STEP 1 Pick a list of target accounts. These are companies that are likely to be a great fit for your solution based on size, use-case, and business need.

STEP 2 Identify the roles and map to accounts. Focus on the teams that would likely evaluate the solution together across the four major hierarchies (i.e. CxO to User).

STEP 3 Research (in depth!) the account and obtain contact data. Find alert events, executive priorities, and individuals who have published content on a relevant subject within the organization.

STEP 4 Create a person-based value proposition. Typically, the more senior the title, the more strategic their role. Find value props that match their day-to-day priorities in order to attract their attention and provide value.

STEP 5 Design Interactions. Implement a series of engagements that shares insights aligned with what you have researched (Step 3), and do it specific to each role (Step 4).

STEP 6 Determine your account engagement play. Engage in a conversation in context of their situation, phase etc.

STEP 7 Measure and Improve. Do more of what works. Stop doing what doesn’t work.

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