s e s s e c o r M p B III 7 A t e r a h 2. Identify people P T The quickest opportunity for ABM Where to find contacts and enrich your data success is often simply growing the There are many sources of contact data, including: Who collects the contact data? number of contacts per account. • Your existing data — living in your CRM, Your Entitlements will determine who is Marketing Automation or ERP systems. responsible for maintaining accurate • Manual research — manually scraping sources contact data at target accounts. such as LinkedIn, media or event websites, As an example: industry forums and social media channels. • For Strategic accounts, the Account • Call programs — having Sales Development Based Marketer maintains all contact Reps call into the account to build out contacts. information, working with the AE. • List-building partners — an easy way to supplement • For Scale accounts, Marketing your data and add it to your contact profiles in your maintains data for the six top CRM (see Datanyze and SalesLoft Prospector). personas and updates it quarterly. • Email conventions — if you know a company uses • For Programmatic accounts, ‘[email protected]’, then you can figure out Marketing maintains data for email addresses when you only have names. two personas and updates it • Purchased contact data — buying laser-focused once a year. lists from reputable data providers such as • For Targeted Demand Gen accounts, ZoomInfo, Data.com, and Oceanos; DiscoverOrg there is no proactive contact even provides organization charts filled with generation; Sales Development Reps contact data. (SDRs) may source contacts in • Predictive personas — some predictive vendors, advance of a big calling campaign. like Leadspace, will determine the personas most likely to buy, and use that to supply you with additional contacts from your target accounts. 50