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How AEs and BDRs Can Use GTM One to Prioritize Accounts and Research Before Outreach

Learn how AEs and BDRs prioritize accounts, research them, and draft outreach.

Ant CuomoAnt CuomoSenior Product Manager

Learn how AEs and BDRs prioritize accounts, research them, and draft outreach.

Overview

Account executives (AEs) and business development representatives (BDRs) spend much of their day deciding which accounts to work, learning enough about each one to start a relevant conversation, and then reaching out. GTM One brings these steps together, so you can go from a signal to a researched, personalized email without switching tools.

A typical workflow looks like this:

  • Prioritize: Use the Feed to see which of your followed accounts have new activity, and use intent in Advanced Search to find accounts that are actively researching your topics.
  • Research: Open the company profile to review key talking points, signals, the org chart, past conversations, and agents that do research for you.
  • Build a list: Add the accounts you plan to work to your own audience.
  • Reach out: Draft an email with the AI Emailer directly from a signal in the Feed.

The steps below walk through that workflow from start to finish. For full detail on each area, see the linked articles in Resources.

Before You Begin

  • The Feed's Following tab is built from the companies you follow. If you do not follow any companies yet, see How to Follow a Company in GTM One.
  • Some features used here, including Run agent and the Engagements tab, are available only on paid plans.
  • The AI Emailer is available to accounts with the emailer entitlement. If you don't see Email in the left navigation panel, contact your ZoomInfo admin.

Prioritize, Research, and Reach Out to an Account

  1. In the left navigation panel, click Feed.
  2. At the top of the feed, click the Following tab.
  3. Next to Group by, click Company to work account by account, or click Signal to work one type of signal (e.g., buying intent spikes or website visitors) across your book of business.
  4. Review the cards to decide which accounts to work first, using the Account Fit label (e.g., Great Account Fit), the open opportunity label, and each company's recent signals.
  5. In the left navigation panel, click Advanced Search to find accounts showing intent.
  6. Above the results, click the Companies tab.
  7. In the Quick Filters section at the top of the Filters panel, click High Intent to show companies actively researching your organization's default topic cluster.
  8. To limit the results to accounts you already follow, also click My Followed Companies in the Quick Filters section.
  9. Click a company's name in the results to open its profile in the Profile details panel.
  10. On the Overview tab, read the Important to know section for key talking points about the company.
  11. Click the Signals tab to review intent activity, website visitor activity, scoops, and company news.
  12. Click the Org Chart tab to see how the company is organized and identify the people you want to reach.
  13. Click the Engagements tab to review past conversations with the account, including what it is exploring, pain points, and competitive intelligence.
  14. Click Run agent in the profile header.
  15. Select the agent you want to run (e.g., an agent that prospects into the account).
  16. Click Add to Audience in the profile header.
  17. In the Add to Audience dialog, select your audience, or click Create New Audience to start a new one.
  18. If you selected an existing audience, click the add button at the bottom of the dialog (e.g., Add to 1 audience).
  19. In the left navigation panel, click Feed to return to your accounts.
  20. On the card for the account, click Email on a contact card, or click the email action at the start of the Actions row on a signal card.
  21. Review the draft in the AI Emailer, which opens over the feed, and send or schedule it.

You can also open a company profile straight from the Feed by clicking the company name on a card, or click Find buyers on a company card to open the profile on its contacts.

Tips for Prioritizing Accounts

  • Account Fit Score in Advanced Search: To rank or narrow accounts by fit, use the Account Fit Score filter in the Companies category. See Overview of the Filters Available in Advanced Search.
  • Intent topics as columns: When you filter by intent topic or topic cluster, company results show which topics each company is researching.
  • Feed filters: In the Following tab, the Filters section in the left rail includes Signal filters, CRM status, and Contact filters. Filters you apply in the Company view also apply in the Signal view.
  • Many accounts at once: To build a list from a whole set of search results, see How to Create an Audience from Advanced Search Results in GTM One.

Follow Compared with Add to Audience

Both actions help you keep track of accounts, but they work differently:

  • Add to Audience takes effect right away and adds the account to a list you own.
  • Follow adds the account to your target accounts, which drive the Feed. Updates for newly followed companies are processed overnight, so they may not appear in the Feed right away.

Build a Profile Layout for SDR and BDR Work

You can build your own profile layout with the layout editor so the sections you use most are up front (e.g., a layout for SDR and BDR work that focuses on conversation starters, signals, and the org chart). To start, click Personalize at the right of the tab bar on a company profile, then click Open layout editor. Layouts you create affect only your own view of profiles. For details, see Overview of Company Profiles in GTM One.

Resources

The Activity Feed showing a followed company with its new signals and actions.