Account Fit
Account fit is the metric that measures how well an account matches what you sell. Within your Target Account List, there will always be some accounts that are extremely similar to your past buyers, and other accounts with weaker resemblances.
Use Case: Quickly and efficiently prioritize your team’s outreach to focus on the accounts most likely to be a good fit for your business. This reduces time wasted on bad leads and increases your chance of reaching a buyer who’s likely not only to buy, but also to be a happy customer with strong lifetime contract value.
Account Reach
This data point reveals how likely your teams are to open an opportunity with a given account. It evaluates whether your messages are being seen, and whether accounts are responding by engaging in research.
The probability of creating an opportunity relies heavily on the timing and type of outreach. Using this predictive data helps your teams understand the effectiveness of their engagement and hone their strategies for future campaigns.
Use Case: Identify accounts that are strong fits but haven’t yet been reached or influenced by your revenue team. Do you need to enroll those accounts in different campaigns or engage in direct outreach? You should also track how different efforts impact the behavior of accounts.
Buying Stage
Understanding an account’s buying stage is crucial for making sure your messaging and offers are aligned. Reaching out to an account that is just starting to research your industry and offering a full demo is unlikely to result in meaningful engagement.
Similarly, if an account is well-versed in your product and wants a deep dive into your offering, you shouldn’t be messaging with the Basics 101 version of your solution. Your outreach won’t compel that account; it will annoy them.
Understanding the buying stage of the accounts in your pipeline also helps you understand the potential deal value currently in play, as well as when deals are likely to close.
Use Case: Understand the distribution of accounts in your pipeline across the various buying stages. Investigate each stage of the buying journey to understand how accounts are moving through the process, the effect your campaigns have, and where you should prioritize your efforts.
Account Coverage
Modern buying teams are large. Gartner places the average buying team at 14 to 23 members. Closing a B2B deal requires buy-in from the entire committee. Understanding the engagement is critical.
Predictive analytics can combine the engagement scores of key buyer team personas at your target accounts to determine your level of engagement across an entire company.
Account coverage is most helpful when displayed in a visual format like a persona map, which plots key contacts at an account by department, level, and function. Within the persona map you can quickly drill down into which buying team members are most engaged, which have only lightly engaged, and those where no headway has been made.
