There is a simple strategy that allows sellers to craft hyper-contextual outreach programs for higher win rates: collecting account data on a more granular level than contact information—or, in Peter Buscemi’s words, a Strategic and Visionary Marketing Leader:
“[Investing] in developing account intelligence profiles to create strategic account plans, penetrate new accounts, discover upsell and cross-sell opportunities in existing accounts, and align sales and marketing.”
It is essential to rely on comprehensive account intelligence—such as behavioral signals, in-market intent, or technographic data—to gain a greater (and real-time!) understanding of your targets.
Activating your sales team through timely account intelligence will set your company apart, industry experts say—and that differentiation will lead to better sales outreach response rates and a faster pipeline.
The Fuel for Highly Targeted Account-Based Programs
Account-based campaigns run on incisive information that allows sellers to readily identify a contact’s role within the company hierarchy and build strategic account plans.
That’s exactly why account intelligence is the fuel for targeted sales initiatives—and perhaps most notably, should drive all your account-based programs. A set of actionable account information can provide insights into a company’s technology stack and signal your target’s intent to buy—all to help you:
- Maximize your efforts on accounts that have a high likelihood of converting to customers
- Minimize time and money spent on accounts with a low probability of converting
- Craft targeted sales messages that will resonate with key decision-makers
There is, however, one condition: to act on account intelligence and maximize your sales efforts, all your data should be consolidated into a single view.
The Key Sources for Account Intelligence That Converts
According to Terminus, there are multiple account intelligence sources that assist sellers in achieving higher win rates, including:
- Intent Data—a dataset that helps you determine when an account is in-market for a product or service;
- Technographic Data—a means to better understand the technology usage of a target account;
- Firmographic Data—a set of attributes, such as company size, location, or annual revenue, used to segment your target market.
As sellers begin acquiring these data sources, experts advise that account intelligence “must be accurate, extensive, and up-to-date” to be fully functional.
Gather—and routinely augment!—detailed account data and use this invaluable intelligence to reach out to key decision-makers and increase your win rates.
If you liked this post, here is a brief intro to Infotelligent…
We are a leading “Sales Intelligence” SaaS platform for the world’s most successful sales and marketing teams.
Infotelligent’s mission is to give you accurate contact information about your ideal customers with buying intent insights to help you grow your sales faster. Our platform provides accurate and comprehensive information on your target customers. This enables you to reduce your sales cycles, increase your win rates, and grow your sales.
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