How to Build a Winning Account-Based Marketing Strategy Using Intent Signals

Targeting by size and industry is 2020 thinking. Modern ABM uses real-time intent signals.

Why Firmographics-Only ABM Is Failing

Most ABM platforms let you build lists like this:

• Industry: SaaS
• Company size: 50-500 employees
• Location: United States
• Revenue: $10M-$50M

The problem? That list includes 50,000 companies. Most aren't ready to buy. Most won't respond. You're still fishing in an ocean.

The Intent Signal Revolution

Modern ABM adds a timing layer on top of firmographics. You're not just targeting companies that could buy—you're targeting companies showing signals they're ready to buy right now.

The 10 Intent Signals That Matter Most

1. Executive Hiring: New VP of Sales = new priorities and budget
2. Tech Stack Changes: Dropped a competitor's tool = buying window open
3. Funding Events: Series B just closed = money to spend
4. Hiring Surges: Posted 15 sales roles = aggressive growth mode
5. Ad Campaign Launches: New Facebook ads = marketing investment unlocked
6. Competitor Research: Reading G2 reviews of your competitors = active evaluation
7. Website Changes: New product page = strategic shift happening
8. Forum Activity: CTO asking about your category in communities = pain point active
9. Partnership Announcements: New integration partner = ecosystem changes
10. Regulatory Events: New compliance requirements = forced buying cycle

Building Your Intent-Driven ABM Strategy

Step 1: Layer Signals on Top of Your ICP

Start with your ideal customer profile (firmographics), then add intent filters:

Step 2: Score Accounts by Signal Strength

Not all signals are created equal. Build a scoring system:

• Hot (Act Now): 3+ signals firing, including executive hire or funding
• Warm (Monitor): 1-2 signals, no urgency triggers
• Cold (Nurture): Fits ICP but no active signals

Step 3: Personalize Outreach Based on Signals

Your messaging should reference the exact trigger you detected:

Real-World Results

Case Study: SaaS Sales Tool

Before (Firmographics Only):

• Targeting 15,000 companies
• 2.1% response rate
• 0.3% conversion to meeting
• 45 meetings booked per quarter

After (Intent Signals Added):

• Targeting 850 companies (showing 2+ signals)
• 8.7% response rate
• 2.1% conversion to meeting
• 178 meetings booked per quarter

How to Get Started

1. Audit Your Current ABM Approach

Ask yourself:

• Are we targeting based only on static company attributes?
• Do we know WHY a company might buy right now?
• Can we explain the timing of our outreach?

2. Choose Your Top 3 Signals

You don't need to track everything. Start with the signals most correlated with closed deals in your business. For most B2B companies, these are:

1. Executive hiring (especially in your target department)
2. Funding announcements
3. Tech stack changes

3. Build Signal-Triggered Playbooks

Create specific outreach sequences for each major signal type. Your "new VP of Sales hired" email should be different from your "just raised Series B" email.

4. Measure and Optimize

Track which signals drive the highest conversion rates. Double down on what works.

The Deydric Advantage

While you could manually track some of these signals, Deydric automates the entire process:

• 10+ signals tracked automatically across millions of companies
• 7-day refresh cycle means you catch opportunities before competitors
• One-click CSV export to plug into your existing ABM tools
• API access for enterprise teams to build custom workflows

Key Takeaways

1. Firmographics are the floor, not the ceiling: Use them to define your universe, then filter by intent.
2. Timing beats perfect targeting: A "pretty good fit" with strong intent signals outperforms a "perfect fit" with no signals.
3. Personalization requires context: You can't personalize without knowing what's happening at the account.
4. Start small, scale what works: Pick 2-3 signals, build playbooks, measure results.