t f o elopmen t Based v oun c art 7c Database build out P The WHO ASales De The success of your Account Based Everything “If I could find the right person, program will depend on your ability to fill your I could usually have a productive database with contacts that match each buyer persona for each target account. business conversation with them. It was just a pain in the ass to find When you’ve mapped out the ideal personas, them, especially in the Fortune you can easily see which roles you’ve already got contacts for and where you still have 500 size companies.” coverage gaps. Aaron Ross To fill the coverage gaps, you need data. Predictable Revenue According to TOPO, you should acquire or append records until 100% of the target accounts and at l east 70-80% of buyer personas are represented in the database. “The single biggest time-killer The good news: there are lots of tools is finding out who to contact. and data sources that can help – from You don’t want your expensive LinkedIn to vendors like NetProspex, Account Execs doing that.” Leadspace, ReachForce, InsideView, ZoomInfo and Datanyze (a very small Ken Krogue sample – there are more in the Tools & Tech section below). President and Founder, InsideSales.com N 44