The most important part of account based marketing is defining your account list. But it’s not always easy to understand how you can build an account list that is going to be the most effective. What are the pitfalls of legacy list? What is going to return the best results? Watch this video to find out the basics.
The first step in starting an Account Based Program is defining the account list. But how do you define an account list? Does it exist, or is it built? Is it an aggregation of your sales team’s desires, or is it a strategy built with insight?
Traditional approaches to account-based marketing have been limited to taking an existing account list and building a campaign around it. But the open secret is that this list is at best static, a snapshot of the marketplace at a specific period of time.
Let’s think about this for a moment. The quality of your account list is the primary factor that will determine your ABM programs success. While a legacy list –stuffed as it is with Fortune 500 aspiration– may seem wonderful, it is ignoring the real signals coming from an active and changing marketplace. So how do you know you have the right list?
This is where intent data comes in. If traditional account-lists are a static picture of the marketplace, intent reveals what is going on in the marketplace at any given time.
Intent reveals what the topics companies are researching plus the individuals at those companies who at those companies are doing the research right now.
Intent-driven account based marketing creates a more resolute focus for your marketing efforts. An account list that targets both the in-market companies and the decision-makers at those companies will increase a marketing organization’s efficiency and maximize ROI.
To lean more, download the Account Based Marketing: Targeting With Intent whitepaper.