The account based marketing team is responsible for developing and managing our ideal customer profile. An ideal customer profile is the description of our "perfect" customer company (not individual or end user). The profile takes into consideration firmographic, environmental and additional factors to develop our target list of highest value accounts.
A few things to note about our ICP:
| Attribute | Description | |
|---|---|---|
| Core criteria (must haves) | Number of developers (currently also using company size as proxy) | 500+ |
| Tech stack (regional) | Includes GitHub, Perforce, Jenkins, BitBucket or Subversion | |
| Cloud provider | AWS or GCP | |
| Prospect | First order logo (not a current PAID customer for GitLab anywhere within the organization) | |
| Additional criteria (attributes to further define) | Digital transformation | identified C-suite initiative |
| High intent account | Account is trending as high intent based on our data in Demandbase |
| Attribute | Description | |
|---|---|---|
| Core criteria (must haves) | Number of employees | <150 & >650 |
| Tech stack (regional) | Includes GitHub, Perforce, Jenkins, BitBucket or Subversion. Also include a LACK of tech stack in smaller companies | |
| Prospect | First order logo (not a current PAID customer for GitLab anywhere within the organization) | |
| Additional criteria (attributes to further define) | New hire | CIO |
| High intent account | Account is trending as high intent based on our data in Demandbase |
Target list of accounts that are first order logos (first paid customer within an organziation) for GitLab and fit our ideal customer profile for both Large (GL4300) and MidMarket (MM4000). The lists are developed using the current data sources we have at our disposal and are refreshed quarterly.
Large segment.MidMarket segment.We take from a variety of data sets currently but the ideal state is to have all data flowing to Salesforce as our single source for qualifying and scoring accounts.
Both target lists will be reviewed and modified during the last 2 weeks of each quarter. The process is as follows:
Volume Default selection for all accounts.
ICP TOTAL ADDRESSABLE MARKET All accounts that fit our ideal customer profile.
ACCOUNT CENTRIC Indicates that an account is a focus for field marketing and account centric campaigns (GL4300 and MM4000).
ACCOUNT BASED- net new and ACCOUNT BASED- expand
This defines that an account is included in one of the three tiers of our account based strategy. Account based- net new will be included in the GL4300 as those are first order logo accounts. Account based- expand will not as those are connected new or expand opportunities. If an account is identified with either of these, the additional field of ABM Tier that will be completed as well which will identify which tier the account falls into in respect to our account based strategy.
ABM Tier
This field is a sub field of GTM Strategy and will be populated if Account Based is chosen in the GTM Strategy field. This field will identify which tier an account is currently in.
All accounts in Salesforce that are part of the ICP Total Addressable Market will also have the Net New Logo Target Account field completed.
Existing An account that already existed in our circumstances
Core Newly identified core user
Lookalike Account identified based on attributes that match our exisitng customer base
Both the GL4300 and MM4000 are identified in Salesforce by the GTM Strategy field = Account Centric. From the you can filter by segment to see the respective lists, or by account owner etc to filter further.
What does new first order mean? Handbook page A new first order customer is a customer within an account family that purchase the first PAID subscription for that account family.
A connected new customer (sometimes called net new logo) is the first new subscription order with an Account that is related to an existing customer Account Family (regardless of relative position in corporate hierarchy) and the iACV related to this new customer is considered "Connected New". Our GL4300 and MM4000 are focused on landing first order customers, therefore will not include connected new or expansion of any existing customer.
There is a field called Order Type in Salesforce that on the back end automatically captures New - First Order, Connected New, and Growth. Marketing is currently focused on increasing New - First Order.
What does the Demandbase intent score mean? Demandbase handbook page You can read all about Demandbase and how they score accounts (both numerically and by H/M/L) in the handbook page dedicated to Demandbase.
If a subsidiary of a conglomerate is a customer, is the parent (and all other subsidiaries) considered a customer (i.e. not net new logo)? Yes, as our 2H plan is focused on NEW FIRST ORDER therefore if a child account is a customer, then an account would not be included. These would be considered Connected New.
As we run our campaigns against this list and learn more about which accounts are engaging/not, is there a process to take this learning into account for removing/adding accounts to the list? The GL4300 and MM4000 are both dynamic audiences. When an account is closed won/disqualified, it will be dropped from the list and refilled 1x a quarter ahead of sales QBR's.
For accounts outside the list that are engaging, how can we share that information so they can get added to the list? We are using Demandbase to look track all accoutns that fit our ideal customer profile. We can see an increase in engagement in the platform and will be adding to the list quarterly.
At a high level, how does the intent data get collected? Handbook page
