Step 2: Identify target accounts
An essential question to ask yourself at the start of your ABM strategy is: whom do you want to work with?
Your sales team can provide names of accounts worth pursuing. However, not every company worth targeting will be on their radar.
If you want to broaden your scope, create an “ideal company profile”, also known as an ICP, which describes an organisation that’s a perfect fit for your solution.
Combine that information with a lead gen tool to identify your anonymous website visitors. Observe in real-time the type of companies that visit your website. This information will enable you to optimise your ICP and indicate companies that are highly interested in your solution. Include relevant website visitors to your list of target accounts.
Then, look at data from your marketing stack. For example, lead information from your email list or CRM system. Who engages the most with you? Which companies did you have deals with in the past? Add these companies to your list of target accounts.
Lastly, you can even Google and actively search for companies in your target market.