January 23rd, 2019 | by

Hello! Todd McCormick here, CRO of Terminus. I’m excited to join our partners at DiscoverOrg in beautiful Vancouver, Washington, for a whiteboard session.

I’ll be talking about one of the opportunities and challenges that marketers face in building out an account-based strategy. We like to help our future customers understand that 360-degree view of their future customers … but it’s not as easy as it sounds.

Today, I’ll walk you through a model that we came up with to help our customers narrow down the accounts that they really want to focus their campaigning on.

1. When Fit Data ain’t enough…

Start at the top: Fit.

Uncover your buyers, leverage intent, and engage accounts2

When you think about Fit data, most people think about the ideal customer profile: The firmographic, demographic data, and other baseline data from great tools like DiscoverOrg.

But you also need to start thinking about personas.

In an account-based world – and really any software buying committee – you typically have eight to ten buyers out there. You really should be thinking about their personas as part of that fit modeling.

At Terminus, we’ve discovered that lot of our customers struggle to campaign against Fit by itself. Tens of thousands of accounts might meet that Fit qualification for you, but you might have only 10 SDRs or 10 sellers that can actually go after that business.

In most cases, we address this by showing our customers how to really leverage Intent Data.

2. Use Intent Data to prioritize accounts

Both DiscoverOrg and Terminus have partnerships with Bombora: Bombora identifies companies who are actively researching topics related to your product around the web (beyond your website).

Intent Data is valuable because it lets us know which prospects are actually in market for your solutions.
That helps us narrow down where to spend campaign dollars and man hours.

Uncover your buyers, leverage intent, and engage accounts1

The next step is: Of those accounts, how do we identify which are actually engaging in our content?

We take this information, and we serving up ads to these personas in these accounts. We’re running LinkedIn sponsor content. And we’re looking at which ones are actually coming back to our website and engaging in our content.

3. Buyer intent as a sales engagement trigger

This engagement data becomes a trigger to sales or to SDRs.Uncover your buyers, leverage intent, and engage accounts

Imagine saying this to your sales team: Okay, the company counts meet your fit, they’re in market for our product, and your personas are engaging in our content online. (Oh, and by the way – They’re engaging with the product features and pricing pages.)

Could there be a better time for your SDR to reach out?

So this is a really nice model to help companies operationalize all of their data and execute a flawless ABM program. We use it every single day. It helps our marketers identify where to spend their dollars, time, and energy – and ultimately this method produces the best results for our customers.

So here’s your starting place for ABM strategy:

  1. Use Fit Data to focus on the right accounts
  2. Prioritize sales outreach with buyer intent
  3. Buyer Intent data to trigger sales engagement

Thanks! Visit me at Terminus.com to learn more.

To learn more about adopting an account-based strategy, watch our own account-based adventures as we turn the camera on ourselves!

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Charity Heller
About the author

Charity Heller

Content Strategist, DiscoverOrg

Charity Heller is DiscoverOrg's content strategy manager. She has 15+ years' experience developing and creating content in range of B2B, B2C, and creative industries; previously she founded and operated a book editing company. Charity earned a B.A. in English, Project Management certification, and Professional Editing Certification from U.C. Berkeley.