Account buyer fit for a specific product is an important dimension when intent signals are present for sales. It enables them focus on the accounts need, budget and fit for a specific product and helps them curate better outreach messages to convert the accounts with intent into an opportunity for a specific product or family of products.
D&B Intent allows organizations to identify in-market audiences that are displaying early-stage buying signals for specific intent models and extract the account fit rating to verify if the account is the right fit for the product they are showing intent for.
Step 1: Create your Product's TAM Segment
Create a segment of accounts that represents your total addressable market (TAM). D&B recommends using fit ratings, industry designations, company size information and/or company budget/revenue (you may use whichever attributes are best for the tenant) and Has Intent Attribute for a one Intent Model.
Step 2: Create Model
Configure a “Buyer Intent Product Fit Rating” model called “<Product Name> Buyer Fit Rating” according to the specifications in the Intent Product Fit Rating Section below.
Intent Product Fit Rating
Compare accounts with intent based on fit ratings, industry designations, company size information and/or company budget/revenue and measure if the account is the best fit for the product.
1. Assign an A rating to all accounts with “Account Fit Rating” with an "A" rating and they belong to the tier one firmographics group based on tenants specifications
D&B Intent model(s).
2. Assign an B rating to all accounts with “Account Fit Rating” with a "B" rating and they belong to the tier two firmographics group based on tenants specifications
3. Assign a C rating to all accounts with intent of “Last 12 weeks is equal to True” for any of your specified D&B Intent model(s).
4. Assign all accounts that do not fit this criteria to D.
Step 3: Submit PLO Ticket
In order to build the relationship between Intent models generating buyer intent signals and buyer intent product fit rating models a mapping has to be submitted to the PLO team. This one time configuration allows the product back end to associate a intent signal to the appropriate product fit rating. Please use the example as a guide to build your own mapping.
|D&B Intent Attribute||<Product Name> Buyer Fit Rating|
|Hoovers||Hoovers Buyer Fit Rating|
ABM Buyer Fit Rating
|Lattice Atlas Intent||
Lattice Atlas Buyer Fit Rating