Why Intent Is The Best Strategy For Account Based Marketing – A Comprehensive Guide

In today’s world of digital marketing, businesses are increasingly looking for ways to reach their target audience in the most effective way possible. Account based marketing (ABM) is one of the most effective methods of doing this, as it enables businesses to target individual customers or specific accounts with tailored content. However, to truly maximize the effectiveness of ABM, it is essential to understand why intent is the best strategy for account based marketing. This comprehensive guide will explain why intent is the best approach, and how it can be used to successfully implement an ABM strategy. It will provide an overview of the key principles of intent-based marketing and the necessary steps to create a successful ABM strategy. By understanding why intent is the best strategy for account based marketing, businesses can ensure they are targeting the right customers and optimizing their ABM efforts.

Overview of Account Based Marketing (ABM)

Account based marketing (ABM) is a marketing strategy that focuses on targeting specific accounts or customers. In contrast to more general marketing efforts that target broad groups of people, ABM campaigns are designed to appeal to specific accounts in order to attract them to a business’ product or service. ABM tactics can include personalized content, lead enrichment, and technology tools to track and target specific accounts. Data, such as industry and job titles, company size, and account location, is used to identify which accounts or customers make up the best fit for a business. Once these accounts have been identified, ABM campaigns are used to attract them to a business’ product or service. ABM is not a new concept. It has been used for decades, including in B2B marketing practices as far back as the 1950s. However, with the rise of digital marketing in recent years, ABM has become increasingly popular. Today, many companies use digital tools to run ABM campaigns, including CRM systems, marketing automation systems, and marketing platforms. These tools make it easier to track and target specific accounts, which in turn can help increase the effectiveness of ABM campaigns.

What is Intent-Based Marketing?

Intent-based marketing (IBM) is a type of account based marketing that is focused on understanding the desires of customers. In other words, IBM is an approach to ABM that emphasizes the intent of customers. IBM focuses on the present desires of customers, while account based marketing typically focuses on account history and demographics. IBM accounts for the desires of customers at all stages of the buyer journey. When applied to ABM, IBM takes account-based marketing one step further by considering the desires and needs of customers. IBM is primarily based on the insights provided by data-driven marketing campaigns, including accounts and customer behaviour, website analytics, and search engine data. By understanding the needs, desires, and aspirations of accounts, IBM enables marketers to optimize their ABM strategy and target customers with the best fit for a business’ product or service.

Benefits of Intent-Based ABM

By taking an IBM approach to ABM, marketers have the opportunity to better understand their customers and the needs of their account base. IBM makes it possible to identify accounts that have the highest likelihood of purchasing a product or service. This insight can be used to tailor marketing campaigns to the needs of an account or customer, and ensure that they are receiving the best possible experience from a business. By understanding the desires of accounts, and what they need, businesses can create more personalized experiences for their customers and account base. This can make it easier for accounts to purchase a product, or acquire the service offered by a business. In addition, by taking an IBM approach to ABM, businesses can use this information to improve their marketing strategy. This can make it easier to determine which accounts are the best fit for a business’ product or service, which can make it easier to tailor marketing campaigns for these accounts.

Creating an Intent-Based ABM Strategy

When creating an intent-based ABM strategy, marketers first need to select a key campaign objective. The campaign objective will determine which types of accounts should be targeted and how they should be engaged. Once the campaign objective has been selected, marketers should consider the buyer journey of their target accounts, including the touchpoints and influencers that affect purchasing decisions. By understanding the journey that an account goes through before making a purchase, marketers can better tailor marketing efforts. This can be done by identifying the needs of accounts at different stages of the journey and creating content that meets those needs. For example, accounts may need research-based content at the top of the funnel, and customer-based content at the bottom of the funnel.

Steps to Implement an Intent-Based ABM Strategy

Once an intent-based ABM strategy has been created, it is time to begin implementing it. The first step is to identify the accounts that will be targeted through the ABM campaign. This can be done by reviewing account data and choosing the accounts that have the highest likelihood of purchasing a product or service. Next, the appropriate accounts should be prioritized and selected. This can be done by considering the value of these accounts and the likelihood of them purchasing a product or service. The selected accounts should be profiled based on their demographics, job titles, and company size, among other information. Once the accounts have been profiled and prioritized, the next step is to create personas that represent these accounts. Personas are fictional characters that represent a segment of customers or accounts. By creating personas, businesses can better understand the needs of their accounts.

Examples of Intent-Based ABM Strategies

There are many ways to implement an intent-based ABM strategy. The following examples illustrate some common ways that IBM can be used to create ABM campaigns. – Segmenting accounts for targeted campaigns – Segmenting accounts and targeting them based on their buying behaviour and needs can help businesses optimize their ABM strategy. This can be done by creating personas for each account and selecting the best segment for each account. – Creating lead enrichment campaigns – Lead enrichment campaigns make it easier to understand the needs of accounts by asking them questions about their job, industry, and challenges. Businesses can use these campaigns to get to know their accounts better and learn more about their needs. – Creating product or service recommendations – Recommendations are another way to take advantage of IBM and use it to create an ABM campaign. By analysing the needs of accounts, businesses can make product or service recommendations to meet these needs. This can help improve the purchasing experience for accounts and make it easier for them to solve their challenges.

Measurement and Optimization of Intent-Based ABM

One of the most important aspects of implementing an intent-based ABM strategy is staying objective and monitoring the success of the campaign. This can be done by measuring the success of each account or customer, and using this data to improve the effectiveness of the campaign. One way to measure the success of an account is to track the number of people who are engaged with the account, and the overall performance of the account. By measuring engagement and account performance, businesses can determine which accounts are performing well and which need improvement. By monitoring account engagement and performance, businesses can use this data to improve the success of their ABM campaign. Once account performance data has been collected, it can be used to make adjustments to the campaign strategy.


Account based marketing is an increasingly popular strategy for businesses looking to reach their target audience. However, to truly maximize the effectiveness of this strategy, it is essential to understand why intent is the best strategy for account based marketing. By taking an IBM approach to account-based marketing, businesses can better understand their customers and create more personalized experiences. By understanding why intent is the best strategy for account based marketing, businesses can ensure they are targeting the right customers and optimizing their ABM efforts.

Joe Allen

Joe has vast experience and knowledge accumulated and honed as a New Business Development Manager and Relationship Manager. Presently the Director at Belu Media.

Responsible for generating new business clients, looking after existing clients, sourcing new ventures and managing the company.

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