Kevin 'KD' Dorsey
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.
Questions Kevin 'KD' Dorsey answered
One of two bad outcomes: they do nothing because they don't know what to do with it, or they misattribute the intent to the wrong person and reach out inaccurately — which can burn the bridge at the very account they were trying to win.
The New ABM Intent: Key Buyer Signals Are Now Contact-Level36:53
Understand the difference between intent and interest — reps see a post and go too fast and too aggressive. You only get to shoot your shot once or twice, so contextualize the post, add insight, weave its language into the message, and end with a call to agreement rather than a pitch.
The New ABM Intent: Key Buyer Signals Are Now Contact-Level49:09
In Kevin 'KD' Dorsey's words
“We have to make sure that we understand the difference between intent and interest.”
The New ABM Intent: Key Buyer Signals Are Now Contact-Level50:11