There are a number of ways you can approach segmentation depending on factors that impact an account’s likelihood to purchase your product.
When creating a scoring methodology, consider the following factors:
- Model fit: What characteristics does the account have?
- Behavior: What is the account activity across various channels?
- Intent: Is the account showing intent to purchase? (i.e. a demo)
- Needs: What are the account’s pain points? How can your company fit those needs?
Depending on the account’s overall fit with your ideal customer profile (ICP), they are assigned Tier 1, Tier 2, or Tier 3.
As you score your prospects, you can refine the key factors that delineate one tier from another.
When teams begin their ABM program, they’ll need to agree on how many accounts fall within each tier. This will vary dramatically across organizations but will largely depend on the above factors and will change as your company scales.
Ultimately, this is about optimizing your process as you build relationships with your target accounts. At the end of the day, teams will need to research each accounts’ challenges and identify how your product can remedy those problems.
Which types of data drive account segmentation?
When it comes to tiering accounts, it’s most effective to use a variety of data. With different types of data, you can assign a weight to the different factors used to tiered accounts.
A company’s basic profile can be described using firmographic data—like geographic region, number of clients, employee count, type of organization, industry, and annual revenue.
Firmographic data is a decent starting place for achieving a basic understanding of a company, but to really understand an account, teams need to dig deeper.
Technographic information shows what technology accounts use. This allows marketers to create more effective messaging for campaigns and salespeople to understand how the technology they’re selling fits into an account’s existing tech stack.
Some tools show when an account adds new technology that complements their own and when an account drops competing technology. They don’t, however, give companies context about how technology is used by an account.
Behavioral and intent data
This type of data is generated and stored when an account interacts with your business. It tracks website visits, emails sign-ups, calls and more. Using this data, teams can see how accounts are engaging with content and where they are in the funnel.
If an account is engaging with your business, this should grab your attention because certain events (i.e. reading a case study) mean that the account is getting closer to their decision. Engaged accounts should be top-priority over accounts who may be a better profile fit, but are showing little activity.
Intent data can be first or third-party. This type of data shows the type of content an account is consuming and whether or not an account is interested in purchasing a product or signing up for a purchase.
Contextual data can show companies how accounts are using technology, how much they’re spending on it, when their contracts with other vendors expire, and more.
As you examine companies with a contextual lens, teams can evaluate questions like:
- Will this account go through the funnel quickly?
- Does the account have a compatible tech stack? How are they using it?
- Are accounts partnered with our competitors? When are contracts up for renewal or cancellation?
Connecting with your target accounts
Account-based marketing is founded on solid alignment between marketing and sales. Together, they pursue the best-fit and most valuable accounts with shared plays.
To focus on the highest quality opportunities, teams are selective with who fits their ICP, who they'll target first with customized content, and best timing.
Aligned marketing and sales teams develop extremely customized ways to target Tier 1 accounts, focused ways to target Tier 2 accounts, and loosely personalized ways to target Tier 3 accounts.
When your top talent in your organization is pursuing your top accounts, you’ll be able to cultivate the trust and relationships that enterprise sales are built on.