Head First Into the World of Account-Based Marketing Data
- Scott Stedman
- Nov 16, 2024
- 3 min read
Updated: Jan 22
In this jaunt through the ABM ecosystem, we’ll uncover the secret sauce to success: data, glorious data. I’ll break its B2B use cases down bit by bit—nothing too brain-sizzling, I promise. After all, whether you’re using an ABM agency, managed service or your own in-house team, it’s crucial to get the data right. No half measures.
Firmographic Data: A Company’s Calling Card
Imagine firmographics as the curriculum vitae of a company—details like size, revenue, and headquarters. A great start for many B2B marketers when identifying their Ideal Customer Profile (ICP)—and, more succinctly, who’s worth their time.
Why It Matters
Helps you sort the wheat from the chaff when it comes to target accounts.
Ensures your pitch lands with precision.
Top Vendors
Technographic Data: Finding a Signal in Their Tech
This bit is like peeking into a company’s gadget cupboard. Simply put, what software are they using? What does their tech stack look like? For many companies, this is a seriously powerful signal to follow.
Why It Matters
Helps position your offering as the cure to their technical tribulations.
Opens doors to companies crying out for an upgrade.
Top Vendors
Intent Data: Catching a Wink and a Nod
Bombora pioneered intent data. They figured that you could use an aggregate look at online B2B content being consumed and the digital behavior of employees at an account level to reveal when a company is showing increased interest in something you might sell. Nifty.
Why It matters
Pinpoints accounts ready to go!
Ensures you show up just as they’re setting the table.
Top Vendors
Contact Data: Get Chummy with Your Buying Committee
This one’s self-explanatory, my friend. You want the names, emails, and even numbers of the movers and shakers.
Why It Matters
Empowers sales when aligned with marketing’s target accounts.
Allows you to create engagement across multiple channels.
Top Vendors
Account-Based Programmatic Advertising Data: When Scale Meets Precision
This is the nuts and bolts behind getting your ads in front of the right eyes. Whether it’s through an ABM platform like 6sense and Demandbase, or a more agile managed service like The Imaginarium’s uABM—you want to use IP addresses, hashed emails, and other techie tidbits to limit your omnichannel media spend to the exact accounts you want to reach.
Why It Matters
It’s simply the most efficient way to get your message in front of the buying committee of your choice.
By running an omnichannel approach with the precision of ABM, you increase the effectiveness of all your marketing.
Top Vendors
Measurement Data: Proving Your Mettle
Finally, you’ll need to show the powers-that-be that your efforts were worth it. Account-Based measurement unifies marketing’s efforts with sales by showing, at an account level, the exact job your marketing performed and what accounts were responsive.
Why It Matters
Ties marketing to revenue with a bow.
Allows ongoing optimization and refinement to drive performance.
Top Vendors
Parting Thoughts
So there you have it! ABM data, dear confidants, is the secret handshake that unlocks B2B success. Get yourself the right tools and you’ll have those accounts eating out of your hand in no time.
