Finding buyers "In-Market" ready to buy is the goal of every marketing campaign. Digital Intent Monitoring allows you to do that by combining high-quality business contact data with digital intent signals. Bringing these two data sets together allows you to identify prospects by company and job function who have done research or engaged with industry specific content online.
Gone are the days of “spray and pray” Change to: Elevate ABM: Reach the Right Decision Makers with OMI
Account-based marketing (ABM) continues to be at the forefront of marketing strategy. But when it comes to enabling sales team to connect with the right decision makers at the right time in the buying journey, it often falls short due to invalid or incomplete data. Instead, search queries and website visits offer the best way to effectively target potential buyers who have shown an interest in your product or service. However, using these approaches, most B2B intent companies only match prospects at the company IP address level. With the OMI Living File, we are able to extend the matching process all the way to the contact level, allowing you to target the best and most appropriate decision makers.
OMI’s intent overlay services elevate your ABM strategies and enable you to overcome the challenges of:
OMI is on the cutting edge of a new approach to account targeting with Account-Based Marketing (ABM), combining powerful intent monitoring data with high-quality business contact data. With our data, businesses of all types and sizes can identify decision makers who are ready to buy now.
Grow Small-to-Midsize Business Reach
Account-Based Marketing (ABM) originated out of targeting larger, enterprise accounts, and it is now moving “down market” for use in targeting small-to-midsized businesses (SMBs). While many enterprise contacts can typically be found online, SMB contacts can be more challenging to locate. They are more complex to source as they have less of an online footprint and change more frequently. But there’s good news – marketers interested in applying ABM to the SMB market can turn to OMI. We’re the gold standard in accurate SMB contact data with a 95% email validity guarantee.
Go Beyond Company IP Addresses and Cookies: Drill Down to Reach Decision Maker-Level Contacts
Buyer intent signals can be obtained through monitoring online activities, keyword searches, website visits, content downloads, product reviews and more. However, intent data only goes so far, as it primarily uncovers company data – through captured IP addresses. Cookies also have similar limitations. This leaves ABM teams without the information they need to reach individual decision makers within those companies with accuracy and in a timely way. OMI has the answer. As cookies, IP addresses and intent data surge to specific content, OMI maps that data to our business contact data. This allows marketers to drill down and identify the individual contacts behind the digital behavior – individuals who potentially hold high promise of becoming a customer.
Uncover Net New Prospects Using Audience Mirroring
The combined approach above can also be used to identify the types of companies that might be looking for your solution or offering. Using a process called audience mirroring, OMI’s data allows you to zero in on decision makers within businesses that are similar to your current customers. This allows you to create a larger, more qualified list of prospects to target.
Fuel a More Targeted Omni-Channel Approach to ABM and Lead Gen
Combining intent data with prospect contact data can enable a powerful ABM approach that “closes the loop” in reaching specific, qualified and interested prospects. This data can be integrated across an entire marketing technology stack and applied to targeted audience campaigns across email acquisition marketing, social networks, programmatic display ads and more. This means your targets will be more likely to not only see your messages, but also more likely to remember them, engage with them and take action.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.