How to Use Account Intelligence for Profiling

Samuel Hall
3 days ago
12 min read

Account intelligence helps you understand when your prospects are ready to buy and what messages will resonate with them. By combining company data with behavioural insights, you can create detailed profiles for effective account-based marketing (ABM). Here's what you need to know:

What it is: Account intelligence combines static data (e.g., company size, industry) with dynamic signals (e.g., intent data, online behaviour) to identify buying readiness.
Why it matters: It supports targeted messaging, aligns sales and marketing teams, and helps prioritise high-value accounts, driving better results.
How to use it:
- Define your Ideal Customer Profile (ICP) with clear attributes.
- Use data sources like CRMs, intent platforms, and firmographic/technographic data.
- Keep data accurate and up to date with regular audits and enrichment.
- Integrate intent signals into your CRM to act on real-time insights.
Best practices: Combine static and dynamic data, maintain compliance with GDPR, and ensure cross-team collaboration.

Tools like ABM Answered offer resources like videos, battlecards, and research tools to refine profiling efforts. When done right, account intelligence strengthens relationships with key accounts, making ABM more effective.

Unlocking the Power of Account-Based Marketing with Eric Gruber

Main Data Sources for Account Intelligence

Creating detailed account profiles involves pulling information from various data sources, each offering unique insights into your target accounts. By merging real-time behavioural signals with historical data and company details, you can better gauge buying intent. This blend of data drives more effective outreach and supports the strategic profiling methods discussed in this guide.

Intent Data Platforms

Tracking digital interactions is a great starting point, as these often signal early buying interest. Intent data captures digital behaviours like search queries, content downloads, website visits, and topic engagement across the web. These activities can surface weeks - or even months - before prospects directly reach out, giving you an early advantage in the sales cycle.

What makes intent data so valuable is its ability to detect anonymous research behaviour. For instance, when decision-makers at a potential account engage with content tied to challenges your product addresses, intent platforms can flag this activity before they even appear in your CRM. This allows you to reach out during their research phase, rather than waiting until they’ve narrowed down their vendor options.

Today’s intent platforms monitor activity across thousands of websites, analysing patterns in content consumption, search habits, and engagement levels. Using machine learning, these platforms score accounts based on the relevance and intensity of their research, helping you focus on those showing strong signs of interest.

CRM and First-Party Data

Your CRM system is a goldmine for account profiling, holding valuable data like direct interactions, purchase history, and insights gathered from customer touchpoints. Because this data comes straight from your prospects and customers, it’s incredibly reliable and precise.

The quality of your CRM data is key to successful profiling. High-quality data should be accurate, up-to-date, consistent, and reliable. Poor data quality can derail even the most advanced account intelligence efforts, making regular data maintenance essential.

To get the most out of your CRM, consider using automated tools to update records through email and meeting analysis. This reduces the manual workload for your sales team while ensuring your data remains complete. Additionally, scheduling quarterly data audits can help address gaps like missing contact details, outdated job titles, or duplicate entries. This process ensures your account profiles stay relevant and actionable, setting the stage for deeper insights from firmographic and technographic data.

Firmographic and Technographic Data

Firmographic data provides a snapshot of a company’s structure, helping you pinpoint decision-makers. It includes details like company size, revenue, industry, location, and organisational hierarchy. On the other hand, technographic data dives into the technology stack, revealing the tools and platforms a company currently uses.

Understanding a prospect’s technology stack can uncover both opportunities and potential challenges. For example, knowing that a company uses a specific CRM or marketing platform allows you to tailor your messaging and showcase how your solution integrates seamlessly with their existing tools.

Improving data quality through CRM enrichment can significantly enhance your profiling efforts. This involves adding missing details to CRM records (data appending) and cleaning up inaccuracies like duplicates or outdated information. Enriched data not only improves relationship insights but also accelerates sales cycles, boosts CRM adoption, and supports data-driven strategies.

When choosing data sources, prioritise trusted third-party vendors, social networks, and internal systems. Ensure that all enriched data is properly deduplicated and standardised, so it integrates smoothly into your existing database.

How to Create Account Profiles: Step-by-Step Process

Creating effective account profiles requires more than just gathering information - it’s about building detailed profiles that help you engage meaningfully with your target accounts.

Define Your Ideal Customer Profile Attributes

Start by defining your Ideal Customer Profile (ICP). This acts as the foundation for consistent and effective profiling.

"An ideal customer profile (ICP) is a description of the perfect company or customer you want to target for your business."

Bring together key stakeholders from customer success, sales, and marketing to shape your ICP. Focus on customers who bring the most value to your business - those with shorter sales cycles, higher lifetime value, strong satisfaction rates, frequent referrals, or active involvement in your marketing efforts.

Your ICP should cover key attributes, such as:

Company details: Industry, size, and growth stage.
Financial metrics: Revenue, budget, and funding status.
Geography: Locations relevant to your business.
Decision-maker profiles: Roles, seniority, and departments involved.
Transaction needs: Contract terms and implementation complexity.
Challenges and goals: Pain points your solution addresses.

Use a mix of firmographics, technographics, and intent data to ground your ICP in practical insights. For example, New Breed saw an 83% boost in average deal size in 2017 by steering sales reps away from low-budget prospects, with that figure growing to 152% by early 2019. Regularly update your ICP to reflect market changes and ensure it remains relevant.

Once your ICP is clear, the next step is collecting and organising your data.

Collect and Clean Your Data

Accurate and reliable data is the backbone of any successful account profile. Your CRM data must be current and free of errors to ensure consistency across your systems.

Start by cleaning your data. Remove duplicates, fix inaccuracies, and standardise formats. Leverage automated tools and schedule routine audits to keep your data in top shape.

When enriching your database, rely on trusted third-party vendors, social networks, and internal systems. Make sure any new data is deduplicated and aligned with your existing records to avoid inconsistencies.

A well-maintained database paves the way for integrating advanced insights, like intent and behavioural data.

Add Intent and Behaviour Data to Profiles

Static data provides the "who", but intent and behavioural data reveal the "when" and "what." By adding these dynamic signals, your profiles become actionable tools for engagement.

"Intent data brings clarity to ABM. It allows you to move from theoretical targeting to real-time engagement - converting passive interest into pipeline. For small and mid-sized teams, this is a game-changer." - Sidak Sethi, Ideovee Business Solutions LLC

Intent data captures online activities that signal interest, such as visiting pricing pages or viewing product demos. For example, you can create a "hot accounts" list each week based on real-time purchase intent signals. Set up alerts for spikes in activity or renewed interest from previously quiet accounts.

Keboola used intent data to identify 20 high-interest companies weekly, generating around £95,000 in pipeline revenue, with 60% of their demos driven by intent data.

To maximise the value of intent data, align it with tailored content and outreach strategies. Map intent topics to specific messaging and train your team to act when signals peak.

"Accounts buy, but it's eventually the people, stakeholders, gatekeepers, and decision-makers who are actually making those purchases. They're out there giving you those implicit and explicit signals about their needs, and if you can layer those intent signals into your marketing campaigns and sales talk tracks, that's where you'll be able to unlock the potential of personalisation at scale." - Deeksha Taneja, Senior Director of Growth and Optimisation at ZoomInfo

Lastly, integrate intent data into your CRM, sales engagement platforms, and marketing automation tools. This ensures insights flow seamlessly across your systems, enabling automated workflows that respond in real time to your prospects' active research phases.

Account Profiling Best Practices

Use Both Static and Dynamic Data

To build a well-rounded and actionable account profile, combine static data - which provides foundational company details - with dynamic data that captures real-time behavioural insights.

Static data acts as a dependable starting point, offering key details like company size, industry, and revenue. On the other hand, dynamic data gives you a live snapshot of intent signals, website activity, and engagement patterns, helping you identify when accounts are actively exploring solutions.

Here’s a critical point: nearly half of all data records contain at least one major error. By layering dynamic insights onto static data, you can spot and fix these inconsistencies more effectively. Companies that align their static and dynamic data strategies have reported impressive results, including revenue gains of up to 209% and a 67% increase in conversions when sales and marketing teams work from a shared, unified dataset.

Use advanced analytics to uncover hidden patterns in your customer data. Automated systems can continuously capture behavioural data while maintaining core firmographic records. This approach ensures your profiles are not only historically accurate but also ready to act on in the moment.

Balancing these two data types ensures profiles stay relevant and compliant over time.

Keep Profiles Current

Keeping account profiles up to date is essential. Automated CRM systems and regular data audits can help reflect changes in company structure, decision-makers, and priorities.

Many B2B organisations benefit from monthly updates for high-priority accounts and quarterly reviews for broader lists. However, keep in mind that email addresses can become invalid within just six months of inactivity. If you haven’t engaged with accounts recently, consider running reconfirmation campaigns to refresh your data.

Encourage customers to update their own information through customer portals or incentivised surveys - this often provides the most accurate updates. Additionally, use data analytics to flag inconsistencies and detect behavioural shifts that might indicate changing priorities.

Establish feedback loops across your sales, marketing, and customer service teams. For example, if an account manager learns about a prospect’s new initiative, ensure that information is immediately added to the central profile. Cross-departmental data sharing is key to maintaining a complete view of each account.

Centralised CRM systems and routine audits will help keep your data consistent across all touchpoints. Accurate, up-to-date profiles not only improve decision-making but also ensure compliance with data protection standards.

Follow UK and EU Data Protection Rules

To comply with GDPR and UK GDPR, integrate data protection into every process. This includes maintaining clear records of data processing, training staff on regulations, and embedding robust security measures. Prepare for potential breaches by having notification procedures in place and documenting individual data rights consistently.

If your organisation processes data on EU citizens from outside the EU, you’ll need to appoint a representative within the EU. The penalties for non-compliance are steep - fines can reach up to €20 million or 4% of global revenue, whichever is higher.

Respect individual rights during profiling activities. This means allowing individuals to access their personal data free of charge, correct inaccuracies, object to processing, or request data deletion in certain cases. Additionally, individuals have the right not to be subjected to decisions based solely on automated processing.

Be ready to report data breaches that could impact individuals’ rights and freedoms to the relevant Data Protection Authority within 72 hours. For activities that might pose high risks to individual rights, conduct Data Protection Impact Assessments.

Maintain detailed records of your data processing activities and provide clear, transparent information about who is processing the data, why it’s being processed, and what rights individuals have. This transparency not only builds trust but also ensures compliance with regulatory requirements.

Tools and Resources for Better Account Intelligence

ABM Answered Tools for Account Profiling

ABM Answered offers a robust set of tools designed to help you gather insights and build detailed account profiles. These tools are a practical extension of the strategies we've discussed, giving you actionable ways to enhance your account intelligence efforts. One standout feature is the platform's library of over 1,000 short-form video solutions. These videos tackle common challenges in Account-Based Marketing (ABM), covering topics like data collection methods and strategies for refining account profiles.

Another helpful resource is the battlecards feature, which simplifies competitive intelligence. These templates help you organise competitor insights, map out decision-making hierarchies, and fine-tune messaging for each target account. Instead of starting from scratch, you can leverage tried-and-tested frameworks that work across various industries.

For a fresh perspective, the platform also includes Reddit-based research tools. These tools let you monitor industry discussions, track mentions of specific companies, and uncover pain points that traditional data sources might overlook. By tapping into real conversations, you can gain a deeper understanding of the challenges and opportunities surrounding your target accounts.

ABM Answered goes beyond tools by fostering a collaborative community. It connects you with other ABM professionals to share experiences and insights. This shared knowledge ensures that the platform's resources evolve to meet the changing demands of the industry.

One particularly creative feature is the use of customisable video games tailored to specific accounts. These interactive experiences not only engage target accounts but also gather behavioural data that can enrich your profiles. This dual-purpose approach streamlines data collection while adding a layer of innovation to your profiling efforts.

Adding Tools to Your Daily Work

To maximise the value of these tools, it's essential to integrate them into your daily operations. ABM Answered tools are designed to fit seamlessly into existing workflows, helping you address gaps in your account intelligence.

For example, morning intelligence briefings can be used during daily stand-up meetings to tackle specific profiling challenges. Automated triggers and aligned content strategies ensure the insights generated by these tools flow directly into your CRM and sales enablement systems, keeping everyone on the same page.

Sales and SDR teams also benefit from this integration. By incorporating account-level insights - such as intent data and content consumption patterns - into your CRM, these teams can access relevant battlecards and video resources without leaving their usual platforms. This streamlines the sales process and ensures that everyone is working with the most up-to-date information.

It's also crucial to stay compliant with UK and EU data protection regulations when using these tools. Make sure any personal data collected is handled transparently, with a valid legal basis and robust security measures. Implement data minimisation practices to reduce privacy risks, and establish clear procedures for managing the data you gather.

Finally, successful implementation requires cross-departmental coordination. When sales, marketing, and customer success teams all use the same ABM Answered tools, you create a unified approach to gathering, analysing, and acting on account intelligence. This consistency ensures that your entire organisation benefits from the insights these tools provide.

Conclusion

The profiling techniques and tools discussed here highlight the strategic advantages of effective account intelligence in Account-Based Marketing (ABM).

Account intelligence goes beyond simple lead generation to address the broader needs of the entire buying committee. With mature ABM programmes delivering exceptional ROI - 92% of marketers cite it as their most effective strategy - and data-driven sales approaches potentially increasing EBITDA by 15% to 25%, the value of a well-executed strategy is clear.

By unifying first-party engagement, third-party data, CRM insights, and intent signals, account intelligence creates detailed profiles that enable precise targeting and personalised outreach. Industry experts emphasise that personalisation starts with robust data, and sales and marketing teams working in sync are 67% more likely to secure deals. This alignment, built on a shared data foundation, is essential for ABM success.

Key Takeaways

Establish a clear ideal customer profile and gather reliable data from sources such as CRM systems, intent providers, and firmographics. Combine static and dynamic insights to keep profiles relevant and actionable.
Ensure strict compliance with data protection regulations like GDPR in the UK market. Non-compliance can lead to fines of up to €20 million or 4% of global revenue. Use proper consent mechanisms, minimise data collection, and maintain transparency in processing.
Tools like ABM Answered’s video solutions, battlecards, and Reddit-based research are most effective when integrated into daily workflows. Insights should drive action, and ongoing monitoring is essential for continuous improvement.

The goal of account intelligence isn’t to amass more data but to gather the data and use it to strengthen relationships with high-value accounts. As ABM consultant Andy Bacon aptly puts it:

"ABM is all about building better quality relationships; the ROI will follow."

FAQs

To keep account intelligence data accurate and compliant with GDPR, it's essential to implement strong data governance practices. This includes conducting regular audits and validation checks to maintain data accuracy, while following GDPR principles such as transparency, data minimisation, and lawful processing.

Organisations need to clearly define why they are collecting data, avoid gathering unnecessary information, and maintain a detailed inventory of all stored data. It's also important to ensure individuals can access, correct, or request the deletion of their personal data. Regular staff training and robust security measures play a vital role in protecting data integrity and meeting GDPR requirements.

What is the difference between static and dynamic data, and how do they enhance account profiling?

Static data refers to information that remains unchanged over time, such as demographic details or historical records. This type of data offers a dependable baseline for account profiling, delivering consistent insights that help establish a clear understanding of the subject.

In contrast, dynamic data is ever-changing, capturing real-time updates like recent interactions or ongoing account activities. This ensures that profiles remain current and aligned with the latest developments.

Bringing together static data for historical perspective and dynamic data for timely updates allows you to build comprehensive profiles. These profiles become powerful tools for making informed decisions and enhancing account engagement.

How does integrating intent data into a CRM improve account-based marketing strategies?

Integrating intent data into your CRM can bring a new level of precision to account-based marketing (ABM). With real-time insights into buyer behaviour and interests, you can focus on the accounts that matter most and craft outreach strategies that address their specific needs.

By leveraging intent signals, you eliminate much of the guesswork when choosing target accounts. This helps align your marketing and sales teams, streamlines the sales process, and ultimately leads to faster deal closures. The payoff? More tailored communication, improved engagement, and a stronger return on investment (ROI).

How to Use Account Intelligence for Profiling

Unlocking the Power of Account-Based Marketing with Eric Gruber