Do you use intent data in your ABM model?

I'd love to, but we have yet to find an intent vendor that has data rich enough for our specific segment that would indicate readiness to buy. For other companies, I've seen this to be really effective, especially when 10s or 100s of people might start researching something the moment a problem is faced. In my current role, our ABM approach is primarily successful in an outbound manner, and there's not a strong enough inbound signal to leverage to guide our efforts. 

I have used intent data to varying degrees of success as part of the ABM program. The key thing to remember is that intent is a misleading word. It does not mean BANT qualified. You have to nurture them like any other lead. My experience has been mixed when we have tried to use intent data to drive conversions. However, it is a good temperature check mechanism for the overall account and helps to keep prospects engaged and shorten sales cycle over a period of time.

Yes. Intent data plays an important role in three areas:

1. Developing your ICP

2. Building a target account list

3. Feeding insights into the funnel to trigger marketing or sales activities

If you're going to use intent, think about what else you can use those intent signals for besides at the point of acquisition. A lot of intent vendors want to sell you leads with intent, ask if you can get just the intent and then think about where that intent can drive marketing or sales activity.

We do! We use 6Sense, which includes an integration to Bombora, and have identified key keywords and topics that are relevant for our business. We track intent data through these topics and keywords and include them in our account segments. Someone showing no intent data and no marketing activity is in our top stage, whereas someone showing a small amount of intent or marketing activity would move down one stage farther,

Currently, I do not use intent data. However, there are solutions such as Clearbit, 6sense, and Demandbase, among others, that are typically recommended for this application. The goal is to create personalized and tailored messages for your target account list. This enriched approach can be highly effective if you identify the right sources for your business. The objective is to combine this data with other signals to enhance your outreach.