Why Person-Based Intent + Buying Group ABM Outperforms Every Other B2B Approach

Traditional account-based marketing identifies companies showing buying signals. Person-based intent goes further — it identifies the specific individuals driving the purchase evaluation. When you combine person-level intelligence with buying group ABM, you get the most effective B2B marketing approach available today.

Why Account-Level Intent Falls Short

Account-level intent tells you "Acme Corporation is researching marketing automation." That's directionally useful, but it leaves your sales team playing detective. Who at Acme is doing the research? Is it the CMO making budget decisions, or an intern writing a report?

The operational inefficiency compounds across every funnel stage. Marketing runs broad awareness campaigns at entire accounts instead of targeting specific buying committee members. Nurture sequences blast generic content rather than role-specific material. Sales prioritizes based on aggregate scores without knowing if the decision-maker is evaluation-ready.

The Person-Based Advantage

Person-based intent platforms track 120–150 million unique individuals daily across authenticated publisher networks. When someone researches a topic, that activity gets attributed to their individual profile — complete with name, company, title, and contact information.

This specificity unlocks three strategic advantages: precise targeting of exact buying committee members, efficient resource allocation toward verified decision-makers, and personalized engagement that references actual research activity.

Combining with Buying Group ABM

Buying Group ABM maps the complete decision-making committee at target accounts. When you layer person-based intent on top, you know not just who's on the buying committee, but which members are actively engaged in evaluation.

This combination drives measurable results: 67% faster time-to-first-meeting, 42% higher conversion rates after initial meetings, and email response rates 3.8x higher than industry averages.