Accounts buy. People decide.

Only ZoomInfo provides real-time intelligence that enables an account-based approach to target the right prospects, at the right time, with the right message.

We typically target a 50:1 ratio for contacts worked per meeting set. With ZoomInfo, the ratio shrunk by over 20% to 40:1. It’s never been easier to penetrate the C-suite and go around gatekeepers.
Nick Aiello Demand Creation Executive at FRONTLINE Read Case Study

Integrations

Fuel your account-based strategy leveraging ZoomInfo’s comprehensive data and innovative technology into your existing tools.

Frequently Asked Questions about Account Targeting

  • What is target account selling?

    Account targeting and other ABM practices refer to the process of first identifying high-value accounts, and then developing marketing strategies that appeal to their specific personas and needs. In other words, you treat every account as a market of one. When you offer highly targeted information and content that speaks to an account’s exact needs, you can provide a unique, hassle-free buying experience. Furthermore, by targeting accounts that you know are already in a good position to buy, you’re already giving yourself a leg up in the sales journey.

  • How do I define a target account?

    Defining a target account is difficult, and made even more complicated if you don’t know what you should be looking for. The best way to figure out what kind of accounts to target is to develop an Ideal Customer Profile (ICP). That is, find companies that would be the best fit for your product/solution.

    In order to determine an ICP, you can use the data you already have to identify commonalities between your best customers: industry, company size, revenue, location. B2B go-to-market teams also rely on other advanced business characteristics that align your value proposition with a prospects’ needs to better define an account universe. This could be operational (specific department sizes, technographics, etc.) or real-time intent and behavioral data (funding rounds, product launches, etcs.)

  • What are the best tools prospecting into an account universe?

    Popular review marketplace, G2, defines the category of Marketing Intelligence Software as the following:

    Marketing account intelligence software compiles insightful prospect data to help marketers develop a list of accounts that fit a user’s ideal customer profile.

    By deploying this software, marketing organizations can maximize efforts on accounts that have a high likelihood of converting to customers while minimizing time and money spent on prospects with a low probability of converting.

    To qualify for inclusion in the Marketing Account Intelligence category, a product must:

    • Collect target account data from external sources on a more granular level than contact information
    • Score or rank leads to better connect marketers with prospective accounts
    • Integrate with a product that can manage data profiles or have that capability itself

    In its most recent rankings report, the G2 Grid for Marketing Intelligence, ZoomInfo earned the highest score of 98. Over 30 other vendors were included in the report. The score is based on reviews, satisfaction, and market presence. In its analysis, no other vendor achieved a G2 score above 75.

  • How does ZoomInfo maintain its contact and account database?

    How do we attain our data, and how do we make sure it continues to be accurate? All of these are valid questions, and ZoomInfo has a diverse portfolio of data sources and system of checks and balances that ensures both the quality and quantity of information available to recruiting professionals. The process includes four different practices:

    • We have a vast contributory network: Our community network of voluntary contributors is large, and growing every day, adding new information and validating the accuracy of our existing database.
    • We use proprietary machine learning: Automated machine learning constantly scans corporate websites, news articles, SEC filings, job postings, and other sources for information about industries, locations, revenues, and much more.
    • We use human research and verification: Our human research and development team works to verify algorithm performance, enhances information about contacts, findings, and conferences.
    • We use third party expert partners: We use trusted third party sources to supplement our automated data aggregation in order to extract information from public companies, merger and acquisition activity, government data sources, and social media feeds.
  • How do you build an account-based strategy?

    As with any new strategy, you need a plan. At its best, a well thought out ABM strategy can increase your overall network and brand loyalty. At its worst, it’s just another form of inbound marketing. So what goes into a successful ABM strategy?

    Establish an ABM team
    In order for any strategy to work, sales and marketing need to be in alignment. The goals and KPIs of your ABM strategy should be collaboratively determined by sales/marketing partnership. An ABM team should consist of people from sales, sales development, and marketing.

    Identify an ideal set of target accounts
    Obviously, you need to identify the accounts that are most likely to buy from you when building your ABM strategy. Otherwise, you’re simply shooting in the dark. Using third-party market intelligence, combined with your current marketing database, enables go-to-market teams to create and identify high-value accounts currently in-market.

    Attract contacts from high-value accounts
    After identifying the accounts you want to target, you should then identify the right personas within those accounts that will actually influence an ultimate buying decision.

    To streamline tedious research, organizations can use Sales Intelligence to find stakeholders and decision makers likely to engage in the sales process. The name of this game is personalization. Even the most basic segmentation — both within your target account universe and the personas you’re trying to connect with — goes a long way toward increasing the level of relevance your solution has to a prospects’ needs.

    Measure and analyze ABM results
    Whenever incorporating something new into a marketing or sales strategy, tracking results is imperative to understanding how it actually impacts total ROI. Analyzing the results of a new strategy allows you to identify gaps and make adjustments where needed.

    Start by comparing Key Performance Indicators (KPIs) from normal sales and marketing activities to results from your account-based efforts. Basic metrics to keep track of and compare are account penetration, deal-to-close time, win rate, and annual contract value (ACV).

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