~2 min
There's a lot of discussion about what intent data is and why it is important but not much practical insight into how to read it and apply it in your day-to-day work. This is why N.Rich jointly with Driving Demand decided to explore the topic and collect the insights from the industry colleagues.
The Study covers the following:
▪︎ Top intent data use cases
▪︎ Efficiency metrics to understand the impact of intent data
▪︎ Insights into the buying process of intent data tools
▪︎ Concerns regarding the use of intent data
Some of the key findings include:
1. Intent data is on the rise.
59.6% of respondents are using intent data already and planning to expand further.
2. Marketers are the main users and budget holders for the intent data tech stack.
93% of respondents say Marketing is one of the users of intent data in their organization.
3. Lead and account prioritization is the main use case for intent data.
69% of respondents are using or planning to use intent data for this use case specifically.
4. Main metrics to quantify the business impact of intent data are Conversion rate, Influenced pipeline / opportunities and ROI / ROAS.
5. Main concerns regarding intent data include its sometimes low quality, excessive cost, and the ROI / ROAS.
“As an intent data provider, we strive to educate and help our customers to get the most value out of it. We also aim to make third party intent data easily and inexpensively available for anybody. In the end, intent data is bound to have a crucial role in helping companies prioritise and personalise their GTM and make the buyer journey more engaging.
It’s not a quick fix or a silver bullet, though, which is why I encourage approaching intent data as a long-term strategic process rather than a short-term tactical project. Hopefully this Study will provide you with more practical insights into the world of intent data.”
- Markus Ståhlberg CEO and Co-founder, N.Rich & IntentHub
On September 28, 2023 N.Rich x Driving Demand also hosted an online presentation of the results of our Study. Yulia Olennikova, Head of Marketing at N.Rich & IntentHub, and Adam Holmgren, Global Demand Generation Strategy Lead at GetAccept & Founder at Driving Demand, discussed how to use and NOT to use intent data in 2023 / 2024.
See the full video here:
Learn more about the Study and get a copy here.
1:1 ABM Campaign Budget Allocation
Calculator
Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.
This calculator provides a flexible framework to align resources effectively with campaign goals.
Account Level
ACV Range
Budget Allocation% of ACV
Level 1
Growth Account
$50,000 - $150,000
Budget Allocation% of ACV 1%
Level 2
Strategic Account
$150,000 - $300,000
Budget Allocation% of ACV 3%
Level 3
Star Account
$300,000+
Budget Allocation% of ACV 5%
Indicate your ACV and calculated budget
Calculated Budget
$0
Budget Breakdown
Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.
This template allows for flexibility based on specific campaign goals and account requirements.
Account Level
Budget Allocation$
Ad Spend
Direct Mail
Exclusive Events
Microsite Development
Content Creation
Creative Design
Social Media Outreach
Email Marketing
OOH Advertising
Sales Enablement
Account Workshops
Miscellaneous
Total
$0
Account Qualification Assessment
Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.
Question
Answers
Is the account’s ACV high enough to justify the investment?
Have they interacted with our website or ads?
Are decision-makers engaging with our LinkedIn content?
Are there active conversations or open opportunities with this account?
Does this account align with our growth objectives?
Is this account a marquee name that enhances brand reputation?
Will they help us break into a new market or open doors to additional accounts?
Results
Unqualified Account
An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.
Results
Qualified Account
A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.
Results
Super-Qualified Account
A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.
