From Traditional
Account-Based Intent
to Person-Based Intent
Gregory Kotovos, Co-Founder & CPO
When comparing Delivr.ai’s person-based intent data to traditional account-based intent solutions, it becomes clear that the differences significantly impact the development of the sales funnel. Delivr.ai’s approach offers more granular, real-time, and personalized insights through the buyer’s journey. This is a fundamental paradigm shift on how B2B sales and marketing teams identify, engage, and convert prospects. By focusing on individuals within the buying group rather than account, this enables more precise targeting, efficient resource allocation, and tailored strategies at each stage of the funnel. From identifying specific buying group members showing active interest to facilitating highly personalized nurturing campaigns, person-based intent data provides a level of precision and timeliness that traditional account-based approaches simply can’t match.
This fundamental shift in approach will dramatically improve conversion rates and overall return on investment for B2B marketing functions.
Top of the Funnel: Awareness and Prospecting
Person-Based Intent (Delivr.ai):
- Identifies specific individuals within the buying group showing buying signals
- Allows for highly targeted outreach to each level within the buying group
- Enables personalized messaging based on individual search activity
Account-Based Intent:
- Identifies companies showing interest in relevant topics
- Provides a broader view of organizational interest
- Allows for company-wide targeting strategies
- Requires sales to engage on the account to identify who is showing interest
Middle of the Funnel: Engagement and Nurturing
Person-Based Intent (Delivr.ai):
- Tracks individual engagement with competitive content and websites
- Enables tailored nurturing campaigns for specific roles
- Facilitates personalized follow-ups based on individual behavior
Account-Based Intent:
- Monitors overall account engagement levels
- Guides content strategy for entire organizations
- Helps prioritize accounts based on aggregate interest
Bottom of the Funnel: Conversion and Closing
Person-Based Intent (Delivr.ai):
- Identifies key decision-makers doing research on the web
- Enables highly personalized closing strategies
Account-Based Intent:
- Indicates when an account is nearing a purchase decision
- Helps sales teams prioritize high-intent accounts
- Guides account-level closing strategies
Key Differences:
Person-based intent data offers a more precise and personalized approach throughout the sales funnel. It allows for highly targeted strategies focusing on individual decision-makers, potentially leading to higher conversion rates and more efficient use of sales resources.
However, account-based intent data will still provide valuable insights for broader account strategies and can be particularly useful for complex B2B sales involving multiple stakeholders. That is why Delivr.ai offers the ability to track both the buyer and the buying unit within your target accounts. By combining the buyer personas into a buying unit, you get the benefits of traditional account-based methods; however, you only listen for signals from the persona that your sales team cares about.
Ultimately, the most effective approach may involve combining person- and account-based intent data to create a comprehensive view of potential customers and optimize the entire sales funnel.
From Traditional Account-Based Intent to Person-Based Intent
Gregory Kotovos, Co-Founder & CPO
When comparing Delivr.ai’s person-based intent data to traditional account-based intent solutions, it becomes clear that the differences significantly impact the development of the sales funnel. Delivr.ai’s approach offers more granular, real-time, and personalized insights through the buyer’s journey. This is a fundamental paradigm shift on how B2B sales and marketing teams identify, engage, and convert prospects. By focusing on individuals within the buying group rather than account, this enables more precise targeting, efficient resource allocation, and tailored strategies at each stage of the funnel. From identifying specific buying group members showing active interest to facilitating highly personalized nurturing campaigns, person-based intent data provides a level of precision and timeliness that traditional account-based approaches simply can’t match.
This fundamental shift in approach will dramatically improve conversion rates and overall return on investment for B2B marketing functions.
Top of the Funnel:
Awareness and Prospecting
Person-Based Intent (Delivr.ai):
- Identifies specific individuals within the buying group showing buying signals
- Allows for highly targeted outreach to each level within the buying group
- Enables personalized messaging based on individual search activity
Account-Based Intent:
- Identifies companies showing interest in relevant topics
- Provides a broader view of organizational interest
- Allows for company-wide targeting strategies
- Requires sales to engage on the account to identify who is showing interest
Middle of the Funnel:
Engagement and Nurturing
Person-Based Intent (Delivr.ai):
- Tracks individual engagement with competitive content and websites
- Enables tailored nurturing campaigns for specific roles
- Facilitates personalized follow-ups based on individual behavior
Account-Based Intent:
- Monitors overall account engagement levels
- Guides content strategy for entire organizations
- Helps prioritize accounts based on aggregate interest
Bottom of the Funnel:
Conversion and Closing
Person-Based Intent (Delivr.ai):
- Identifies key decision-makers doing research on the web
- Enables highly personalized closing strategies
Account-Based Intent:
- Indicates when an account is nearing a purchase decision
- Helps sales teams prioritize high-intent accounts
- Guides account-level closing strategies
Key Differences:
Person-based intent data offers a more precise and personalized approach throughout the sales funnel. It allows for highly targeted strategies focusing on individual decision-makers, potentially leading to higher conversion rates and more efficient use of sales resources.
However, account-based intent data will still provide valuable insights for broader account strategies and can be particularly useful for complex B2B sales involving multiple stakeholders. That is why Delivr.ai offers the ability to track both the buyer and the buying unit within your target accounts. By combining the buyer personas into a buying unit, you get the benefits of traditional account-based methods; however, you only listen for signals from the persona that your sales team cares about.
Ultimately, the most effective approach may involve combining person- and account-based intent data to create a comprehensive view of potential customers and optimize the entire sales funnel.
From Traditional Account-Based Intent to Person-Based Intent
Gregory Kotovos, Co-Founder & CPO
When comparing Delivr.ai’s person-based intent data to traditional account-based intent solutions, it becomes clear that the differences significantly impact the development of the sales funnel. Delivr.ai’s approach offers more granular, real-time, and personalized insights through the buyer’s journey. This is a fundamental paradigm shift on how B2B sales and marketing teams identify, engage, and convert prospects. By focusing on individuals within the buying group rather than account, this enables more precise targeting, efficient resource allocation, and tailored strategies at each stage of the funnel. From identifying specific buying group members showing active interest to facilitating highly personalized nurturing campaigns, person-based intent data provides a level of precision and timeliness that traditional account-based approaches simply can’t match.
This fundamental shift in approach will dramatically improve conversion rates and overall return on investment for B2B marketing functions.
Top of the Funnel: Awareness and Prospecting
Person-Based Intent (Delivr.ai):
- Identifies specific individuals within the buying group showing buying signals
- Allows for highly targeted outreach to each level within the buying group
- Enables personalized messaging based on individual search activity
Account-Based Intent:
- Identifies companies showing interest in relevant topics
- Provides a broader view of organizational interest
- Allows for company-wide targeting strategies
- Requires sales to engage on the account to identify who is showing interest
Middle of the Funnel: Engagement and Nurturing
Person-Based Intent (Delivr.ai):
- Tracks individual engagement with competitive content and websites
- Enables tailored nurturing campaigns for specific roles
- Facilitates personalized follow-ups based on individual behavior
Account-Based Intent:
- Monitors overall account engagement levels
- Guides content strategy for entire organizations
- Helps prioritize accounts based on aggregate interest
Bottom of the Funnel: Conversion and Closing
Person-Based Intent (Delivr.ai):
- Identifies key decision-makers doing research on the web
- Enables highly personalized closing strategies
Account-Based Intent:
- Indicates when an account is nearing a purchase decision
- Helps sales teams prioritize high-intent accounts
- Guides account-level closing strategies
Key Differences:
Person-based intent data offers a more precise and personalized approach throughout the sales funnel. It allows for highly targeted strategies focusing on individual decision-makers, potentially leading to higher conversion rates and more efficient use of sales resources.
However, account-based intent data will still provide valuable insights for broader account strategies and can be particularly useful for complex B2B sales involving multiple stakeholders. That is why Delivr.ai offers the ability to track both the buyer and the buying unit within your target accounts. By combining the buyer personas into a buying unit, you get the benefits of traditional account-based methods; however, you only listen for signals from the persona that your sales team cares about.
Ultimately, the most effective approach may involve combining person- and account-based intent data to create a comprehensive view of potential customers and optimize the entire sales funnel.
