What’s up everyone! Welcome to 🌮 Taco Tuesday, a weekly newsletter by ForgeX.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

❌ 3rd Party Intent Data is Wildly Misunderstood

3rd party intent data is one of the core competencies that drives the investment of a +$100k ABM Platform.

Yet, it’s often;

1. Misunderstood → as the single input required to build a high-converting target account list.

2. Negligently → lacking a disciplined cadence of oversight and optimization (even after making the 6-figure investment).

🔬 ABM Benchmark Audit: When Intent Data Goes Right

We’re on a mission to build the largest ABM Benchmarking Database in the world.

Below is an audit example from an organization that is realizing success through their investment in both intent data, and a continuous cadence behind regular keyword maintenance.

✅ Here is How They’re Operationalizing Intent Data

Step #1: Defining “Intent”

What it is:

• Content being digested on 3rd party sites (ex: review sites, articles, blogs)

What it isn’t:

• Engagement at either the contact or account level with the organization (ex: website visits, webinar attendance).

Step #2: Organize and Refine the “Intent-Keyword Model”

1. Define the intent keyword sets by segment (in this example, it was by product type).

2. Categorize the intent keywords based on either “Broad” or “Specific”.

   • Broad = general search terms indicating early-stage interest.

   • Specific = reflect a focused, decision-making intent.

Step #3: Blending a Weighted Model of Intent + Engagement Data

Combining both their Intent-Keyword Model scoring and Engagement scoring, they have built an account-based funnel to reflect where target accounts are in their buying journey.

• Broad Keywords are associated with higher-journey stages (No Engagement, Researching)

• While Specific Keywords are associated with lower-journey stages (Engaged, MQA)

• The degree of Engagement at both the account and contact levels also plays a significant role in defining which journey stage an account falls into.

The weighted scores of Intent-Keywords + Engagement is the underlying model that helps to determine which journey stage an account is in.

Step #4: Aligning the ABM Playbook to Journey Stages

The eligibility of GTM resource deployment is based on the account-based journey stage.

For example:

• “No Engagement” - Journey Stage

  • Brand Awareness

  • Display Ads

• “MQA” - Journey Stage

  • Brand Awareness

  • Display Ads

  • Direct Mail

  • Personalized Landing Pages

  • …….. and more

💡 ForgeX Perspective: What Makes This Benchmark Audit Special?

We want to highlight that the investment in intent data doesn’t stop after the purchase of a +$100K ABM Platform.

This organization has spent over 6-months working to continuously dial in which keywords actually signal buying intent.

They have a disciplined approach to optimization, and are refining their keywords in an ongoing basis.

THIS is how you successfully operationalize 3rd party intent data… not letting the keywords sit on the shelf for 12-months.

📆 4-Weeks Out: ForgeX Heads to Austin, TX

We’re headed to Austin, TX on 9/6/24 for the first stop of our Account-Based Innovation Tour 🎉 

What to expect:

1. Learn modernized ABM research and innovative best practices that actually reflect the future of account-based GTM.

2. Network with +50 senior B2B leaders in structured roundtable discussions.

3. Gain real-world strategic and tactical takeaways from leading ABM programs that will immediately up-level your strategy.

P.S. stay tuned for our next 2 cities… 👀 

What’s New at ForgeX?

🌮 Events

Upcoming In-Person:

• Account-Based Innovation Tour - Request an Invite

  • City: Austin, TX

  • When: 9.6.24

  • Hosting Office: Miro

  • Our Sponsors:

    • Alcamo Marketing

    • Folloze

    • BuyerForesight

🌮 Research & Insights

• Framework: Account-Based GTM Architecture™️

• Research Report: The 2024 Strategy Guide and Landscape of B2B Agencies with ABM Capabilities

• Agency Marketplace: Access Here

🌮 B2Beats Playlist

• 🎧 B2Beats Mix, Volume 1: Account-Based Innovation Tour Edition

Have an awesome rest of the week y’all!

LFG,

Davis