Account-based outbound

Account-based outbound is a way of running cold email in which you choose the companies you want to win first, and only then decide which people at each company to write to. Every send, open, click and reply is recorded against the company as well as the person. Progress is measured by how many target accounts have moved.

It matters in B2B because purchases are made by groups. The operations manager who opens your email twice and the finance director who replies “not now” are two signals about one buying decision. Read separately, both look weak. Read together, they tell you the account is paying attention and someone in it has a reason to hesitate. Account-based outbound also keeps you from contacting the same company from three campaigns at once, which is the fastest way to be marked as spam by a whole domain.

In Seegnals the account is built in automatically: every prospect belongs to a company by email domain, and the company card shows all people, the timeline of events across campaigns and a temperature that rises with engagement. The dashboard lists the hottest companies, so you start the day with accounts.