Account-based prospecting has revolutionised how B2B companies approach lead generation. Rather than casting a wide net and hoping for the best, this strategic method focuses your efforts on high-value target accounts that are most likely to convert into profitable customers.
If you’re new to account-based prospecting, this playbook will guide you through the fundamentals and help you build a successful strategy from scratch.
What Is Account-Based Prospecting?
Account-based prospecting is a targeted sales and marketing approach that treats individual accounts as markets in their own right. Instead of pursuing hundreds of random prospects, you:
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Identify specific companies that match your ideal customer profile
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Create personalised campaigns to engage multiple stakeholders within those organisations
This focused approach leads to:
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Higher conversion rates
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Shorter sales cycles
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Larger deal sizes
It works particularly well for B2B companies selling complex products or services with longer consideration periods.
Building Your Target Account List
The foundation of success is selecting the right accounts. Begin by analysing your current customer base:
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Company size
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Industry
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Revenue
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Technology stack
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Growth stage
Look for common patterns in customer challenges and outcomes achieved after working with you.
Steps to build your list:
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Create an ideal customer profile based on these attributes
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Use tools such as LinkedIn Sales Navigator, ZoomInfo, or website visitor identification to find matching companies
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Focus on quality over quantity — a list of 50 well-researched accounts is more effective than 500 random names
Research and Intelligence Gathering
Deep research ensures personalised and relevant outreach. Sources to explore include:
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Company websites
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News articles, press releases, and industry updates
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Social media activity for trigger events (funding, leadership changes, expansions)
For decision-makers:
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Use LinkedIn to research roles, backgrounds, and recent activity
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Identify shared interests or common ground for building rapport
Visitor identification tools can also show which accounts are already engaging with your website, helping prioritise outreach.
Multi-Channel Outreach Strategy
The most effective account-based prospecting combines several touchpoints:
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Email outreach – personalised messages referencing company-specific details and challenges
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LinkedIn messaging – connect with stakeholders, engage with their posts, and gradually build familiarity
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Cold calling – cut through digital noise with well-researched, relevant talking points
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Social selling – share and comment on industry content to establish thought leadership
Avoid generic templates. Instead, provide value and demonstrate an understanding of their business context.
Engaging Multiple Stakeholders
Modern B2B decisions involve multiple players. To succeed:
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Identify 3–5 key stakeholders (users, managers, executives, procurement)
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Map their roles, responsibilities, and influence in the buying process
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Create tailored messaging:
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Technical managers care about implementation
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CEOs care about ROI and business growth
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Procurement focuses on compliance and cost
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Coordinate outreach to avoid overwhelming the account. Stagger communications across different channels and contacts over time.
Measuring Success and Optimising Performance
Track the right metrics — focus on quality over volume:
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Engagement rates from target accounts
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Meeting acceptance and bookings
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Pipeline generated from specific accounts
Review:
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Which channels generate the best responses
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Which messaging resonates most with stakeholders
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How accounts progress through your funnel
Account-based prospecting requires patience and persistence. Building relationships with high-value accounts takes time, but the payoff comes in the form of stronger opportunities and lasting client partnerships.
Start small, refine your strategy based on results, and expand as your expertise grows.
