Check out my video or read the post below to learn my how I utilize data to tier accounts.
An important part of any ABM project is tiering your target accounts. At Folloze we leverage data, including our own, to help determine our target account tiers.
Here are the three main metrics we consider for tiering:
- Engagement Score- measures the activity and the intent data of an account over time
- Website Views- calculates content and pageviews of Accounts on the Folloze website
- Pipeline Predict Score- A look alike score for any accounts that became opportunities in the last 6 months
For each of these areas I ran the descriptive statistics and marked the accounts that were one standard deviation above the mean. (For an easy way to do this, check out the video from 2:02-2:54.)
I then divided the accounts as follows:
TIER 1: 30 accounts per Account Executive
Each of these accounts had an engagement score, webpage visits and pipeline predict above the mean.
TIER 2- 60-75 accounts per ADR (Inside Lead Qualification)
These accounts had an engagement score above average OR webpage views above average AND a pipeline predict score above the mean.
TIER 3: 2500 accounts (Marketing Ownership)
All other accounts that didn’t fall into Tier 1 or Tier 2