Account based marketing (ABM)vsintent signal

Account Based Marketing (ABM) targets specific high-value accounts with personalized campaigns to maximize engagement and conversion. Intent signals—data points that indicate a prospect's or account's active interest or buying intent, such as content consumption, search behavior, or product comparisons—enable ABM teams to prioritize and tailor their outreach more effectively. By integrating intent signals, ABM strategies can dynamically identify which accounts are currently in-market or showing early-stage interest, allowing marketers to allocate resources efficiently, customize messaging to address specific pain points, and engage at the optimal time in the buyer's journey. This real-time insight reduces wasted effort on dormant accounts and increases the likelihood of conversion by aligning marketing and sales actions with demonstrated buyer intent. Therefore, intent signals serve as a critical input that refines ABM targeting, personalization, and timing, making ABM campaigns more precise and impactful.