Get 1.5x better engagement rates prospecting into target accounts
Prospect into your named target accounts aimed with the insight you need for your messages to land, alignment with marketing, and multi-touch sequences
Play by:
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Ellie Childs
SDR @ Cognism
Use this play to:
1. Define your named account list
Start with a well-vetted list of accounts with strong strategic fit; think ICP alignment, high customer lifetime value (CLV) potential, and expansion opportunities.
Steps:
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Pull strategic accounts from your RevOps, or marketing, or team based your total addressable market (TAM). Also, tools like Cognism will help you workout your TAM too!
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Use filters to create your account list in Cognism, complete with signal data (intent, technographics, hiring trends, etc.).
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Prioritise based on signal intensity and account scoring (e.g., upcoming renewals, funding rounds, job changes).
Pro tip: Accounts showing 3+ overlapping signals convert at higher rates. Stack signals to narrow focus on in-market buyers.
2. Align with cross-functional teams early
Named account prospecting only works when marketing, and sales are on the same page.
Execution tips:
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Set shared KPIs (e.g., meetings booked, pipeline coverage per segment)
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Plan campaigns together: messaging, key personas, value props, and playbooks
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Use shared planning docs and weekly syncs to close the feedback loop
This ensures every touchpoint reinforces the same narrative, increasing buyer confidence and deal velocity.
3. Orchestrate multi-signal touch sequences
Go beyond email blasts. Named account outreach demands precision and timing.
Multi-signal outreach playbook:
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Cold calls with persona-specific hooks tied to live signals (e.g., “I saw you’re expanding your CS team…”).
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LinkedIn engagement using signal-triggered content (e.g., funding alert, = share relevant case study).
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Emails with 1:1 personalisation based on tech stack, job change, or buying intent.
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Mid-sequence manual touchpoints based on engagement (clicked, replied, attended webinar).
Outreach cadence example:
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10–14 touches: 4–5 emails, 3–4 calls, 2 LinkedIn touchpoints.
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Include “breakup” emails with value add (not salesy) to stand out.
4. Use campaign triggers to launch account-based plays
When a named account shows intent or hits a threshold (e.g., 2+ high-value signals), automatically trigger a play:
Triggered sequences commence actions based on a signal spike. Here are some of the next steps you could take with your marketing team:
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Launch paid ads targeted to key stakeholders.
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Create bespoke assets (ROI calculator, segment case study).
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Invite to executive roundtables or webinars.
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Use direct mail or strategic gifting for Tier 1 accounts.
This approach keeps marketing and sales efforts tightly synced and reduces lead-to-meeting time.
FAQs
Here are some commonly asked questions about signal-led prospecting into named accounts.
What is a named account prospecting strategy?
A named account prospecting strategy focuses your outreach on a specific list of high-value companies that align with your ICP (ideal customer profile). These accounts are typically assigned to reps and targeted with highly personalised, multichannel engagement informed by signal data and persona insights.
How do I know which named accounts to prioritise?
Use a combination of firmographics (industry, size, location), technographics (tools in use), and real-time buyer signals like funding rounds, job changes, or intent data. Accounts showing multiple signals, also known as “signal stacking” are more likely to convert.
What makes outreach to named accounts different from traditional prospecting?
Traditional prospecting is volume-driven and often generic. Named account prospecting is signal-informed, persona-targeted, and campaign-integrated. It's designed to open doors in strategic accounts where long-term value is highest.
What’s the best way to involve marketing in named account outreach?
Bring marketing into the planning phase. Align on campaign themes, segment targeting, and value props. Then collaborate on execution; personalised ads, custom landing pages, and signal-triggered email nurtures that complement your SDR activities.
Find more GTM cheat codes for SDRs in the hub. 👇
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