Account-based marketing focuses budget on a named list of target accounts and the buying committee inside each one. Data decides which accounts make the list, which get attention first and how you reach them across channels.
Firmographic data defines the target list by industry, size, region and revenue band. B2B intent data shows which of those accounts are researching relevant topics, so you can move them into higher-touch programmes. Audience segments built for account-based advertising let you reach people at those companies on consented terms, and decision-maker data names the stakeholders for sales follow-up.
A typical workflow
- Agree the target account list with sales using firmographic and technographic fit.
- Tier accounts by intent and engagement.
- Activate ads, content and outreach for each tier.
- Measure account-level engagement and pipeline, not just clicks.
What to check before you buy
Ask for the match rate between your account list and the provider's company records. For intent data, ask about signal sources, topic taxonomy and how scores are normalised. For advertising audiences, confirm the consent basis and which platforms the audience can be activated on.