Your ABM dashboard is lighting up like a Christmas tree, but which signals actually matter?
With a flood of intent data signals coming from platforms, publishers, and partner ecosystems, B2B marketers are often left with a new challenge: too much data and not enough clarity.
Account-based marketing thrives on precision, yet many ABM programs are drowning in noise. When every account looks like it’s “in-market,” how do you decide which ones to actually engage? The answer is not more data; it is better prioritization.
Not All Intent Signals Are Equal
Start by categorizing the signals. Behavioral data from your own site (first-party) is often more reliable than third-party data from content syndication networks. For instance, a CFO who visits your pricing page twice in a week is a stronger signal than someone who simply downloaded a gated whitepaper via a third-party publisher.
Understanding signal intensity and recency is key. Look for multiple signals from the same buying group within a short time frame. Cross-check these with CRM activity and sales engagement to validate true interest.
Use a Scoring Framework That Reflects Revenue Fit
Too many teams prioritize intent over revenue potential. Layer intent data with firmographic and technographic filters (Example: industry, company size, installed tech, and known pain points) to assess how close the account is to your Ideal Customer Profile (ICP).
Then, assign a weighted score. For example:
- ICP match = 40%
- Intent intensity = 30%
- Sales engagement = 20%
- Historical engagement = 10%
This lets your team focus on the 10–15% of accounts that actually deserve resources and will positively impact your B2B sales pipeline.This lets your team focus on the 10–15% of accounts that actually deserve resources.
Centralize Your Intent Stack
Avoid fragmentation. Consolidate multiple intent data sources into a single platform. It can be from your CDP, ABM platform, or CRM. Unified dashboards give sales and marketing one shared view of account activity.
Align Sales Early
Finally, bring sales in before launching campaigns. Share your intent scoring logic and the “why” behind the target list. Sales input ensures that marketing’s signals align with on-the-ground reality.
In a crowded signal landscape, clarity wins. The goal is not to react to every data point, but to act on the right ones.
