As Forrester rightly highlights in the report (and other publications), B2B marketing organizations are realizing that neither lead- nor account-based approaches are the right orientation. Traditional lead-based approaches (the focus of MAPs) waste time and resources going after a broad, unprioritized list of accounts, while account-based approaches (ABM platforms) lack the necessary information about and access to buying groups at in-market accounts. The proliferation of data and the shift to buying groups have set these platforms on a collision course, each vying to become the core B2B engagement platform. This convergence has paved the way for a new category known as revenue marketing platforms.” -Forrester Research, Inc., “The Forrester Wave™: B2B Revenue Marketing Platforms.
Why Was Intensify Selected?
Though initially surprised when Forrester reached out to us for inclusion, their reasoning was clear once we saw their explanation of the emerging category’s main capabilities—which align incredibly well with Intensifies current solutions and product vision. According to Forrester, B2B Revenue Marketing Platforms must Support and prioritize buying-group capabilities. [Click for info on Intensity’s Buying-Group Contact Data] Offer data Bahamas Email List 88272 Contact Leads management, unification, and identity resolution capabilities. [Click for info on Intensify Orbit, the industry’s most comprehensive and precise identity graph] Seamlessly orchestrate customer interactions across multiple channels. [New signal-based, cross-channel coming soon] As the youngest vendor in the report (by far), we’re honored by what it says about Intensify.
Paid advertising is everywhere. And for B2B marketers, there are multiple channels to choose from—Meta, Reddit, Google, Bing, LinkedIn, etc. Each channel comes with its own set of capabilities, advancements, and restrictions. Deciding which platform best suits your business and drives the best results requires careful consideration. LinkedIn stands out as my personal favorite for embarking on a paid advertising journey. Why LinkedIn? There are many reasons why I prefer LinkedIn—it’s easy to navigate, understand, and expand on, and it boasts a large user base. LinkedIn is continuously enhancing its capabilities, offers training on different components, and most importantly, delivers the results you want to see. It’s no secret, though; LinkedIn is the most expensive platform for running a paid strategy. Even with a great strategy, costs can escalate quickly. This can be daunting when integrating it into your campaigns. However, when executed correctly, LinkedIn is the most beneficial paid platform that you want in your strategy.
The Benefits of LinkedIn Ads
One of the key benefits of LinkedIn ads is their simple targeting capabilities. If you’re looking to target other professionals, odds are they’re LinkedIn members. In 2024, it was reported that LinkedIn holds 875 million members, with 16.2% logging in daily (approximately 114 million). Thanks to LinkedIn’s audience targeting, you can easily select from a variety of options on who you want to reach, including industries, seniority levels, and group memberships. But is that all you need to get results? Definitely not. With LinkedIn ads, building trust with your audience is crucial. A member who has never heard of your company or isn’t in the market to buy won’t fill out a form the first few times they see your ad. You need to segment and build a strategy accordingly. One effective method is signal-based marketing.
Understanding Signal-Based Marketing
If you’ve heard of intent data, you’re halfway there. Signal-based marketing is a newer term that’s equally valuable. Here’s how our CMO, Allie Kelly, explains it in our new eBook: Intent data is the raw material. It’s the specific pieces of information you collect to indicate a customer’s interest in a particular product or service – like website visits, search queries, social media activity and content downloads. Signal-based marketing is the strategy. It’s how you use that intent data to inform your marketing efforts. This allows you to target them with more relevant and personalized marketing messages at the right time in their buyer journey. At Intentsify, there are multiple sources and buying signals we track to gauge intent. Each intent model is customized to your business and tracking needs, ranging from website visits and search terms to LinkedIn engagement and more. These signals contribute to a dynamic1 score that shows which accounts are showing the closest alignment and potential interest in your solution.