Target Account Prioritizer
Score and rank your target accounts based on fit, intent, and engagement signals. Focus your ABM resources on the accounts most likely to convert.
How well the account matches your ideal customer profile. Includes firmographics, technographics, and industry alignment.
Behavioral indicators showing active research or buying interest. Includes website activity, content engagement, and third-party intent data.
Direct interactions with your brand across channels. Includes email engagement, event attendance, and sales conversations.
Fit Signals
Overall match to your ideal customer profile
Company revenue within your target range
Industry alignment with your sweet spot
Technology stack compatibility
Intent Signals
Recent website visits and page views
Downloads, webinar registrations, etc.
Bombora, G2, or similar intent signals
Researching competitors or alternatives
Engagement Signals
Email opens, clicks, and replies
Webinars, conferences, meetups
Meetings, demos, and conversations
LinkedIn, Twitter interactions
Action Playbook by Priority
- - Immediate executive outreach
- - Personalized 1:1 content
- - Multi-threaded engagement
- - Daily activity monitoring
- - Priority demo scheduling
- - Targeted ABM campaigns
- - Industry-specific content
- - SDR outreach sequences
- - Weekly signal monitoring
- - Event invitations
- - Programmatic ABM ads
- - Educational content
- - Newsletter enrollment
- - Monthly signal review
- - Webinar invitations
- - Passive awareness ads
- - Quarterly re-scoring
- - Trigger-based alerts
- - Industry content only
- - No active outreach
How to Prioritize Target Accounts for ABM Success
Account prioritization is the most critical decision in Account-Based Marketing. With limited resources, you need to focus on accounts that offer the highest probability of conversion and largest potential deal value. This calculator helps you make data-driven prioritization decisions using a proven three-signal framework.
The Three-Signal Framework
Effective account prioritization combines three types of signals, each telling a different part of the story:
Fit Signals (35% weight): These are static or slow-changing attributes that indicate how well an account matches your ideal customer profile. High fit means the account has the characteristics of your best customers - the right size, industry, technology stack, and business model. Fit signals help you identify accounts that could become great customers.
Intent Signals (35% weight): These are behavioral signals showing that an account is actively researching solutions like yours. Intent data comes from website visits, content downloads, third-party intent providers (like Bombora or G2), and competitor research. High intent means the account is currently in-market and more likely to respond to outreach.
Engagement Signals (30% weight): These measure direct interactions between the account and your company. Email opens, webinar attendance, sales conversations, and social interactions all contribute. High engagement means the account already knows your brand and has shown interest - you're not starting from zero.
Why All Three Signals Matter
Relying on any single signal type leads to suboptimal targeting:
- High Fit Only: You might target accounts that look great on paper but aren't ready to buy for months or years.
- High Intent Only: You might chase accounts showing buying signals but who are a poor fit for your product.
- High Engagement Only: You might over-invest in tire-kickers who engage heavily but never convert.
The magic happens at the intersection. An account with high scores across all three dimensions represents your highest-probability opportunity and deserves your most intensive outreach.
Translating Scores to Action
P1 (Hot) - Score 80+: These accounts demand immediate attention. Deploy your highest-touch tactics: executive-to-executive outreach, personalized content, custom demos, and dedicated account teams. Time is of the essence - high intent means they're actively evaluating solutions.
P2 (Warm) - Score 60-79: Strong candidates that warrant significant investment. Run coordinated ABM campaigns with personalized messaging, industry-specific content, and SDR outreach sequences. Monitor closely for signal increases that would promote them to P1.
P3 (Nurture) - Score 40-59: Promising accounts that need more development. Use programmatic ABM tactics, educational content, and light-touch engagement. The goal is to build awareness and stay top-of-mind until intent signals strengthen.
P4 (Monitor) - Score <40: Low-priority accounts for now. Keep them in passive awareness campaigns and re-score quarterly. Some P4 accounts will eventually show stronger signals, especially after trigger events like funding or leadership changes.
Dynamic Prioritization
Account priorities should be reviewed and updated regularly. Intent and engagement signals change constantly - an account that was P3 last month might surge to P1 after a funding announcement or competitive displacement. Build a rhythm of weekly signal monitoring and monthly re-prioritization to catch these shifts and reallocate resources accordingly.
Common Prioritization Mistakes
- Over-weighting company size: Big logos are tempting, but enterprise accounts often have longer sales cycles and lower win rates than mid-market accounts with stronger intent.
- Ignoring negative signals: Recent layoffs, executive turnover, or competitive lock-in are signals that should lower an account's priority, regardless of fit.
- Static lists: Last quarter's priority list is outdated. Markets change, intent spikes and fades, and new accounts emerge. Treat prioritization as an ongoing process.
- Spreading too thin: It's better to go deep on 50 P1 accounts than shallow on 500 P3 accounts. Focus drives results.
Ready to Accelerate Your ABM Pipeline?
We help B2B companies identify, prioritize, and engage their highest-value target accounts. Our team handles the research, outreach, and meeting booking - you focus on closing deals.
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