How to start ABM: Starting small versus an all-in-one approach - The Intent Data Podcast
Intent has to be one of my favorite topics to discuss in relation to marketing, demand gen, ABM and campaigns. Basically, all things marketing.
It is the glue that can connect teams, the data that can intelligently fuel campaigns, and an integral part of many programs I have run.
If you are not familiar with intent, it is essentially a suite of signals that identify when target accounts are likely in market based surges in web activity. You generally subscribe to a suite of topics related to your business, then the intent provider uses natural language processing to determine when your top accounts are consuming content. Those become signals you can activate for timing and narrative for prospecting, digital campaigns, etc.
I sat down with Mike Burton, Co-Founder of Bombora and current VP of Data Sales to chat about all things intent, how to get started with ABM, and a bit about all-in-one platforms vs. individual vendors. You can listen anywhere podcasts are streamed - links below.
