This week, we’re looking at headlines related to intent data and data-driven marketing from the month of September. The roundup includes articles that cover ABM benchmarks, the push for stronger data strategies, treating B2B marketing more like B2C, challenges for the modern marketer in the B2B industry, and an obsession with intent data.

Live Webinar: ABM Benchmarks for 2020

Conversations about account-based marketing have quickly evolved from “is this the right strategy for our business?” to “how can I maximize our ABM results?” But just because you embrace ABM doesn’t mean you’ll automatically see results. That’s why it’s so important to stay ahead of the latest ABM trends and research.

In an upcoming webinar on October 16, Demand Gen Report will share its findings from the latest ABM Benchmark Survey. Reserve your spot to learn things like:

  • Gaining visibility into key account activity
  • New reporting techniques to maximize your ROI
  • Optimizing your tech stack to succeed in 2020

Bringing B2C Fundamentals to the B2B Industry

Marketers often like to think that B2B and B2C are in completely different worlds. Where B2C marketers can focus on entertainment and awareness, B2B is increasingly about account targeting and the “boring” tactics. But maybe there’s more overlap between the two sides than you think.

This article from The Drum is all about the B2C marketing fundamentals that we can bring into the B2B world. From busting myths about targeting to focusing on share of voice, it’s time to rethink traditional B2B marketing models.

The Role of Intent Insights in National Security

This month, the United States Army’s CIO announced a new data strategy with a focus on visible, accessible, understandable, trusted, and interoperable information. This renewed vision shows just how important it is to maximize the value of data across any organization.

For the Army, implementing this data strategy is all about being able to proactively address cybersecurity by unlocking deeper insights into the intent of adversaries. But for your organization, the same vision can unlock intent insights about your target customers and accounts.

The Challenges Plaguing Digital B2B Marketers

Studies have shown that B2B digital ad spending will eclipse $6 billion by the end of 2019. However, increased spending doesn’t necessarily equate to marketing success. The reality is that certain challenges are hindering digital B2B marketers from realizing their full potential.

This MarTech Series article discusses four key challenges that hinder your B2B marketing performance, including scale, fragmentation, measurement, and data expertise. If you’re struggling to overcome these issues, partnering with the right third-party intent data provider can help.

Getting Obsessed with Intent

It’s easy for marketers to get caught up in all the different tactics and initiatives that make up an entire strategy. You have to build quality backlinks, optimize for keywords, create more content, improve email metrics—the list goes on and on. But there’s one thing we should be obsessed with above all else.

This short opinion piece on Marketing Land calls for marketers to get obsessed with intent. And even though it’s focused on search intent, it’s essential for B2B marketers to focus their strategies around purchase intent as well.

Aberdeen’s Behavioral Technographics provide richer insights to significantly improve account prioritization, ad targeting, and engagement rates. Click here to learn more about how Behavioral Technographics delivers up to 55% greater accuracy than legacy technographic data in determining technology in use, down to company locations.