As the Pareto Theory suggests, the top 20% of accounts are often capable of producing 80% of the revenue. While every use case has its own complexities, we see the most engagement and conversions from campaigns that focus on customer retention and growth within those most valuable accounts. According to Forrester research, this strategy generates the highest return on marketing investment.
Don’t know where to start when making Target Account selections?
From a logistical standpoint, we recommend targeting accounts that generate at least $500 million in annual revenue and have at least 250 employees. We’ve found that adhering to those minimum metrics aids in reachability and overall ad impact.
Like we mentioned in our last post (you can re-read that post, here!), involving Sales in that selection process helps surface accounts that make strong Target Account candidates. Another valuable tool that you have at your disposal is the Account Selection tab on your Jabmo dashboard.
This section of the dashboard outlines everyone that is visiting your website and where they’re spending their time. Jabmo evaluates each visitor’s browsing history on your website and appoints them an intent score that ranges from ‘Cool’, ‘Warm’, or ‘Hot’, with ‘Hot’ accounts being the most engaged. Questions about Jabmo’s intent score methodology? Read all about it here.
Your Customer Success Manager can show you how to pull a report of your ‘Hot’ accounts currently visiting your website. Reviewing that list will identify potential Target Accounts by showing who is coming to your website (or ISN’T coming, which can be even more eye-opening!).
What problem(s) are your Target Accounts experiencing?
This is another area where the Account Selection tab on your Jabmo dashboard is invaluable.
Once you have selected your Target Accounts, you can use the Account Selection tab to dig into where each account is spending their time on your website. The content they are consuming provides a clear insight into the problems they are facing. When you’re able to identify what problem you can solve for each account, you can position your messaging to be personalized and impactful.
Where are your Target Accounts in their buyer’s journey?
If you are waiting for a customer to raise their hand and reach out for more information, you’re too late.
By the time you have a lead in your CRM, 70% of the buying process has already been completed.
Thanks to Forrester research, we understand that the ‘known’ contacts only make up a third of the total buying committee. Waiting to only engage with them leaves a lot of time and money on the table. By starting targeted advertising earlier, we’re able to educate the anonymous stakeholders before any decision making has occurred.
So how do you know when they start doing anonymous research into your company’s products? The Account Sensing tab on your Jabmo dashboard highlights first-time account visits so that you’re able to be agile and move quickly by making any necessary swaps or adding additional Target Accounts.
Whether your program is brand new, or you’ve been targeting the same accounts for years, conducting a Target Account audit on a regular basis is a recommended best practice. Your Customer Success Manager can perform that audit at any time. They will review your current Target Account list’s engagement and reachability, their interest in your current ad campaign, as well as review the Account Sensing tab to identify any other strong Target Account candidates.