ABM 2.0: Leveraging Intent Data to Drive More Conversions
The Modern B2B Buyer Landscape
Today’s B2B buyers no longer signal when they’re ready to make a purchase. By the time your sales representatives reach out, these buyers have already researched, compared vendors, and shortlisted their preferred solutions — often without any direct interaction.
Traditional marketing tactics and static lead lists no longer provide the precision or timing needed to close deals. That’s why Account-Based Marketing services (ABM) is evolving into ABM 2.0, powered by intent data — helping businesses identify, prioritize, and engage accounts that are already showing real purchase intent.
Understanding the Shift: From Traditional ABM to ABM 2.0
Account-Based Marketing (ABM) focuses on aligning marketing and sales efforts toward a well-defined list of high-value target accounts. Instead of reaching broad audiences, ABM aims to deliver personalized messages and experiences tailored to the challenges and pain points of each account.
However, B2B marketing continues to evolve with the need for greater personalization and accuracy. ABM 2.0 introduces intent data — behavioral signals that reveal which companies are actively researching solutions like yours. This evolution enables marketers to engage prospects at the right time, with the right message, resulting in better conversions and measurable ROI.
A strong ABM strategy focuses on:
- Personalized engagement at every stage
- Deep alignment between sales and marketing teams
- Measurable pipeline growth and revenue impact
What Is Intent Data in ABM?
Intent data captures the digital activity of potential buyers who are actively researching specific products or solutions. This behavior can include actions such as content downloads, event sign-ups, or visits to comparison pages.
When analyzed effectively, intent data provides valuable insights that help teams personalize campaigns and prioritize outreach for maximum efficiency.
Types of Intent Data
1. First-Party Intent Data
Collected directly from your own channels — such as website analytics, CRM interactions, or gated content. This data is highly reliable and unique to your brand.
2. Third-Party Intent Data
Sourced externally from publishers, data aggregators, or B2B networks, giving you visibility into activities happening outside your owned channels.
According to industry research, businesses using intent data see a significant improvement in lead quality and conversion rates — often increasing qualified leads by up to 50%.
Why Intent Data Powers ABM 2.0
ABM 2.0 thrives on precision and verified buyer intent. It transforms the static, account-based approach into a dynamic, insight-driven system. With intent data, outreach becomes more strategic — eliminating wasted impressions and irrelevant targeting.
Instead of guessing who might be interested, your teams engage directly with accounts that are actively exploring your solutions, ensuring better efficiency and higher ROI.
10 Steps to Use Intent Data in ABM to Close More Deals
1. Collect Intent Data from Reliable Sources
Combine verified first-party insights from your CRM and website with trusted third-party intent signals to identify high-value prospects.
2. Classify and Score Intent Signals
Segment leads by engagement level — high, medium, or low — to focus your resources effectively.
3. Develop Content Based on Intent
Create content tailored to what your audience is searching for, such as thought-leadership pieces or detailed comparison guides.
4. Identify High-Potential Accounts
Use intent data to target accounts demonstrating consistent research behavior and readiness to buy.
5. Personalize Every Outreach
Align email campaigns, ads, and follow-ups with the specific pages and topics that each account has engaged with.
6. Align Sales and Marketing in Real Time
Share real-time dashboards between teams, ensuring both are working toward the same prioritized accounts.
7. Adopt a Multichannel Engagement Strategy
Combine content syndication, display, and programmatic advertising to engage prospects across multiple touchpoints — just like Vereigen Media’s integrated approach.
8. Leverage Intent Data for Upselling and Cross-Selling
Re-engage existing clients showing new interest to promote complementary products or upgrades.
9. Measure Impactful ABM Metrics
Track engagement time, content depth, deal velocity, and conversion rates rather than just clicks.
10. Stay Agile as Intent Shifts
Continuously refresh your data and refine targeting to capture emerging buying signals quickly.
Fueling ABM 2.0 with Vereigen Media
At Vereigen Media, we empower B2B marketers with verified, first-party intent data and a 100% human-verified approach. Our solutions help businesses turn intent signals into measurable results:
- Verified Content Engagement (Content Syndication): Reach verified professionals matching your Ideal Customer Profile (ICP).
- VM Engage (Programmatic & Display Ads): Connect with decision-makers already showing active interest.
- Event Registration: Convert high-intent signals into guaranteed event participation.
- ABM Campaigns: Target prospects by job role, company size, and tech stack using verified compliant data.
- Demand Generation: Drive human-verified, compliant leads for genuine engagement.
With over 107 million first-party data points, zero outsourcing, and full compliance, Vereigen Media ensures accuracy and transparency in every campaign.
How Intent Data Improves Account Prioritization
Not every lead deserves equal effort. Intent data helps focus your energy where it matters most — identifying accounts already researching your type of solution.
It enables:
- Prioritizing high-potential accounts
- Accelerating sales cycles
- Enhancing ad efficiency
- Strengthening pipeline health
When both sales and marketing teams align on verified buyer intent, results come faster — with less wasted time and resources.
The Future of ABM Is Intent-Driven
Intent data is redefining how B2B marketers approach ABM. Instead of broad outreach, ABM 2.0 focuses on precision targeting, verified engagement, and smarter decision-making.
Now is the time to transition to an intent-driven ABM strategy — where every action is based on real signals, not assumptions.
Partner with Vereigen Media to integrate verified intent data into your ABM framework and turn awareness into measurable growth.
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