How Does Intent Data and ABM Work Together?
We all know ABM is one of the hottest things to come along in marketing over the last decade – everyone is talking about it, and everyone is doing it. But one of the new, hot things to come along in recent years is intent data. You could argue that intent data has been around for a while (just like you can argue that ABM has been around for a while), but now it’s becoming a standard part of the marketer’s tool chest (again, just like ABM) However, it’s not clear to everyone how you can use ABM and intent data together. That’s why I sat down with Craig Rosenberg, Chief Analyst at TOPO. He explains that when you select the right accounts, layer on intent data, then turn those insights into action, that’s where the money is. My conversations with Craig are always both lively and insightful, and this one is no different. Enjoy! If you missed Engagio's recent news announcing our partnership with Bombora, you can read about it here https://www.engagio.com/news/press-releases/engagio-and-bombora-partner-to-operationalize-intent-data/