation via email. But on social media, it promotes a general productivity webinar, and sales contacts the lead with a pricing discussion. The buyer feels lost, as none of the touchpoints align or respond to their specific interest. Omnichannel Marketing: Omnichannel takes things a step further. It integrates all channels and touchpoints to give a unified experience. The messaging is consistent, the journey is contextual, and the brand feels cohesive, regardless of where or how the buyer engages. Omnichannel links all touchpoints. It notices the whitepaper download and follows up with a related case study on LinkedIn. It connects the dots between marketing and sales. The buyer feels seen, understood, and respected. The difference lies not in the number of channels used, but in the coordination and personalization across them. That’s what today’s buyers expect. That’s what creates momentum. Example: The same software provider maps the journey. After the whitepaper download, the lead is added to a nurturing sequence with a demo video on automation. Social media displays testimonials from similar industries. When sales contacts the lead, they open with, “We noticed you found our whitepaper on automation insightful—how can we help further?” That’s strategic alignment. Why Choose Omnichannel: The B2B Buyer Has Changed Today’s B2B buyers are research-driven. They seek information on various platforms across blogs, social media, video, peer reviews, and webinars. According to McKinsey, buyers use 10+ channels to interact with vendors before making a purchasing decision. This is not a just a stat. It’s the signal that buyers don’t stick to one single channel and are active across multiple channels. They look for clarity, convenience, and continuity. Your message should match across all the channels. If one channel tells one story and another channel another, you’re creating unnecessary friction. Marketers run campaigns and pass leads to sales. But if the messages don’t match, conversations stall. That’s when campaigns underperform. To fix this, you need to integrate all the channels and all the messages. An omnichannel approach is the way out. It meets the buyer where they are and guides them forward, one logical, personalized step at a time. Impact on Strategy: Moving Beyond the Metrics of Effectiveness You might think multichannel is working. Maybe you’re getting clicks or views. But these metrics without context can be misleading. According to Ascend2’s “State of Multichannel Marketing” report, while 86% of marketers believe their multichannel efforts are effective, only 23% feel their strategy is truly successful. That’s a big gap. Why? Because,success in multichannel often equates to short-term engagement but not long-term impact. So, where is the challenge? It’s in misalignment. Marketing might score leads based on webinar attendance or email open, sure, metrics that signal interest but not necessarily intent. Sales then receive the low-intent lead will deprioritize it, saying it doesn’t fit revenue criteria or show purchase signals. The result? Buyers receive follow-ups that feel either irrelevant or premature, and the sales team is frustrated due to wasted time and low conversions. A successful strategy is one that leans on meaningful progression and not on scattered touchpoints. Omnichannel doesn’t just track engagement—it tracks it with purpose. It creates feedback loops where marketing insights help sales have conversations that lead to conversion. This is how you become effective rather than merely present. Signs You’re Still Operating in a Multichannel Mode Omnichannel, on the other hand, builds a bridge between every touchpoint. It recognizes the whitepaper download and follows up with a related case study on LinkedIn. It connects the dots between marketing and sales. The buyer feels seen, understood, and respected. Transitioning to Omnichannel: A Practical Roadmap Shifting to omnichannel isn’t a strategy shift. It’s a mindset shift: from isolated execution to integrated experiences. Your Step-by-Step Guide: Understand the Buyer Journey Map out how different personas engage across touchpoints. Look for moments of confusion, redundancy, or drop-off. Centralize and Clean Your Data Make sure all teams are working from a unified view of the buyer. Invest in tools that sync in real time. Break the Silo Mentality Marketing, sales, and customer success should work from a shared playbook. Align on goals, messaging, and KPIs. Build Sequenced Campaigns Instead of standalone assets, think of content as part of a conversation. Each touchpoint should inform the next. Use Intent Data Wisely Let engagement behavior guide your content decisions. Personalization isn’t just nice to have—it’s expected. Measure with Meaning Don’t just count leads. Track journey depth, engagement patterns, and conversion paths. That’s where the insights lie. This strategy is more about progression than perfection. Every step toward omnichannel maturity improves clarity, efficiency, and buyer trust. Which Strategy Should You Choose? (Spoiler: It’s Not a

How to Use AI in Modern Account-Based Marketing Campaigns

Posted on March 19, 2025May 13, 2025 By Vikas Bhatt

In B2B tech, where ABM subscription pricing models are on the rise. Mass marketing no longer works. Sure, it might bring leads, but it rarely engages the key decision-makers, which is of utmost importance. But who are the decision-makers for these expensive services? What’s common among them is that they are high-value profiles, but their roles differ significantly. To approach and persuade them, you need personalized messaging—and that’s where ABM comes in. Creating precise, targeted ads for each persona would be monumental in ABM. But not unless you utilize AI. AI helps identify the correct accounts, personalize campaigns at scale, and deliver relevant content in real-time. These AI-driven capabilities are becoming essential components of a modern framework for accont-based marketing. This blog will explore how AI enhances ABM and how your team can benefit from it. Integration of AI into an ABM Approach At Only B2B, AI is an integral part of our ABM solutions. Whether it’s identifying high-value accounts or effectively delivering personalized content, AI powers our platform to offer innovative and tailored account-based marketing tactics. Integrating AI into ABM was a strategic move, understanding the dynamic and competitive nature of the B2B industry. And AI is reshaping how we engage with our audience. Here are the benefits we witnessed when using ABM: Enhance Efficiency Through Automation Automation is one of the biggest benefits AI offers in ABM. It enables you to perform tasks faster and better. AI can process vast amounts of data in minutes, allowing marketing teams to focus on deeper, strategic insights. Repetitive tasks consume a majority of your time and resources. Worse, they lead to errors, fatigue, and inconsistency. And in ABM, there is no room for errors. It requires a deep understanding of key accounts and buying committee behavior, which is both valuable and important. When compared against industry benchmarks for account-based marketing performance, AI-led approaches consistently show higher efficiency and accuracy. Undoubtedly, ABM is an effective approach, but implementing it is challenging—it’s both time-consuming and resource-intensive. Thankfully, AI makes it easier with its automation capabilities. How AI Helps: ✔ Allows you and your team to analyze vast amounts of data to identify patterns and insights. ✔ Removes human error, increasing accuracy in decision-making. How to Do It Right: AI’s capabilities go beyond data processing. AI streamlines lead generation, email marketing, and social media management. For example, AI automates routine tasks like sending a webinar follow-up email or posting content on social media. Automation frees valuable time for marketing and sales teams to focus on “the why”—understanding deeper audience insights and engaging with the brand effectively. However, you cannot compromise on the human element. AI still requires human insights. Without human intervention, automation can push out irrelevant messaging or fail to recognize shifts in buyer intent. That’s why it’s important to view AI as a co-pilot. Use it to assist you by automating repetitive tasks, but not fully replace your expertise and knowledge. Personalization Across Content and Messaging Let’s face it—if you’re not delivering personalized experiences, you’re not keeping up with the competition. B2B buyers expect tailored messaging, not generic sales pitches. AI plays a significant role in personalization: AI analyzes historical customer data—demographics, past purchases, browsing behavior—to create highly personalized outreach that resonates. Each decision-maker in the buying committee has different concerns: Here’s How AI Powers Personalization: ✔ Predictive Content Recommendations: AI identifies which case studies, blog posts, or whitepapers will resonate most with a lead. ✔ Intent-Driven Email Sequences: AI personalizes follow-ups based on past engagement, ensuring prospects receive content relevant to their interests. ✔ AI Chatbots for Instant Engagement: Chatbots provide real-time support, answer prospect questions, and keep them engaged—even outside business hours. Forrester predicts that 70% of buyers will grow frustrated with thinly customized marketing materials created by AI in 2024. However, personalization with AI doesn’t mean it should feel robotic. So, What’s the Best Way to Do It? Let AI handle data analysis and content suggestions. Human teams must refine messaging to ensure it speaks directly to buyer pain points. In other words: Use AI as the foundation but ensure your team connects with prospects effectively. Improve Decision-Making for Optimizing Processes Your ABM strategy isn’t a one-and-done effort. It requires continuous measurement and refinement. AI boosts marketing and sales efforts to ensure they continuously deliver the desired results. How AI Enhances Decision-Making: Maximizing ROI with AI in ABM: AI isn’t just about generating leads—it empowers marketing and sales teams to close the right deals faster. AI isn’t here to replace your team—it’s here to improve your sales and marketing performance. Companies that integrate AI into their ABM strategy will not only close more deals but do it faster. At Only B2B, we understand the power of AI-driven ABM. Our tailored strategies make sure you reach the right decision-makers at the right time with personalized messaging that converts. If you’re looking to optimize your ABM efforts and maximize ROI, it’s time to leverage AI with a trusted partner. Curious, about how a data-driven ABM strategy benefits your bottom line?

Top Account-Based Marketing Stats you need to know in 2025

Posted on January 15, 2025January 20, 2025 By Vikas Bhatt

“Spray and Pray” marketing—it’s a common mistake, often made unintentionally. Marketers push generic messages, hoping to convert a small, resonating audience into buyers. But here’s the reality: creating detailed buyer personas and personalizing communication is essential. Still, many rely on outdated approaches. One message, aimed at a global audience. The problem? Not everyone is the right fit for your product. Selling to the wrong customer wastes your sales and marketing efforts. Prospects leave quickly, and ROI drops. The solution? Focus your efforts laser-sharp. Target the right prospects. Attract, nurture, and convert accounts that truly matter. This is where Account-Based Marketing (ABM) steps in. Top Account-Based Marketing Stats you need to know in 2025 What Is Account-Based Marketing? ABM is a strategic, highly targeted approach. Instead of casting a wide net, it focuses on engaging specific businesses and decision-makers. Unlike broad campaigns that aim to attract thousands, ABM zeroes in on key accounts. It builds relationships with a few decision-makers, opening doors to future sales opportunities. ABM isn’t new. It dates back to 2004, pioneered by ITSMA. However, it’s only recently gained widespread recognition. Today, 92% of B2B marketers consider ABM critical to their marketing efforts. And for good reason: ABM ranks as the second-biggest priority for B2B tech marketers, right after video marketing. Why? It delivers unmatched ROI. ABM Delivers High ROI 85% of marketers report higher ROI with ABM. It also drives a 208% boost in marketing-generated revenue. But there’s a risk. Over-personalization can dilute your brand identity leading, and your prospect might get confused. Sure, personalization is good but not without balance. So, keep personalization account specific. At the same time, stick to consistent brand messaging. This way, you maximize ROI without losing your brand’s voice. ABM gives you Competitive Edge The ABM market is projected to hit $1.83 billion by 2030, growing at a steady CAGR of 12.1%. What does this mean? Early adopters gain a significant edge. Businesses leveraging ABM can grab market share, deliver personalized customer experiences, and increase ROI. However, as businesses scale, personalization becomes challenging. The solution? A tiered ABM approach. Meaning, focus heavily on high-value accounts while maintaining personalized outreach for others. ABM is becoming a Marketing Must-Have 67% of brands now use ABM, and 68% of B2B companies invest in ABM platforms. It’s clear—ABM is the future. But here’s a hidden challenge: too many tools can create chaos. Managing multiple platforms can slow operations instead of streamlining them. ABM tools are invaluable—they automate campaigns and provide actionable insights. However, avoid platform overload. Integrate tools and centralize data for maximum efficiency. Still using traditional methods? Now’s the time to shift. ABM is ticket to high-value accounts and increased revenue. Budget Allocation: ABM as a Priority Top B2B marketers allocate 18% of their budgets to ABM. Why? Because it works. ABM isn’t just an expense—it’s an investment. Yes, there are hidden costs, but smart marketers streamline workflows, automate repetitive tasks, and focus on high-value accounts. By cutting unnecessary expenses and prioritizing efforts, businesses maximize revenue from the accounts that matter most. Bigger Deals, Higher Conversion with ABM ABM increases annual contract value by 171% and improves conversion rates by up to 40%. But here’s the challenge: chasing weak signals wastes time and resources. ABM isn’t just about generating leads—it’s about building strong relationships. Use AI tools to filter weak signals and focus on accounts showing real intent. This strategy makes sure you close bigger deals faster. Bridging the Gap Between Sales and Marketing 93% of marketers agree that sales and marketing alignment is critical for ABM success. Unfortunately, many teams still work in silos, leading to missed opportunities. What This Means? Sales and marketing must work together. Set shared goals, integrate analytics, and use sales feedback to improve content. Collaboration between teams leads to better results and happier customers. Customer Engagement: Building Stronger Connections 72% of marketers report increased customer engagement after ABM implementation. ABM fosters trust and builds meaningful relationships. However, spamming prospects with excessive content can backfire. Deliver content that adds value. Use engagement behavior to guide your approach, building trust and loyalty over time. In Conclusion: As discussed earlier, by 2030, the ABM market is projected to soar to $3.1 billion, growing at an impressive CAGR of 14.2%. This growth signals ABM is set to dominate B2B marketing, offering businesses that act now a chance to secure long-term success. To stay competitive, regularly update your buyer personas to account for generational changes. Prioritize high-value accounts and embrace ABM early to gain an edge in the ever-evolving B2B landscape.

How to Build B2B Marketing Funnel for High-Quality Leads and Sales in 2025

Posted on January 8, 2025June 9, 2025 By Vikas Bhatt

Hope you are where your prospect is searching for the solution to their problems—viewing your blog, videos, and case studies. That’s because B2B buyers spend 83% of their time researching and discussing their problems and decisions internally and only 17% talking to suppliers, showing that eight touchpoints are required to secure the initial meeting. What’s the key to attracting and qualifying those ideal B2B prospects? Well, it starts with a well-designed B2B funnel. A B2B funnel helps you segment your audience into different categories for personalized messaging. And the result? A higher chance of sales. What Is a B2B Marketing Funnel? A B2B marketing funnel is a series of structured steps designed to attract and guide targeted leads through their buyer journey. Its primary objectives are to build brand awareness, nurture loyalty, and convert potential customers into high-quality leads. The funnel maps out the customer journey—from initial interest to final purchase—and guides the appropriate activities required for each stage. It has become important in B2B marketing because it addresses the longer, more complex sales cycles typical in the B2B space. Moreover, it helps you segment the audience based on their buyer journey. Allows personalized messaging that improves the chances of conversion in the long term. While a B2B marketing funnel focuses on the entire customer journey, a B2B sales funnel is specifically designed to streamline the sales process and guide leads toward closing deals. Learn more about the B2B sales funnel and templates to optimize your sales pipeline effectively. Stages of a B2B Marketing Funnel Top of the Funnel (ToFu) This stage marks the awareness stage. Potential customers are introduced to your brand for the first time. The focus is on attracting a broad audience and sparking interest in your offerings. To create a strong first impression, deliver engaging content like blogs, videos, and infographics. Provide value through educational resources such as webinars, podcasts, and free trials. This top-of-funnel activity plays a vital role in shaping your B2B demand generation funnel, ensuring a consistent flow of qualified leads into the pipeline. With ToFu, you set the foundation for trust and credibility. But make sure your brand captures the attention of the right audience. Middle of the Funnel (MoFu) Now your focus shifts to nurturing leads—leads who have shown interest in your brand. Potential customers are evaluating their options, so it becomes crucial to provide valuable and insightful content tailored to their needs. To educate prospects, use resources like case studies, whitepapers, E-books, and product comparison guides. And for building trust and credibility, use personalized email campaigns and tailored demos. This stage is about deepening the connection with leads. So, you need to position your brand as the solution to their challenges. Bottom of the Funnel (BoFu) Leads at this stage are close to making a purchase decision. The priority is to convert these pre qualified leads by addressing any lingering doubts and emphasizing your value. Offer product demonstrations, user guides, and testimonials. Emphasize your offering’s benefits. Offer personalized offers, discounts, and free trials. This creates a sense of urgency to act. Retargeting strategies play a crucial role here. It keeps your brand top of mind for prospects who are on the fence of yes or no. 6 Benefits of Implementing a B2B Marketing Funnel B2B marketing funnel helps businesses attract, nurture, and convert potential buyers more effectively. Here are six key advantages: 1. Deeper Understanding of Your Audience A B2B marketing funnel helps you map out your ideal customers’ journey, right from their first interaction with your brand. This allows you to understand their needs, deliver solutions at the right time, and reduce customer acquisition costs (CAC). Tailor your approach to make sure your experience aligns seamlessly with their buyer journey. 2. Improved Brand Awareness When your brand gains recognition and trust among B2B buyers, they are more likely to engage with your offerings. A strong brand presence shortens the sales cycle, leads to faster conversions, and increases customer loyalty. Over time, this also enhances customer lifetime value (CLTV). And you create a more sustainable business model. 3. Enhanced SEO Performance A well-structured marketing funnel supports organic growth and drives more traffic to your website. The more valuable content you create, the more opportunities for link-building and brand visibility. And the best part? It reduces reliance on expensive paid ads, reducing costs while improving your website’s authority and reach. 4. Higher Return on Investment (ROI) You open long-term marketing opportunities. Capturing customer data allows you to personalize campaigns, position your brand as an authority, and nurture leads until they’re ready to buy. Doing this, you ensure your brand remains top of mind, increasing the likelihood of conversions and maximizing ROI. 5. Stronger Customer Relationships A B2B marketing funnel is ideal for nurturing leads and building long-term loyalty. How? You get access to contact data. This data allows you to educate prospects through targeted email campaigns, showcase your product’s value through case studies, and offer discounts or free trials. Consistent engagement fosters trust and strengthens relationships with potential customers. 6. Easily Measurable Performance Biggest advantage of a B2B marketing funnel is it’s a measurable nature. You can track key performance metrics. Assess the effectiveness of your marketing efforts. Identify what works. And refine strategies to guide prospects further down the funnel. This is especially critical when optimizing a B2B SaaS funnel, where each stage directly impacts recurring revenue and long-term customer value. A data-driven approach improves conversion rates and delivers optimal results. B2B Marketing Funnel Strategies to Stay Top of Mind Creating a marketing funnel is just the starting point. But getting leads is the real challenge. While every B2B funnel is unique, the foundation remains the same: identify the problem, highlight its urgency, and offer a solution. Here are four proven strategies to support your funnel: 1. Content Marketing High-quality content is the key to any effective funnel strategy. Your content should directly address your audience’s questions, resolve their pain points, and outperform your competition. Diversify your content formats

How can Sales and Marketing Work Together to Generate Leads

Posted on December 18, 2024February 5, 2025 By Vikas Bhatt

The lack of alignment between sales and marketing is often the main culprit behind lost business opportunities Everybody knows this issue, so why don’t sales and marketing teams align effectively? Sales teams often feel aimless and disconnected, unaware of what marketing is doing. They will blame the marketers when leads suck. On the other hand, marketers expect the leads to be closed and can feel frustrated when they aren’t. So, how do you align sales and marketing? It sounds great in theory, but implementing this in practice is challenging. Only a handful of organizations have succeeded. However, those that have succeeded are reaping significant benefits and gaining a competitive edge in generating dream leads. Why is Aligning Sales and Marketing is Important? Silos between sales and marketing directly impact revenue. When these teams are aligned, closing rates can increase by up to 38%, while misalignment can lead to at least a 10% loss in revenue. Aligned teams can identify opportunities earlier in the sales process, significantly increasing the likelihood of conversion. Sales deals often involve 6 to 10 decision-makers (the buying committee), many of whom engage with marketing-led content through websites, events, or ads. This is where opportunity-based marketing becomes important. Understanding Opportunity-Based Marketing (OBM) Opportunity-Based Marketing (OBM) is a B2B strategy that focuses on targeting sales-identified opportunities and buying committees. It allows marketers to create tailored journeys for each decision-maker, delivering content and offers based on their role, unique interests, and decision-making stage. OBM aligns sales and marketing teams around shared goals, helping them identify opportunities earlier in the sales cycle. This collaboration increases conversion rates and fosters a cohesive customer engagement strategy. Sales and marketing function as an interconnected ecosystem, relying on one another. You’re not isolated entities; you’re a unified team. Collaborating toward a shared goal, defined collectively, enhances both morale and confidence. – Spencer Hadelman, Advantage Marketing. Must Read: 35 Closed-Ended Questions To Ignite Your Sales Strategy – And When to Use Them Key Strategies for Sales and Marketing Collaboration Aligning marketing and sales teams around shared goals and improving communication between them can foster a more cohesive approach, ultimately increasing revenue for the business. Focus on Open Communication Sales and marketing teams don’t naturally go together. The quickest fix? Talk more. Set up regular meetings (weekly or monthly) to align campaigns, leads, and goals. Casual chats matter too—create space for informal conversations like team-building activities or quick check-ins. A little bonding goes a long way in breaking silos. Align Goals and Metrics Sales teams chase quotas. Marketing teams track website clicks. Sound familiar? This misalignment kills productivity. Instead, focus on shared goals like lead generation, revenue growth, and conversion rates. Track results using common metrics like lead value and sales-ready prospects. When everyone’s chasing the same finish line, you’ll hit goals faster. Collaborate on Projects Nothing builds teamwork like working together on real tasks. Invite marketers to join sales calls or account planning sessions. Let sales contribute ideas for campaigns or product messaging. This cross-team effort helps both sides understand the other’s mindset—and boosts results that actually matter. Leverage CRM Tools CRM tools are game-changers for sales and marketing alignment. They centralize customer interactions, whether it’s email, calls, or social media. Sales knows where leads stand, and marketing can optimize campaigns. Look for AI-powered CRMs that analyze behavior and provide actionable insights in real-time. Real-Time Lead Alerts Sales teams can’t afford to wait. When leads interact with content—downloading an ebook or clicking an email—sales needs to know right away. Set up real-time alerts so sales teams can strike while the lead’s interest is hot. Fewer delays = higher conversions. Speak the Same Language One team’s “qualified lead” is another’s “not ready yet.” That’s a problem. Create a lead scoring system with clear, shared criteria so both teams are on the same page. When everyone agrees on what makes a lead “ready,” collaboration gets a whole lot smoother. Hire Team Players Sometimes, you need people who naturally bridge the gap. Hire candidates who understand both sales and marketing. Ask how they’d handle scenarios where a campaign underperforms or leads aren’t converting. These multi-skilled hires bring fresh perspectives and help teams work as one. Keep Customer Messaging Consistent Inconsistent messaging confuses customers. Marketing insights combined with sales feedback create the perfect blend of customer messaging. Meet regularly to agree on brand voice, offers, and key opportunities. When both teams deliver a unified message, trust and conversions soar. Must Read: Open-Ended Questions for Sales You Should Be Asking to Close More Deals Tools to Bridge Sales and Marketing Gaps Communication Gaps Tool: Slack, Microsoft Teams, or Zoom Why Use It: Tools like Slack and Zoom simplify collaboration with quick updates and regular check-ins, keeping sales and marketing aligned. Disconnected Customer Data Tool: HubSpot CRM, Salesforce, or Zoho CRM Why Use It: CRMs centralize customer interactions, giving both teams a clear view of leads and eliminating silos. Low-Intent Leads Waste Time Tool: 6sense, Bombora, or LeadSquared Why Use It: These tools analyze intent signals, helping sales focus on high-priority leads while marketing nurtures the rest. Slow Follow-Ups Hurt Conversions Tool: CRM Notifications or Outreach Why Use It: Real-time alerts ensure sales teams act quickly when leads engage with content, boosting conversion rates. Misaligned Goals Tool: HubSpot Reporting, Tableau, or Google Analytics Why Use It: Shared metrics like conversion rates and ROI keep both teams focused on the same objectives. Inconsistent Messaging Tool: Seismic, Showpad, or Google Drive Why Use It: These tools provide a single library of approved content, ensuring consistent messaging across campaigns. Poor Lead Nurturing Tool: Marketo, Pardot, or Mailchimp Why Use It: Marketing automation nurtures leads with personalized content, passing sales-ready leads to sales. Campaigns Go Off Track Tool: Asana, Trello, or Monday.com Why Use It: Project management tools streamline workflows and ensure campaigns hit deadlines. Fragmented Customer Data Tool: Segment, BlueConic, or Treasure Data Why Use It: CDPs unify customer data, giving both teams a complete view for smarter targeting. Targeting High-Value Accounts Tool:

How to Leverage Intent-Based Marketing to Target Right Leads

Posted on December 4, 2024February 6, 2025 By Vikas Bhatt

Timing is everything in sales and B2B marketing. To get high-quality leads, you must reach them before your competitors do. If you dissect your sales process, you will find two key factors: connection and action. Here’s the catch—one creates the need for the other. If you don’t make the right connection, you reduce the chances of achieving the desired action. It’s a domino effect: the more targeted your approach, the higher the chances they’ll take action, leading to greater sales. But what’s the best way to find high-quality leads? And what makes them high quality? That’s exactly what we’ll explore in this article. What is Intent-Based Marketing? Intent-based marketing is a strategy that uses customer signals to identify and target prospects who show intent to purchase or engage with a product or service. It analyzes digital footprints like search queries, content interactions, and social media activity. This helps marketers understand where a prospect is in their buyer journey. This means you can deliver highly personalized, timely messaging. Why Data Driven Marketing is Important? 71% of customers expect personalized offers and user experiences when they visit a website. Intent-based marketing delivers this level of personalization. However, the benefits of intent data go beyond user experience. Let’s dive into the key advantages. What are Benefits of Intent-Based Marketing 1. Precise Targeting Intent-based marketing improves targeting by enabling marketers to reach the right customer at the right time with the right message. Customers demand a personalized approach. They are more likely to respond when they feel the content is tailored to them, naturally increasing the likelihood of conversion. By doing this, you’ll stay ahead, as customers are likely to ignore brands that don’t deliver personalized experiences. 2. Improved Customer Engagement Intent data allows you to create highly personalized experiences. With insights into customer needs and interests, you can craft more engaging and relevant interactions. Improving customer experience not only boosts engagement but also helps grow your audience. 3. Cost Efficiency An intent-driven approach focuses sharply on high-value clients, making your marketing efforts more efficient. Since you only target customers interested in your offers, you eliminate wasted time and money on ineffective campaigns. Key Components of an Intent-Based Marketing Strategy 1. Understanding Buyer Intent Signals Buyer intent signals help you identify and analyze purchase intent based on data from online activities. When gathered from multiple sources, these signals provide insights into your target prospects’ interests, behaviors, and intent. Where is the Challenge? These signals can be unclear. Behaviors often overlap, making it hard to distinguish ready-to-buy prospects from those in the early research phase. The solution is to combine multiple data points, such as website activity, content downloads, and email engagement. Use AI tools like 6sense or Bombora to analyze overlapping behaviors. This ensures you target genuinely ready-to-buy prospects and avoid wasting efforts on premature leads. Must Read: The Power of Intent Data in Lead Generation Let’s See How Buyer Intent Signals Look: Search Behavior: Keywords or phrases that relate to your product or service, such as “best CRM tools” or “pricing for [specific product],” often indicate active research and a higher likelihood of purchase intent. Engagement with Content: Actions like downloading whitepapers, reading blog articles, signing up for webinars, or watching videos show a prospect’s interest in specific topics or solutions, signaling where they are in their buyer journey. Social Media Activity: Liking, sharing, or commenting on industry-related posts demonstrates engagement and interest in your niche or solutions, providing opportunities for targeted outreach. 2. Segmentation Segmenting leads is essential to maximize the outcome of intent-based marketing. Proper segmentation allows personalized communication that directly addresses your audience’s pain points and readiness to engage. Prospects respond to messages only if they find value in them. Otherwise, they won’t engage. How to Segment Leads: High-Intent Leads: Low-Intent Leads: Industry-Specific Segmentation: Position in the Buyer Journey: 3. Leveraging Intent Data Data is complex and scattered, so it’s crucial to collect and analyze intent data from multiple sources. 93% of B2B marketers say they need more than two sources for their intent data. (Mixology Digital) Use tools like 6sense or Bombora to identify intent signals from external sources, such as industry research or competitor content engagement. 4. Integration with Account-Based Marketing (ABM) When it comes to Account-Based Marketing (ABM), intent data reigns supreme. 79% of marketers using five or more data sources say more than 50% of their leads become sales-accepted. (Foundry) Intent data makes ABM more effective by: All in all, intent data serves the necessary personalization within the ABM pipeline. Conclusion Intent data doesn’t just help identify the right prospects; it drives them through every stage of the funnel. With lengthy buying cycles and shifting market conditions, marketers fear losing out. Leveraging intent data ensures that you engage with pre-qualified leads who are actively searching for solutions, increasing the chances of conversion. The primary advantage of using intent data is that you will always stay ahead in the numbers game. With a data-driven approach instead of relying on a heuristic approach, you can significantly increase sales and revenue for your organization.

How to Build an ABM Strategy: A Step-by-Step Guide to Personalization at Scale

Posted on October 16, 2024October 16, 2024 By Vikas Bhatt

Is your business truly maximizing the potential of its Account-Based Marketing (ABM) efforts? If it’s hard to tell, you’re not alone. Measuring ABM success and proving its ROI remains one of the biggest challenges for B2B marketers. So, if you are struggling to understand how ABM brings in high-value leads, we get it. Tracking engagement, pipeline influence, and revenue from a few key accounts can often feel overwhelming. Not every campaign immediately translates into direct sales. But that doesn’t mean your ABM strategy isn’t working. Yet, at the same time, businesses need to justify the investment in resources and technology that goes into their ABM efforts. That’s why we’ve crafted this guide to help you build an ABM strategy that not only engages your high-value accounts but also delivers measurable ROI. Why ABM matters in B2B To some skeptics, Account-Based Marketing (ABM) might seem like an intensive strategy with no guaranteed payoff. Sure, businesses can spend countless hours developing personalized campaigns for select accounts without seeing immediate results. But on the flip side, many brands are thriving with ABM—unlocking: Today, ABM isn’t just a “nice to have”—it’s a must-have for B2B companies looking to win high-value accounts. Why? Because ABM focuses on quality over quantity. By honing in on the most promising prospects, your brand can build stronger relationships and deliver hyper-personalized experiences that resonate. And companies that excel at ABM are not just generating leads; they’re fostering long-term partnerships and boosting their revenue. It’s not just about spending time and resources; it’s about investing in a strategy that aligns with your company’s growth goals. The best part? When you successfully execute an ABM strategy, you can better allocate resources, refine your messaging, and ultimately drive more significant results. Step-by-Step Guide to Build an ABM Strategy A. Identifying Target Accounts: The Foundation of ABM The first obvious step is identifying the right accounts to target. Make sure to select accounts that are not only a good fit for your product or service but also have the potential to generate significant revenue. ABM requires a more focused, data-driven approach. How to do it? You need intent data to identify target accounts. With intent data, marketers can identify companies that are actively researching your solutions, making it easier to prioritize accounts that are likely to convert. ABM is often criticized for taking too long to show results. You can shorten this time frame by using intent data to identify accounts already showing buying signals. ABM ensures quicker engagement and pipeline opportunities, so that the process doesn’t have to be a long, drawn-out. By focusing efforts on accounts showing buying signals, marketers can significantly increase their chances of success. In fact, 62% of marketers believe that intent data is critical for successful ABM, according to a 2023 Forrester report. b. Building Detailed Account Profiles Identified your target accounts. What’s next? Build comprehensive account profiles. Your profiles should include detailed insights into each company’s goals, challenges, key decision-makers, and current solutions. Understanding the most effective methods for creating ABM target account lists is crucial for ensuring you’re focusing on the right accounts from the start. According to a 2023 Salesforce report, companies that use AI for personalization see a 44% increase in customer engagement. Use AI-powered tools- the easiest and most effective way to build these profiles. These tools allow you to gather deeper insights into account behavior, including what content they are engaging with and which solutions they are considering. With these insights, you’ll be able to refine your outreach and deliver highly personalized content—the kind of content that speaks directly to the needs of each account. Scaling personalization. That’s a common concern. The solution? Use AI alongside marketing automation tools. These tools enable you to dynamically segment accounts and predict which type of content will resonate best with each one, even as your account list grows. C. Aligning Sales and Marketing: A Crucial Step for ABM Success Aligning sales and marketing teams is a must for ABM success. Without alignment, creating campaigns that resonate with target accounts becomes challenging. To achieve this alignment, both teams need to have shared goals and a unified approach to account engagement. Organizations with tightly aligned sales and marketing teams experience 36% higher customer retention rates and 38% higher sales win rates, according to a report by Marketo. Use ABM platforms that provide both sales and marketing with access to real-time data on account engagement. This makes it easier for the teams to collaborate. To foster this alignment, conduct regular meetings and joint planning sessions, ensuring both teams work toward the same objectives. For better collaboration, start by setting shared KPIs, such as account engagement and pipeline generation. This reflects that both teams are accountable for the success of the ABM strategy. As Matt Heinz, President of Heinz Marketing, says: “The best ABM programs aren’t just about marketing campaigns, but about improving the alignment between sales and marketing to deliver a cohesive experience to the customer.” D. Crafting Personalized Messaging and Content Personalization is at the core of any ABM strategy. Your messaging should be tailored to address the specific needs of each target account. Rather than surface-level customization, ABM targets hyper-personalization. This allows you to deliver messaging that directly addresses each account’s challenges and goals. According to a 2023 Demand Gen Report, personalized marketing strategies lead to a 20% increase in sales opportunities. For example, instead of sending generic emails, marketers can craft personalized case studies, whitepapers, and webinars that speak to the unique pain points of each account. To create personalized experiences at scale, you’ll want to use dynamic content tools. These tools help maintain a personal touch while allowing for scalability. The benefits of account-based marketing lie in this ability to deliver highly relevant content tailored to specific accounts, increasing engagement and conversion rates. Don’t miss out on relevance. This means crafting content for every stage of the buyer’s journey, from awareness to decision-making. And when you deliver relevant content at the right

What is a Marketing Qualified Lead (MQL)?

Posted on October 9, 2024June 9, 2025 By Vikas Bhatt

A Marketing Qualified Lead (MQL) is a prospect who has interacted with your marketing content, like downloading an eBook or attending a webinar, and is more likely to become a customer than a typical lead. They’re not ready for sales yet, but they’ve shown strong intent. Some say MQL is dead. That it’s just surface-level engagement. Not exactly. MQLs are more than vanity metrics. They reflect genuine buyer interest, measured through actions like content downloads, email signups, or event attendance. Unlike general leads, MQLs are more engaged and more likely to convert, if nurtured right. In this guide, we’ll break down what an MQL really is, how to score and identify them, and the best tools and strategies to turn them into paying customers. Understanding the Concept of a Marketing Qualified Lead A Marketing Qualified Lead (MQL) is a potential customer who has shown significant interest in your offerings by engaging with your marketing content and meeting certain qualification criteria. These leads go beyond passive interest, they interact meaningfully, whether by clicking on ads, downloading whitepapers, or registering for events. But here’s the key question:Does every lead who engages qualify as an MQL? Not necessarily. Engagement alone isn’t enough. You need to evaluate both behavioral signals (like number of interactions) and firmographic data (like company size or job title). This combination helps you determine whether a lead is truly qualified for sales follow-up. Characteristics of a Marketing Qualified Lead Marketing Qualified Leads are identified by a mix of behavioral and demographic signals that show genuine buyer interest, even if the lead isn’t ready to purchase just yet. Here are the most common characteristics of MQLs: Behavioral Indicators These are actions that show the lead is actively engaging with your brand: Demographic & Firmographic Fit These indicate whether the lead matches your Ideal Customer Profile (ICP): Intent Signals High-intent MQLs often: Pro Tip: No single behavior defines an MQL. It’s the combination of engagement and qualification data, often scored in your CRM, that determines true sales-readiness. Tools and Platforms for Managing MQLs Effectively managing Marketing Qualified Leads requires the right combination of automation tools and human insight. While scoring models help define who qualifies as an MQL, platforms make it easier to track, nurture, and hand them off to sales. Here are some of the most popular and effective platforms used for MQL management: HubSpot A comprehensive marketing automation platform with lead scoring, CRM integration, and content tracking. Great for small to mid-sized B2B companies looking for all-in-one lead management. Marketo (Adobe) Ideal for enterprise teams. Offers robust lead nurturing, behavior tracking, and powerful scoring rules that integrate seamlessly with sales platforms. Pardot (Salesforce Marketing Cloud) Tailored for B2B sales-driven organizations already using Salesforce. Real-time scoring, dynamic segmentation, and built-in alerts make handoffs more efficient. ActiveCampaign Combines email marketing, automation workflows, and CRM into one. Suitable for startups and growing businesses that want flexibility and ease of use. How to Identify and Score Marketing Qualified Leads Identifying and scoring MQLs is critical for maximizing the efficiency of your marketing and sales teams. Several strategies can be used to pinpoint and evaluate MQLs effectively. Establishing a Lead Scoring System A lead scoring system assigns points to leads based on their interactions with your business, helping prioritize those most likely to convert. These interactions might include downloading content, attending webinars, or visiting pricing pages. The more a lead engages, the higher their score. Common scoring actions include: Successful lead scoring is not a one-time event but an ongoing process of optimization, constantly refining your scoring model to match the buyer’s journey. — David Raab, Founder of the CDP Institute. A static lead scoring system can quickly become outdated, leading to missed opportunities and wasted effort. Regularly review and update your lead scoring model. This ensures your scoring model accurately reflects changing customer behaviors and market conditions. Integrating Automation with Lead Scoring Marketing automation platforms like HubSpot, Marketo, and Pardot play a critical role in scaling your lead scoring system. These tools help you: According to Salesforce, 53% of top-performing companies use automation to manage MQLs effectively. But automation isn’t perfect on its own. It can miss: That’s why the best-performing teams blend automation with human intelligence: Use automation as your engine, but keep your sales and marketing team in the driver’s seat. Using Demographics and Firmographics to Validate MQLs Lead engagement is just one side of the equation. The other? Firmographic and demographic fit. Attributes like: …help determine whether a lead aligns with your Ideal Customer Profile (ICP). Think of it this way: When both align, you’ve likely found a true MQL. Use firmographics as a qualifying filter, and behavioral signals as your conversion trigger. Why Marketing Qualified Leads Matter in the Sales Funnel Marketing Qualified Leads (MQLs) play a pivotal role in pipeline growth. Since they’ve shown interest in your offering, they’re more likely to convert into Sales Qualified Leads (SQLs). But here’s the challenge: 79% of marketing leads never convert into sales, often due to poor lead nurturing.– (Forrester Research) By contrast: Companies that excel at nurturing generate 50% more sales-ready leads at 33% lower cost.– (Marketo) These results don’t happen by chance. They require tight alignment between sales and marketing. Here’s what that means: Bottom line: When MQLs are nurtured effectively and handed over at the right time, they become your highest-ROI leads. Strategies to Nurture Marketing Qualified Leads You’ve identified MQLs, now it’s time to nurture them and move them further down the funnel. Understanding the MQL to SQL conversion rate is crucial. When done effectively, 27% of MQLs typically convert into SQLs, underscoring the importance of proper lead qualification (HubSpot). Tailored Content Marketing Keep MQLs engaged in the buyer’s journey by providing them with personalized content. Tailored content such as case studies, how-to guides, and product comparisons helps MQLs progress through the funnel. However, most businesses fail to personalize their content. Sending generic messages often results in disengagement. In fact, 93% of B2B buyers want personalized content,

B2B Demand Generation Funnel: A Comprehensive Guide to Optimizing Your Marketing Funnel

Posted on September 18, 2024June 9, 2025 By Vikas Bhatt

Only B2B shifted to a demand generation funnel in the last few years. Our marketing team saw the increasing importance of driving more qualified inbound opportunities compared to the sheer volume of marketing qualified leads (MQLs). We figured out that inbound leads work best. They are more valuable. And contributed to a much higher percentage of our closed-won deals. This hinted us to rework our strategy. Moving away from relying on just MQLs and instead focusing on generating genuine demand. It helped Only B2B to scale more effectively, driving a higher volume of inbound leads and hitting revenue targets more efficiently. What is a demand generation funnel? The B2B demand generation funnel is the virtual representation of several stages of the customer’s journey. Demand generation funnel aims to create the demand for the product and services while building brand awareness. Monitoring demand generation metrics at each stage ensures your strategies are delivering measurable results. From building brand awareness to converting leads, each stage requires targeted strategies to drive engagement and eventually, purchase. Let’s take a closer look at each stage of the funnel: Awareness Stage At the awareness stage, prospects recognize a need or a problem but are unaware of the solutions available. This stage is about making them aware of your brand and the value you provide. This also means using the marketing campaigns, content pieces and the channels to educate and engage the audience, creating a positive brand association with potential customers. In essence, it’s about attracting attention, building awareness, and introducing prospects to your solutions. Interest Stage In the interest stage, prospects begin actively seeking information. At this point, buyers research possible solutions to their problem, read blog posts, download whitepapers, and engage with various types of content. Your primary goal here is to keep them engaged and nurture their interest in your product or service. You can also use lead scoring to identify high-value prospects and focus your efforts on them. Keep in mind the following: Consideration Stage At this stage, prospects are comparing your offerings with those of your competitors. They are aware of their options and are evaluating which solution best meets their needs. Your content should differentiate your product by emphasizing your unique selling points (USPs), benefits, and success stories. Providing case studies and product demonstrations is key to showcasing your solution’s value and moving leads to the next stage. Intent Stage Prospect is moving down the funnel. They demonstrate a clear interest in your solution. Yet they are not ready to buy. Sure, they are narrowing down their options. They might be reviewing final details, such as pricing and features. At this stage in the B2B marketing funnel, understanding their specific needs becomes critical. It is time to offer personalized attention, resolve any objections, and guide them toward a purchase decision. Here you’ll want to prioritize sales follow-ups and objection handling. This is where AI helps. How? AI-driven insights can help sales teams prioritize the leads closest to conversion. Decision Stage In the decision stage, prospects are ready to make a purchase. They’ve completed their evaluation and are now poised to become customers. Recognizing buyer intent at this stage can help your sales team take precise actions to close the deal. This make-or-break stage and demands swift action from your sales team to close the deal and ensure a smooth transition from prospect to customer. Done, no need to nurture. Common mistake. Closing the sale is not the end of the funnel. You need to follow up. Offer personalized customer success strategies to ensure long-term satisfaction and loyalty. Key Strategies for Each Stage of the Funnel Now that we’ve outlined the stages of the B2B demand generation funnel, let’s dive into the key strategies you can implement at each stage to optimize conversions. Awareness Stage As discussed, this stage is about building brand awareness and capturing the attention of potential leads who are unfamiliar with your brand. The idea here is not to sell but deliver the educational and valuable message to the prospect to build the relationship with the prospective leads. a. Content Marketing Content marketing educate your audience and provide them with valuable information about their pain points. Is content marketing just about blog posts? No, it shouldn’t be. It should also include infographics, videos, podcasts, and interactive content. By offering diverse formats, you can better engage wide types of audiences. Your content marketing should focus on: b. Social Media Another powerful tool to boost visibility. And when B2B – LinkedIn and Twitter are particularly effective. Is social media only for brand awareness? Absolutely no. Infact social media can also drive leads and nurture prospects through engagement. So, don’t overlook it. Use these channels to share your content, engage with your audience, and build relationships. c. Paid Advertising Use targeted paid advertising campaigns such as Google Ads or LinkedIn Ads to drive traffic to your website. These ads can reach new audiences who may not be familiar with your brand but are searching for relevant solutions. d. Public Relations PR and media coverage build credibility and expand your reach. Publishing press releases and earning mentions in reputable industry outlets helps raise brand awareness. Interest Stage Here the goal is to keep leads engaged by providing valuable information relevant to their needs. a. Lead Nurturing Lead nurturing at this stage is key. Use email drip campaigns and automated workflows to provide content tailored to their interests. b. Email Marketing Segment your email list to send targeted content like newsletters, webinars, or case studies that educate and engage prospects. c. Webinars and Events Host webinars or virtual events to directly engage with prospects and showcase your expertise on industry topics, building credibility and interest in your brand. d. Personalized Content Create personalized content based on the prospect’s behavior, such as customized reports, guides, E-books, or case studies tailored to their specific business challenges. Consideration Stage In this stage you’ll want to provide detailed information that helps prospects evaluate and understand the

Top 5 Benefits of Account-Based Marketing Lead Generation for IT Companies

Posted on June 26, 2024October 15, 2024 By Vikas Bhatt

Imagine if your sales team could focus exclusively on accounts that are ready to buy– eliminating wasting time and effort on qualifying prospects and instead nurturing leads that are more likely to convert. Sounds promising, doesn’t it? This is the promise of Account-Based Marketing (ABM). It’s a strategy that targets specific accounts with personalized campaigns. Today’s customers expect marketing efforts to address their specific needs and challenges. ABM allows companies to deliver highly personalized content and messaging to key decision-makers within target accounts, significantly enhancing engagement and conversion rates. Here’s why ABM is a game-changer for IT companies: Must Read: Target High Value Accounts with ABM Intent Data Benefits of Account Based Marketing Lead Generation Let’s delve in: Aligns of Sales and Marketing Efforts One of the biggest challenges of running an ABM campaign is aligning sales and marketing efforts. The journey from MQL to SQL appears to be often an uphill task. ABM bridges this gap by focusing both teams on the same high-value accounts. By focusing on the common targeted accounts, both departments can collaborate more effectively, share insights, and work towards common goals. The result? More unified and efficient approach to driving revenue. Enhances your ROI A third of B2B marketers who use ABM say that ROI increases by more than 50% after implementation. Often traditional lead generation methods involve casting a wide net, which can be resource-intensive and yield low conversion rates. In contrast ABM focuses on accounts that have the highest potential for revenue growth, leading to a better return on investment. This approach is particularly appealing in times of economic uncertainty when maximizing marketing spend is crucial. Next-Generation Marketing with ABM Moving beyond traditional account-focused approaches, ABM has become more nuanced, involving individualized engagement with stakeholders within target accounts. The shift recognizes that B2B purchasing decisions often involve multiple decision-makers with diverse needs and preferences. This hints B2B IT companies to personalize their engagement strategies even further, catering to the specific needs and preferences of decision-makers and influencers. Additionally, leveraging advanced technologies like AI and predictive analytics further refines targeting accuracy and personalization. Shorten B2B Buying Cycle: B2B transactions often involve substantial investments, making buyers more cautious and the sales process more complex and lengthier. Who wouldn’t want to shorten their buying cycle? Shorter the sales cycle, the faster you close deals. However, shortening the sales cycle is a significant challenge for any IT company. By aligning marketing and sales efforts, ABM helps streamline the buying process, reducing the time it takes to convert leads into customers. Furthermore, ABM’s personalized and targeted approach is particularly effective in shortening sales cycles. Customer Retention and Expansion ABM is not just about acquiring new customers; it also plays a crucial role in retaining and expanding existing accounts. By continuously engaging key accounts with relevant content and solutions, companies can foster loyalty and identify opportunities for upselling and cross-selling. Overcoming Challenges in ABM What are the most challenging aspects of ABM implementation? First: Creating target accounts. Since this challenge sits at the start of the ABM journey, it makes sense to address it first. The next step is to filter out unwanted behavioral signals and focus on relevant data– suggesting you have the opportunity to close the deal. Use three sources: ready-made targeted accounts within the ABM platform, organizational history, and keywords used by buyers. This is a two-step process that identifies accounts with a high likelihood of purchase. Second challenge: Prioritizing the accounts in the target list. This is where refinement comes into play. By looking deeply into intent data signals, you can identify those with the best chances of conversion. While manual lead scoring can be impractical and time-consuming due to the long lists involved. Instead, use platforms that employ algorithms to examine data and score for lead propensity. This dynamic scoring process continually benchmarks against historical behaviors and updates in real-time, providing actionable insights to guide your ABM campaigns effectively. Implementing a Successful ABM Strategy How do you get started? Start by identifying and researching target accounts, gathering insights on their specific needs and decision-makers. This involves identifying the characteristics and criteria that make a company an ideal fit for your products or services. Create custom content and multi-channel campaigns tailored to these accounts, ensuring your message is consistent across all touchpoints. Consider leveraging ABM content syndication to ensure your content reaches the key decision-makers within your target accounts. Once you know the ins and outs of your ICP, the next step is to identify high-value target accounts that meet these criteria. For this, leverage data analytics and market intelligence, along with staying updated on ABM trends, to prioritize accounts with the highest potential for success. Now, let’s set the strategy. Practical steps for implementing ABM include: However, ABM succeeds only when your sales and marketing teams align. To streamline and optimize targeting, engagement, and conversion of high-value accounts, consider platforms like Demandbase, Salesforce, HubSpot, Marketo, and ZoomInfo. Must Read: Account Based Marketing vs. Demand Generation Best Practices for ABM Success Define Ideal Customer Profiles (ICPs). After identifying the ICP prioritize data with intent by focusing on buying signals and tracking behaviors like keyword searches and competitor site visits. To identify key accounts, gauge revenue potential and ensure alignment with intent signals. Empower organizations to streamline operations, enhance engagement, and achieve targeted results in their ABM campaigns Personalize Your Marketing Messages Intent data reveals target account interests and challenges, enabling tailored marketing messages. How to Align Marketing and Sales with Intent Data? Engage Prospects with a Multichannel Approach Managing more channels helps achieve marketing goals. Intent data informs a multichannel strategy, revealing preferred channels and optimal engagement times. How Intent Data Can Boost Your Multichannel Engagement Leveraging Technology in ABM The rise of sophisticated marketing technologies has made implementing ABM more feasible and effective. AI-driven tools, data analytics, and marketing automation platforms enable companies to identify, target, and engage high-value accounts with precision and scalability. Before investing in technology, conduct a thorough assessment of

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