Target Account Build and Score

How it flows

How it flows.

Build it, step by step

Build it, step by step.

1. 01

   Backtest CRM for win patterns

   Export closed won and closed lost deals from your CRM. Interview your AEs and CSMs to map buying triggers, decision makers, objections, and revenue profiles.

   • Pull all closed won deals: ACV, sales cycle length, expansion revenue, industry, headcount, geography
   • Interview AEs on what triggers buyers, who is involved, and where deals stall
   • Interview CSMs on which customers expand and which churn
   • Pull all closed lost deals and tag reasons: budget, competitor, bad fit, timing
   • Document common objections and repeated loss patterns

2. 02

   Define ICP from backtest data

   Use your CRM backtest to define the account attributes that predict high ACV, fast close, and low churn. These become your ICP parameters.

   • Industry and sub-vertical
   • Headcount range
   • Revenue or funding stage
   • Geography and market maturity
   • Tech stack or tools in use
   • Hiring activity or growth signals
   • Funding events or expansion news

3. 03

   Source broad TAM from multiple inputs

   Pull every company that loosely matches your ICP from Apollo, Ocean.io, Discolike, LinkedIn Sales Navigator, and web scraping tools. Aggregate them all into Clay.

   • Use Apollo for industry and headcount filters
   • Use Ocean.io to find lookalikes of your best customers
   • Use Discolike for competitor customer lists
   • Use Apify or Serper.dev to scrape niche directories or job boards
   • Push all company records into a single Clay table

4. 04

   Enrich and qualify accounts with AI

   Enrich every account with firmographics, technographics, and funding data. Then use an AI classifier in Clay to filter out non-fits.

   • Enrich with BuiltWith for tech stack, PitchBook for funding, Apollo for firmographics
   • Use Clay's AI column with ChatGPT to score each account as Qualified or Not Qualified
   • Remove accounts that fail ICP threshold
   • Export qualified accounts to a new Clay table

5. 05

   Score and tier qualified accounts

   Assign a numeric score to each account based on fit strength, then group into Tier 1, Tier 2, Tier 3. Push tier property to CRM.

   • Build a scoring formula in Clay: weight industry, headcount, tech stack, growth signals
   • Use AI scoring logic for subjective fit (e.g. job postings, recent news)
   • Assign Tier 1 to strong fit, Tier 2 to good fit, Tier 3 to okay fit
   • Push tier field to CRM as a custom account property

6. 06

   Build buying committee maps

   For each Tier 1 and Tier 2 account, source decision makers, champions, and influencers. Enrich contacts and sync to CRM.

   • Use Apollo or Clay to find contacts by title at each account
   • Segment contacts into Decision Maker, Champion, Influencer roles
   • Enrich contact emails with Findymail
   • Push contacts to CRM with account tier, ICP fit, and stakeholder role fields

7. 07

   Deploy signal tracking infrastructure

   Instrument your CRM, website, outbound tools, and ad platforms to capture multi-layer intent signals and score them in real time.

   • Website visits tracked via Warmly or RB2B
   • Outreach replies and email opens from Instantly
   • LinkedIn engagement and DM replies from HeyReach
   • Ad clicks and landing page visits from LinkedIn or Google Ads
   • Event RSVPs or webinar attendance from Luma or Beehiiv
   • Partner overlap signals from Crossbeam
   • Hiring signals from job boards or LinkedIn
   • Funding or tech stack changes from PitchBook or BuiltWith

8. 08

   Implement lead scoring and awareness stages

   Map all signals to a numeric score. Create awareness stages from Identified to Selecting. Trigger tasks and Slack alerts when accounts cross thresholds.

   • Define awareness stages: Identified, Aware, Interested, Considering, Selecting
   • Assign point values to each signal type
   • Create CRM custom events for high-intent actions: pricing page visit, demo request, case study download
   • Auto-create CRM tasks for sales when an account hits Considering or Selecting
   • Send Slack notifications when Tier 1 accounts show high intent

9. 09

   Run coordinated demand plays

   Execute multi-channel plays tailored to each tier and awareness stage. Route high-intent accounts directly to sales via Chilipiper.

   • Tier 1 Aware: personalized microsite + manual outreach + warm intro request via Crossbeam
   • Tier 1 Interested: event invite + retargeting ads + LinkedIn DM
   • Tier 2 Identified: automated email sequence via Instantly + parallel dialing
   • Tier 2 Considering: webinar invite + video outreach + case study send
   • All Selecting: route to Chilipiper for instant demo booking

10. 10

    Push engagement back to CRM and monitor

    Sync all signal activity, tier changes, and awareness shifts back into your CRM. Track pipeline by tier, closed won rate, and revenue attribution.

    • Sync all email replies, LinkedIn engagement, and website visits to CRM contact records
    • Update account tier and awareness stage in real time
    • Monitor pipeline velocity by tier and awareness stage
    • Track closed won rate by original tier and signal type
    • Measure revenue by tier to validate ICP assumptions
    • Feed learnings back into Step 1 for continuous ICP refinement

The stack

The stack.

• HubSpot ↗CRM and engagement store
• Salesforce ↗CRM and engagement store
• Clay ↗Enrichment and scoring hub
• Apollo ↗Contact and company sourcing
• Ocean.io ↗TAM lookalike discovery
• Discolike ↗Lookalike company sourcing
• Apify ↗Web scraping for custom data
• BuiltWith ↗Technographic enrichment
• PitchBook ↗Funding and firmographic data
• ChatGPT ↗AI account qualification
• Findymail ↗Contact email enrichment
• Instantly ↗Outbound email sequencing
• HeyReach ↗LinkedIn outbound automation
• Warmly ↗Website visitor identification
• RB2B ↗Website visitor identification
• Crossbeam ↗Partner overlap signals
• Chilipiper ↗Demo routing and booking

Related workflows

Related workflows.