Why We're Doing ABM Completely Backward—And How to Fix It

Account-based marketing ( ABM) was created to break through the noise, but traditional ABM strategies that focus on firmographics do not understand customer needs. To better serve our buyers, it's time to switch to Buyer-Led ABM, where intent data helps prioritize target customers based on their level of interest in our solutions. This data can be integrated into our marketing stack to serve personalized messaging in real-time.

With Buyer-Led ABM, we can customize our messaging and outreach to align with the topics of greatest interest to our buyers. We can also gain competitive intelligence on where we need to boost awareness and differentiation. Our buyers will feel like we showed up in just the right place at just the right time.

Almost half of B2B buyers arrive at a solution by doing their own independent research online. Established intent data providers can provide us with a simplified report ranking our target accounts based on the level of active interest they're currently showing in our solution or related topics. With this data, we can offer a tailored approach that understands our customers' needs.