# How to Build Target Account Lists Using Intent Data
In the world of B2B marketing, timing is everything. Using intent data allows you to stop guessing who might be interested in your services and start focusing on the businesses that are actively researching solutions like yours right now. For Australian small businesses, this means higher conversion rates and a much better return on your marketing spend.
Why Intent Data Matters for Your ABM Strategy
Account-Based Marketing (ABM) is incredibly effective, but its success relies entirely on the quality of your list. By layering intent data over your target account list, you move from "cold outreach" to "timely assistance." Instead of shouting at a crowd, you are whispering in the ear of someone already looking for a solution.Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- A Defined Ideal Customer Profile (ICP): You need to know which industries, company sizes (revenue/headcount), and locations (e.g., Brisbane, Sydney, or National) you serve best.
- An Intent Data Provider: Tools like ZoomInfo, Bombora, Lusha, or even Google Analytics 4 (for first-party data).
- LinkedIn Sales Navigator: Highly recommended for refining the list and finding specific decision-makers.
- Your ABN and Business Details: To ensure your own tracking tools are correctly set up and compliant with Australian privacy laws.
---
Step 1: Define Your "High-Intent" Keywords and Topics
Intent data is triggered when someone at a company searches for specific terms or consumes specific content. You need to map out the topics that signal a "ready to buy" mindset.- Action: List 10–15 core keywords. Don't just list your services (e.g., "Commercial Solar"); list problem-based phrases (e.g., "how to reduce business electricity costs Brisbane").
- Screenshot Description: You should see a spreadsheet or a tool interface with columns for 'Primary Topic', 'Secondary Keywords', and 'Intent Weight'.
Step 2: Choose Your Data Source (First-Party vs. Third-Party)
There are two types of intent data.- First-Party: People visiting your website. Use tools like Leadfeeder or Albacross to see which companies are browsing your pages.
- Third-Party: People browsing other websites (industry blogs, news sites). Providers like Bombora provide this data.
Step 3: Set Up Your Tracking Pixels
If you are using a tool to identify website visitors, you must install their tracking script. This is similar to a Facebook Pixel or Google Tag.- Action: Copy the snippet of code from your intent tool and paste it into the
section of your website. If you use WordPress, a plugin like 'Insert Headers and Footers' makes this easy. - Warning: Ensure your Privacy Policy is updated to reflect that you are tracking business-level intent data to remain compliant with the Australian Privacy Act.
Step 4: Filter by Your Ideal Customer Profile (ICP)
Intent data can be noisy. You might see a huge surge in intent for "Marketing Agency," but if the company searching is a micro-business with one employee and you only work with firms of 20+, they aren't a fit.- Action: In your intent tool, apply filters for:
Step 5: Identify "Spiking" Intent
Most tools use a "baseline." If a company usually searches for your topic once a month but suddenly searches ten times in a week, that is a "spike."- Action: Set your tool to alert you when a company’s intent score exceeds 70/100. This indicates they are in an active buying cycle.
- Screenshot Description: Look for a dashboard showing a line graph with a sudden upward trend, often highlighted in red or green to show "High Interest."
Step 6: Cross-Reference with LinkedIn Sales Navigator
Once you have a list of companies (e.g., "Smith & Sons Construction in Brisbane"), you need to find the people who work there. Intent data usually tells you the company, not the specific person.- Action: Search for the company on LinkedIn. Filter by seniority (Directors, CXOs) and function (Operations, Marketing) to find your likely champions.
Step 7: Categorise Your List into Tiers
Not all intent is equal. Divide your list to manage your budget effectively:- Tier 1 (Hot): High intent + Perfect ICP fit. (Personalised 1:1 outreach).
- Tier 2 (Warm): Medium intent + Good ICP fit. (Included in specific email sequences).
- Tier 3 (Awareness): Low intent + Perfect ICP fit. (Targeted with brand awareness ads).
Step 8: Export and Clean Your Data
Export your Tier 1 and Tier 2 lists into a CSV file.- Action: Check for duplicates and ensure the company names are formatted correctly (e.g., removing "Pty Ltd" so your emails feel more personal).
- Common Mistake: Forgetting to check if these companies are already existing clients or active leads in your CRM.
Step 9: Design Your Outreach Content
Now that you have the list, don't send a generic pitch. Reference the topic they were interested in.- Example: If they were researching "Cybersecurity audits," send them a case study on how you helped another Brisbane firm pass their latest security audit.
Step 10: Launch Your Multi-Channel Campaign
Upload your intent-based list to your CRM or LinkedIn Ads Manager as a 'Matched Audience.'- Action: Show them ads on LinkedIn while your sales team reaches out via email or phone. This creates a "surround sound" effect where your brand appears everywhere they look.
---
Pro Tips for Success
- Frequency Matters: Intent data decays quickly. A company searching today might make a decision within two weeks. Review your intent alerts daily, not monthly.
- Local Relevance: If you are targeting Brisbane businesses, mention local landmarks or recent local industry news. It proves you aren't a generic bot.
- Don't Be Creepy: Never say, "I saw you were looking at our pricing page." Instead, say, "I've noticed many firms in the [Industry] sector are currently reviewing their [Topic] strategy, and I thought this might be helpful."
Common Mistakes to Avoid
- Ignoring the 'Dark Social': Remember that intent data doesn't capture everything. Some research happens in private Slack groups or word-of-mouth.
- Low Volume: If your filters are too tight (e.g., only companies in Toowoomba with 100+ staff), your list might be empty. Broaden your geographic or industry filters if needed.
- Poor CRM Integration: If your intent data doesn't flow into your CRM, your sales team won't act on it fast enough.
Troubleshooting
- "I'm getting too many irrelevant companies": Tighten your ICP filters. Ensure you have excluded competitors' IP addresses so you aren't tracking your rivals checking your site.
- "The contact info is missing": Intent tools often provide the company name but not the email. Use a tool like Apollo.io or Lusha to find the specific contact details for the decision-makers you identified in Step 6.
- "The intent topics are too broad": If "Marketing" is too broad, switch to more specific "bottom-of-funnel" terms like "Marketing Agency Pricing" or "Marketing Consultant Brisbane."
Next Steps
Now that you have built your first intent-based target account list, it's time to put it to work. Your next step is to craft a high-converting email sequence or set up a LinkedIn Sponsored Content campaign targeting these specific accounts.Need help setting up the technical side of intent tracking or building your ABM strategy? Contact the team at Local Marketing Group today and let's get your business in front of the right people at the right time.