Researching trends in the market and exploring new products are normal behaviours for well-informed professionals. Even if you map out all your key accounts showing a minimum level of intent signalling, just 2-5% will be actively in-market at any given moment. An intent signal isn’t a lead…yet.
Sales teams still need to know a lot more about the account before they can close the deal – installed base technographics, key firmographics, buying committees, contact information, timeframes, budget are all essential. Even before that stage, marketing and advertising will need plenty of technographic and firmographic details in order to effectively target key accounts.