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The use cases of company and contact lists
The use cases of company and contact lists

Tracking or excluding lists of prospects, customers or target accounts ensures your team gets the most value from identification data.

Jerre avatar
Written by Jerre
Updated over a week ago

Ever wanted to filter out existing customers from Segments so you can focus on net new company identifications?

Or have you considered tracking the behaviour of your existing prospects and lost deals?

Using Snitcher for ABM?

Well now you can with Lists πŸ₯³


This guide will explain a few use cases of Lists and hopefully inspire you to create new ones.

To learn more about set up Lists, please check out the implementation guide as this will be important throughout this guide.

While Lists were designed with ABM in mind, the applications are much wider and you don't need to do ABM to take advantage of them.

Key accounts could be a target list of companies marketing and sales are placing specific emphasis on winning. Or lists of your largest customers, lost deals and partners.

They could even be a list of competitors.

In essence a key account is a a business you want to stay informed on if anyone from the company interacts with your website.

How do you select key account or customer lists?

Just like defining an ICP or building prospecting lists, it's important that the key account lists are filled with relevant companies with specific commonalities.

This will enable you to track related behavioural actions and get the right information to the right team member.

Split them into meaningful groups (Lists).

There's a couple methods to figure out how to segment companies effectively.

πŸ‘‰ Which team needs to receive the notifications or behavioral information?

Is it Sales, Customer Success or Marketing? Don't worry if it's multiple teams that's also possible. Alternatively, individual team members may want to create their own Lists. In essence you are making the split based on who needs to receive information.

πŸ‘‰ Can they be separated by priority?

It's helpful to split key accounts by priority, we keep it simple and assign a low, medium or high priority score to each of our key accounts. This enables us to configure different notifications on each group along with the knowledge of how to react to a notification.

πŸ‘‰ Do they use different products or services?

If you offer multiple products and services it's valuable to seperate key accounts by what they have purchased. The result will enable your team to easily see when an account is actively researching new solutions and spot upsells.

πŸ‘‰ By region, industry or size?

This split will likely also be dependent on the team responsible for the accounts. For instance are sales teams assigned to different geographies or verticals?

Define the behavioural actions you would like to know about

Depending on how you've split your key accounts into Lists and the purpose of each list you'll need to define what behaviours from each group are important.

Here's a couple examples:

πŸ‘‰Customers visiting your terms and conditions pages

If existing customer are looking at terms and conditions page, this signifies churn risk or potentially an upsell onto an annual plan. Either way, it's valuable information.

πŸ‘‰ Visits longer than a few seconds to high intent pages

This one is a bit of a no-brainer, key accounts spending time on Pricing or Case Study pages is valuable information.

πŸ‘‰ Aggregated behavioural information

You might want to know when key accounts hit aggregated behaviour milestones. Such as 15 pages views or more than 10 minutes on site, indicating they have reached certain awareness stages.

πŸ‘‰ Visit sources

Every wondered if key accounts are clicking on the ads you've designed for them to prove attribution? Or what about competitors eating up your ad budget.

Tracking customers

When tracking customers, it's important to consider what behaviour you want to know about. The risk is selecting to many behavioural notifications so it just becomes noise.

We find it works best by selecting a few high priority behaviours to start with that you know your team will act on. You can always add more as you go.

Here's a few examples:

1️⃣ At risk signals from existing customers

In this example we are creating a Segment of companies belonging to a List named Customers that visit the terms and conditions.

If you have other pages on the website customers typically don't visit unless they are considering making a change or cancelling then add them in.

To get notifications set up on the at risk customers πŸ‘‡

2️⃣ Spotting upsell opportunities from existing customers.

Split customers into lists based on the product or service they purchased and then add filters for when they visit pages of different products or services πŸ‘‡

Your sales or customer success team will receive instant updates on potential upsells in a scalable

πŸ’‘ If you're using Slack, consider creating a dedicated channel for these signals.

3️⃣ Filtering out existing customers

You might also want to filter out existing customers (and prospects) from Segments focused on collecting new leads.

To do this effectively, check out the guide to creating Lead Stages in Snitcher.

Once you've filtered out customers, go ahead and add in other filters to find relevant leads.

Tracking target accounts and existing prospects

Let's say you want to know when a prospect or opportunity visits one of your case studies. Or when they spend time on your pricing page.

Simply select the correct list and filter on the desired behaviour, then set up the notification.

Here's a few ideas of behaviors to track:

βœ… Case studies (match against specific industries)

βœ… Product or service pages

βœ… Landing pages

βœ… Technical implementation content

βœ… Pricing pages

βœ… Guides or long form blogs

βœ… Contact pages

In essence if high intent pages are viewed for longer than e.g. 2 minutes it signifies a prospect or key account is conducting research. With this info you can support them with relevant content or a meeting.

πŸ’‘ While working with customers and using the process ourselves we learned it's important to be critical on notifications. If team members receive updates on everything, it's common to start ignoring or taking less notice of updates. On the other hand if updates contain high quality information, team members will keep a sharp eye on new updates.

Lost deals

Tracking when lost deals revisit the website is likely the lowest hanging fruit of all πŸŽ‰

In this case we recommend triggering notifications on all visits.

As always, please drop us a message if you'd like some help, have a cool idea or just want to say hello πŸ₯³

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