Katie Penner
VP of Sales Development · Influ2 LinkedIn
Product Guide
Key takeaways
- 3:04ForgeX research shows 67% of ABM programs see higher ROI than other marketing programs, yet only 52% of organizations have been investing in ABM for one to two years.
- 24:37Account-level intent leaves sales asking 'who should I call?' — contact-level intent names exactly who is showing interest, where, and about what, so reps know who to target and what to say.
- 26:39Audience Scope detects search intent at the search stage itself, capturing signals even when buyers stop at an AI summary and never click through — the zero-click reality that is eroding web traffic and MQLs.
- 22:34Intent is a short-lived impulse: instead of warming up an account and then passing it to sales, marketing and sales should act on contact-level signals immediately and work in parallel.
- 41:02KD's KPICC framework — Know, Problem, Impact, Connect the dots, Call to agreement — structures signal-based outreach; lead with relevance rather than creepy personalization, and seek agreement before asking for a meeting.
In Katie Penner's words
“Intent data sounds like this silver bullet, but here's the truth: intent on its own doesn't pay the bills.”
The New ABM Intent: Key Buyer Signals Are Now Contact-Level35:53