Target Account List

What is a Target Account List

A target account list is an initial step in implementing a successful account based marketing campaign. The list is created by your team based on an understanding of who your buyers typically are, interest expressed, and the value of the prospect to your company. With a target account list, you’re efficiently focusing your team around getting the right prospects and closing the best opportunities more quickly.

 

How do you create a Target Account List?

There are a few ways to go about this:

  • Leverage ICP report (ask your Customer Success Manager for next steps)
    • The benefit of this is it is fairly quick to generate and directly tied to opportunities your team has already closed.
  • Use Analytics to focus on segments- industries, sub industries, employee count, revenue range, or some combination which has expressed interest in your offering. A great place to start would be with your Clearbit Engagement Report. Connect with your CSM if you need one shared.
    • Benefit: Based on actual traffic and page views to your site
  • Use Analytics to identify high value/key accounts. Connect with your CSM if you need one shared.
    • Benefit: Based on actual traffic and page views to your site
  • Use some combination of the above to tweak/fine tune your list

Bring together marketing and sales team leadership to set agreed upon process for how the target account list will be maintained - including how accounts will be removed.

 

Once you have your target account list set, engage the customers 

Through:

  • Ad Campaigns
  • Email Campaigns
  • Site Personalization
  • On Site Chat
  • Call the customer (leveraging real time alerting!)
  • Events - Conferences, meetups, meetings, etc

 

Then Measure and compare against existing list

How successful were your marketing efforts in activating and engaging the lead? How many deals closed? How quickly did a deal close? Etc.

Depending on your company’s goals and objectives, adjust your efforts as needed to held improve relevant metrics and KPIs. Analytics will help guide your approach along the way.

 

Update list as needed