You need to continually update your target lists as new data come in, and as existing accounts move in and out of your original segments.

For example, you could look at engagement metrics, such as accounts with website visits to high-value pages, and deliver relevant ads to the top 100 most-engaged accounts.

Once your playbook is set up, it’s time to go after the money. Sales leadership should collaborate with top reps to come up with a series of focused plays, an index of great content, and clear personalization instructions so they can start a meaningful conversation with accounts.

The ultimate high-value accounts get the one to-one treatment. This is where you spend more resources and budget to tailor your content, but the payoff is much higher. The reason is that you’ve segmented to discover who is ripe for your solution, right now.

From there, look at relationships. These are your engaged accounts, those that have interacted with your company in some way. Most of the time, it will be through a website visit. Several account-based analytics tools can link known and anonymous contact activity on your site to individual accounts.

Marketing research firm Forrester discovered that fewer than one percent of all leads turn into customers. Put that another way: 99% of what you’re doing now doesn’t work.

Pipeline velocity What do you do with accounts already in your pipeline? Accelerate those bad boys! The biggest challenge most companies face isn’t lead volume; it’s pipeline conversion. We’ll quote our favorite eye-opening Forrester statistic again : Fewer than 1% of B2B leads turn into customers.

B2B IS NOT ABOUT LEADS! It’s about winning the accounts that you can serve the best, and that bring the highest value to your organization.

complete with a top-50 daily business podcast called FlipMyFunnel, more than 10 conferences with thousands of attendees, and countless converts along the way.