So, you’ve got a B2B sales team, a list of prospects, and not enough hours in the day. You know you should be focusing on high value accounts, but somehow you’re still chasing small potatoes while the big fish slip away. This guide is for you if you’re tired of gut-feel prospecting and want a practical way to zero in on the accounts that actually move the needle.
Let’s get real: most “account mapping” guides are either too vague or assume you have a team of analysts and a six-figure software budget. This isn’t that. We’re walking through how to use Face2Face account mapping to find, segment, and target high value accounts—without getting lost in the weeds or the hype.
Step 1: Figure Out What “High Value” Actually Means for You
Before you mess with any tools or templates, you’ve got to define “high value.” This is where most teams flail around—they chase size or logos instead of real opportunity.
What should you really look for?
- Revenue potential: Does this account have budget and a need?
- Fit: Are they in your ideal industry, company size, and geography?
- Pain: Do they have a real, urgent problem your solution can solve?
- Relationship potential: Can you realistically get in front of decision makers?
Don’t overcomplicate it: Ignore “total addressable market” spreadsheets if they just tell you what you already know. Talk to your sales reps. Look at your last ten deals. What did the best ones have in common?
Pro tip: Write down your criteria. If it’s more than five things, you’re making it too hard.
Step 2: Gather and Clean Your Account List
You can’t segment what you can’t see. Face2Face works best when you feed it a clean, complete account list.
Here’s what usually goes wrong:
- You’ve got duplicates, outdated data, or missing fields.
- You’re pulling from CRM, spreadsheets, LinkedIn—none of it lines up.
- Sales and marketing disagree on which accounts matter.
How to fix this fast:
- Export your account list from your CRM (Salesforce, HubSpot, whatever you use).
- Deduplicate: Use basic Excel or Google Sheets tools—sort by name, delete doubles.
- Fill in the blanks: Add missing info like industry, size, location. LinkedIn is fine for this, no need for fancy enrichment tools unless you’re swimming in cash.
- Agree on one list: Get sales and marketing in a (virtual) room. Settle your differences. This list is gospel for now.
Reality check: You do not need perfect data to start. Good enough is good enough.
Step 3: Upload to Face2Face and Set Up Your Mapping
Now you’re ready to actually use Face2Face. It’s tempting to skip the prep and just “see what the tool finds,” but that’s how you end up with a pretty dashboard and no results.
Getting set up:
- Upload your list: Face2Face makes this simple, usually via CSV.
- Map fields: Make sure company name, website, industry, and any other key data match Face2Face’s fields.
- Set your filters: Use your “high value” criteria. Filter out the obvious no-gos (wrong industry, too small, etc.).
Don’t get distracted by every possible data point: Stick to the criteria you already decided on. More filters just mean more ways to get stuck.
Step 4: Segment Your Accounts Using Face2Face’s Visual Mapping
This is where Face2Face actually helps you see what matters. The idea isn’t to get a perfect quadrant or a rainbow heatmap—it’s to spot patterns you’d never catch in a spreadsheet.
How to get the most out of it:
- Look for clusters: Which industries or geos keep popping up in the “high value” category?
- Find gaps: Are there verticals you’re ignoring that fit your criteria?
- Identify champions: Use Face2Face’s relationship mapping to see where you’ve got warm connections or internal advocates.
What to ignore: Don’t get lost in the “influencer” web or try to connect with every single contact. Focus on the handful who actually drive decisions.
Pro tip: Review your mapping with sales and customer success. They’ll spot landmines and shortcuts that a tool can’t.
Step 5: Prioritize and Tier Your Accounts
Now you’ve got a visually organized map. But if you treat every “high value” account the same, you’re back where you started. Prioritization is where most teams fall flat.
How to tier quickly:
- Tier 1: Best-fit, highest potential, real relationships (maybe 10-20 accounts).
- Tier 2: Good fit, some interest or signals, worth effort (next 30-50).
- Tier 3: Long shots, cold, or “maybe later” (everything else).
Assign owners: Don’t let great accounts die in limbo. Make sure every Tier 1 has a name next to it.
Reality check: You’ll never get to Tier 3, and that’s fine.
Step 6: Build Targeted Plays (Not Just “Personalized” Spam)
Most people stop at mapping and send out a generic “just checking in” email. Don’t do that. The point of mapping is to be smarter, not just faster.
What works:
- Warm intros: Use mapped relationships to get a real introduction. LinkedIn messages are fine if you have a mutual.
- Relevant outreach: Reference industry events, news, or known pain points. Show you actually did your homework.
- Multi-channel: Combine email, calls, and LinkedIn. Don’t overdo it, but don’t rely on one channel.
What doesn’t:
- Mass mail merges with a “{FirstName}” field.
- Endless “bumping this to the top of your inbox” follow-ups.
- Over-automation. Face2Face can help you focus, but it’s not a robot salesperson.
Pro tip: The smaller your Tier 1, the more time you should spend on each account. Five great conversations beat 100 ignored emails.
Step 7: Measure, Iterate, and Ruthlessly Prune Your List
This is where Face2Face can save you from your own wishful thinking. You’re not going to win every account, and some “high value” prospects will turn out to be duds.
How to keep your process honest:
- Track results: Which mapped accounts responded? Which ones moved to meetings? Where did intros fizzle?
- Update your criteria: If you keep losing in a vertical, maybe it’s not actually a fit.
- Prune regularly: Drop dead accounts. Move Tier 2s up if they show life.
Don’t get sentimental: Just because you spent hours mapping an account doesn’t mean you should chase it forever.
Keep It Simple and Keep Moving
Face2Face account mapping isn’t magic, and it won’t close deals for you. But if you use it to focus on the right accounts—and actually do something with that focus—you’ll stop spinning your wheels.
Don’t wait for perfect data or the “right time.” Start with what you’ve got, keep your criteria simple, and tweak as you go. The real work isn’t clicking around in a tool—it’s having better conversations with the people who might actually buy. Everything else is a distraction.