A successful ABM strategy hinges on timing. But how do you know when the moment’s right? That’s where intent signals come in.
Intent signals are behavioral signals that tell you when a company is actively researching or showing interest in a specific product, service, or solution. It’s like spotting someone in the market for a new car—before they walk into the dealership.
These signals can include behaviors like website visits, content downloads, ad clicks, or even specific search activity. In short, intent signals tell you who’s looking—and what they’re looking for.
Why Do Intent Signals Matter?
In ABM, you’re not marketing to the masses. You’re focused on high-value accounts that truly matter to your business. The challenge is knowing when those accounts are ready to engage. Without intent data, you’re basically throwing darts in the dark.
When used correctly, intent signals give you a competitive edge. They help you:
- Prioritize accounts that are already in-market
- Personalize your outreach based on real-time interests
- Shorten the sales cycle by reaching out when buyers are actively researching
- Align marketing and sales teams with actionable insights
Here’s how you can start turning those signals into real pipeline…
How to Use Intent Signals to Improve Your ABM Strategy
- Layer intent data into your account selection: Go beyond your ideal customer profile. Use intent signals to identify which accounts are actually showing interest right now.
- Build hyper-personalized campaigns: When you know what your target accounts are researching, you can show them relevant content, messaging, and offers that match their current needs.
- Alert your sales team in real-time: Give your sales teams the information they need, when they need it. If an account is showing high intent, your sales team can step in with a timely, personalized conversation.
- Measure and optimize: Track how intent-driven campaigns perform. You’ll likely see higher engagement rates, better lead quality, and a smoother buyer journey.
The Takeaway for Your ABM Strategy
Intent signals aren’t just a nice-to-have—they’re the missing piece that makes your ABM strategy smarter, faster, and more effective. When you know who’s ready to buy, you can stop wasting time and start building real connections.
Stop Guessing, Start Acting.
If you’re serious about leveling up your ABM strategy, stop guessing and start acting on real buyer intent.
