In today’s competitive B2B environment, working with lead generation partners who can deliver first-party audience data at scale enriched with intent signals is crucial.
Whether your goal is to generate qualified leads or execute an Account-Based Marketing (ABM) program, partnering with publishers that can reach the right decision-makers at the right time with relevant messaging is essential to driving success. Leveraging intent data in this process will compress and lead to more meaningful engagement, compress sales cycles, and increase conversion rates.
Here’s why first-party audience scale, combined with Bombora’s predictive intent data, can amplify your B2B lead generation and ABM efforts:
1. Identify and Engage the Right Decision-Makers When They Are Ready to Buy Leveraging Trusted Media Channels
In both B2B lead gen and ABM, success relies on your ability to reach decision-makers and influencers when they are actively in the buying cycle. Partnering with trusted publishers that have a large and diverse first-party audience means you can target key stakeholders across your accounts. In Kantar's new study: Media Reactions 2024 - Newspapers were ranked as the top channel for both trust and relevancy/usefulness by the respondents overall. They also are the top channel for consumer advertising receptivity. However, this reach alone isn’t enough—intent data provides the insights to pinpoint which decision-makers are in-market and ready to engage.
By layering predictive intent data over first-party audience insights, you can tailor your messaging to those showing high-interest levels. This ensures your outreach is timely and relevant, increasing the likelihood of engagement and significantly reducing the time it takes to move prospects through the sales funnel.
2. Accelerate Sales Cycles with Data-Driven Precision
In B2B, where only 6-8% of target accounts are in-market at any given time, targeting based solely on demographic or firmographic data won’t suffice. You can drastically compress the sales cycle by using intent data to identify the right engagement time. Publishers with intent-enriched first-party audiences allow you to reach prospects when they are actively researching your solutions, ensuring that your messaging resonates and driving them toward conversion faster.
This data-driven precision is essential for both lead generation and ABM programs. In ABM, you can align specific content with decision-makers based on their real-time behavior, which helps push deals forward and avoids unnecessary delays in the buying process.
3. Scale Your ABM Efforts by Reaching the Full Buying Committee
One individual rarely makes B2B buying decisions. A successful ABM strategy requires reaching the entire buying committee, which includes multiple decision-makers across departments. Publishers with large, enriched first-party audiences help you target C-level executives, managers, influencers, and other stakeholders involved in the decision-making process.
When this broad reach is combined with intent data, it allows you to deliver personalized messaging to each buying committee member at the right time. This coordinated approach ensures that your ABM strategy is highly effective, driving quicker consensus and leading to shorter sales cycles and higher conversion rates.
4. Prevent Diminishing Returns and Maximize Lead Generation Potential
Using the same lead generation sources year after year can lead to diminishing returns. You run the risk of targeting the same audience repeatedly, resulting in audience fatigue and fewer high-quality leads. Partnering with publishers with a continually growing first-party audience helps you refresh your pipeline and maintain a steady flow of new opportunities.
Incorporating intent data into this process allows you to focus only on actively in-market prospects, maximizing your return on investment and ensuring your ABM and lead generation efforts yield consistent results. This approach prevents stagnation and improves your ability to identify and engage new, qualified leads.
5. Deliver the Right Message at the Right Time for Increased Conversions
Timing is everything in both B2B lead gen and ABM. Even if you’re reaching the right decision-makers, failing to deliver the right message at the right moment can result in missed opportunities. Publishers who provide first-party audience data enriched with Bombora’s intent signals enable you to fine-tune your outreach, ensuring that your messaging is aligned with each prospect's current needs and interests.
Doing so increases the likelihood of engagement and can compress the sales cycle by removing unnecessary delays. Engaging prospects when primed to take action leads to faster decision-making and, ultimately, higher conversion rates.
Set Your Business Ahead with McClatchy’s Premium Audience Network
Incorporating first-party audience data at scale into your B2B lead generation and ABM efforts is no longer optional—it’s essential. Working with publishers that combine this scale with intent data enables you to identify, target, and engage the right decision-makers at the right time with relevant messaging. This approach compresses sales cycles, increases conversion rates, and ensures that your outreach remains adequate and efficient.
By leveraging first-party data, predictive intent insights, and a targeted ABM strategy, you can continuously generate qualified leads, nurture high-potential accounts, and drive meaningful business growth.