Serve up person-level ABM intent data to sales

Getting started

Account-based marketing allows for increased alignment between marketing and sales teams and makes it that much easier to land target accounts—as long as intent doesn’t stop at the account level.

Marketing teams can spin their wheels trying to get sales to work accounts passed over from legacy ABM tools (and wait for the missed quota complaints to start rolling in). Or they can serve up actionable, person-level insights on autopilot using Common Room.

In this playbook, we’ll show you a better approach to ABM. Specifically, how to automatically identify and prioritize target accounts, get total visibility of top contacts within those accounts, and take action with AI and automation—no guessing games or manual research required.

What you’ll need

Step 1: Connect digital channels

Let’s say we’re a demand gen leader or ABM program manager.

We want to target accounts that match specific criteria and make sure reps can engage the real people behind intent signals.

First we’d connect relevant data sources to Common Room. This allows us to pull in dynamic signals from across dozens of channels and connect them to real accounts and contacts.

The more data sources we connect—like our website, LinkedIn, X (Twitter), Slack, GitHub, and so on—the better our intent identification and enrichment.

Once digital channels are connected to Common Room, data and signals will start flowing in.

Common Room will automatically resolve identities at the organization and person level, run both through waterfall enrichment, and create a unified profile for each.

Account and contact profiles include key information, like industry, size, capital raised, ARR, names, job titles, work histories, email addresses, phone numbers, cross-channel activities, and more.

This makes it easy to identify high-fit, in-market accounts based on as many—and as many useful—attributes and actions as possible, for both sales and marketing use cases.

Step 2: Identify and prioritize target accounts

We can zero in on target accounts using tags.

We’d simply create a tag in Common Room that automatically labels specific accounts as an ideal customer profile based on specific attributes and actions.

This and other tags come right out of the box in Common Room and are fully customizable.

We can also create new tags for any purpose using data and signals captured in Common Room, as well as custom fields pulled in from our CRM.

We can help prioritize our ICP accounts via scoring—both at the account and contact level.

Common Room’s contextual, signal-based scoring allows us to score orgs and individuals based on any combination of firmographic fit and behavioral criteria.

When we view an account or contact in Common Room, we can see if they’re rated “Excellent,” “Good,” “Fair,” or “Not a fit.” Better yet, we can hover over the rating to see the exact reasons why.

Beyond traditional fit characteristics and behavioral signals, we can inform our scoring with third-party data fetched from the public web, like relevant job listings and news events.

We can also use calculated fields to focus on accounts with a high volume of any account-level signal, like accounts with a high number of economic buyers or multiple job postings that mention a target persona or complementary technology.

As with other data and signals available in Common Room, calculated fields can be used as an input for scoring.

We can make all of this info actionable for reps via auto-replenishing segments—interactive burndown lists that automatically refresh with new accounts and contacts as new data and signals flow in.

By using team segments, we can make sure each account list is tailored to a rep’s book of business in our CRM.

They can click into any account to get a 360-degree view of the org and the contacts who work there showing intent.

We can increase our visibility of ICP accounts and contacts further using Prospector. This allows us to find and add any org or person to Common Room and enrich them based on our custom criteria.

We can even automate the process via Common Room’s workflows. This allows us to automatically add high-fit contacts from target accounts to Common Room, where they’ll be associated with their orgs and can be pushed to dedicated segments.

Step 3: Automate account research and personalization

We can help reps prioritize and personalize outreach further via RoomieAI™—Common Room’s suite of AI agents.

RoomieAI Capture lets us automatically surface granular account insights for reps—all tailored to our organization’s priorities for account prioritization and account planning—and package them up as summaries reps can view whenever they click into an account in Common Room.

We’d just tell our AI agent what info we want it to gather across internal and external datasets and what we want the output to look like.

Common Room comes complete with multiple default research topics—including an account approach topic that explains why an account is a good fit and how to go about engaging with it—but we can always create our own.

Bonus: You can use research topics as a filter for tagging, scoring, and segmenting accounts. This allows you to get even more granular with your ABX list.

Plus, any research topic—as well as any other data point or signal captured in Common Room—can be used as a dynamic variable to create tailored messaging with our other AI agent, RoomieAI Activate.

This allows reps to auto-generate highly personalized, highly relevant outreach for every contact in real time.

Step 4: Action on contacts at target accounts

Now let’s say we’re an SDR or AE.

We can click into our segment of ABM accounts—all tailored to our book of business in the CRM—and instantly get full context for every org and associated contact, including scoring, top prospects, and cross-channel intent behavior at the person level.

We can also quickly review AI research for every account to personalize our approach.

From here, we can action with a click, whether we want to send, sequence, or add a contact to a Salesforce campaign or HubSpot workflow.

If we want, we can even automate outbound from end to end using Common Room’s workflows.

Contacts can be pushed from any segment to prebuilt sequences in our SEP. As long as a RoomieAI message snippet is mapped to the sequence, RoomieAI Activate will craft a hyper-personalized message automatically.

Our message might look something like this:

Wrapping up

Now you know how to surface and prioritize target accounts, make account intent actionable for reps in the field, and speed up the entire pipegen process from signal to send.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.