If you’re tired of staring at a bloated list of “target accounts” that never seem to go anywhere, you’re not alone. Account-based marketing (ABM) is supposed to be focused, but most tools and advice just make things more complicated. This guide is for sales and marketing folks who want real results, not just another spreadsheet. I’m going to show you how to use Spiky to actually build account lists that matter—and skip the B.S.
Let’s get into it.
Why Most ABM Account Lists Fall Flat
Before we dive into Spiky, a quick reality check: Most ABM lists aren’t “targeted” at all. They’re just wish lists of logo brands or a dump from your CRM. That leads to:
- Wasting time on accounts that’ll never buy
- Spreading your team too thin
- Reporting that looks good but drives zero revenue
A good list is about focus—realistic, actionable, and tailored to who actually buys from you. Tools like Spiky help, but only if you use them right.
Step 1: Get Clear on What “Target” Means (For You)
Don’t let a tool or a generic ABM eBook define your ideal account. Start by asking:
- Who are your best actual customers (not just the ones you wish you had)?
- What industries, company sizes, tech stacks, or regions do they share?
- Where do deals move fastest—or where do you have a real wedge?
Pro tip: Pull a list of your last 10 won deals and look for patterns. Don’t overthink it.
You’ll use this as your “criteria” when you build lists in Spiky. If you skip this step, you’ll just end up with another generic list.
Step 2: Set Up Your Basic Filters in Spiky
Log into Spiky and head to the account list builder. Don’t worry about all the bells and whistles for now. Here’s what you should focus on:
- Industry: Be specific. “Tech” is useless; “SaaS cybersecurity firms” is better.
- Company size: Go by employee count or revenue, not both.
- Geography: Only include regions you actually serve.
- Tech stack: Only if it truly matters for your product.
What to ignore: - Vanity filters (“Fortune 500”, “unicorns”) unless you realistically sell to them. - Overly broad criteria. You’re not building a newsletter list.
Reality check: The tighter your filters, the shorter your list. That’s a good thing.
Step 3: Layer in Intent and Engagement (But Don’t Get Fancy Yet)
Spiky’s intent data can show you which accounts are researching topics related to your product. This is useful—but don’t treat it as gospel. Buyer intent signals are often noisy or lagged.
Here’s what actually helps: - Recent spikes in relevant topics: Set a time window (e.g., last 30 days). - Engagement with your own content: Prioritize accounts that have visited your site or opened your emails.
Don’t: - Overweight “intent” if there’s no other fit. A random insurance company Googling your space isn’t a great ABM target if you sell to SaaS. - Get distracted by low-quality signals. Volume isn’t everything.
If you’re just starting out, skip intent for now and focus on firmographic filters. Layer in intent once you have a solid base.
Step 4: Review and Refine—Don’t Trust the List Blindly
Spiky will spit out a list based on your criteria. Don’t just export it and call it a day.
Go through the list and spot-check: - Any obvious mismatches or junk accounts? Remove them. - Are there companies you know are a bad fit, despite matching filters? Ditch them. - Conversely, are you missing any “must-have” accounts? Add them manually.
Pro tip: If your list is over 200 accounts per rep, it’s probably too big to actually work. Cut ruthlessly.
This manual step sounds tedious, but it’s where most ABM programs go wrong—automation can’t do all the thinking for you.
Step 5: Organize Your List for Action
Now that you have a clean, focused list in Spiky, make it usable for your team:
- Segment by priority: A/B/C tiers, or hot/warm/cold. Don’t get cute with labels.
- Assign owners: Make sure every account has a clear point person.
- Set notes or flags: If Spiky lets you add notes (most tools do), tag key info—why this account matters, relevant news, or potential blockers.
Export the list in your team’s preferred format (CSV, CRM sync, whatever). Don’t let it rot in a dashboard no one checks.
Step 6: Keep It Updated—But Don’t Chase Perfection
Account lists aren’t “set and forget.” Markets shift, people change jobs, companies go out of business. Schedule a quick monthly review:
- Remove dead or disqualified accounts
- Add new ones that meet your criteria
- Check for duplicates or outdated info
But don’t let list maintenance become a full-time job. If you’re spending hours every week “optimizing” your ABM list, you’re missing the point.
What Actually Matters (And What Doesn’t)
Matters: - Tight, realistic criteria - Manual review of your list - Assigning clear ownership
Doesn’t matter: - Having the longest possible list - Chasing every “intent” signal - Fancy filters no one on your team understands
ABM is about giving your team a clear, winnable target—not proving you can use every feature in Spiky.
Pro Tips for Spiky Users
- Use tags and notes: Even simple notes (“uses Salesforce, competitor customer”) make outreach a lot less generic.
- Don’t pay extra for data you don’t use: If you’re not making decisions on technographics or intent, skip those upgrades.
- Connect the list to outreach, not just CRM: If your reps can’t see or action the list, it’s wasted effort.
- Ask your team what actually helps: Sometimes the best filters are internal ones—like “has a champion” or “just raised Series B.”
Keep It Simple, Review Often
Building targeted account lists in Spiky isn’t rocket science. The hardest part is resisting the urge to overcomplicate things or chase “perfect” data. Start with what you know, focus on what works, and review regularly. If your team is actually working the list, you’re doing it right. If it just looks pretty in Spiky, you’ve missed the point.
Focus, act, and keep iterating. That’s where real ABM success comes from—no magic tools required.