Better ABM from Better Data: Using Data to Build a Propensity to Buy Model

This is Part 2 of a 3-part series from TechTarget and HG Data on how to drive better Account-Based Marketing ROI from Technographics and Real Purchase Intent. Please see Part 1 on Using Data to Develop Target Profiles and Part 3 on Developing Micromessaging for More Effective Marketing as well.

In our last blog post, we talked about the importance of technographics enriched with intent data for enhancing targeting effectiveness. While Ideal Customer Profile (ICP) identification is usually Step 1 in building out an account-based marketing program, it quickly raises the question of which ICP’s among your Total Addressable Market (TAM) truly have a propensity to buy.  That’s why, for most ABM programs, the obvious next planning step is to dive deeper into propensity.

In this latest installment in the series, we delve more deeply how to build a rock-solid propensity to buy model using technographics and purchase intent insight. Keep reading to learn how you can leverage the best toolset anywhere for determining which prospects truly have a propensity to buy right now.