Build a Centralized Account Intelligence Center Intent Data How would you discover if your accounts are interested in what your company is selling? It starts with monitoring third-party websites — not your own websites — for signals that accounts are searching for services or products similar to yours, or are researching topics relevant to your company. Here’s an example: imagine you sell a SaaS product for physical therapists. Based on your ICP and the research history of your current customers, you know your prospective customers are likely searching for content about cloud- based electronic medical records, streamlining documentation, and billing and outcomes tracking among other concerns a clinic director might face. Intent data would let you know when people from a target account are going to third-party sites about cloud-based electronic medical records, streamlining documentation, and billing and outcomes tracking. Intent data arms your team with early intelligence that an account is interested in a solution or topic relevant to your company. With this intelligence you can trigger campaigns targeting these accounts with more personalized messaging before your competition even has them on their radar. The Complete Guide to Effective ABM Targeting 25