How to Use Customer Data to Influence Account Selection

Trying to select the perfect data set for your ICP or named accounts is damn near impossible.

There is so much data!

And seemingly everyone has an opinion on which data you should use.

What's interesting is that those opinions typically ignore one specific set of data that may be the most important.

Customer data.

These are the companies actually using your product every day!

Why don't we use this data? That's a genuine question.

But I'm here to change that.

Let's say you're trying to select a set of named accounts for your downmarket business segment.

Below are some of the customer data points you might want to use.

Cohort the accounts by:

• Industry
• Sub-industry

Then analyze the accounts by health:

• Account health score
• Current contract length/ACV

From there you can use additional data to narrow in your strategy:

• Current product usage
• Partner overlap

Bonus data: 6sense account profile fit.

With this data, you can then understand which industry and/or sub-industry has the strongest profile fit, with the highest average account score.

From there, with the product usage data and partner overlap data it can better help you create more relevant campaigns, and a more effective partner strategy.

Too many times we ignore customer data. It's time to change that and begin using it to our advantage so we can drive more efficient pipeline and revenue.

Any other customer data points you would add? Let me know in the comments!