Is account-intent data enough? The case for contact-level intent.

The debate between account-level intent data and contact-level intent data highlights a crucial distinction in B2B marketing and sales strategies.¹ Here’s a breakdown of why contact-level intent is increasingly considered essential, and why account-level data alone may not be sufficient:

Account-Level Intent Data:

• Focus:
  • Aggregates data at the organizational level.²
  • Indicates general interest from a company in a specific topic or solution.
• Strengths:
  • Helps identify target accounts.³
  • Provides a broad overview of company-wide interest.
  • Can be useful for initial account-based marketing (ABM) strategies.⁴
• Limitations:
  • Lacks granularity; doesn’t reveal which individuals within the company are showing interest.⁵
  • Makes it difficult to personalize outreach.
  • Can lead to inefficient sales efforts, as it’s unclear who to contact.⁶

Contact-Level Intent Data:

• Focus:
  • Tracks the behavior of individual contacts within target accounts.⁷
  • Reveals specific interests and needs of those individuals.⁸
• Strengths:
  • Enables highly personalized marketing and sales efforts.⁹
  • Provides insights into individual pain points and motivations.¹⁰
  • Helps identify key decision-makers and influencers.¹¹
  • Increases the effectiveness of sales outreach.
• Why it’s important:
  • B2B Buying is Complex: B2B purchase decisions typically involve multiple stakeholders.¹² Contact-level intent helps understand the roles and interests of each person in the buying committee.¹³
  • Personalization is Key: Today’s buyers expect personalized experiences.¹⁴ Contact-level intent allows for tailored messaging and content.¹⁵
  • Sales Efficiency: Knowing who to contact and what they care about streamlines the sales process.

In essence:

• Account-level intent can point you to the “where,” while contact-level intent tells you the “who” and the “why.”
• While account-level data can be a valuable starting point, contact-level data provides the depth and precision needed for effective B2B marketing and sales.¹⁶

Therefore, while account-level intent data has its uses, it is not enough on its own. Contact-level intent data is increasingly vital for businesses looking to maximize their marketing and sales effectiveness.¹⁷