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30th August 2022

How to target the right audience part 1: a four step process to cracking the account centric demand gen code

Part 1: Cracking the account centric demand gen code – a 4-step process

Given our market focus is on delivering global, account-based marketing solutions for some of the world’s largest and most innovative B2B brands, our customers expect us to be able to build demand generation programs that intelligently identify and target likely buyers for their (often considered purchase) products and solutions.  So far, so good.  But if finding ‘likely buyers’ was straightforward, then there would be no need for the multi-billion dollar market dedicated to marketing technology, customer profiling and data interrogation.

In B2B marketing, there are typically two types of audience to target:

(i)  A defined set of accounts that broadly fulfil the criteria required to be classed as a potential buyer

(ii)  A certain type of economic buyer, or particular job title, that could exist in a significant number of accounts

Each ‘ask’ requires a different approach and in the next two blogs, I’m going to explain how to be successful for each of them.  For this, initial blogpost, I’m going to focus on defining a list of target accounts.  But before we get into describing HOW to pick the right set of accounts, let’s begin by looking at WHY it’s so important to get this right.

As discussed, finding likely buyers is far from straightforward.  Indeed, account list selection is very, very easy to get wrong.  And the problem is, when you get it wrong, it’s extremely difficult to rectify further down the line.  Once campaigns have been activated, if the results don’t come back as expected, there are so many variables to consider in the analysis around those unexpected results, that it becomes a highly complex, near impossible task to find sufficient evidence to point at the account list being the cause.  And, in addition to the complexity, is the time and budget already invested in the campaign which will have been wasted. If you get poor results because you targeted the wrong accounts, this will only become evident when sales have already worked the leads, by which time the programme will likely have finished and the investment fruitless.

So that’s the bad news!  The good news is that there are tools and data available to ensure you focus your time and money on the right audience.  Here is our four step process to selecting, identifying and prioritizing your target account list:

Step 1: Account selection:

Look at the information you have in-house already

Begin by analysing the data you have on existing customers and prospects you’re targeting.  This does not need to be scientific, but can be anecdotal evidence too.  Talk to your Sales and account  teams to get their views and, ultimately, try to turn this information into something that is analysable and searchable. Developing or referencing an Ideal Customer Profile (ICP) can be helpful for categorising current customers by size, sector, pain point, and identifying commonalities

Create a list of ‘good’ accounts

Establish what you think ‘good’ looks like.  Once you’ve looked at the information you have available, analyse the profile of your best performing accounts as you begin to build your account list. What are the common features of these accounts? It’s a good idea to have these existing accounts as a benchmark to refer back to. Also consider any significant blockers to progress within existing accounts and whether there are correlations with identifiable characteristics of accounts that could be used as exclusions when building your target account list.

Step 2: Account Identification

This initial list of benchmark accounts can now be extended by cross referencing key characteristics of these accounts with firmographic data, looking for commonalities.  These may include:

  • Size: does the account meet the target size criteria?
  • Geos – does the account’s geographical presence meet requirements?
  • Industry – is the account in an industry that we consider to be suitable for this programme?
  • Personas – can we identify relevant stakeholders that could be reached within this account? (more about this in next week’s blog)

Step 3: Account Prioritization:

Adding these accounts to the list of benchmark accounts means you now likely have a significant list of target accounts.  But this list now needs to be honed using further data sources, such as intent data, in order to create a final – yet dynamic – target account list.

Understanding which accounts are demonstrating interest in the subject matter you are dealing with will be useful when looking at the potential value in them as clients and whether they should be included in your campaign. Similarly, data which reveals which accounts are already working with direct competitors or industry partners (which partners, and to what extent?) is valuable.

Once you have your dynamic list of accounts, it’s important to weight the data available in order to prioritize your accounts.  For example, you might have an account that only just meets the numeric criteria, such as company size or revenue, and therefore returns a low score for this category, but is equally showing incredible indicators that it’s the right type of customer in terms of intent. In this instance, your scoring model should elevate this account above one that scores highly on company size and revenue, but is showing no suggestion that it might be right for you at that time.

Step 4: Testing the account list

Before launching full-scale activation of your strategy, carry out an experiment with a small proportion of your budget to assess whether you’re likely to get the results you’re looking for from these accounts. This could involve using multiple channels and tactics to measure general reach and engagement across your target account list. Use this data to identify hard-to-reach accounts and refine your approach to either exclude these accounts to focus on easier-to-reach accounts, or potentially employ different channels to reach them with your messaging.

Once you have your dynamic list of accounts, you can activate campaigns to measure engagement and impact on a continuous loop.  Which accounts or vertical sectors didn’t respond?  Was the messaging or channel used the right one?  Or was it simply due to these accounts using another solution that they’re happy with? If so, move those accounts out and move other accounts in. As the name dynamic suggests, it’s not a static model and can be assessed and optimized on a regular basis.

Demand generation is the antidote to silos between sales and marketing, but this begins with the intelligent identification and selection of likely buyers of your solution. For further information about how to do this, contact us at

30th January 2020

Magnificent leads and where to find them; 5 effective and proven b2b lead generation tactics

First of all, what is lead generation? Essentially lead generation is the process of capturing interest in your product/solutions and developing that lead down the sales funnel and turning that lead into a fully-fledged customer. Before we dive in, I want to touch on content syndication which ties in some of these points together.


Content Syndication

Content syndication is a way of getting your whitepapers (or a clients), articles, weekly newsletters and so on in front of potential new businesses using a third party. Generating a high volume of high-quality leads can be a challenge to manage yourself consistently, so using a company that specialise in this who potentially has access to high quality data lists can absolutely save your company time & money. That’s not all, usually, you will be charged by cost per lead (CPL). This means you won’t be given a comprehensive list of ifs and maybe, but targeted individuals that match your target audience. More often than not those leads will be delivered straight into your inbox ready to go.



Telemarketing is a tried and tested outbound marketing strategy which is great to use alongside some inbound strategies like content creation, blogs, social media, company website etc. It’s effective in taking your content/solutions to specific individuals instead of just waiting for the right people to come to you. You can use one or several telemarketers to reach different regions or ones that specialize in particularly complex campaigns. Obviously, research is key but having a selection of trusted and efficient partners (that are also GDPR compliant of course) can really be effective and boost your lead generation. Good telemarketing can really push people through the sales funnel quicker. Converting leads into customers can be difficult so combining outbound and inbound techniques can help your sales and marketing teams cover as much ground as possible. 


Your Website

Your website is your digital storefront, where you can turn a potential customer into a real lead. You may want to direct them to a landing page, weekly newsletter or maybe a form to download a free trial/demo of your services. Whichever it is, you can use the information you have acquired through these avenues to follow up with them and attempt to turn them from a window shopper to a brand-new customer.



Hosting conferences, tradeshows, webinars, etc. can be an effective tactic in quickly turning a prospect into a strong lead. Events give you the opportunity to interact and engage with potential customers allowing you to clarify who you are and the solutions you can provide them. It is also an opportunity for your current clients to talk you up to possible new clients because that’s what people do when they’re receiving a good service! An excellent event can really create a buzz around your company and place you as a leader in your industry. I recently attended a King Pin charity event and it was a great way to bring people from the industry together to raise money for a good cause and put faces to names.


Email Marketing

Hopefully, email marketing is already a main component of your marketing campaigns. It is one of the most used lead generation tactics and it’s no surprise why. It’s a great way to maintain communication with current clients or to help generate new leads by placing your content in front of people who didn’t know they needed it. The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers. Alternatively, content syndication could save you the leg work, a company could source the leads, call them to confirm their interest in your whitepaper/Event/Weekly Newsletter etc. then send out those emails. Reporting back to you with quality leads all at CPL. Beware, badly designed emails may not reach the recipient. Emails that use certain spam words in the subject heading or content itself are likely to be filtered out by email software and internet service providers.



It’s difficult to demonstrate ROI regarding content, even if you’re knocking your competitors out of the park with the standard and volume of what you’re putting out there. However, it should be the cornerstone of any company. It is a great way to define your brand and start to build trust with existing and potential customers. Trying to create meaningful content will be a challenge… offering extensive insight, information and genuinely trying to help the person at the other end of your content is key. Don’t be just another business trying to sell something!

Obviously, this isn’t a comprehensive list but it’s a good introduction into the world of lead generation. If you are new to the MarTech industry or lead generation specifically like I was a couple of months ago and you have any questions at all do not hesitate to get in touch!