B2B Lead Generation | Appointment Setting | Sales Development 

How to Identify High Probability Accounts for B2B Sales Outreach

Account selection is without a doubt the single most critical step in the Account Based Marketing process. As one of the first steps, it impacts every other subsequent step of the program

Defining your best accounts

To get from the total number of accounts in your market (total addressable market) to the ideal number of accounts for your B2B sales outreach strategy, will require filtering and probably mean setting aside some great opportunities in favor of the very strongest.

The first step, if not done already, is to define your Ideal Customer Profile (ICP). The ICP is a typical company that fits the profile for the solution or product offering that you are selling. Accounts that fit this profile are a subset of your target addressable market.

To find your ICP, you can reverse-engineer your most successful accounts and discover lookalike accounts that fit the general profile. There’s also the interesting tactic of reverse-engineering your competitors’ most successful accounts. Compile data about these accounts and determine what factors are most predictive of success. Needless to say, account selection involves forming strong partnership and trust between marketing and sales to select the best possible accounts that will convert and produce revenue outcomes for the organization

The Gut

If your sales organization is well set and experienced, you just need to assemble your sales team and ask them to come up with an account list. Most sales reps have been acutely focused on target accounts for years and have a pretty good idea of who they need to knock down to make their numbers. However, it lacks supporting data with which to build an entire marketing plan. The sales team’s gut can get you started and be on the same page as them, but marketing has to supplement other data driven methods to The hunch is vitally important to get sales and marketing teams on the same page and in agreement, but it should not be the only method of gathering target accounts

The Profile

To select the right accounts to target, data will be your most trusted ally. Along with the sales reps insights, you can leverage firmographic, technographic and sociographic data to select the right accounts to include in your B2B sales outreach programs:

Firmographics: Ideal account size, location, no. of employees and industry sector

Technographics: The account’s technology infra, their state of digital maturity, install base.

Sociographics: The account’s issues and challenges, their priorities and the opportunities related to the ideal account and account intent

Good data is key to this process. By leveraging manual research and intent data sources, it is possible to arrive at the right list of accounts and buying committees therein

The Intent

The advent of intent data is enabling a powerful method of harnessing big data to identify prospect accounts by their online behavior. For instance, companies such as Bombora enables you to harness intelligence about content being consumed by organizations. Some of the activities you could monitor include white paper downloads, webinar attendance, press releases and consuming pages of your web content. Even monitoring of search terms gathered at scale, organized by topic, industry and segments, are scored and available for further refinement for account selection intelligence. The reasoning behind intent monitoring is that when a number of people within your target account is spending hours on your website consuming tons of content, the probability of an active opportunity within that account is much higher

Using the three data sources mentioned along with competition bench marking, organizations can identify high probable accounts that will contribute to targeted revenue and drive business results that are data inspired and collaboration-led

Our BDRs are trained to leverage these and more tactics to arrive at the right set of accounts and delve deeper to engage and get into conversations with buying committees at these accounts. Contact us to know more about our appointment setting programs

Growing B2B Buyer Data Points

Leverage 50m+ IT and Business Buyer Data Intelligence

We are able to leverage 50m+ buyer data, which are constantly updated through proprietary tools and global data partnerships, to power your B2B marketing programs and derive consistent quality and quantity of leads. We are also able to deliver account based content syndication programs enriched with buying group data.

Our large audience allows us to track more than 1000 install bases in both software and hardware segments. Whether you are looking for specific demographics or technographics to filter out leads, we have the tech, data and 5-step quality process to deliver the right leads for your next marketing program

Who we've worked with

Our team has worked on B2B lead generation programs across enterprise, mid market and startup organizations


Success Stories

"They helped with comprehensive dealer contact data across EMEA market. Responsive agency to work with"

Marketing Director

Industrial Manufacturer

"We contracted them for a blended MQL and HQL campaign. They delivered on time with agreed budget and volume"

Demand Gen Manager

Saas startup

"They generated 25+ appointments in a quarter. Good quality leads – and good folks to work with"

Sales Director

Cloud Infra Enterprise