To accurately target the right companies in your in-house database, first use what you already have ― your CRM data and your website visitor logs

With your CRM data –

• Profile your top-performing market segments. Where are you winning?
• Identify your best target markets. What kinds of deals close the fastest?
• Determine key qualifying company characteristics and buyer roles.

With your website visitor logs –

• Look for visitor patterns. For example, do you see any companies from your key markets or vertical industries that you haven’t already targeted?
• Are companies visiting that are already currently in your database? If so, are you recording these page visits?
• Your online marketing and PPC advertising is driving lookers, so track these visitors as well. Just because they don’t announce themselves doesn’t mean they aren’t potential leads.

This analysis will help you determine where to find your target market “sweet spot.” You should also follow these other steps as you find the right targets.

• Mark all records that are included in your current target market. You don’t necessarily want to delete the data you aren’t using, but you need the ability to pull your target market data easily.  It may be as simple as a field for industry or industry segment or as complex as a series of tags that indicate parcels within your target market.

• As you fill in gaps and build out contact data for new roles, consider other segmenting options.  Maybe segmenting based on employee size isn’t the way to go, can you use annual revenue as an indicator of opportunity size or maybe geography if you are targeting for a site specific event. Do this while you’re updating as well. This will help you better target your message at these prospects.