Account lists are groups of accounts that you want to target as part of your account-based marketing (ABM) strategy. These lists can include prospects, existing customers, and partners with opportunities for new business, upsell, cross-sell, renewals, or strategic partnerships.
Account lists evolve as your business goals and targeting strategies change. You can start with a focused set of accounts and refine your lists over time using Demandbase data and insights.
Build and Refine Your Account Lists
Consider the following approaches when building and refining your account lists:
- Pilot program: Start with a small group of accounts in a specific industry or market to test your targeting strategy.
- Organization-wide rollout: Expand your account lists using CRM data and input from Sales and Marketing.
- Look-alike modeling: Identify high-performing accounts and target similar accounts.
- Data-driven targeting: Use Demandbase data and insights to identify and prioritize accounts.
- Performance optimization: Refine your lists based on metrics such as pipeline coverage, deal size, funnel velocity, and cost per opportunity.
Use Demandbase Data to Refine Account Lists
Use the following Demandbase features to identify and prioritize accounts:
- Buying Groups
- Engagement Points
- Intent
- Journey Stages
- Keyword Sets
- Pipeline Predict Scores
- Qualification Scores
- Technographics
Manage Account List Ownership
Assign clear ownership of your account lists to Sales, Marketing, or Marketing Operations to keep your targeting strategy aligned with business goals.
Account list owners should:
- Maintain and update account lists.
- Document account selection criteria and data sources.
- Communicate changes to stakeholders.
- Monitor account list performance and key metrics.
Best Practices for Account Lists
- Avoid frequent changes: Keep account lists consistent during pilot programs and active reporting periods to accurately measure performance.
- Review lists regularly: Align major updates with annual business goals and make smaller adjustments quarterly.
- Adapt to business changes: Update lists to reflect new products, target markets, or business priorities.
- Maintain clear ownership: Coordinate changes between Sales and Marketing to keep targeting strategies aligned.
- Use performance data: Monitor engagement, pipeline, and conversion metrics to identify opportunities to refine your lists.
Get Started with Account Lists
Demandbase provides pre-built account lists based on your CRM data. See Demandbase System Account Lists.
You can also create and manage custom account lists based on your targeting criteria. See Create an Account List and Manage Account Lists.