In B2B marketing, who you target matters just as much as how you market. That’s why more companies are turning to Account-Based Marketing (ABM). Instead of spreading your message to anyone who might listen, ABM helps you focus on the accounts that are most likely to buy. It help saves time, money, and effort. But only if you do it right.
A big mistake marketers make with ABM is trying to go after too many companies without knowing who’s actually in the market. Only about 5% of businesses are actively looking to buy at any given moment. That means if you’re not targeting that 5%, most of your effort could be wasted. Knowing who’s ready to buy, and when, is the first key to making ABM work.
Accurate data is essential. If your data is off, you might end up pitching the wrong company altogether. (Think trying to reach Coca-Cola and ending up with a small independent bottler instead.) Bad data wastes your time and damages your credibility. So, it’s important to keep your contact lists clean and your information up-to-date.
Defining your ideal customer profile (ICP) goes beyond just industry or company size. The most effective marketers dig into the specific problems their product solves. If you understand the pain points of your audience, you can create messages that actually connect and, hopefully, convert.
Intent data helps, too. It shows you which companies are researching solutions like yours, so you can reach out when they’re most interested. Timing matters, and intent data gives you a better shot at catching buyers at the right stage in their decision-making process.
But while having the right data and a strong ICP is important, what sets successful ABM campaigns apart is context. Riaz Kanani, CEO of Radiate B2B, emphasizes that intent data alone isn’t a silver bullet. It’s a signal—not a guarantee—that a company is interested. Without brand awareness or relevance, even the best-timed outreach can fall flat. That’s why building awareness before engagement matters. The results? Companies using intent-driven campaigns have seen up to 3x faster engagement and higher click-through rates compared to static ABM lists.
To sum it up: successful ABM isn’t about casting a wide net. It’s about using accurate data, smart segmentation, and relevant brand-building to focus on the right companies, at the right time, with the right message. When done well, ABM campaigns drive not just awareness, but real conversions.
Want to learn more about ABM and how intent data drives better B2B campaigns?
Check out our episode of the Marketing B2B Technology podcast, where Riaz Kanani, Founder and CEO of Radiate B2B, breaks it all down.
Looking to find out how we can support your ABM efforts? Visit our ABM services page or get in touch.
