Account-Based Marketing (ABM) isn’t about taking wild swings, it’s about smart strikes. And intent data is no longer optional. When you bring AI into the mix, it’s less random guessing and more solid prediction. Add B2B advertising on top of that, and suddenly your message isn't just on point—it’s everywhere your buyer turns.
The results speak for themselves: accounts identified as “high-fit” by RollWorks AI are over 2x more likely to become opportunities and nearly 4x more likely to convert. Yet only 21% of marketers are tapping into intent data. That’s a whole lot of untapped potential—especially when you consider how these insights can fuel hyper-targeted ad campaigns that drive pipeline faster.
Ready to move from swings in the dark to targeted precision? Let’s explore how AI-powered intent data—paired with precision advertising—can make your ABM strategy smarter, sharper, and wildly more effective.
What is Intent Data?
Imagine having a crystal ball that can tell you precisely when your prospects are considering solutions like yours. Well, intent data is that magical tool in the digital marketing realm. Intent data captures the digital footprints of potential clients, showcasing the 'why' behind their online activities. It indicates the products and services companies are interested in purchasing or using through empirical evidence, usually by tracking online behavior.
Now, let's talk nuances. There are two main types of intent data: Explicit and Implicit.
Explicit Intent Data is direct. Think of it as your prospects raising their hands and shouting, "Hey! I'm interested!" These are your form fills, download requests, and direct inquiries—undeniable signs that a prospect is interested.
On the flip side, Implicit Intent Data is a bit more Sherlock Holmes. It's all about the detective work, deciphering clues from a prospect's behavior, like which articles they're reading, the webinars they're attending, or even the competitors they're researching.
But why all the buzz around intent data? Because it's the game-changer, turning marketing from a guessing game into a sharp, data-driven tactic that can bring certainty to the ROI of your ABM strategy. With intent data, you're not just casting a wide net but precision targeting based on genuine interest.
The Role of Intent Data in Account-Based Marketing (ABM)
Account-based marketing is all about quality over quantity. Why chase every fish in the sea when you can go straight for the prize catch? With intent data, you can prioritize accounts showing genuine interest, ensuring your efforts and resources are laser-focused on the hottest leads.
The alignment between sales and marketing has never been more crucial. According to Salesforce’s State of Marketing Report, 89% of B2B marketers lean on an ABM platform to create a seamless, personalized journey across departments. It’s about delivering an end-to-end experience that meets the high expectations of today's B2B customers.
And let's not forget: behind every data point is an individual with a unique journey. Intent data goes beyond just spotting prospects—it's about deeply understanding their needs, dreams, and hurdles. By crafting your outreach around intent, you're forging authentic, timely, and genuine relationships.
Here’s where advertising comes into play. Intent data reveals who's showing interest, advertising ensures you show up wherever they are. Whether it's display ads, LinkedIn, or programmatic placements, intent-powered ads increase visibility and nurture interest before buyers even land in your CRM.
With RollWorks, your advertising doesn’t just follow the buyer’s journey, it fuels it. Ad-influenced accounts progress through the pipeline 234% faster and have shorter sales cycles, making advertising a strategic, not just supportive, ABM lever.
AI-Powered Insight
Leveraging AI-Powered insights is the strategic edge that turns intent data from informative to transformative. By layering AI on top of intent signals, you can go from “Who’s interested?” to “Who’s interested right now, and what should I do about it?”
Platforms like RollWorks use InIQ, an AI engine built on 1.2 billion digital profiles and 4.6 billion monthly intent signals, to detect subtle patterns that human teams would never catch. Whether it’s identifying accounts likely to convert or surfacing hot contacts for sales, AI keeps your team focused on actions that move the revenue needle.
Think of it like this: while your competitors are busy sifting through spreadsheets, you’re already engaging high-fit accounts with the right message at the perfect moment. That’s not just efficient, it’s next-level smart marketing. And with RollWorks, those accounts are up to 4x more likely to become customers.
And because RollWorks AI integrates directly into your B2B ad strategy, it’s not just surfacing insights—it’s activating them. Imagine launching a multi-channel campaign the moment an account shows signs of interest. That’s not just responsive marketing—it’s proactive pipeline generation.
Quick Win Tactics with Intent Data
Every marketer dreams of quick wins. Those golden opportunities not only prove the effectiveness of your intent-based strategies but also provide instant gratification. Quick wins with intent data are all about those delightful 'aha!' moments when you realize you've efficiently turned a browser into a buyer or a skeptic into a subscriber.
But why are these quick wins so crucial? Because they're not just victories for the marketing team—they're proof points that show stakeholders, "Hey, our approach is working, and here's the immediate impact!" These are the shining moments where you effectively leverage intent data, showing the bold power of your strategies.
Website Retargeting Playbook: Turning Browsers into Buyers
First things first, start with your list of accounts. These aren't just any accounts—they're those that have shown a keen interest, maybe lingered on a product page, or interacted with a webinar sign-up but haven't taken that final plunge.
This is where retargeting and display B2B advertising come into play. As these decision-makers browse across the web, your ads act like gentle nudges, reminding them of your value and reinforcing your brand. It's not about being everywhere, it’s about being exactly where they are, when they’re thinking.
When you address these accounts, it's all about creative strategies. Remember, they've seen your offer once. So now, lure them back with something even more irresistible. Maybe it's the same offer but with a twist, or perhaps an asset with fewer hoops to jump through, aka no form fills.
These ads transform momentary curiosity into recurring exposure. And the more touchpoints you create with tailored messaging, the more you move from brand awareness to buyer consideration.
And like every sharp marketer, always be ready to measure and tweak. Not every retargeting attempt will hit the bullseye from the get-go. Monitor your results, see what's resonating, and pivot if necessary.
Review Site Retargeting Playbook: Harnessing Third-party Credibility
Start by assembling a list of high-intent accounts. These potential clients are not just browsing randomly—they're looking at review sites, trying to weigh their options.
Now, armed with that list, it's time to get creative. Your marketing assets should reflect and address this research behavior. They're looking for trust signals, so give them testimonials, case studies, or third-party validations that make their decision easier. This can be additional awards or recognition from other review sites, customer voice content, or industry-specific content offers.
And here’s where advertising steps in with impact. By placing ads that feature star ratings, customer quotes, and industry accolades, you can meet prospects on the review sites they’re already visiting. These ads don’t just create awareness; they build confidence, reinforcing your credibility exactly when and where trust matters most.
And always, always be in the mode to monitor and optimize. The world of review sites is huge, and each potential client will have unique pain points and needs. Use your intent data, see what's working, and keep refining your approach.
Brand Keyword Intent Playbook: Capturing Active Searchers
Like the other tactics, the first step in brand keyword intent is compiling your account list. These are prospects actively searching for keywords related to your brand or industry. They're warm, they're curious, and they're almost ready to bite.
Now’s the perfect time to let paid search and display advertising do the heavy lifting. By aligning your ad strategy with these high-intent queries, you can serve up relevant, compelling ads when your prospects are in research mode.
With this list in tow, the next step is designing creative marketing collaterals. Direct this traffic to assets that further solidify your brand's positioning. And don't forget, your ads are often the first handshake. Use this moment to make an impression that’s helpful, relevant, and impossible to ignore.
Embracing the Power of Intent Data in ABM
It's no longer enough to simply cast a wide net and hope for the best. Modern marketing, especially ABM, demands precision, audacity, and a sharp understanding of intent. It's about recognizing those subtle digital hints—a site visit, a keyword search, a lingering on a product review—and turning them into actionable insights.
It’s about recognizing subtle signals and responding with ad experiences that engage at the right time and in the right format.
With AI and advertising in sync, your strategy becomes more than just responsive—it’s predictive. RollWorks doesn’t just help you spot intent—it helps you act on it across display, video, native, and social channels, so no opportunity slips by unnoticed.
