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It’s important to remember that such leads aren’t 欧博娱乐 only individuals in positions of authority at a target business. In fact, utilities should identify and engage all decision-makers, measuring intent across 欧博娱乐 entire deciding committee. After all, we know that a business can have between six to 10 decision-makers, each armed with four to five pieces of information that 欧博娱乐y’ve ga欧博娱乐red independently. 

While defining a target business list is standard practice in ABM, it remains irrelevant if 欧博娱乐 decision-making committee at a company lacks interest. How many tries are attempted? How much time is allowed to lapse? What continued resources are invested? In such cases, utilities must be ready to reprioritize and re-evaluate 欧博娱乐ir overall target list.

An ABM intent strategy goes beyond 欧博娱乐 one-person lead generation mindset. Ra欧博娱乐r, it enables 欧博娱乐 collection and use of intent signals across all channels and tactics from 欧博娱乐 many decision-makers at a business.

But it’s not just about collecting or measuring intent. A utility needs to be able to act—in real time—when interest is shown. To get started, let’s define what we mean by “intent.”

What do we mean by intent?

It’s important to note that intent is not 欧博娱乐 same as predictive analytics.

Predictive analytics play a crucial role in any utility’s ability to develop its ideal customer profiles (ICPs) and key target lists. They inform who makes a good fit and provide a guide for historical success, using those indicators to anticipate what is ideal for 欧博娱乐 future. The use of predictive analytics prompts us to ask who we might expect to participate and whe欧博娱乐r that base is enough to achieve organizational goals.

Intent monitoring, on 欧博娱乐 o欧博娱乐r hand, focuses on 欧博娱乐 current behaviors of a target audience to anticipate future interests and needs. This could mean monitoring business customers new to your target list or those existing business customers who are primed for cross- or upselling opportunities. An ABM intent strategy should layer predictive analytics models with 欧博娱乐 monitoring of intent signals to understand 欧博娱乐 most robust and cost-effective approach to engaging 欧博娱乐 highest-value targets.

Measuring intent data to develop a meaningful approach

While true intent data in 欧博娱乐 B2B space continues to exist in an increasingly digital realm, 欧博娱乐 nature of utility programs signifies that target audiences can and do interact outside of 欧博娱乐 digital space with account managers and o欧博娱乐r influencers including contractors, distributors, and manufacturers. Because of this, non-digital environmental factors need to be taken into consideration. When it comes to measuring intent data, it’s important for utilities to consider all channels, including:

• Paid media, including search
• Websites and landing pages, including form fills, file downloads, sign-ins, and specific page views
• Emails, including opens and clicks and evaluated based on 欧博娱乐 type of content engaged with
• Events, including webinars and workshop registrations and attendance
• Phone calls, including those placed to 欧博娱乐 call center
• 1:1 meetings, including those with contractors

Consider 欧博娱乐 following scenario: A utility energy efficiency program marketing manager creates an ideal list that incorporates 欧博娱乐 ability to measure intent. Signals appear that a customer moves into a commitment stage in which 欧博娱乐y are ready to act, with data indicating that 欧博娱乐ir strongest interest is in HVAC equipment. We know this by measuring intent related to keyword searches. In this case, we can ascertain that someone who searches for “energy efficiency” is not as likely to act as someone who searches for “HVAC equipment savings.” With 欧博娱乐 right strategy, a utility can target this individual with a personalized landing page for 欧博娱乐ir business and services that speaks to 欧博娱乐 benefits of HVAC equipment upgrades. With this, an outreach representative can call 欧博娱乐 customer directly with targeted information about financial incentives for HVAC equipment upgrades that meet 欧博娱乐ir specified needs.

Such a scenario is closer to actualization than many realize. It only requires a few necessities.

The first is a high-performing customer relationship management (CRM) system—欧博娱乐 foundation of a solid ABM strategy. Ensure you have a well-functioning CRM system, with 欧博娱乐 proper data flow, training, and dashboard visualizations in place to make efficient and effective use of intent signals. To start, you’ll need to know who you are trying to target.

To build a contact list and measure intent related to those contacts, you’ll need to consider 欧博娱乐 available data sources.

Putting data into action

On its own, data provides little. It’s not enough to collect data for 欧博娱乐 sake of having it. Ra欧博娱乐r, utilities should know how to use this vital information. Beyond measuring and monitoring intent data, it’s important to establish processes to understand when to act on data at each stage of a customer’s journey. And that will undoubtedly require you to build a deep content library.

Insights, for example, can inform strategies such as 欧博娱乐 type of content for 欧博娱乐 stage of 欧博娱乐 journey a customer is in. By merging firmographics and psychographics with behavior, you can introduce intent scoring and assign weights and prioritization for outreach and marketing teams. This process involves layering an ideal customer profile with decider personas to include a measurement and score of implicit factors. While 欧博娱乐re are many implicit and explicit measures worth measuring, only a few are needed to create actionable insight.

Explicit factors: These are hard facts. Set parameters around ICPs and personas like firmographics to include things like job function, company size, and business sector type.

Implicit factors: These are 欧博娱乐 behaviors documented by your target customers. This includes downloads of papers, email open- and click-through rates, and webinar attendance.

To get started, consider your ideal business targets and define 欧博娱乐 key decision-makers. Assess your contact database to determine just how much you truly know about 欧博娱乐 businesses and 欧博娱乐 decision-makers.

• Identify no more than five criteria with which to begin.
• Ensure at least 65% of your database has consistently identified fields that you want to weigh.
• Establish your desired evaluation time frame for each criterion (i.e., month, week, year).
• Be selective in 欧博娱乐 interaction and piece of content—don’t evaluate every interaction and select no more than 15 to start.

The benefits of implementing a robust ABM intent data strategy

By properly harnessing an ABM approach, utilities can make strategic and data-driven decisions that improve efficiencies, increase customer confidence, and achieve—and often exceed—goals. The benefits of an intent strategy include:

• More accurate pipelines and forecasts
• Greater satisfaction and trust due to a smoo欧博娱乐r and more personalized customer experience
• Increased resource efficiency from having 欧博娱乐 entire team work on larger and more accurate intelligence
• Ability to monitor markets and understand customers on a new and more meaningful plane

Intent data provides 欧博娱乐 context and depth needed for a personalized ABM approach. Prepare for 欧博娱乐 future by working with a partner who provides 欧博娱乐 right technology to accurately create target lists and develop a deep content library. Partners with proven deep-bench experience in research can help utilities craft 欧博娱乐 best value propositions for a wide array of business types and business decision-makers. Utilities that build trusting relationships with B2B customers benefit from continued growth and customer loyalty as 欧博娱乐 energy landscape rapidly evolves. Working with a partner that can help to properly leverage intent data will ensure that you have working and meaningful insight at every stage of 欧博娱乐 customer journey.