Build a Centralized Account Intelligence Center Relationship Data Engagement Insights By analyzing the email and calendar patterns of all your While intent is all about identifying interest and catching employees, relationship insights identify and quantify the it early to help inform your sales and marketing teams’ entire network of relationships that exist between your strategies, engagement insights demonstrate the ways in team and decision influencers in target accounts. which accounts are currently interacting with your brand, online and off. Relationship data gives marketers true insight into the quality of relationships and engagement within target With engagement insights, you’ll know which accounts are accounts while also allowing you to segment these engaging the most with your website, events, emails, and relationships by location or other customizable segments. content — all signaling a high level of interest. And, you will know it before anyone from the account has filled out Let’s say you’re planning a direct mail campaign for a form. opportunity acceleration. You could use relationship data to segment out a list of opportunities that have the most two-way communication with your team and filter out the opportunities with weak or nonexistent communication. The Complete Guide to Effective ABM Targeting 26