If there is anything I have learned over these past years is that most targeted-account lists (TALs) don’t necessarily pass scientific muster. Meaning: this is a list of companies we would love to do business with, as opposed to, companies that are actually in market NOW.
That is where intent-account “look-alikes” come in.
One of the most underrated uses for intent data is how it can identify many more sales-ready accounts that do not exist on your TAL. This doesn’t mean you should abandon your current target accounts. Directionally, they serve an important purpose—they make you think hard about account fit and ideally what you should be pursuing.
But, who wouldn’t want to extend their focused total addressable market (TAM) by 20–30% with accounts that fit the bill (i.e., have many of the same characteristics of companies in your TAL), but were not originally in the mix?
While your primary goal is to prioritize your TAL by using intent-data scoring, you could also be widening your marketplace with a behavioral TAL, that is, a second list of accounts that:
What you may find is that many of these accounts that weren't originally on your radar, may come front and center based on a number of criteria:
One simple way to test this thesis is to create an A/B test between your original TAL and the behavioral TAL. It won’t necessarily be an apples-to-apples comparison, since you may have already started activities against your original TAL before deciding to test the value of a behavioral TAL. However, you should consider:
After a month or so, you’ll want to see a lift in both awareness and engagement:
They are engaging because they are truly in-market and seeking as much information as they can.
Meanwhile, your original TAL will continue to be re-prioritized as those accounts make themselves known through the behavioral patterns exhibited by any and all accounts that are in the market and looking for help. This move to create a second TAL can and should increase your sales funnel significantly over time.