Intent data is one of the most powerful innovations in B2B marketing over the past decade. In theory, it sounds simple: you know when a prospect company is actively searching for solutions in your category, so you reach out with perfect timing. In practice, using intent data well requires strategy.
Terminus has been a major player in the account-based marketing space since 2014, known for its early focus on coordinating multi-channel campaigns around target accounts. However, the ABM landscape has evolved significantly. Teams now have more options, different pricing models, and specialized platforms addressing specific verticals or use cases.
Rollworks has positioned itself as the accessible ABM platform for growing B2B companies. Now part of 6sense, Rollworks focuses on helping teams with 10-100 target accounts execute coordinated campaigns at a mid-market price point.
ABM is an investment. Your company spends money on tools, people, events, and paid media. The fundamental question is whether that investment returns revenue greater than the cost. Yet measuring ABM ROI accurately is genuinely difficult. Unlike direct response marketing where attribution is clear, ABM involves multiple channels, multiple stakeholders, and long sales cycles. A deal that closes 12 months after an ABM campaign launches: did ABM cause it or would it have closed anyway?
ABM is not something a single person can execute. It requires coordination between marketing, sales, and operations. Without clear team structure and role definition, ABM becomes chaos: no one owns account strategy, marketing and sales are misaligned, and initiatives stall.
Intent data platforms have become central to demand generation strategies, but pricing varies dramatically. Understanding the different pricing models and cost drivers helps you evaluate whether intent data investment makes sense for your organization and which vendors offer the best value for your use case.
Account-based marketing represents a fundamental shift in how B2B companies think about growth. Instead of casting a wide net and hoping to catch prospects, ABM flips the funnel by focusing resources on a defined set of high-value accounts. If you’re ready to launch your first ABM campaign, this guide walks you through each phase, from planning through execution.
Your website is often the first and most frequently visited touchpoint for prospects evaluating your solution. Yet most B2B websites serve the same experience to every visitor. A Fortune 500 prospect and a startup get the same homepage. A prospect already familiar with your solution and a complete newcomer see identical messaging. This lack of personalization leaves significant conversion opportunity on the table.
Demandbase pioneered the account-based marketing category, building one of the largest B2B account databases and helping teams identify and target companies based on company-level data. Today’s ABM landscape includes specialized platforms for account identification, intent data, visitor identification, and campaign orchestration.
In broad demand generation, you create content once and distribute it widely. A blog post about “7 Ways to Improve Your Sales Process” goes to thousands of people.
In traditional demand generation, companies use lead scoring to prioritize inbound prospects. A lead takes certain actions (visits pricing page, downloads a resource, opens multiple emails), accumulates points, and gets passed to sales when it reaches a threshold. Lead scoring works for traditional channels.
Account-based marketing is becoming increasingly important for fintech companies targeting enterprise financial institutions, investment firms, and banking platforms. However, fintech has unique requirements including regulatory compliance, data security, and highly specialized buyer personas.