Intent: A Unit of Campaign Measurement

Overview

Hussam outlines the buyer cycle and the role of intent in strategic account-based engagement campaigns. 

Speakers

Hussam AIMukhtar, Senior Director of Strategic Marketing at ZoomInfo, is tomorrow’s marketer. One who’s not afraid to embrace the shifting landscape in the marketing world. One who relies on data to drive results. One who cares about experiences and building relationships. One who knows the value of Sales and Marketing Alignment and strives to achieve it. One who will not be hesitant to try new things. One that rolls up his sleeves and gets working to build new things; to make things better. 

Quotes

94% of B2B buyers conduct some form of online research, and brands close deals at 74% rate when they’re the first to reach to a decision maker. 

An intent signal is a group of indicators that a given account is researching a set of relevant topics. 

There’s a higher efficiency of effort when your focus is aligned against a set of highly valuable accounts.  

Key Points

Account-Based Framework: 

Strategy: The overarching plan designed by cross-functional teams. 

Core Functions: Infrastructure that will keep the effort going, tracked, and performing. 

Tactical Execution: The campaigns and tactics that will execute on the set strategy. 

Account-Based Metrics 

Coverage: Do you have sufficient data, coverage, and acount plans for each target account? 

Reach: Are GTM programs reaching the right accounts? 

Engagement: Are the right people at key accounts spending time with us? Is that engagement increasing over time? 

Impact: How are the ABM activities improving sales outcomes, suhc as deal velocity, win rate, average contract values, retention, and net promoter scores?