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Aaron Owens

Technology Strategy Director at Intelligent Demand

Highlights

Aug 13 · linkedin

❓ The Truth About Intent Data... and How it Plays Into ICP ❓

Here’s some bad news: Intent data doesn’t actually reveal buying intent.

Despite what the name suggests, intent data only tells you which topics an account is READING ABOUT—not whether they’re ready to buy or whether they are a good fit with fertile ground of demand for your solution.

So intent data should NOT be part of your ICP criteria.

Instead, use intent data to prioritize and tier your Target Account List (TAL), but don’t rely on it to define your ICP. It’s a tool for sales prioritization and segmenting accounts, not for determining who should be on your TAL.

Intent data is powerful, but only when used in the right context. Keep it out of your ICP and use it to refine your account targeting and prioritization strategies.

#ABM #MarketingStrategy #IntentData #IntelligentDemand #B2BMarketing #ICP #SalesOptimization

Aug 13 · linkedin

📅 How to Use Event Data to Refine Your ICP! 📅

What happens when one of your targeted accounts secures new funding, hires a CIO, or goes through layoffs? These events are signals that can refine your Ideal Client Profile (ICP) and pinpoint where the most fertile ground for your solution lies.

Here are examples of why event data might matter for identifying your targeted accounts:

  • New Leadership, New Opportunities: A new CIO brings fresh priorities and challenges, opening doors for innovative solutions.

  • Strategic Hiring or Layoffs: Whether it’s hiring software developers or closing locations, these moves can indicate shifts in focus and potential demand for your offerings.

  • Financial Changes: Events like funding rounds or acquisitions can either create fertile ground or signal a shift away from your solution's relevance.

By integrating these signals into your ICP, you’ll better identify which accounts have the most fertile ground for your product or service.

#ABM #MarketingStrategy #ICP #EventData #IntelligentDemand #B2BMarketing #SalesOptimization

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Aaron Owens
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Experience

Marketing Strategist at Uchealth
Marketing Strategist at Commercetools Gmbh

Education

Masters In Coaching
Hypnosis Motivation Institute
Public Administration, Political Science, Sociology, University Of Nebraska At Omaha
Hmi College Of Hypnotherapy
Landmark Education
Economics, Political Science, University Of Wyoming

Location

Denver, Colorado, United States