EXECUTIVE SUMMARY: In a given time frame, less that 50% of your Named Accounts will show active, current “interest” in you, your competitors or the problems you solve as measured by their research activity on B2B web sites. And 5% of your Total Addressable Market (TAM) will visit your site directly.
The good news is there are hundreds of Non-Named accounts who are “in-market” for your solutions but not on your Named Account list nor visiting your website.
With the right data and services you can find the active Named and Non-Named Accounts in your market and engage them in less than 30 days.
Validating your Named Accounts, growing your Named Account list and engaging them via ad display, email and phone are a few ways to use intent data and related services in your Account Based Marketing, pipeline building and revenue generating efforts. We call this finding your Total Interested Market, or “TIM”.
After Account Selection, there is a fast and effective route to Named Account Prioritization…
When embarking on Account Based Marketing efforts, many Marketing and Selling leaders select Named Accounts but miss a foundational step by not asking one simple question:
How can we quickly, reliably and effectively prioritize and engage the accounts we’ve selected?
Missing from many ABM discussions is a practical and tactical “how-to” processes for prioritizing your Named Accounts. Without this step, you are likely wasting time and money and negatively impacting marketing and sales alignment.
More and more ABM leaders are quickly and effectively using intent data – the “corporate digital body language” and web research behavior activity of people at accounts in the market – to prioritize their Named Account lists, optimize ABM efforts and improve downstream outcomes.
More specifically, we will share a bit of background on where intent data comes from, who provides it (and to whom) and discuss the services available to transform your Total Addressable Market – your TAM – into your Total Interested Market, or your TIM.
You have your TAM/Named Accounts…
Your team has assessed your Total Addressable Market, sliced, diced and selected your Named, Strategic, Industry and/or Territory Accounts. Your BDR/Inside and field Sales teams may have been assigned accounts already too. You are ready!
You’ve read, you’ve researched…now what?
If you’ve been reading content marketing and thought-leadership around ABM, you might conclude that the only ways to determine your highest-priority named accounts are a manual “home-grown” approach or the purchase of a Predictive Lead Scoring (PLS) tool.
Good News, Bad News, more Good News…
The good news: your buyers are all over the web, getting educated on the known and unknown problems they have and the solutions you and your competition deliver.
The every day “natural habitat” of your buyers is on 5000+ B2B web sites where they do research and where the vast majority of B2B web traffic “roams”. It is here where they learn from objective sources they trust and read content from analysts and journalists, participate in forums and chats with peers: on major media publisher properties, review websites, blogs and communities across the web.
The bad news: You can’t see this activity today. And contrary to what they say, no Predictive tool can see directly, if at all, into these sites. The predictive marketing and sales tools are very good at many things, but they do not “do” this…they currently buy behavioral intent data from a provider, if they have it at all. Now you know!