Account-Based Marketing For Dummies
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The data you need in your customer relationship management (CRM) system for account-based marketing rightfully focuses first on accounts. There are tons of sources to find data on companies for your target accounts. These are a few vendors you can try to obtain company data for account-based marketing:
  • Dun & Bradstreet: Dun & Bradstreet maintains information on more than 250 million companies worldwide. Dun & Bradstreet assigns a D-U-N-S Number, which is a unique nine-digit number on which a Dun & Bradstreet Credit Report has been generated. Dun & Bradstreet does this to maintain the world's largest database of B2B company and revenue information. After the D-U-N-S number is assigned to a business, this unique identifier can never belong to another company. It stays with a business forever.

The D-U-N-S Number can be used to ensure a company is only listed in your CRM once.

  • Salesforce Salesforce allows you to both clean your existing Salesforce data and easily add verified account and contact records within your CRM. They partner with Dun & Bradstreet to offer more than 80 fields of account data, including corporate linkage through the D-U-N-S number. The D-U-N-S number automatically is matched to your existing accounts in your CRM, or will create new accounts based on your ICP criteria you entered to find new company information. The dataset also includes Standard Industrial Classification (SIC) and the North American Industry Classification System (NAICS) industry codes for categories such as manufacturing, finance, and retail. This account information will be useful, as it can then transfer into a campaign in your account-based marketing platform. After the campaign, you can measure the results for account-level attribution because you have accurate company information, name, domain, and geographic location.
  • DataFox: This software uses algorithms and natural language processing to gather, organize, and present sales triggers for companies you're targeting for account-based marketing. Using the platform's filtering system, you can find companies that fit your ICP criteria, such as size, industry sector (and sub-sector), funding, and geographic location.
  • Mattermark: This platform is used for advanced search and data enrichment. Mattermark looks up companies and helps you stay on top of daily funding events from anywhere (which is important if you're targeting accounts that are early-stage companies). There is also a mobile app allowing you to search for companies, plus an extension with Google Chrome that lets you see company information from the targeted account's website.
  • CrunchBase: If you're a B2B organization that is targeting companies that are involved in venture capital, investing, or funding, then you must read CrunchBase. This site presents up-to-the-minute news about which accounts have raised a strategic round of funding, and provides contact information for executive-level employees.

These data sources sync with Salesforce through the API to import company information directly into your CRM, marketing automation, and account-based marketing platforms, thereby avoiding the process of manual data entry.

Part of your ICP may include the type of technology the company is using. If you're selling your product with a channel partner, then knowing which companies are using your partner's technology is an essential part of your marketing and sales process. These vendors are helpful in identifying the technology and software your target accounts utilize:
  • BuiltWith: The name does as it implies. BuiltWith tell you what kind of technology the company is using. The value is that you can see whether the company fits in your ICP based on their technology. If you know your product or service requires a specific platform software, such as a particular CRM, then BuiltWith will tell you whether there is a match. The company has more than 14,000 web technologies and over 250 million websites in its database.
  • Bombora: An aggregator of B2B intent data that tracks over 2,500 B2B topics across such actions as specific internet searches, webinars, event signups, video, and social. Bombora then aggregates users into more than 60 scalable predictive segments. This predictive data helps show whether the contacts in your target accounts are looking for a particular product or service that you sell.
  • Datanyze: Search companies to create a list of accounts that meet your ICP criteria. Choose the technology providers you want to track, and Datanyze will show you which of your accounts have started or stopped using a particular technology each day. The Chrome extension allows you to view such data points as revenue, employees, and technology partners to quickly qualify accounts. The information can be synced directly to any CRM or marketing automation platform to enrich, score and append technology and company data. The email finder tool helps you find your contact's correct email address in two clicks. You can also export prospects from popular online directories to Datanyze or into your CRM.
  • Ghostery: This application is an extension of your Internet browser, such as Google Chrome or Firefox. When you go to your account's website, Ghostery pops up a window that shows you all the apps running a java script, pixel, and all the technology the website or company is using. If you're selling marketing automation software, Ghostery you look at their website to see whether this prospect is already using a marketing automation platform.

About This Article

This article is from the book:

About the book author:

Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.

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