Build your Target Account List

🎥 Watch the demo

Check out the full video of Demandbase Tip #1 – Building Your Target Account List, where I walk you through all the steps right in the Demandbase interface.

Stop hunting for leads at random.

The success of your Account-Based Marketing (ABM) strategy starts with one simple but fundamental element: identifying the right accounts.

In this first episode of the Demandbase Tips series, I show you how to build your Target Account List (TAL) in Demandbase, step by step.

The goal: to focus your marketing and sales efforts on the companies most likely to buy.

Why the Target Account List is essential to your ABM strategy

Unlike a traditional lead management strategy, where the goal is to fill the funnel with contacts, ABM takes the opposite approach:

This approach guarantees:

• Better use of the marketing budget
• Total consistency between marketing campaigns and sales activities
• An increase in conversion rates and average deal size

Building your account list in Demandbase

Demandbase makes it easy to create and update a list of key accounts by combining your internal data with enriched external data (firmographic, technographic, predictive, and behavioral).

Here are the steps I show in the video 👆

1. Start with your existing accounts

Import your list of strategic accounts from your CRM (Salesforce, HubSpot, etc.).

This is your starting point: accounts already identified by sales.

2. Add your firmographic criteria

Define your ideal customer profile (ICP) using criteria such as:

• Industry sector
• Company size
• Revenue
• Region

These filters allow you to exclude off-target accounts and focus your efforts on high-potential markets.

3. Enrich with the Qualification Score

The Qualification Score is a predictive artificial intelligence model (I’ll explain it in the next Demandbase Tip).

It identifies accounts that most closely resemble your existing customers.

4. Overlay intent signals (Intent Data)

Add accounts that are currently actively searching for your topics.

Intent signals (Intent Data) come from analyzing keywords and content viewed by companies on the web.

5. Save and share your list

Once your list is ready:

• Save it as a dynamic list (it will update automatically).
• Share it directly with sales via the Demandbase Sales solution.
• Subscribe to this list to track the weekly progress of your accounts.

Best practices

👉 Update your list every quarter: remove inactive accounts and add those showing new signs of intent.
👉 Always work in tandem with sales to validate the relevance of accounts.
👉 Combine firmographics + predictive + intent data for comprehensive targeting.

In summary

Our other Demandbase Tips

Build your Target Account List

Qualification Score: prioritizing the right accounts with AI