If you're navigating the thrilling maze that is B2B marketing, RollWorks is here to spill some tea! We're sharing the magic recipe to craft a Target Account List (TAL) that will turn your marketing, sales, and customer success teams into a well-oiled, revenue-generating machine.
What is a Target Account List (TAL)?
So, what's a TAL? Think of it as your strategic GPS, guiding you through the thickets of potential customers to reach those golden accounts ready to invest in your product or service. It's born from your Ideal Customer Profile (ICP) and acts as the ultimate 'wingman' in your go-to-market (GTM) strategy.
The beauty of TAL is its adaptability. It's like your favorite pair of jeans, fitting just right. Selling to diverse markets? A couple of TALs might be your jam. A single, multitasking TAL? That works too! Its size? Well, it's all about your Total Addressable Market (TAM), revenue ambitions, and the muscle power of your team. Some marketers flirt with a petite 51-100 account list, while others go bold with a whopping 1001-5001 accounts. Different strokes for different folks, right?
But here's where it gets juicy. Your TAL isn't just a pretty list. It's data-backed, bridging static and dynamic data from platforms like CRM, MAP, and ABM. The result? Your high-value accounts won't know what hit 'em, thanks to your perfectly timed approach.
Alright, let's roll up our sleeves and get cracking on the three steps to crafting a dynamite TAL!
Step 1: Account Scoring
First up, scoring. Think of this as your TAL’s beauty contest, where you're the judge. You're picking the accounts most likely to give you that sweet, sweet close. Use predictive models or machine learning, or do it the good ol' fashioned way—manual scoring by your sales and leadership teams. It's a tad more time-consuming, sure, but hey, it lets you bring your gut feel to the party.
Step 2: Intent Attributes
With your beauty pageant winners in hand, it's time to play detective. Start by jotting down intent topics that tickle your business's fancy. Pull in vendor data to sleuth out accounts that have been showing interest in these topics. Keep an eye on the strength and freshness of their interest. Sherlock Holmes has nothing on you!
Step 3: Engagement Attributes
Last but not least, it's time to sprinkle on some engagement data for that extra flavor. Pull data from your CRM or MAP, regarding channel engagement, site visits, content engagement, and more. Break it down into account, campaign, and opportunity levels. You're now looking at a 3D picture of account interaction.
You're almost there, but there's one last trick up our sleeve. Let's say your ICP whips up a potential TAL of 6,000 accounts. But your TAL capacity calculator (yes, that's a thing) suggests you aim for a neat 1,500. What do you do? Simple. Prune like a pro. Use Machine Learning (ML) predictive models, revisit your ICP, or manually tweak firmographic attributes to get your TAL looking sharp and shiny.
Remember, a stuffed TAL isn't the goal here. Overcrowding it will leave you swamped with accounts and out of breath. A well-optimized TAL is like a well-mixed cocktail, ensuring a delicious return on your higher-value accounts, quick deal closures, and a steady stream of revenue. It's all about spending more on the accounts that are worth more, and hey, closing deals faster never hurt anyone, right?
Picture this: your TAL is like the VIP guest list to your company's grand gala. It's not just about cramming in as many people as possible, but rather inviting those who are truly interested in the party (or in this case, your product or service). You've got your list, you've scored your accounts, understood their intentions, and you know just how engaged they are.
Now, with this well-crafted, data-backed TAL in hand, you're ready to dance your way through the B2B marketing ballroom. Not only does your TAL allow you to use resources optimally, but it also offers a tailored approach for your high-potential clients. And the cherry on top? A high-speed highway toward your revenue goals.
So, strap on your dancing shoes, grab your TAL, and get ready to tango! With this powerhouse tool, your marketing strategy will be on fire. And remember, it's all in the name of love—the love for efficiency, the love for increased ROI, and the love for achieving your business goals.