This approach guarantees:<\/p>\n
- \n
- Better use of the marketing budget<\/li>\n
- Total consistency between marketing campaigns and sales activities<\/li>\n
- An increase in conversion rates and average deal size<\/li>\n<\/ul>\n
Building your account list in Demandbase<\/h2>\n
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).<\/p>\n
Here are the steps I show in the video \ud83d\udc46<\/p>\n
1. Start with your existing accounts<\/h3>\n
Import your list of strategic accounts from your CRM (Salesforce, HubSpot, etc.).<\/p>\n
This is your starting point: accounts already identified by sales.<\/p>\n
2. Add your firmographic criteria<\/h3>\n
Define your ideal customer profile (ICP) using criteria such as:<\/p>\n
- \n
- Industry sector<\/li>\n
- Company size<\/li>\n
- Revenue<\/li>\n
- Region<\/li>\n<\/ul>\n
These filters allow you to exclude off-target accounts and focus your efforts on high-potential markets.<\/p>\n
3. Enrich with the Qualification Score<\/h3>\n
The Qualification Score<\/strong> is a predictive artificial intelligence model (I’ll explain it in the next Demandbase Tip).<\/p>\n
It identifies accounts that most closely resemble your existing customers.<\/strong><\/p>\n
<\/i><\/div>Example: By filtering accounts with a score above 75\/100, you prioritize those most likely to become customers.<\/div><\/div><\/div>\n4. Overlay intent signals (Intent Data)<\/h3>\n
Add accounts that are currently actively searching<\/strong> for your topics.<\/p>\n
Intent signals (Intent Data) come from analyzing keywords and content viewed by companies on the web.<\/p>\n
<\/i><\/div>This is the key ingredient of Demandbase: it reveals which accounts are currently \u201cin the market.\u201d<\/div><\/div><\/div>\n5. Save and share your list<\/h3>\n
Once your list is ready:<\/p>\n
- \n
- Save it as a dynamic list<\/strong> (it will update automatically).<\/li>\n
- Share it directly with sales via the Demandbase Sales solution.<\/li>\n
- Subscribe to this list to track the weekly progress of your accounts.<\/li>\n<\/ul>\n
Best practices<\/h2>\n
\ud83d\udc49 Update your list every quarter<\/strong>: remove inactive accounts and add those showing new signs of intent.
\n\ud83d\udc49 Always work in tandem with sales<\/strong> to validate the relevance of accounts.
\n\ud83d\udc49 Combine firmographics + predictive + intent data<\/strong> for comprehensive targeting.<\/p>\nIn summary<\/h2>\n
\n\n\n
\n \nStep<\/th>\n Objective<\/th>\n Data source<\/th>\n<\/tr>\n<\/thead>\n \n 1. Import your existing accounts<\/td>\n Start with your CRM database<\/td>\n Salesforce, HubSpot<\/td>\n<\/tr>\n \n 2. Add firmographic filters<\/td>\n Define your ICP<\/td>\n Internal + external data<\/td>\n<\/tr>\n \n 3. Use the Qualification Score<\/td>\n Identify \u201clookalike\u201d accounts<\/td>\n Demandbase AI<\/td>\n<\/tr>\n \n 4. Add intent signals<\/td>\n Detect accounts actively searching<\/td>\n Demandbase Intent Data<\/td>\n<\/tr>\n \n 5. Share and track<\/td>\n Align sales and marketing<\/td>\n Demandbase + CRM<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n Our other Demandbase Tips<\/h2>\n
- Save it as a dynamic list<\/strong> (it will update automatically).<\/li>\n
![\"Demandbase](\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg\")