Account-Based Marketing (ABM) has always been about precision – focusing on high-value accounts that fit your Ideal Customer Profile (ICP). But even with strategic targeting, many teams struggle with timing – engaging accounts when they are actively searching for solutions.
This is where Lead Onion’s intent data transforms the game.
With 70% of the buyer’s journey happening before direct engagement with sales, companies that leverage intent data in their ABM strategy can pinpoint in-market accounts and engage them at the perfect moment. The result? Higher engagement, faster deal cycles, and increased conversion rates.
Why Intent Data is a Game-Changer for ABM
Traditional ABM relies on firmographics – company size, industry, and revenue – to define target accounts. But without real-time buyer intent signals, teams risk chasing accounts that aren’t ready to buy.
By powering your ABM strategy with Lead Onion’s intent data, you can:
- Identify high-intent accounts: Move beyond static lists and focus on companies actively researching solutions like yours.
- Prioritize outreach efforts: Rank accounts based on engagement spikes, so sales and marketing focus on those most likely to convert.
- Personalize at scale: Tailor messaging based on the exact topics, pain points, and competitors an account is researching.
How to Integrate Intent Data into Your ABM Strategy
1. Define Your Target Account List with Intent Signals
Enhance your ICP by layering in intent signals to focus on accounts that show strong buying intent.
Best practice: Use Lead Onion to track companies researching key topics, competitor solutions, and industry trends.
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By analyzing search behavior, content engagement, and digital activity, you can refine your target list dynamically.
2. Align Sales & Marketing Around Real-Time Insights
For ABM success, sales and marketing must act on the same data in real time.
Example: A high-intent account surges in engagement – visiting your pricing page, downloading a resource, or interacting with your LinkedIn ads.
Lead Onion triggers:
- Direct interation to marketing platforms for personalized nurture campaigns.
- A real-time sales alert for immediate follow-up with the right message.
3. Personalize Content & Outreach Based on Intent Signals
Generic outreach doesn’t work in ABM. Intent signals let you deliver hyper-relevant content tailored to what your target accounts are actively researching.
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Best practice:
- If an account is searching for “ABM software comparisons,” send them a case study proving how your solution outperforms competitors.
- If they’re researching “B2B data activation,” serve them a webinar on how Lead Onion turns insights into revenue.
4. Automate Workflows to Scale ABM Efforts
ABM is powerful, but scaling it manually is a challenge. With Lead Onion, you can automate intent-driven workflows to engage high-intent accounts at scale.
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Example: When an account’s intent score hits a threshold…
- Send the contact to any of our integrations to start the nurturing process.
- A sales alert is triggered, prompting immediate outreach with a warm, informed approach.
Measuring Success: Key ABM & Intent Data Metrics
To ensure your ABM strategy is delivering results, track these key performance indicators:
- Engagement lift: Compare interactions from intent-driven accounts vs. standard outreach.
- Pipeline velocity: Measure how fast high-intent accounts move through the funnel.
- Conversion rates: Track demo requests and closed deals influenced by intent-driven campaigns.
The Future of ABM is Intent-Driven
ABM isn’t just about targeting the right accounts – it’s about engaging them at the right time.
With Lead Onion’s multi-source intent data, B2B marketers can reach in-market accounts earlier, personalize engagement, and drive higher conversions with pinpoint accuracy.
Ready to supercharge your ABM strategy?
Lead Onion’s AI-Powered Buyer Intent Agent delivers real-time, multi-source intent signals – so you know exactly who’s ready to buy and when.
Automatically surface high-intent accounts, prioritize leads, and trigger outreach the moment buyers start researching.
Turn buyer signals into sales conversations – faster, smarter, and at scale.
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