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Building B2B Buyer Profiles
The goal? To deliver effective campaigns targeted at the best opportunities within our Total Addressable Market (TAM) – at the lowest cost.
Doing this successfully starts with creating complete, accurate, dynamic and unified buyer profiles of people, accounts and buying centers so we can properly prioritize and target opportunities with data-driven assurance that we’re delivering the right message to the right people at the right time. Unfortunately, building robust buyer profiles is a complex, cumbersome process – and it usually isn’t cheap.
Meanwhile, your data is decaying. Data decay is an issue that every company faces – especially after the pandemic. As the business environment restructures itself in the post-pandemic era, a new symptom is spreading among companies: millions of workers are quitting their jobs. People and companies change constantly. Companies make acquisitions, people change jobs, and intentions are dynamic. This means your buyer’s data changes every day – but does your database reflect that? Is the data you use to drive your business as accurate as the day you procured it? Historically, achieving that high-quality, up-to-date B2B buyer data has been much easier said than done.
Latest Articles
Article
Measuring TAM coverage, not just TAM size
You already know your TAM number. That number looks useful in planning decks and board slides. It tells you how many accounts fit your ICP and how much revenue sits in the market.
It does not tell you whether your team has enough territory coverage to work that market well.
That gap matters. In outbound TAM development, territory performance depends on coverage over volume. If you assign a large market without measuring who you can reach, who you can route, and who you can engage across the buying group, you create blind spots inside your territory model.
This is whereEnterprise Data Management becomes operational. It gives you a way to measure TAM coverage at the account, contact, and buying group level. You stop asking how big the market is. You start asking how much of it your team is equipped to work right now.
Article
Turning account engagement into buying momentum with Custom Audiences
Account engagement rarely fails from lack of activity. It fails when you see activity at the account level but miss who is driving it, how interest is spreading, and when to act. That gap slows follow-up, weakens targeting, and leaves pipeline exposed.
If you want stronger account engagement, you need more than account coverage. You need Custom Audiences built from buying-team signals. That gives you a way to move from broad account reach to coordinated influence across the people who shape a deal.
That shift matters because B2B buying is already group-driven. According to 6sense research, 92% of B2B purchases involve groups of three or more people. A lead-centric model misses that reality. Your targeting should reflect the full buying team.
