Most sales teams already have long lists of accounts they could go after. The challenge isn’t finding more companies, but identifying which companies are actually in market right now.
We recently helped a client take a list of about 7,000 accounts and narrow it down to roughly 2,400 accounts, allowing their enterprise sales team to launch a highly targeted outbound motion focused only on prospects actively in market for their products.
Here’s exactly how we did it using GTM Studio.
Starting With the Audience
We began inside GTM Studio by selecting the audience that the enterprise team wanted help segmenting. This audience contained 7,336 accounts.
ZoomInfo already provides a rich set of company data, but the real opportunity comes from layering in signals that indicate when a company may be actively evaluating solutions.
So the first step was to enrich the audience with intent signals.
Inside GTM Studio, we selected Add Enrichment, then navigated to Signals → Intent. This allowed us to create custom intent clusters based on the topics most relevant to the client’s products.
Building an Intent Cluster for Security Awareness Training
The client is a cybersecurity company, and one of their core products is a security awareness training platform.
To identify accounts researching solutions like this, we created a custom intent cluster called:
Security Awareness Training Intent Cluster
Within this cluster, we selected several intent topics that closely align with the product:
Security training
Zero trust
Identity and access management
Multi-factor authentication
Grouping these topics together created a signal cluster that allowed us to see which companies were actively researching related technologies.
We also selected a lookback timeframe, which determines how recently a company has been researching these topics.
Once saved, the cluster appeared as a new column in the dataset. At the account level, each company could now be categorized as showing:
No intent
Low intent
Medium intent
High intent
This gave the team a clear signal of which companies might currently be evaluating security awareness training solutions.
Building a Second Cluster for Cloud Email Security
The client doesn’t just sell security awareness training; they also offer a cloud email security platform.
So we repeated the same process to build a second intent cluster.
This one was called:
Cloud Email Security Intent Cluster
The topics selected for this cluster included:
Email security
Phishing
Ransomware
Threat prevention
These topics represent common research patterns for organizations evaluating email protection platforms.
One key adjustment we made was the intent timeframe. Instead of looking at activity across 12 weeks, the client wanted to focus on organizations researching these solutions within the last two weeks. That tighter window helped isolate companies that were very likely in an active buying cycle.
Once this cluster loaded, we had a second column showing whether accounts were displaying high, medium, low, or no intent around cloud email security.
Adding Technographic Data
At this point we had two powerful buying signals:
Security awareness training intent
Cloud email security intent
But we could refine the list even further.
The client only sells to companies using Microsoft 365 as their email platform. If an organization isn’t running Microsoft 365, it’s simply not a fit.
So we enriched the dataset one more time, this time using technographic signals.
Inside GTM Studio, we selected:
Add Enrichment → Technologies
Then searched for Microsoft 365.
This created a new column indicating whether the technology exists or does not exist within each account.
Now we could instantly see which companies in the list were running Microsoft 365.
Creating a Targeted Sales View
With all three signals in place, we created a saved view called:
Accounts Showing Intent
This view filtered the list down to accounts that met three criteria:
Showing intent for security awareness training OR cloud email security
Actively researching those solutions
Using Microsoft 365 as their email platform
In other words, these companies were:
A technology fit
Showing active buying signals
And aligned with the client’s product offering
The Result: 7,000 Accounts Becomes 2,400
The transformation was dramatic.
We started with an unfiltered audience of 7,336 accounts.
After applying intent signals and technographic filtering, we narrowed the list down to roughly 2,400 highly targeted accounts.
Instead of a broad list that sales teams would struggle to prioritize, we now had a focused set of prospects that were:
Relevant
In market
Technically qualified
Activating the Sales Play
The process doesn’t end with segmentation.
Once the filtered list was ready, we exported it and assigned the accounts directly into Salesforce so the enterprise sales team could begin outreach immediately.
Within minutes, GTM Studio helped turn a massive, unfocused list into a surgical outbound motion targeting companies actively researching the client’s cybersecurity solutions.
Why This Matters
Modern sales teams don’t struggle with a lack of accounts, but with knowing which accounts matter right now.
By combining:
Intent data
Technographic signals
Custom segmentation
You can dramatically narrow your focus to the companies most likely to convert.
In this case, that meant reducing more than 7,000 accounts down to 2,400 high-probability prospects and launching a targeted sales play the team could act on immediately.
Learn more about GTM Studio and find your ideal accounts today.
