One of the core principles of ABM is to focus your approach on quality targeting vs. sheer volume. This will allow you to be more relevant, resonant and valuable to the audience making them more likely to engage with you.
One of the most effective way of filtering your list down to your ideal target accounts is to use account intelligence, such as Install Base and Intent.
Install Base
Install Base refers to the technology, hardware and software, a company may be running. As mentioned in the previous chapter, technographics are an important part of the Ideal Customer Profile.
Uses of Install Base Data:
Example of Install Base Filtering: ACME Online Accounting Software
As a technology requirement, ACME might have specified the ideal customer must have Sage (a competitor accounting software) in place. To further filter/prioritise the accounts list, ACME may now want to focus first on those target accounts that have a particular Sage solution in place (e.g. Sage 100).
This will allow ACME to tailor their messaging to address some of the challenges of the specific competitor product and/or focus on the differentiators that their solution offers in comparison.
Intent Data
Although the accounts in the Total Addressable Audience meet all your criteria, they may have no interest in your solution or product or have no buying intent. This is where Intent Data can provide a powerful filter for your list.
Intent data, as the name would suggest, is data that suggests (or predicts) the possible interest (therefore buying intention) accounts or individuals may have in a certain solution or product.
There are two types of Intent Data:
1. Internal intent data is the activity a company captures on its website via tracking and IP identification. Add to this scoring models and this type of data helps identify which prospects are in-market and ready to buy.
Example: a visitor to your website has been identified as coming from Company X, they have visited the solution page several times and have downloaded a whitepaper and attended your webinar. It might be safe to assume they are interested in your product.
2. External intent data is determined by behavioural signals on third party websites and social networks. Data from these sites show an account's (through IP recognition) or an individual's (through cookies and registration) interest. When these interest 'surge' for an account, it would suggest suggest there is a strong
Uses of Intent Data:
Practical Advice: Recommended Data Providers
Account intelligence & Contact Data:
Account Intelligence:
Intent Targeting: