RX 7 - Account vs Contact-level Intent for ABM | Anna Tsymbalist, Head of ABM, Influ2
Description
In this week’s episode of the Revenue Xchange, Davis is joined by Anna Tsymbalist, Head of ABM at Influ2. They explore how contact-level intent is impacting ABM strategies and why timing matters more than personalization.
Key Takeaways:
1) Contact-Level Intent Signal Importance: Contact-level signals capture search behavior, third-party content consumption, and social activity for individual buying group members, even zero-click AI searches, enabling SDRs to reach out at the right moment.
2) Timing Beats Personalization: Anna’s experiments showed that relevancy through timing outperforms heavy personalization. Only 5% of your audience is in-market at any given time, making intent signals more valuable than elaborate persona-based customization.
3) Align Sales and Marketing on Contacts, Not Just Accounts: ABM programs work when marketing targets the same buying group contacts that SDRs are prospecting. Real-time engagement notifications via Slack and Salesforce ensure coordinated outreach.
Closing Note:
Anna shares practical insights on building a scalable ABM program with limited resources, moving from engagement cycles to continuous nurture, and leveraging contact-level intent signals. For GTM leaders managing tight budgets and focused ICPs, this episode offers guidance on structuring programs that actually drive revenue.
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