Account-Based Sales Development Profile Creation Guide

Updated:

Contents

What is an Account-Based Sales Development (ABSD) profile?

An ABSD profile is the set of inputs that ABSD uses to identify and prioritize target accounts, recommended contacts, current investments at each account and personalized account news. The profile contains 6 steps:

  1. Tell us about your company
  2. Who are your buyers?
  3. What roles do you target?
  4. What are your buyer’s interests?
  5. Who are your customers?
  6. Rank your accounts list

How do the profile inputs affect my ABSD output?

  • ABSD leverages artificial intelligence and machine learning to scour the business internet and reads 400 terabytes of data (e.g., news articles, press releases, blogs, job posts, SEC filings) and analyzes it through the lens of your ABSD profile to identify in-market accounts.
  • ABSD then identifies the top buyers by looking at every person in the qualified account, filtering by titles within your buying committee and ranking buyers based on behavioral signals.
  • These buyer behavioral signals are displayed by ABSD through the relevant buyer quotes, presentations, press releases etc. that are returned with recommended contacts.

 What are some things to consider while filling out the profile?

  • Pluralization: No need to enter in the plural version of words in step 4, this is handled for automatically.
  • Capitalization: Do not worry about capitalization, it is not a factor for ABSD. We do tend to use caps as it looks nicer in the UI.
  • Logical matching for titles: A title of “Chief Data Officer” will also pickup someone with a “CDO” title.

How do I login to my ABSD profile?

  • Login into www.spiderbook.com with the login provided by Demandbase project manager and please create a password upon login. 
    • Passwords must be:
      • At least 8 characters
      • Contain at least TWO of the following:
      • Alphabets
      • Numbers
      • Special Characters (e.g. @!#$%^)
  • Click Login button.

 ABSD_Login.png

How do I fill out each of the ABSD profile sections?

Section 1: Tell us about your company

  • Enter in your company name or company website domain (e.g., Demandbase.com) and hit "tab" key.
    • Spiderbook will populate the drop-down menu list with the company options to choose from.
    • Select your company from the list and click "Continue" button.

Section 2: Who are your buyers?

  • Consider the titles of your initial points of contact, your buyers and your decision makers at your current and target accounts as you complete this section. The primary contacts for recently closed deals is a good place to start.

  • Tell us the titles of your buyers - There are two ways you can enter in titles: 
    • Type in a title keyword (example: Digital Marketing) and then select the appropriate seniority modifiers (e.g., Chief, VP/SVP) as appropriate form the "Want others like this?" menu that appears. ABSD will find all titles that include both the keyword and selected seniority modifiers.
    • Enter in a specific title (example: Supply Chain Architect). In this case, ABSD will find titles that include the keywords you provided.

  • Where are your buyers located?
    • Scroll down on the same section / page to locate these Geographic Filtering options.
    • Please select the applicable region(s) from which you would like ABSD to source your recommended contacts from.

ABSD_Geo_Filtering.png

  • Exclude titles with the following keywords
    • ABSD will exclude any contacts with these keywords in their titles.
    • Common exclusions include retired, consultant, advisor and intern.
    • Add specific exclusions keywords that you think are not relevant to your buying committee.  

ABSD_Exclusion.png

Section 3: Which roles do you target?

Consider the buyer titles you entered in the previous section (listed in "Suggested Roles" list menu below). What roles are critical to your product/service being successful at any given company? Please add these roles into the "Selected Roles" list menu below by clicking on the relevant title from the "Suggested Roles" list menu. Should you need to add additional roles not listed here, please navigate back to the previous section ("Who are your buyers") and add so that the title will be available for your selection in this section.

Section 4: What are your buyer's interests?

List terms, topics, product categories, event names, and any other keywords/phrases that you would want to know about when mentioned with your buyer in press releases, on blogs, in presentations, in tweets, etc. Be specific and avoid frequently used common words like sales, marketing, data, analytics, etc.

Provide between 50-100 keywords. We recommend referencing the following resources to help you reach this goal:

  • Review your company's web site - focus on product/solution pages, blogs and case studies.
  • Ask for a list of SEO keywords - not all will be strong keywords, but many will be.
  • Check out the LinkedIn skills/interests from the “ideal buyers” you considered in the previous step.
  • Use the Interest Recommender on the profile. Here are some best practices on how to use these tools:
    • Enter in your initial set of keywords- a minimum of 5 keywords are required to use interest recommender option. 
    • Click Recommend New Interests  button - it will display more interests based on they keywords you already entered in the profile and an analysis on other words that commonly appear alongside those keywords.
    • Add the keywords that are relevant by clicking the Add button. 
    • Repeat as necessary to get at least 50 - 100 keywords. The more the better!
    • Include your company name.
    • Enter in your competitor's company names as well(for company names like Dell, Salesforce, Microsoft – big brand names – please enter in the specific sub-brand/product name and not the general company name)

 

  • Use the Grade My Buyer's interests - you should have no more than 40% problematic words. 
    • What does problematic mean? One of two things:
      • The keyword occurs in a large quantity of documents, and almost always occurs “alone” - without the presence of any other keywords from that profile. This means that if you think this is a strong keyword, you should go deeper and add more related keywords. 
      • The keyword occurs in a small/inconsequential quantity of documents - in general it is OK to leave these. 

Section 5: Who are your customers?

  • List at least 25 - 50 current customers - strong customers, the kind that you want more of.
  • For each of these customers:
    • Enter in the associated company name or company website domain (e.g., Demandbase.com).
    • The list of suggested companies will appear in the drop-down menu list.
    • Select the correct company from the list and hit "tab" key
  • Click the Save button once done.

 

 Section 6: Rank your accounts list

 This step is applicable to Account selection ONLY and Does not apply for Account Based Sales Development.

  • Include a specific list of accounts you are wish to be prioritized or excluded in the Account Selection results.
  • Please reach out to your Demandbase Customer Success Manager for assistance with uploading your list
  • Once the audience list is uploaded on Demandbase platform, you will receive a confirmation from the DB team that it is available.
  • Please navigate to your profile and Select "Yes" as shown below.
  • Select the audience list from the dropdown list and you have two options:-
    • Save: Saves the changes made to the profile
    • Save & Generate New List: Saves the changes  and generates a new list of accounts based on the changes made to the profile.

  If there is no existing list of accounts that you would wish to be prioritized or excluded from the results, please select "No" and you have two options:-

  • Save: Saves the changes made to the profile
  • Save & Generate New List: Saves the changes  and generates a new list of accounts based on the changes made to the profile.

 Please Notify your Demandbase Project Manager that your profile is complete so that they guide your though the next steps of the ABSD implementation process.

 

 

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