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  • Your Prospect Lists Are Dead—Here's How to Bring Them Back to Life

Your Prospect Lists Are Dead—Here's How to Bring Them Back to Life

Every GTM team we have worked with has been struggling to manage various lists of B2B prospects …

  • List of your TAM accounts for this quarter or for the year

  • List of Tier-1 or Tier-2 accounts across multiple product lines

  • List of active pipeline deals to be sent to an ABM ad campaign

  • List of attendees from the recent industry event they attended

  • List of companies showing up on your website and visiting certain pages

The LIST goes on (pun intended!).

While each of these lists is very important, it is hard to manage these coherently.

  • Some teams store master lists like TAM data in Master Data Management (MDM) tools. This is like a ‘museum’ where pristine data is stored.

  • Others keep an array of spreadsheets. This is like prospect data being put to rest in a graveyard

  • Many teams do both - some data in the MDM museum and other data in the spreadsheet graveyard.

Whether you do one of these or both, your prospect data is likely lying unused and dead.

What you really need is to create a living and breathing entity for each of your prospects which is being continuously tracked across a variety of signals - public data, your own email engagement data, your ABM campaigns, your LinkedIn Ads, your website traffic, your event attendees etc…

A unified prospect profile for all your prospect data - both Accounts and Persons. The unlock is magical.

Last month, one of our IT services customers noticed that a Tier-1 prospect attended a conference and also visited their website. This was a moment of truth for them. This data would have required combining at least three different lists -

  • Their Tier-1 accounts

  • Their event attendee data set

  • Their website visitor data

How are you managing your prospect data? Have you built a museum or are they lost in a graveyard?