Advanced Account Prioritization for Scale
Let’s understand how to prioritize target accounts, leverage advanced research techniques, and tailor outreach for scalable success. Unlock growth opportunities with precision account targeting.
Hey, Welcome to this week’s edition of “Future of Prospecting” Newsletter by “Evabot”.
We have been researching Generative AI Technology for the last 18 months and have been astounded by the use cases it brings in Prospecting through Hyper Targeting and Personalisation. For Sales leaders and Revenue leaders, the main challenge with AI-led Prospecting is “How and What not?”
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Account prioritization is the linchpin in mastering sales and marketing efficiency.
Why is this so pivotal? Understanding and implementing advanced account prioritization can significantly elevate a team's ability to engage effectively with high-value prospects. This isn't just about working harder; it's about working smarter.
"Before I could even start, a GTM leader emphasized to me how solving the account prioritization puzzle for his team of 35 could be a game-changer," shares Piyush, hinting at the universal demand for effective solutions in this area.
50% of sales leaders use intent data to improve account prioritization. (Source)
55% of sales leaders saw an increase in lead conversions when using intent data. (Source)
Adopting an Account Prioritisation strategy, focused on delivering the right communication to the right prospect at the right time, has been shown to potentially boost B2B revenue by up to 208%, showcasing the powerful effect of precise account prioritization (Source)
Before you scroll down, we are going to cover the following sections below:
Who cares?
What is falling through the cracks and How can it be fixed?
Decision Quadrant - Account Prioritization for Scale
Who cares?
Spray and Pray → Careful Aim and Precision
Output vs Outcomes Gap
Optimizing resource allocation for impactful outcomes is crucial for leaders, while frontline teams focus on metrics like open rates and replies. The shift from a 'spray and pray' to a 'careful aim and precision' strategy in account prioritization can bridge a significant gap, leading to:
- Enhanced efficiency and impact in outreach efforts.
- Improved alignment between strategy and execution.
- A shift towards more targeted and effective marketing and sales tactics.
What is falling through the cracks in account prioritization?
Mistake 1: Not conducting in-depth research to identify suitable accounts.
Example: Overlooking a high-potential account due to over-reliance on generic dataset i.e. company size, revenue, age etc.
Mistake 2: Lack of coordination between leaders, marketing and sales teams to determine the appropriate target accounts.
Example: Marketing receives interests from funded tech startups, while leaders want to focus on established tech firms.
Mistake 3: Applying the same level of personalization to all target accounts.
Example: Sending similar structure emails with the same value proposition to all prospects, not checking their prioritization score and personalisation index.
Mistake 4: Overemphasizing accounts while overlooking the interests and priorities of stakeholders.
Example: Focusing on a company’s size, geography and business but ignoring the decision-makers’ specific interests.
Mistake 5: Failing to prepare for scaling - Time consuming account research, fact checks, triggers, and signals.
Example: Not utilizing AI Research tools (like Evabot) to track signals and updated priority list for expanding outreach.
Decision Quadrant - Account Prioritization for Scale
We internally designed a quadrant for prioritizing accounts on scale as it offers a systematic approach to efficiently allocate resources and tailor outreach efforts.
The quadrant has two axes “Personalisation (Generic vs Specific)” and “Account Research (Shallow vs In-depth)”.
Minimal Effort Zone:
Generic outreach with little research or personalization, leading to very low outcomes.
Research Without Tailoring:
Detailed account insights exist but lack personalized application in outreach efforts.
Surface Customization Only:
Efforts focus on superficial personalization without in-depth account understanding.
Strategic Outreach Mastery:
Combines thorough research with high personalization, optimizing for maximum engagement and conversion.
Mastering account prioritization (and that too for scale) is the key to achieving remarkable efficiency and growth in sales. By embracing advanced research, precise targeting, and tailored outreach, businesses can elevate their engagement rates and conversion potential.
Now, the question is:
Are you gonna re-evaluate your account prioritization strategy?
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