17th Edition (Published on Nov 11)
Is your database powering effective targeted demand marketing strategies, or holding them back? This week, we focus on why quality data is the backbone of B2B sales and marketing success. From boosting engagement with clean, segmented data to leveraging integrations that make every touchpoint count, a resilient, unified database is essential.
In this edition, discover key insights on database strategy from ZoomInfo, new ABM database innovations from HG Insights’s and Exclaimer’s new partnerships, and tips from NextGenABM’s framework on consolidating and activating B2B data effectively. Let’s dive in and ensure your database is set to drive impactful, targeted engagement!
Editor's Notes: Database Quality as Your Competitive Edge
Database quality is the backbone of effective B2B go-to-market. A strategic approach to data, from identifying essential data types to unifying first-, second-, and third-party signals, creates an enriched data ecosystem that empowers B2B marketing success. This enriched data ecosystem, supported by accessible infrastructure and cross-departmental collaboration, enables precise, impactful engagement.
An ABM database is the core repository for information on the known accounts and contacts a company targets within its GTM strategy. If you want to get serious about ABM, you need trustworthy, high-quality account-based marketing data, that essentially consist of but not limited to:
Demographic data - Basic information such as email addresses, phone numbers, job titles, and locations.
Event-triggered data - Time-based account events like exec hires, acquisitions, or funding that signal shifts in company needs.
Firmographic data - Company attributes like size, industry, location, etc.
Technographic data - Insights into the software and hardware a target account uses, their IT budget forecast, next renewal dates, etc.
B2B intent data - Indicates a prospect (account / buyer group / individual) ’s likelihood or interest in purchasing a product by tracking their web searches, content consumption, engagement history, etc.
But data alone isn’t enough. The true power for a ABM ready database lies in translating these insights into timely, strategic actions. Let's dive it more!
Must-Know Industry News: Research & Innovations Shaping ABM
HG Insights and INFUSE: A One-Stop Intelligence and Demand Activation Hub
The HG Insights and INFUSE partnership provides a seamless way to activate HG Insights with the INFUSE’s demand gen programs via its Demand Accelerator. Leveraging both INFUSE’s 1st-party demand insights and HG Insights’ 3rd-party tech data, this integration is set to optimize territory management and ABM account distribution, providing crucial insights into tech stacks and buying stages of target accounts, and leveraging INFUSE digital omnichannel demand strategies and programs.
If you’re on HG Insights and want to get a sense of this new integration, try this new program which delivers you 100 verified nurture ready leads at no extra cost.
Email Signatures as ABM Assets: Exclaimer’s New HubSpot Integration
Exclaimer’s integration with HubSpot allows email signatures to serve as dynamic ABM touchpoints, aligning signature content with audience profiles in HubSpot. By adding strategic calls-to-action and personalized branding by industry/engagement action/lead score/etc., marketing teams can leverage each email for targeted engagement, directly enhancing ABM campaign effectiveness and making every message count.
Outreach + Clay: Data Enriched Personalized Outreach at Scale
Outreach’s new integration with Clay boosts GTM efficiency by enabling data-enriched, scalable outreach. This partnership provides deeper insights into prospects, allowing ABM teams to deliver relevant, high-converting messages. The enriched data pipeline empowers teams to prioritize high-intent accounts and streamline top-of-funnel engagements.
ABX Insights from Industry Icons:
ZoomInfo’s Guide to B2B GTM Database Resilience
A quality database is essential for ABM success, and ZoomInfo highlights that regular data updates prevent decay and keep segmentation strategies effective. With shifting database strategies prioritizing foundational data quality and orchestration, today’s marketers face significant challenges due to the vast and varied sources of data. This complexity can hinder the relevance, accuracy, and actionability of information, which is crucial for ABM.
To address these challenges, many B2B companies are investing in 3rd-party intent data solutions, maximizing 1st-party data, and breaking down data silos to enhance alignment across teams. However, even with access to rich intent data from modern marketing tools, sales teams often struggle to consolidate, interpret, and use it effectively.
To create a seamless ABM strategy, data consolidation is a top priority. Ensuring consistent prioritization and data accessibility across all channels allows for more cohesive and effective engagement.
NextGenABM’s Framework for Data Consolidation and Activation:
Determine Signals | Signals Prioritization | Integrated Data Infrastructure | Creative Data Activation |
Determining the Most Effective Signals: While most B2B marketing teams use three to seven intent data sources according to , many struggle to differentiate the unique value each provides. Effective use of intent data starts with prioritizing first-party signals, such as ad clicks, website visits, and email engagement. These signals reflect active buyer interest, helping marketers understand where prospects are in their journey.
Using Organizational Goals to Guide Signal Prioritization: Signal prioritization should align with the organization’s strategic goals. For example, if partner-led growth is a priority, technographic signals might be emphasized to identify accounts suitable for partnership-based motions. Conversely, if expansion and retention are the focus, customer signals (positive and negative) should be prioritized and linked to activation strategies.
The Shift Toward Integrated Intent Data: A growing trend is to merge intent data with firmographics, technographics, and engagement metrics, creating a simpler, more cohesive view for sales and marketing. This integration not only benefits internal teams but also enhances the relevance of messaging for prospects and customers, making interactions more valuable.
Creative Data Activation: Intent data’s value extends beyond identifying accounts in a buying motion. It can also reveal insights for competitor research, as well as provide a foundation for pre- and post-campaign analysis, making it a versatile tool for crafting informed, impactful strategies.
Leveraging Intent Data for Enhanced Buyer Engagement in 2024
As ABM increasingly incorporates intent data, 63% of practitioners are boosting their investments in intent and signal strategies. Okta’s ABM team, for instance, has seen considerable success by using intent-supported target account lists (TALs) to prioritize high-potential prospects. Learn More
Top Tools & Resources for ABM Champions
Finding Your Perfect Accounts with ICP Master Class (On-Demand)
Discover how to identify top-fit accounts using technographic data in this on-demand ICP master class. Companies like Sage saw a fivefold increase in opportunity engagement by applying the expert techniques presented. This resource is ideal for ABM teams seeking to deepen account identification and drive results with precision. Access the ICP Master Class
What Else We're Reading?
HubSpot’s CMO Kipp Bodnar and VP of Marketing Kieran Flanagan are redefining marketing conversations with their video podcast Marketing Against the Grain. In a recent episode, they explore how AI is transforming everything from real-time customer support to the user journey. Their insights are packed with practical takeaways for ABM leaders looking to improve personalization and streamline interactions.
Upcoming Events We’re Attending
Webinar: Impact of Data Quality on GenAI and ABM Success
Hosted by ZoomInfo, this event highlights the role of high-quality data in successful AI-driven strategies. Attendees will gain insights on how to dismantle data silos, consolidate customer profiles, and build robust GenAI frameworks for scalable, effective customer engagement. Register Now
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About Us
NextGenABM is a consulting and solution firm aiming transforms B2B marketing and sales strategies with ROI driven pipeline results through account-centric pipeline marketing. Looking to start your ABM journey or need help with your current program? Let's talk.
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