Using intent for B2B pipeline acceleration: 5 ways to turn ABM into a “cosmic” slingshot for sales

Great success with ABM correlates highly with taking an end-to-end approach, one that incorporates a substantial focus on the sales pipeline and the marketing funnel together. And successful ABM practitioners are now finding that in addition to its use for identifying and engaging demand in the marketing funnel, behavioral data — “purchase intent” — can be leveraged during the opportunity-management process — within the pipeline — to accelerate deals without adding substantial marketing expense.

In this Martech Today article, TechTarget CMO John Steinert explores how in-pipeline opportunity management changes fueled by purchase intent insight can drive sales acceleration and business improvement for ABM.

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