Best Practice Report

Account-Based Everything: What Happens When Intent Signals Become Ubiquitous In B2B Marketing

August 16th, 2021
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Jessie Johnson , Steven Casey , Isabel Montesdeoca , Michael Belden , Christine Turley

Summary

With the rise of technology enabling the delivery of account-based marketing (ABM) at scale, suddenly everyone is an account-based marketer! Early adopters are rapidly losing their competitive advantage as competitors, channel partners, and even internal and marketing departments now use tools such as web personalization, intent monitoring, and account-targeted display. This trend is becoming particularly apparent in the field of buyer intent data, which is becoming increasingly commoditized in much the way email marketing did 15 years ago. In this report, we explore the implications of intent ubiquity and propose techniques that allow organizations to stay one step ahead of their competition.

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