Account-Based Marketing (ABM) has changed how B2B companies approach their most valuable prospects. Instead of casting a wide net, ABM helps you focus on high-potential accounts that are more likely to convert. But here’s the thing: ABM only works when you’re targeting the right accounts — and that’s where account identification and tiering come in.
In this post, we’ll walk you through how to identify and tier target accounts for ABM in a way that’s practical, simple, and effective.
Step 1: Define Your Ideal Customer Profile (ICP)
Before you start building a list of accounts, you need a clear Ideal Customer Profile (ICP). This is a detailed description of the type of company that would benefit most from your solution.
Here’s what you should consider:
- Industry – What sectors do your best customers come from?
- Company Size – Do you serve startups, mid-sized companies, or large enterprises?
- Location – Are you focusing on specific countries or regions?
- Technology Stack – Are there tools your ideal customers are already using?
- Pain Points – What problems are they trying to solve?
Think of your ICP as a filter to weed out low-fit accounts early.
Step 2: Build Your Target Account List
Once your ICP is clear, it’s time to create your target account list.
You can use tools like:
- LinkedIn Sales Navigator
- ZoomInfo
- Apollo
- Clearbit
- Your own CRM data
The goal is to find companies that match your ICP closely. Look at firmographic and technographic data, past interactions, website visits, and engagement history.
Remember: quality beats quantity.
Step 3: Tier Your Accounts Strategically
Not all accounts are equal — and you shouldn’t treat them the same way either. That’s why smart ABM programs tier their accounts into levels.
Here’s a simple and effective tiering structure:
Tier 1: High-Priority, High-Touch
- These are your dream accounts.
- Personalized 1:1 campaigns.
- Dedicated landing pages, custom messaging, direct outreach.
Tier 2: Mid-Priority, Moderate-Touch
- Good fit but not top-tier.
- 1-to-few approach.
- Segmented campaigns, semi-custom content.
Tier 3: Lower-Priority, Scalable Outreach
- Fit your ICP but need nurturing.
- One-to-many approach.
- Programmatic campaigns, newsletters, retargeting ads.
This approach helps you focus your time and budget where it matters most.
Step 4: Validate and Refine Continuously
Your initial list and tiers won’t be perfect — and that’s okay.
Monitor how your target accounts are engaging:
- Are they opening your emails?
- Visiting your website?
- Responding to outreach?
Use this data to adjust your tiers. Move accounts up or down based on engagement, buying signals, or intent data.
Bonus Tip: Use Intent Data to Stay Ahead
Want to be more proactive? Intent data shows which companies are actively researching topics related to your solution. Tools like Bombora or Demandbase can help you find accounts showing early signs of buying intent.
This helps you prioritize accounts that are more likely to convert right now.
Final Thoughts
ABM isn’t about targeting more — it’s about targeting smarter. By identifying the right accounts and strategically tiering them, you can focus your efforts, personalize your outreach, and drive better results. If you’re starting or scaling your ABM program, take the time to build a strong foundation with account identification and tiering. It’s the secret to making every marketing dollar count.
