Breaking Through the Noise in ABM and Marketing with Smart Targeting

B2B marketing is noisier than ever. With countless brands vying for attention in an oversaturated digital space, cutting through the clutter has become one of the biggest challenges for marketers today. 

So how to ensure your outreach isn’t just another message lost in the void?

We had the opportunity to catch up with Dan Smith, a B2B DemandGen strategist with over 14 years of experience helping brands scale and refine their marketing efforts. As a seasoned expert, Dan has led teams across client services and digital media, developed countless ABM campaigns, and worked with organizations of all sizes to optimize their demand generation strategies.

According to him, it’s not about shouting louder; it’s about being smarter. Leveraging intent data, aligning sales and marketing, and using clear measurement frameworks are key to crafting a strategy that gets noticed and delivers real impact.

In our conversation, we covered everything, from how he tackled the challenge of breaking through the noise in an oversaturated market, to the bold decision to rely on intent data despite many marketers questioning its reliability, and why he believes that personalizing ABM outreach goes beyond simple tailored messaging.

Blending some of the toughest ABM topics with questions from previous guests made the discussion even more intense, sparking fresh insights and hard-hitting truths.

The least we can say about it is that it was a discussion filled with lessons, candid moments, and wisdom you won’t find in a textbook.

Finding Innovative Ways to Break Through the ABM Noise

Let’s be real, B2B marketing is noisier than ever. Everyone is fighting for attention, making standing out tougher than ever. 

Just think about it, how many ads have you come across today? So, how does Dan approach this challenge? 

His response was simple: intent data.

“The emergence of B2B intent data is here to stay,” Dan explains. “It might not feel wildly innovative anymore, but if you use it correctly, it can revolutionize your ABM strategy.”

Dan shared a case study where he worked with a client who had a list of 300 target accounts. His job was to narrow it down to the top 25 best-fit accounts. 

By overlaying intent data, tracking research habits, engagement signals, and pipeline activity, he identified the most relevant prospects. As a result, three of those top 25 had already converted into customers, proving that the method worked successfully.

“It’s about surfacing predictive buying behavior,” Dan says. “You’re not just guessing; you’re using data to figure out who’s actively searching for your solution.”

Why Do Some Marketers Struggle with Intent Data?

Intent data is powerful, but not everyone gets it right. Dan sees two common mistakes:

1. Not going deep enough with keywords. 

“You can’t just look at ‘demand generation’ as a term. You have to dig into specifics, like ‘demand generation consulting’ to get meaningful signals.”

2. Not looking at long-term trends. 

“A 30-day snapshot isn’t enough. You need to track behavior over 6-12 months to understand patterns. Buying decisions don’t happen overnight.”

His advice is to be uncomfortably specific in what you track and always take a long-term view.

How to Speak Sales’ Language and Prove Marketing’s Value

One of the biggest ABM challenges isn’t just about reaching the right accounts; it’s about getting buy-in from sales. 

Dan believes the best solution is to sell to the sales team first.

“We’re fascinated by data, but sales teams don’t just want numbers. They want context. They need to see how intent data translates to revenue.”

Dan shared how he once used intent data to show a sales team that a major deal was in the pipeline long before the first sales call. That real-world example turned skeptical salespeople into believers, and made intent data a key part of their process.

His big idea: Find a key champion in sales, demonstrate the value of marketing’s insights, and let word-of-mouth do the rest.

When Is the Right Time to Adopt ABM?

When is the right time to adopt ABM, and how can a company know if it's ready? These are questions that come up often, especially from companies that believe they’re not “ready.”

Dan’s response to them couldn’t be more simple and clear: there’s no perfect time, just start.

“The best time to plant a tree was 20 years ago. The second-best time is now,” Dan jokes. “You don’t have to launch a fully-fledged ABM strategy overnight. Start small, run an ABM-style campaign, learn from it, and iterate.”

ABM doesn’t have to be expensive, either. Even simple account selection and personalized messaging can make a big impact without blowing your budget.

The Triple Threat: Three Priorities for a Winning Marketing Strategy

If Dan were building a marketing strategy from scratch today, here’s what he’d focus on:

1. Targeting: A well-thought-out Ideal Customer Profile (ICP) and segmented targeting strategy is key. 

“Use the ‘Who, Why, What, Where’ framework: who are you targeting, why, what do they care about, and where can you reach them?”

2. Strong Content: Thought leadership, market research, and peer-to-peer insights create credibility and spark conversations. 

“Market research isn’t just for brand awareness; it fuels every channel, from social to sales outreach.”

3. Measurement & KPIs: Define success before you start. 

“What’s your end goal? Whether it’s revenue, pipeline, or engagement, work backwards to align tactics with outcomes.”

Final Thoughts: The Future of Personalization in ABM

As the conversation wrapped up, Dan posed a mind-shifting question for future guests: 

“What are the best ways to personalize at scale in ABM? Can we go deeper than just tailored outreach?”

It’s a question every B2B marketer should be asking because in a world of automation and AI, real, human connection is what makes ABM work.

We’ll be sure to ask that in our next session! For now, a huge thank you to Dan Smith for sharing his insights.

If you’re looking to break through the noise in B2B marketing, take a page from his playbook: stay laser-focused, leverage data wisely, and always bring context to sales.

Connect with Dan for more expert perspectives and deeper discussions!