Data-Driven Prospecting

• Ideal Account Profile – Identify accounts most likely to deliver qualified opportunities by analyzing organizational account level intent data and organizational trigger events
  

  • Inbound activity (requested demo, inbound call, chatbot convo, etc.)

  • High or accelerated traffic to your company’s home page, pricing page, etc.

  • 10k report addresses an initiative relevant to your value prop

  • Existing relationship with your company’s channel

  • Intent expressed on 3rd party networks, downloading relevant content or whitepapers

  • Press release relevant to your solution’s impact, M&A, organizational restructuring, etc.c

  • High or accelerated freemium usage at the account level (only valid if product offers a freemium model)

  • Just received series-A, B, C, VC, Angel funding press releases – understand what each round of funding means in terms of resource allocation

• Ideal Client Profile – Identify individual prospects within target accounts that are most likely to convert to a qualified opportunity by analyzing individual intent data and trigger events.

  • 3rd party intent data (TechTarget prospect, downloaded relevant network content)

  • Inbound calls, emails, demo requests, etc.

  • Freemium user

  • Used your solution at a previous role

  • Recently promoted

  • LinkedIn posts related to your solution/value proposition

  • Job Title relevant to your solution (For cybersecurity software, target IT and CISO’s)

  • “Above the Line” – decision making authority or ability to champion (titles, departments, etc.)

  • Previous activity in CRM (old closed-lost opps, stagnant open opps, etc.)

  • LinkedIn TeamLink
    

• Account Research – Process for determining accounts in your territory that match your IAP.
  

  • Refer to CRM for account activity, insights, closed-lost opps, stagnating open opps, etc.

  • Analyze 1st party intent data (DemandBase, GoogleAnalytics, Pardot reports, etc.)

  • Analyze 3rd party intent data (TechTarget, partnership networks, etc.)

  • Leverage CRM, 1st Party intent data, and 3rd party intent data to determine commonalities by departments, location, line of business, and business unit – this allows you to customize your message further and optimize the impact of your value proposition

  • Speak with your Account Executive and previous account SDR for account insights

  • Scan 10k report for initiatives you can relate to your solution

  • Search LinkedIn/DiscoverOrg for management changes and organizational restructuring

  • Ask the channel if they have an existing relationship with your target account

  • Leverage LinkedIn TeamLink to see if there is potential for an inside introduction (especially C-suite connections)

  • Research your board of advisors to determine any advisory/investment overlap between your company and your target account – potential introduction

  • Scan news outlets and publications for press releases, funding announcements, M&A,
    

• Account Based Messaging – relate your account level messaging to what matters to their organization, and leverage social proof specific to their company, industry, and/or vertical. This is the scalable approach to targeted outreach.
  

  • Leverage cultural buzzwords to frame yourself as an insider, crack the organization’s social DNA (i.e. “Delivering happiness” at Zoom”

  • Understand what matters to the account (e.g. values, mission, 10k, how they operate, how they make money, raison d’etre, etc.) and use to frame value proposition

  • Leverage case studies relevant to the account’s industry or vertical

  • Leverage current freemium activity, use cases, and impact if applicable

  • Leverage account insights gleaned from your CRM
    

• Prospect Research -
  

  • Analyze 1st party intent data (DemandBase, Pardot reports, web traffic, etc.)

  • Analyze 3rd party intent data network (TechTarget prospect, partnership networks)

  • Leverage CRM, 1st Party intent data, and 3rd party intent data to determine commonalities by departments, location, line of business, and business unit – this allows you to customize your message further and optimize the impact of your value proposition

  • Reference LinkedIn for TeamLink connections for potential intro (use filter to do en-masse)

  • Reference CRM for contact outbound and inbound activity, previous opps, etc.

  • Use ZoomInfo, DiscoverOrg, and/or Sales Navigator to filter account for prospects that align with your ICP and account research (i.e. title, location, LOB, BU, department, etc.)
    

• Prospect Messaging – relate your individual messaging to what matters to the prospect, and leverage social proof relevant to his/her title, LOB, BU, department, company, industry, and/or vertical. This approach is not scalable and requires high time investment per prospect, this should only be used if the prospect fits your ICP – ideally prospect level plays are run after account level plays have produced high potential prospects.
  

  • Reference LinkedIn for recent promotion, previous role at a company that uses your solution

  • Understand what matters to the prospect (role responsibility, executive initiatives, path to promotion, etc.)

  • Leverage insights gleaned from activity in CRM

  • Leverage case studies related to his/her title, department, LOB, BU, company, or industry/vertical

  • Leverage current/freemium usage as social proof, prioritize in this order: department, BU, LOB, account, external organizations in their industry/vertical