picture of the abm playbook

How Propensity Helps Sales Teams Work with Intent Data and ABM Leads

Today, we'll explore how Propensity can help sales teams work with Intent Data and Account-Based Marketing (ABM) to improve conversion rates. Get ready! We'll provide practical tips for setting priorities, and share best practices for using Intent Data to follow up on ABM leads. Plus, we'll show you how ABM can supercharge your outreach process, making every day more productive. 

Sales Outreach that Works

One of the primary goals of a BDR is to engage potential customers effectively. In the realm of ABM, delivering valuable and personalized outreach is the key to success. It's about speaking directly to your target accounts' needs and pain points. 

When done right, ABM can significantly improve pipeline velocity and conversion rates. When BDRs leverage a solution like Propensity, they're supercharging their lead to close with

  • 7x opportunity creation
  • 5x more engagement

But how can BDRs achieve such impressive results daily? Let’s dig into a few ways to hit the ground running when chasing down leads.

Setting Priorities to Start the Day

A BDR's daily routine is often a whirlwind of activity, and time is a precious (if limited) resource. That's why it's so important to prioritize and focus your energy on the accounts most likely to convert. ABM helps warm up leads so BDRs can cut through the noise and dive into building relationships and creating value. 

Of course, setting clear priorities is crucial to make the most of each day. Here is how Propensity’s ABM tools for sales can help organize your time by prioritizing your lead pipeline around:

1. Accounts with Engagement

Start your day by focusing on accounts already interested in your product. These could be accounts that have: 

  • Signed up for your product's free trial
  • Downloaded content
  • Filled out a form

This is also where Propensity's Intent Data Explorer comes into play! The Intent Data Explorer allows you to validate if accounts are trending on intent signals related to your product or your competition and check out the frequency and recency of these searches. If they were active in the last 30 days it means they are still searching for a solution, if not it likely means that you are late and the competition was first on the deal.

Armed with this information, tailor your messaging to align with the account's intent signals, vertical, and business. Consider this your opportunity to attend discovery qualification calls, confident you have the knowledge and insights that set you apart from the competition.

2. Accounts with Website Visits and Intent Signals

Hot leads can originate on your website and might be sitting there, right under your nose! What if you had a way to spot them and convert them into pipeline? 

Propensity's ABM Connected Website can identify companies that visit your website by de-anonymizing them, matching them to intent signals relevant to your business, and finding leads within those accounts that fit your Ideal Customer Profile. Access your leads' contact information, including emails, phone numbers, and social handles.

Catch them while they are showing interest by reaching out within 24 to 72 hours of visiting your website and you’re likely to draw them right into your pipeline. After all, leveraging intent data speeds up the sales cycle as it allows BDRs to reach out to customers who already know or have shown interest in the type of solution you offer. 

With this information at your fingertips, you can craft personalized sales outreach messages that speak directly to the intent signals the account is exhibiting. And, by focusing on customers that have already shown interest, you’re able to accelerate your conversion rate. 

3. Hot Leads from Your ABM Campaign

Identifying and capitalizing on hot leads is crucial. These leads have already been exposed to your marketing and sales touches and have shown interest in learning more about your brand by engaging with your ads, emails, and content. When leads are hot, they are primed for sales outreach. 

Propensity's leads manager can be your go-to tool for managing these hot leads effectively. Claim hot leads that are unassigned to kickstart your personalized sales outreach campaign. Or seamlessly integrate it into your CRM of choice

Supplied with a wealth of information about your target's interest (and how they've interacted with your brand or competition in the past), you can tailor your messaging to align with the intent signals. This approach ensures that your outreach remains relevant and engaging.

Best practices for BDRs following up on ABM leads

As you navigate the ABM landscape, following best practices to focus your energy and maximize your success is essential. Here are some tips to keep in mind:

  • Prioritize Based on Intent: Instead of spreading yourself thin by reaching out to too many leads, stick to the leads that are most likely to respond and convert. First, those that are actively engaged, then website visits, and then your ABM campaign leads.

  • Personalize Messaging Using Active Intent Signals: When prospects are researching specific topics or pain points, tailor your messaging accordingly. If they're looking into pain points, provide use cases that address their concerns. Or, if they're researching competitors, share comparison sheets highlighting your advantages.

  • Embrace Multi-Channel Engagement: Different prospects prefer different communication channels. Utilize a multi-channel approach that includes email, phone calls, social media, and even direct mail. This ensures your message reaches the right people through their preferred channels, increasing your chances of engagement.

  • A/B Test for Optimization: Continuously test different messaging approaches, subject lines, and content formats. A/B testing can reveal what resonates best with your ABM leads. By testing different techniques or styles of communication, you can fine-tune your outreach efforts and improve your overall success rate.

Pro tip: Leverage Social Media

In the age of social media, transparency is at an all-time high. Prospects publicly share their passions, ideas, and sentiments on social media. Monitoring social media lets you gain insights into what matters most to your prospects. 

Leveraging social media outreach can help you identify a lead's goals, pain points, and preferences. This information empowers you to tailor your outreach in a way that resonates with your target audience.

Using thoughtful engagement and tailoring outreach allows BDRs to warm leads organically to consistently move prospects through the sales pipeline.

Understand Intent, Prioritize Leads, and Personalize Outreach

When it comes to perfecting the art of nurturing a sales pipeline, every day is a new opportunity to connect with potential clients to build relationships and drive growth. Integrating ABM strategies and leveraging Intent Data in your daily routine can enrich your outreach efforts to achieve impressive results. After all, ABM isn't just a buzzword; it's a game-changer that can elevate your performance as a business development/sales representative.

By implementing strategies, like understanding intent, prioritizing hot leads, and personalizing outreach, you're well on your way to harnessing the power of ABM and Propensity. 

Interested in learning more about how ABM can help your BDR team increase their MQL conversion? Connect with one of our ABM Specialists to learn more about Propensity’s feature-rich ABM toolsets.