ABM Is B2B.

Masergy analyzed what their best customers looked like and built an Ideal Customer Profile based on specific criteria.

For example, if you’re targeting 100 accounts, you might be able to engage 50 of them. Of those 50 accounts, 25 might turn into opportunity, and 5 might close.

Engagement data: How much an account has interacted with your company through your website, marketing, and sales activities.

To do this, you need to build an account intelligence database from lots of different data sources. In fact, account intelligence

Landing on the most appropriate engagement metrics doesn’t necessarily mean that every account that engages is sales-ready.

With one-to-few, you should get more personal with your messaging and leverage engagement data to achieve that level of personalization. In the right industry, these accounts might be a bit off from checking every box of your ICP, for example, but have too few employees. They’re close, though, and they’ve shown intent.

engagement in the accounts you can serve the best, and your c-suite cares the most about that. Is it a better use of resources than what you’re already doing?

You can assemble a fit profile on your own, or use an AI-assisted/predictive fit-scoring tool to help determine which characteristics have the strongest correlation with your past sales success and generate a fit score for each account in your CRM.

To focus their efforts on demonstrating their value to the right people to reach their aggressive revenue goals, Sigstr filtered their total addressable market through three ICP criteria: geographics, firmographics, and technographics.

help them beat their competitors using your product or service. Again, case studies are your friend.