A lot of ABM strategies start with third-party intent data.
And on the surface, that makes sense.
It tells you which companies are researching a topic or looking for a solution. It gives you a place to start when you’re deciding which accounts to go after.
But just because someone is researching your category doesn’t mean they know you.
And if they don’t know you, even the most personalized outreach won’t move the needle.
That’s where things don’t go as expected.
If the buying group has never heard of your company, they’re not going to trust an email or a LinkedIn message, no matter how targeted it is.
ABM isn’t about blasting personalisation based on third-party data. It’s about building awareness, engagement, and trust inside the account, over time.
And to do that well, you need something stronger than cold signals.
You need first-party intent.
That doesn’t mean you ignore third-party intent altogether.
It still plays an important role in helping you identify which accounts to prioritize.
Let’s say an account matches your ICP and is showing interest in your category. That’s your cue to warm them up. Start building familiarity. Show up. Add value.
But don’t jump into outreach just because a tool flagged them as active. Instead use that signal as a starting point, not the whole strategy.
What you really want to focus on is collecting first-party signals, those that come from your own ecosystem.
These include:
- Someone from a target account visiting your website
- Watching your webinars
- Attending your events
- Clicking on your ads
- Engaging with your LinkedIn posts
- Subscribing to or reading your newsletter
- Downloading content from a landing page
These actions might look small on their own, but together, they tell you something important.
They show you who knows your brand, who’s paying attention, and who’s further along in the journey than others.
When you know that, you can create plays that feel relevant and timely, because they’re grounded in real signals.
But first, you need to create that intent.
You can’t collect first-party data unless you’re giving people meaningful ways to interact with you.
How to Build First-Party Intent
Here are four ways to create first-party signals and use them in your ABM strategy.
1. Create activities that generate signals
- Host webinars and send 1:1 invites to people from your target accounts
- Post on LinkedIn with insights that speak directly to account-specific problems
- Build content hubs and track what’s getting attention
- Feature people from your target industry in expert roundups
- Leave thoughtful comments on buyer posts to start small, useful conversations
Each of these touches helps you show up in front of the right people, and gives you signals you can track and build on.
2. Stack your activities for deeper insights
Instead of running isolated campaigns, build one step at a time, and let each action feed into the next.
For example:
- Start with a personalised post about a topic that matters to the account
- Invite the right people to a webinar that explores the topic in more detail
- Use polls or follow-up questions to learn more about their needs
- Turn what you learn into a short insight piece or content snippet
- Re-engage by offering something deeper, like a strategy session or tailored content
This way, you’re not just waiting for intent to show up. You’re actively creating it.
3. Use signals for value-based follow-ups
When someone engages, the next move is not to pitch. Instead, focus on staying helpful:
- Share content that aligns with what they already viewed
- Ask a thoughtful question that keeps the conversation going
- Offer a simple next step that feels natural
- Bring up a topic that fits their role or business goals
- Pass sales the right context when the time feels right
The goal is to stay useful. When you do that consistently, your outreach feels like a natural continuation, not a cold interruption.
4. Mix your plays with the right level of personalisation
You don’t need to personalise everything. Structure your approach like this:
- Run 1:many nurture to stay visible across a broader segment
- Layer in 1:few content and webinars tailored by vertical or persona
- Reserve fully personalised 1:1 plays for high-intent, high-value accounts
This balance helps you stay efficient while still being relevant where it matters most.
Because at the end of the day, cold outreach, even if personalised, is still outbound.
And outbound isn’t ABM.
First-party intent gives you the insight and context to do that well. It tells you not just who to engage, but when, why, and how.
So to build a real ABM motion, don’t just rely on cold signals from third-party tools.
Start building your own.
That’s how you create programs that are not just targeted, but truly relevant.
