Using Intent Signals for Account-Based Marketing (ABM): Why Direct Mail Belongs in Your Strategy
By Rachel Horowitz | May 14th, 2025 | Direct Mail, Blog
In today's competitive B2B landscape, Account-Based Marketing (ABM) is more than just a buzzword—it's a proven strategy for aligning sales and marketing around high-value target accounts. But ABM is only as effective as the data and signals that drive it. That’s where intent signals come into play.
What Are Intent Signals?
Intent signals are behavioral cues that indicate a potential buyer is actively researching or considering a product or solution. These signals can come from a variety of sources:
- Third-party data (e.g., content consumption from B2B publishers or review sites)
- First-party data (e.g., website visits, email engagement)
- Technographic or firmographic changes (e.g., new hires, tech stack changes)
By capturing and analyzing these signals, marketers can pinpoint which accounts are “in market” and ready for outreach.
How Intent Signals Fuel ABM
In ABM, targeting the right account at the right time is critical. Intent data gives you that edge. It allows teams to:
- Prioritize accounts showing the highest buying signals
- Personalize messaging based on the account's research behavior
- Align outreach timing with peak buyer interest
But once you've identified those hot accounts—what’s next? That’s where your outreach strategy needs to stand out.
Where Direct Mail Comes In
Digital channels are saturated. Buyers are bombarded with emails, ads, and LinkedIn messages daily. Direct mail, by contrast, cuts through the digital noise and lands directly on a decision-maker’s desk—or home office.
Why Direct Mail Works in ABM
One of the biggest benefits of direct mail in ABM is its ability to create a tangible connection when digital outreach gets lost in the shuffle. Here’s why it works:
- Personalization: Direct mail pieces can be highly customized based on intent data. If an account is researching cybersecurity, your mailer can reference that directly.
- Memorability: A physical piece stands out far more than a standard email. Creative, well-branded mailers often get shared internally—amplifying your message.
- Engagement: Response rates for direct mail are significantly higher than for digital alone. When paired with digital tactics, the lift is even greater.
Incorporating the benefits of direct mail into your ABM strategy adds a layer of depth and differentiation that many digital-only strategies lack.
Putting It All Together: Intent-Driven Direct Mail in Action
Let’s say your data provider flags a mid-market tech company showing strong intent around cloud infrastructure migration. Your ABM workflow could look like this:
- Identify the account and key stakeholders based on intent signals.
- Customize a mailer—perhaps a sleek booklet with your cloud case studies and a handwritten note.
- Send the mailer at the peak of interest, followed by personalized email and LinkedIn outreach.
- Track engagement through follow-up channels and schedule sales outreach accordingly.
This coordinated effort showcases the benefits of direct mail as part of a modern, intent-driven ABM playbook.
Final Thoughts
Intent signals tell you who’s ready. Direct mail helps you make a lasting impression. Together, they form a high-impact approach to ABM that’s hard to ignore.
If you’re looking to integrate direct mail into your ABM workflow, it’s time to go beyond digital. The benefits of direct mail—personalization, memorability, and higher engagement—can be the difference-maker in converting high-value accounts.
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Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.