There are also 4 types of data that are essential for building your Account Based Marketing foundation: firmographic, technographic, intent, and engagement.

Firmographic Information

Chances are, you already have a pretty good idea about the kinds of companies most likely to deliver the big deals. Ask yourself which company characteristics best predict a successful sales process.

Technographic information

At this stage of the account selection process, you’re looking to define which technologies your target accounts currently use, or are looking to invest in.

Consider what complementary technologies pair well with your solution, and in contrast, which technologies make an investment less likely.

Intent data

One of the key elements of a Marketing Qualified Account is understanding intent. Firmographic and technographic data are both static descriptors that decrease the total size of your audience and thereby concentrate your efforts. But, intent data uses the behavior of contacts at these target accounts to indicate a more urgent qualification and fit. (This is where lead t0 account matching is critical.)

Seek signs that a target account is in the market right now for solutions like yours.

Engagement data

While intent data can signify what buying activity an account is exhibiting elsewhere on the internet, engagement data seeks to identify how engaged your company is with this account right now.

When faced with a long list of potential target accounts, you’ve got to start somewhere, and your quickest path to traction with ABM will be with those companies where existing activity indicates strong opportunity.