Intent Data
Account Based Marketing

3 Ways to Drive Revenue Using Intent Data for Personalized Messaging

We often think that the only ROI metric that matters for revenue is deals won, but what about all the costs that go into securing those wins?

Every call to an uninterested prospect, every outreach that lacks relevance, and every message that fails to connect is a real cost on your business – both from an efficiency and a profitability standpoint.

The obvious solution is to spend less time and energy chasing the wrong accounts. But how do you find the right accounts? How do you find those that are genuinely interested in your products or services to drive long-term revenue growth?

Intent data.

15% of target buyers are in-market for what you sell at any given time

Intent data helps you find those buyers who are in-market. By collecting the digital breadcrumbs left behind as they’re actively researching online, Intent data shows you what prospects are in the market for, so you can prioritize your leads, waste less time, and close more deals with the same sales effort. 

Intent data also helps B2B sales and marketing teams determine how to prioritize your target accounts by the topics they’re most interested in. When you know what they’re interested in, you can tailor your messaging to those topics. This will help you not only optimize lead generation and sales prioritization but also, content creation – leading to increased revenue and customer loyalty.

Personalization is critical to cut through the noise

Personalizing outreach, ads, emails, content, and campaigns to a select group of high-value accounts can radically help your B2B sales team close more deals. And it’s important because the average American sees 10,000 brand messages a day. Buyers are completely inundated with ads, emails, and phone calls – most of which they couldn’t care less about. 

To break through all that noise, you need to ensure that your efforts truly deliver value. 

Think about sustainable marketing. This concept is all about conservation. The goal is to do less but perform better. When you know which topics are top-of-mind for your target accounts, you can have more selective and more effective conversations and share more effective content aligned to their interests.

3 Places Intent Data Can Help You Drive Revenue More Effectively

1. Ads

account-based advertising orchestration stage with different ads

Many of the ads we see are irrelevant and get put in front of us at the wrong time. In fact, 82% of Americans consider online ads to be disruptive. 

If digital advertisers are using targeting filters, why does this happen?

The issue is that targeting just puts ads in front of people who we think should be interested. Intent data, on the other hand, helps us find the people who actually are. 

It’s no longer about the “spray-and-pray” tactics. The goal of a successful advertising program is to target interested buyers with tailored ad messages.

Intent data helps minimize wasted energy by pinpointing prospects who are actively showing interest and identifying their most relevant topics of interest. With this knowledge, you can improve ad copy and messaging angles to launch highly personalized advertising and sales campaigns that will resonate with your customers. 

You can also use intent data to help your advertising spend to be allocated to the accounts with the strongest or most recent buying signals.

Doing so will increase your clickthrough rates (CTR) and reduce customer acquisition costs (CAC). Increasing CTR by even a fraction can make a significant difference – and when you have a tight budget with limited resources, every dollar counts.

2. Emails

an account-based orchestration stage with a 'wake the dead' email nurture

Knowing your buyers’ intent can make your email marketing more effective. It can help you segment your lists better to send relevant emails to interested contacts. It takes the guesswork out of your efforts by allowing you to know what to include in your outreach and the optimal timing in the prospect’s buying journey.

With topic clusters set up to see which subjects are most interesting to the prospects you’re targeting, you can now engage the entire buying committee with personalized email workflows on the right topic at the right time.

For B2B marketers doing account-based marketing (ABM), Intent data can be a lifeline, providing unparalleled insight into account behavior and content consumption. For example, you can run “wake the dead” campaigns by sending personalized emails to re-engage contacts who have previously gone cold but are now showing Intent signals that they’re currently researching a particular topic. You could also nurture top prospects by the topics they’re consuming and surprise and awe them with contextual content and offers in their inboxes.

By incorporating Intent data into your email marketing, you’ll see engagement rates and marketing ROI soar.

3. Landing Pages

a personalized landing page

Using Intent data to gather more granular demand intelligence around what topics and keywords prospects are currently researching allows you to include content pieces specifically tailored to help sales and marketing overcome the next hurdle in the decision-making process. For instance, you can personalize the landing page depending on the product categories the account is interested in. You can even make use of dynamic content opportunities to drive better responses.

Intent data also allows you to create personalized landing pages that address critical pain points. With a better understanding of a prospect’s interests and place in the sales funnel, you can provide precise answers while they are searching. This will improve trust and reduce distractions caused by irrelevant content. With half of buyers reading 3 to 5 pieces of content before even contacting a supplier, it’s vital to ensure your brand is on their radar early.

How using Bombora + Triblio will grow your business

With Bombora Company Surge® and Triblio’s ABM platform together, you can build dynamic audiences and target more effectively with Intent-driven marketing. They help you identify target accounts and orchestrate multi-channel campaigns at scale.

The benefits? Better segmentation and more relevant messaging for your top accounts at the right time.

Intent + ABM = revenue growth

It doesn’t matter whether you’re running demand generation campaigns or crafting sales emails, Intent data makes your marketing and sales activities more precise and impactful.

Amplifying your ABM programs with Intent data results in more leads, increased sales, and lower costs – and it gives you a competitive advantage. This will help you achieve your goals faster while saving time and money. So stop chasing the wrong accounts and start driving long-term revenue today.

To learn more about Bombora Company Surge® Intent data, visit

About the Author

Marissa Bialick


Receive more resources like this in your mailbox.