Bridging the Gap Between Lead Gen and ABM with Intent Data

Aberdeen HCM Essentials

You’re looking for any way to improve your lead gen capabilities while sales is trying to win accounts. Salespeople talk about accounts, they talk about customers… they don’t talk about leads. It’s the strategy that can replace lead generation and get your team on the same page as sales. With the right approach and the right data , your lead gen engine can play an important role in ABM. The Role of Lead Gen in ABM.

5 ABM Benefits of Synchronizing Programmatic with Lead Gen Campaigns


Siloed channels – especially programmatic and lead gen campaigns – create roadblocks that drain resources, decrease conversion rates and deplete ABM program impact. And if you’re only running lead gen campaigns, you’re probably not surrounding the entire buying committee. For ABM programs to achieve maximal impact, B2B marketers must effectively orchestrate all engagement efforts, and that requires synchronizing account-based programmatic with lead generation channels.

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The Difference Between B2B Demand Gen & B2B Lead Gen (Don’t Put the Cart Before the Horse)

Directive Agency

B2B marketers frequently use the terms “demand generation” and “lead generation” interchangeably. Demand Generation Versus Lead Generation. A demand gen campaign will market sharable content, often without requiring the reader to complete a call to action (CTA). Thus, a demand gen campaign prioritizes reach. It is less focused on gathering immediate leads and/or contact information. Demand Gen 2: Consider Un-Gating Your Content.

Buyer Intent May Be There, But is it the Right Fit?

Aberdeen HCM Essentials

Confirming buyer intent matters. Even if the lead you’re handing to Sales has high intent to purchase, they won’t be a viable lead if you don’t serve their industry or can’t meet their needs. However, if Marketing can ascertain the prospect has intent to purchase and expressed that their needs and goals fit what your organization provides, you have a qualified lead to give to Sales. Buyer Intent Data Must be a Good Fit.

PowerViews with Brian Carroll: The State of B2B Lead Gen & 2012 Recommendations


Brian is Executive Director of Revenue Optimization at MECLABS where he leads business units that include Applied Research, Strategy Group, Conversion Group, Leads Group, Agency Group, Technology Group and Training Group. Brian is also CEO of InTouch and author of Lead Generation for the Complex Sale. Some Progress On Alignment & Lead Definition—But More Work Is Needed. ” BANT and the Value of Warm Leads. My guest today is Brian Carroll.

Do You Want Intent Data with That?

The Point

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? and this particular marketing exec was quick to reject the idea of anything that didn’t incorporate an element of intent data. Do You Want Intent Data with That? The post Do You Want Intent Data with That?

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Part 1: Why Intent Data Is Worth your Time


Before we get started, we thought we’d first discuss what intent data is. Intent data is used to alert the sales and marketing teams when target accounts are in buying mode. When intent data is used correctly, it can dramatically boost conversions and sales. Examples of intent data include downloads of case studies, website visits, product reviews, or the amount of time spent on web pages specifically related to the industry. Why intent? So why intent data?

Drive More Revenue With AdWords: Everything B2B Marketers Need To Know


(Finally, a past-due update for our AdWords For Lead Gen guide -- everything you need to know about AdWords to successfully generate leads AND drive more revenue.). In the State of Pipeline Marketing Report , paid search was the leading paid channel, when respondents were asked what channel had the greatest impact on revenue. Pipeline marketing is about more than leads - it's about measuring marketing and making decisions based on revenue.

Why Is B2B Lead Generation Software Important?


These guys are really rockstars - they have an 80% closing rate, and even if we were to pay for lead generator software , I don’t think we’d be able to improve our sales process that much. Consider this: A study by Salesforce shows that the average sales rep spends 21% of their time doing lead research. Let’s say you start using a B2B lead generation software , and this helps your sales reps get through their research in half the time. What Does A “Qualified Lead” Mean?

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. I’m going to share 10 levers you can use to improve your lead conversion right now: 1. The more you can humanize your lead follow-up the better. Create content geared toward lead progression, not lead capture.

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Three Lead Generation Stages You Need to Nurture. During this stage, you’ll share content to help progress them from interest towards purchase intent. Don’t rely on just one primary lead source.

The Next Stage of Account-Based Marketing is Predictive

Aberdeen HCM Essentials

That’s where predictive insights and intent data come into play. The whole purpose of account-based marketing is to shift from high-volume lead gen programs to strategies that are designed to address the needs of individual target accounts. That’s why so many B2B marketers have been turning to third-party intent data. With third-party purchase intent insights, you can understand the true behaviors and needs of in-market target accounts.

“Ask an ABM Expert” Season 1 Highlights


Why shift from a leads-based model to ABM? For the inaugural episode of “Ask an ABM Expert,” our host, Andrew Mahr, highlights why marketers should drop the old, outdated lead gen model and instead invest in ABM. A sales and marketing thought leader, Bob explains why the combination of web personalization with advertising, purchase intent data, and predictive analytics is so powerful for driving a successful ABM program.

4 Ways that Marketers Frustrate Sales and How to Adapt

Aberdeen HCM Essentials

How can poor results be marketing’s fault if you hit all your lead gen goals? How could sales have fallen short when they were working off of your qualified leads? Qualifying Leads that Aren’t Ready to Buy. The biggest miscommunication between sales and marketing happens when you hand off qualified leads. For sales, that means that the lead is ready to make a purchase decision and they have a chance to close the deal.

Intent Data: A Common Language for Sales and Marketing Teams

Aberdeen HCM Essentials

And intent data is the common language that can bring sales and marketing together. And while you’re trying to enable their efforts, marketers are more often measured on lead quantity, engagement, and long-term brand awareness. High-quality intent data can be that shared language for your ABM practice. Making Intent Data the Bridge Between Sales and Marketing. Purchase intent data gives you the perfect foundation to bring sales and marketing teams together.

How Salesforce Opportunities Fall Through the Cracks (and How to Save Them)

Aberdeen HCM Essentials

Here are a few Salesforce mistakes that could cause you to lose opportunities (and how to fix them with intent data ). Mistake #1: Assuming Every Lead Is Ready to Convert. You have a lead nurturing process for a reason. Bringing new leads into the top of the funnel doesn’t mean that they’re ready to have a sales call or convert. However, in the name of speed, many teams go for the hard sell right when a lead is added to their CRM.

Where is Martech Headed? 3 Trends Explained


At Triblio, we’ve been following three martech trends: the transition from leads to accounts, the transition from single to multi-channel campaigns, and the transition from reactive to prescriptive marketing. Leads vs Accounts. This may seem like old news, but many organizations still run on well-established lead gen machines. However, leads can only get you so far. With a more focused strategy, demand gen marketers save on wasted campaign spend.

Why Search Results Don’t Always Mean Business Results


The search terms customers use to find your site, the landing pages through which they enter your site, and the devices they use to access your information—whether desktop, tablet, or mobile—work together to uncover key drivers of consumer intent. Getting potential customers to return to your site and to your content again and again often reflects purchase intent. Sure, you may be a lead gen type and want to collect more email addresses or a non-profit and want more donors.

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Lead Nurturing: 5 Useful Tactics to Get More Opportunities

B2B Lead Blog

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this post, I’m going to share how to apply lead nurturing to help advance leads through three stages of your demand generation funnel to get more sales qualified opportunities. During this stage, you’ll share content to help progress them from interest towards purchase intent. You begin nurturing leads from the moment you say hello.

You need more than just traditional agency services

Modern B2B

As part of our discussions with our clients and prospects, their challenges aren’t necessarily ‘how can I generate more leads’, the challenges are typically deeper than that. Converting leads at the appropriate time in their journey. For so long leads have been the priority, but we all know it’s easy to get leads if you pay for them. Volume and quality of leads. Whoever has enough leads!? And yes, we still do services and lead gen campaigns.

The 3 Massive Marketing Hang-ups Account-Based Marketing Can Solve


Historically, lead generation has been the engine that drives B2B profits. But in either case, traditional lead generation has also been plagued by a small handful of recurring problems — most revolving around lead quantity, lead quality, or return on investment (ROI). That’s because lead gen is all about the funnel: pour a high volume of leads in, and try to keep as few as possible from slipping out before the opportunity stage.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

The Empathy Marketing Blog

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this post, I’m going to share how to apply lead nurturing to help advance leads through three stages of your demand generation funnel to get more sales qualified opportunities. Three Lead Generation Stages You Need to Nurture Top of the Funnel (TOFU): People at this stage are searching for ideas, tips, and resources to help them answer questions and get ideas for problems they’re facing.

ABM Myth-Buster #1: There IS NO Target Account List

Aberdeen HCM Essentials

The Total Active Market is based on a number of data points, derived from: Intent-based behavioral data. Any third-party lead gen programs and data you may be getting on a regular basis. And that, my friends, is the point: external behavioral buyer intent data, combined with your first-party data, will outperform a Target Account List any day of the week. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more.

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Audiences that SaaS Companies Need to Build Now

Directive Agency

Audiences vary for numerous reasons, including: Intent. Key point: The intent of this SERP is educational, but was the impression as an ad worth it? Create your TAM in LinkedIn by setting an audience that targets specific businesses and job titles, effectively targeting your potential lead, and build ads off that audience. Similar to the converters, you want to build remarketing audiences with the highest intent to convert when offered another ad. Lead nurturing.

The Sneaky Tactic Ecommerce Brands Use to Attract More Customers


Social media users have low purchase intent. To increase conversions, you’ve got to push for the sale while purchase desire is high. Below is the actual sequence used for Ant-Man and the Wasp in Singapore: Allowing users to purchase tickets directly within the social network they were actively engaged with is a sure fire way to increase your sales and conversions. For those that purchase, you could then upsell those people on a $150 pair of noise-canceling headphones.

Best Social Media Stats and Market Research of 2010 (So Far)

Webbiquity SMM

In a study asking consumers to rate the most influential sources of information for their purchase decisions, 59% said “personal advice from friends or family members,&# followed by 39% search engines, 36% articles in newspapers or magazines, online articles 28%, email 20% and social media 19%. adults say they give advice about purchases on social networking sites, only 17% say they seek out such advice when making buying decisions. an intent to purchase.&#.