ABM adoption is still in a nascent stage is expected to increase in the coming years. It is delivering twice the ROI than traditional marketing for almost 50% of B2B companies.

Also read: The Increasing Marketers Role in Buyer Enablement

The real task is scaling ABM and going beyond the primary challenges of personalization and budget allocation. Half of the account-based marketing programs are a couple of months old, while only 17% of them are in place for three or more years, as per an ITSMA report. Predictive insights and third-party intent data have been paving the way for ABM for a while. Several B2B marketers have been turning to third-party intent data as ABM requires intelligence at both the account and individual levels. The third-party intent insights enable marketers to understand the real behavior and requirement of in-market target accounts. 

Using the intent data for creating ABM strategies will result in better targeting, better content, and higher conversion rates. Intent purchase data needs to be predictive and offer critical information in real-time. With the help of predictive insights and intent data, they can get real-time intelligence of the accounts that are most likely to convert. This streamlines account prioritization and optimizes budget allocation.

Intent signal scoring is also equally crucial with real-time intelligence. Predictive analytics helps marketers project the appropriate time for sales outreach as contacts and accounts move along the buyer’s journey. Without the help of predictive intent insights, competitors could reach target accounts first, and marketers may end up losing potential customers. Lastly, personalization is a challenge for ABM practitioners, mainly as it is often reacting to account intelligence. Predictive analytics takes marketers one step ahead of buyer behavior, giving them opportunities to personalize content without wasting marketing resources.

Also read: Marketers Need to Focus on Micro-campaigns to Maximize Marketing ROI in 2020

Most of the B2B marketers struggle while bringing AI to the ABM program. By investing in intent data sets built on predictive analytics and ML, marketers can garner high-quality data without understanding the underlying technologies. They need to choose an intent data provider that goes the extra mile to predict purchase intent.