Using data for account selection (cont’d) Engagement Data Sources include: “ Yes, you need to look for intent How engaged is your company with this account • Your CRM data signals. But I’d hate to try to build a right now? • Web analytics predictive model on it exclusively — • Marketing automation reports When selecting from a long list of potential target • Sales rep activity there’s just not enough of it in the accounts, it makes sense to consider your current • Email and calendar information market compared to companies level of engagement. That way, you’re not starting • Executive input that fit and companies you’re from zero. This can tip the scales in favor of one company over another. Tools like Engagio aggregate all this data at the already engaging with.” account level for you, making it easy to identify Dimensions include: overall Engagement (as well as its Recency). J.J. Kardwell, • Past sales into the company Co-Founder, Everstring • Rep activity levels Engagement is an important part of your account • Account engagement by persona selection methodology, but you still need ‘Fit’ data • Data coverage of key decision-makers to identify high-potential accounts. In general, use • Existing relationships and connections engagement to prioritize from a longer list rather into the account than to supply your entire list. • Executive entry points