s e s s e c o Using data for r M p B III 7 A t e r a h account selection P T Your ‘Fit’ data come from Firmographics and Firmographics Technographics Technographics. You’re looking to identify your What company characteristics best predict a What technologies do they currently use or are they Ideal Customer Profile (ICP), which takes into successful sales process and high-value customer? looking to invest in? account the value of the account as well as the ‘ease’ of selling to them. According to TOPO, ‘The Chances are, you already have a pretty good idea Depending on what you sell, knowing that a Ideal Customer Profile defines the accounts that about the kinds of companies most likely to deliver company uses Salesforce, Workday, or G Suite are most likely to buy from you at a viable the big deals that justify the ABM process. might make them a much more (or less) attractive economic threshold (e.g. CAC and LTV).’ candidate for your solutions. Knowing if they use Firmographic dimensions might include: competitors’ solutions is also valuable insight. Adding technographics to your firmographic data • Company size will further focus your ABM efforts. • Number of employees • Industry Dimensions might include: • Growth • Complementary technologies to yours • Number of locations • Technology that rules out your solution or makes investment less likely Your data sources might be LinkedIn; third party data vendors such as DiscoverOrg, Dun & Data sources can include: Bradstreet, or Clearbit; and / or a predictive data • Desk research: looking at forums, job boards, platform such as Lattice, LeadSpace, or Everstring. social media, etc. • Competitive intelligence firms — including HG Data • Web scraping — with firms like Datanyze and BuiltWith For some companies, technographics will be the single most important driver of the account selection process. For others — where complementary technologies are not important indicators — they will play a minor role. 40