Account
selection

Target account definition is the beginning of every account-based program. It consists of several steps, such as creating an Ideal Customer Profile and buyer personas.

Luckily, the availability of different technologies has made the processes involved in account selection significantly easier. Gathering and analyzing data, account selection itself and even analytics can be automated to a certain degree with the right technology.

01

Data

Before you’re able to determine your list of target accounts, you need data. Collecting data, saving it in a database, creating an ICP based on that data… A lot needs to be done before you can turn your input into valuable output. A wide variety of tools have been developed to automate those processes and save your team time and effort.

02

Predictive account selection

In predictive account selection, a large amount of data is processed through machine learning. Target accounts are selected based on information gathered from historic performance and external sources. Similarities and differences between accounts are mapped to find the best fit for your company, which means it’s no longer a matter of manually selecting potential customers.

03

Analytics

Knowing you’re on the right track means you’re halfway to the finish line. Even during account selection, it’s essential to evaluate whether you’ve made the right decisions and to correct them where necessary. With the right tools, you’re able to analyze the information gathered about your target accounts in depth throughout your program.

Want to get started with high-end tech for account selection?
We’ll take care of integrating the latest technology with the rest of your marketing tech stack so your ABM campaign is up and running in no time.

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