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2min chapter
#113: ABM | Account-Based Marketing (with Hillary Carpio, Head of ABM at Snowflake)
B2B Marketing with Dave Gerhardt
The Importance of Intent Data in Account-Based Marketing
This chapter explores the significance of intent data in account-based marketing (ABM) including prioritizing accounts, crafting messaging, understanding sales cycles, and planning product marketing content. It also discusses various intent data providers and expresses a preference for Bombora due to its flexibility and integration capabilities. Additionally, it challenges the effectiveness of keyword intent, suggesting a focus on relevant keywords or topic clusters instead.
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