Quadrant Knowledge Solutions’ market insights research on ABM platforms provides a detailed insights to users about the significant role of Intent data in enhancing the account-based journey that helps organizations generate collaborative campaigns to provide a personalized buying experience.
ABM platform vendors focus on augmenting augmenting Intent data capabilities to drive decisions, efficiently personalize communications, ads, and campaigns across channels and accelerate customer conversion. Organizations can capture intent data in order to better understand the needs and preferences of their target audience and tailor their marketing efforts accordingly.
The growing adoption of Intent data in ABM platforms broadens the landscape for vendors to diversify their technology capabilities to meet dynamic user demands. Vendors are increasingly offering strong Intent data capabilities to optimize the ABM processes across sales, marketing, and customer success. ABM platforms leverages Intent data to helps organizations create highly personalized campaigns and enhance the ABM journey by allowing sales and marketing teams to understand which target accounts are actively in-market for your solutions leading to better customer acquisition, retention, and growth initiatives.
According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Organizations are increasingly leveraging Intent data to prioritize account engagement and allocate resources on the best-fit accounts, based on the levels of intent interest being displayed – and engaging with customers in the right time at the right place. By using Intent data organizations can optimize content strategy to create highly engaging marketing campaigns.Organizations continue to make huge investments into advanced technologies that can help them analyze buyer intent based on keywords for retaining and expanding their existing client relationships. Thus, Intent data will continue to enhance the ABM journey and power marketers and sales teams to meticulously determine future steps.”
Author: Megha Rungta, Analyst at Quadrant Knowledge Solutions.