🕵🏻‍♂️ How to target the right accounts?

Dear Trencher,

Tired of chasing after the wrong leads?

In this newsletter, we'll share a proven method to identify the accounts that are worth your time. 

By using this method, you'll narrow your focus, identify accounts that are ready for a conversation, and create a laser-focused target list that drives real results.

Let's get right into it.

1/ 𝐐𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐜𝐫𝐢𝐭𝐞𝐫𝐢𝐚.

Before prioritizing and selecting accounts, ensure they meet specific qualification criteria. Just because an account is in your area or meets firmographic criteria (e.g. big manufacturing company in North America) doesn't mean it's a good fit.

Qualification criteria examples:

• Losses are stated in the annual report because of the currency volatility.

• Product release cycles >1 month, etc.

2/ 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐩𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥.

Not all accounts are created equal. So, understanding the true revenue potential of each account is crucial. Are you targeting high-value opportunities (antelope) or smaller deals (mice)? 

Focus your efforts on accounts with the highest and medium revenue potential to maximize your return on investment.

3/ 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩.

Leverage your network! Does someone on your team know someone who works for the target accounts, or who is closely connected to the buying committee?

Somebody who can make an intro or share insider information about the account's specific needs and challenges.

Prioritize these accounts.

4/ 𝐏𝐫𝐨𝐝𝐮𝐜𝐭-𝐧𝐞𝐞𝐝 𝐞𝐯𝐢𝐝𝐞𝐧𝐜𝐞.

Are there any facts that might tell us that the account might have a challenge that our product solves?

Examples:

• Actively hiring for a specific role

• Announced losses, key initiatives, or roadmap

• Legacy technology, etc.

5/ 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐚𝐧𝐝 𝐢𝐧𝐭𝐞𝐧𝐭.

Are the accounts that we want to target already aware of our product?

Are there any engagements and touchpoints we had with them?

The second question is essential because it helps you separate "cold accounts" (no touchpoints) from the accounts that are already aware of your brand.

Cold accounts should be put into a future pipeline list and added to your cluster-based demand gen program.

To identify "aware" and "engaged accounts" look at your marketing automation and intent data:

• Recent sign-ups to your cluster-based webinars

• High-intent website page visits (demo, pricing, case studies, vertical/role solutions, comparison reports)

• Engagement with your thought leadership content and demand gen ads, etc.

The last step is scoring all the accounts and making an "active focus" list according to your team's capacity.

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Most marketing and sales teams either build a "wish list" of accounts or play the MQL game.

They always get the same results: miserable pipeline and missed revenue targets.

Their challenge can be easily solved by:

• sitting together

• defining account qualification and prioritization criteria

• and identifying the target accounts they SHOULD focus on.

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Ready to Take the Next Step?

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See you in Trenches 😉

Ade Odjo