See how B2B marketers can use intent data from the broader web and social media to operationalize an Account Based Marketing program.

1. Using intent data
to operationalize
an ABM program
Jingcong Zhao | Content Marketing Manager
Adam Hutchinson | Senior Marketing Manager

2. Agenda
1. Common ABM challenges
2. How intent data helps with these challenges
3. Example use cases for intent data within ABM programs
4. The ABM tech stack – what you need
5. Q&A

3. Challenges to operationalizing ABM
• #1 issue preventing marketers from implementing ABM: “Not clear how to execute
an ABM strategy” –Demand Gen Report
• 54% of B2B marketers believe that “lack of data quality/completeness” was the most
challenging obstacle –Ascend2
• 96% of marketers believe that B2B advertising reaches a significant number of
people outside of the intended target –Demandbase
• 87% of marketers consider data their organizations’ most underutilized asset –
Teradata
Social
Content SEO

4. 5 challenges to operationalizing ABM
Account selection – how do I know which accounts I should focus on? How do I tier
them based on fit and intent?
Getting contact data – who are the decision makers in my target accounts? What do
they care about?
Content - what matters to my target accounts and the contacts in these accounts?
What content do they need?
Coordination – how do I align my marketing, SDR and sales activities to deliver
relevant experiences to my target accounts?
Management / reporting – how do I manage my program (i.e. route leads from the
same account to the same rep) and report on success?
Social
Content SEO

5. How intent data can help
Social
Content SEO
Account selection – see which accounts are showing interest in your space.
Getting contact data – figure out which individuals in target accounts to contact, and
when to reach out.
Content – see what your target accounts care about. Put accounts & contacts into
different campaign tracks
Coordination – enable marketing, sales, and SDRs teams to be on the same page
regarding what target accounts are interested in.

6. Three types of intent data
Internal intent data External intent data
Website page visits
Email clicks
Content downloads/views
Social media activities
Reading articles from industry pubs,
analyst reports, competitor site visits
User review sites

7. There are a lot more “casual learners” than “in-market” buyers at any given time.
Marketing to “casual learners” is important – they are more influenceable at this
stage.
Casual learning signals could be around attending an event, engaging with an
influencer or using certain keywords in posts on social media.
You can influence “casual learners” by proactively sending them relevant content.
Don’t just focus on “in-market” buyers

8. Account selection: 3rd party intent data providers
Social
Content SEO
Theme Category Topic Name Topic Id
Business Budgeting, Planning & Strategy Aftersales Management 1502576
Business Budgeting, Planning & Strategy
Business Activity Monitoring
(BAM) 1500003
Business Budgeting, Planning & Strategy Business Analytics 1335578
Business Budgeting, Planning & Strategy Business Collaboration 1500687
Business Budgeting, Planning & Strategy Business Communications 1342426
Business Budgeting, Planning & Strategy Business Enablement 1500686

9. Social
Content SEO
Account selection: 3rd party intent data providers

10. What you can and can’t do with this data
Social
Content SEO
Identify the accounts showing surging interest
surrounding a particular keyword or topic
Build target account lists for advertising campaigns
Build email segments based on topics
Save on media buying costs
Increase email engagement rates
Increase sales’ reps focus on high-value accounts
Identify the individuals in your target accounts to reach
out to
Identify what to say to engage these individuals
Identify when to reach out to these individuals
React to buying interest in real-time automatically
Lead prioritization
Content personalization
Real-time emails

11. New Leads Existing accounts and leads
• Engage new prospects on
social networks through
1:1 nurture sequences.
• Monitor activities from high
value targets on the
broader web, see which
accounts are showing
interest in your space.
Discover
Engage
Close
• Automatically discover
new prospects based on
real-time interest
indicators vs. static
firmographics data.
• Export warm
leads to
marketing
automation or
CRM for further
follow-up.
• Give reps the
right talk tracks
for leads in your
target accounts
• Put target
accounts/contacts into
different campaign tracks.
• Identify key individuals in
your target accounts to
reach out and what to say
Reach your prospects
when they are showing
interest in your space.

12. Contact level intent data from the social web
Social
Content SEO
How Socedo works:
• Connect to marketing automation
• Match existing contacts to social media profiles
• Monitor list of relevant keywords/topics
• Add fresh activities on tracked keywords in real
-time into marketing automation platform
• Use data to understand your buyers and trigger
workflows within marketing automation system

13. Social media activities happen more frequently
than website visits & email clicks
Social
Content SEO

14. Getting Started
1. Identify what your accounts are talking about
2. Group specific leads into topical tracks or craft a specific campaign for
a valuable account
3. React to new data: take action when a cold account shows new interest
4. Align accounts and their interests across the marketing and sales
organization

15. Socedo’s Own Data

16. Identify the right individuals to contact

17. Content discovery: see who is influential to my
target accounts
Social
SEO
Notable Influencers
Predictive Analytics:
• @LeadSpace
• @6Sense
• @EverString
Topics people care about:
• Lead and account
prioritization
• Predictive analytics
• ABM

18. What topics do my accounts care about?
Social
SEO
Left shows the number of people engaging with each hashtag or keyword. Right: # of times each hashtag has been used]
Hot Topics:
• ABM
• DemandGen
• Marketo
• ContentMarketing

19. Segmentation for email or ad campaigns
Social
Content SEO
Group accounts into different topical campaign tracks

20. Segmentation
Social
Content SEO
Group accounts into campaign tracks by topic and buying stage

21. Segmentation
Social
Content SEO
Example from Lenovo

22. See what topics / issues an account cares about
Social
Content SEO

23. Social
Content SEO
See who is interested in what topic within an
account

24. Coordinating touch points across departments
Social
Content SEO
Social media intent data helps:
Marketing, sales, and SDRs teams be on the same page regarding what
target accounts are interested in and where they are in the buying cycle.
Figure out which individuals should be nurtured via social channels versus
email.

25. Socedo’s own example
3. Anna received multiple emails from us,
only opened one email on Aug. 16 but
never clicked on any links….
But she kept tweeting about Marketo and
Social Media Marketing
How we identified and connected with Anna
(Marketing Manager at a tech company)
1. Anna got into database from a third
party list back in June, 16
2. She tweeted about going to Marketo
Marketing Nation Summit in spring of 16.

26. 5. Anna received our real-
time email triggered by her
Marketing Nation Summit
tweet.
4. On morning of Dec. 16, Anna
Tweeted about next year’s
Marketing Nation Summit and her
lead score reached the SDR
threshold.
Socedo’s own example

27. 6. Our SDR Terah reached out the
same day with another email that
mentioned we found her from her
Marketo tweet.
7. Anna responded right away and
asked to join a demo call for the
following week.
Anna never visited our
website & only clicked on one
email.
Terah’s original email:
Hi Anna, I saw that your tweet this morning about the Marketo Marketing Summit
coming up. I found your tweet by using Socedo’s social demand generation platform
to find marketers engaging with the @Marketo handle.
Why the Marketo handle? Socedo is a B2B marketing software solution that uses
behavioral data triggers from social media to create, identify and target the best prospects
at the right time.
Our integration directly into Marketo has allowed us to make the transfer of data to
customers seamless….. Here’s some other content about how to use Marketo + Social
Media to boost revenue in FY17:
7 Example Marketo Campaigns Using Social Data
blog post Introducing Social Lead Acceleration from Socedo
blog post How We Use Social to Drive Conference Leads
Do you want to put 15 minutes on the calendar next week to see a demo of Socedo’s
platform and if it’s worth a free trial? Best, Terah Ram
Socedo’s own example

28. Microsoft
Has a large social media command center.
Used Socedo to match Office365 leads in North America (in the 100-500
employee segment). Discovered:
-58% of leads who have engaged with Microsoft on social potentially have the
wrong attribution.
-Lots of leads were interested in having a conversation with Microsoft on social,
Each socially engaged lead averaged 3.6 social activities.
- Socially engaged leads as a group averages 11% higher lead score
compared to non-socially engaged leads
Outcome: found opportunity to turn community managers into social
sellers to increase revenue.

29. Select accounts
ABM Process and Tech Stack
Get contact data
Contact-to-account
mapping
Get intent data on
individuals & accounts
Develop & execute
programs
Ads, email campaigns
web personalization
Live events
Manage & Tracking
Account Selection Vendors
6Sense
BrightTarget
Datanyze
EverString
Infer
Lattice Engines
LeadSpace
Inside Sales.com
MarianaIQ
Mintigo
MRP
Radius
Contact-to-account mapping
LeadSpace
RingLead
Openprise
Contact Data Vendors
6Sense
Datanyze
Infer
Lattice Engines
LeadSpace
Inside Sales.com
MarianaIQ
Mintigo
MRP
Radius
Intent Data Providers
Socedo
Bombora
6Sense
TechTarget
IDG
Advertising
Demandbase
Terminus
LinkedIn
Website personalization
Marketo
Demandbase
Lead routing
LeanData
RIngLead

30. Resources
Learn more at blog.socedo.com
Jingcong@socedo.com
Adam@socedo.com