Overview
Sona's Account Profiles give you a complete picture of your target companies, combining technographic data, firmographic insights, visitor behavior, and detailed people profiles in one unified view. This guide shows you how to harness these account-level insights to decode prospect engagement patterns, spot genuine buying intent signals, and craft focused outreach that converts. You will learn to quickly identify your highest-value prospects, understand exactly where they are in their buying journey, and engage them with the right message at the right moment to turn account intelligence into accelerated deals and shorter sales cycles.
When to use Account Profiles
Account profiles are most valuable when you need to:
Prioritize accounts based on fit and engagement.
Research companies before sales outreach.
Understand account-level buying signals and intent.
Identify key contacts within target companies.
Track engagement trends across an entire organization.
Build account-based marketing strategies.
Prerequisite: Sona tracking must be properly installed and configured to collect data.
Accessing Account Profiles
In the left sidebar, locate the Accounts section.
Click Identified.
Make sure the Accounts tab is selected, not People.
Open an Account Profile: click any account name under the Name column to open its detailed profile page. In the example shown, you would click "EnVista", which appears under the Name column, to access that company's full account profile.
Review Company Details: at the top of the page, you will see the company's firmographic attributes that help you understand the organization.
Review CRM Details: in the CRM Details tab, you will find comprehensive tracking and operational information that shows how this company record is managed within your sales system, including ownership assignments, pipeline status, contact classifications, and integration sources that help you understand the account's current state and sales readiness.
Understanding Account Profile insights tabs
Each account profile has a set of tabs that surface different insights about the company:
Activity: summarizes an account's engagement, showing activity scores, intent signals, and buying stage to track their interest. A timeline graph highlights engagement trends, while key actions like page visits or downloads indicate intent. This helps prioritize outreach and tailor strategies based on the account's interaction level.
People: displays Identified People, individuals, and Company Employees from organizations that have been recognized as visiting your website. Review their names, job titles, and departments to understand who within the company is showing interest. Use this information to personalize your outreach and identify key decision-makers or influencers in the buying process.
Intent Signals: provides insights into a company's level of interest in your products or services. It analyzes online activities such as website visits, content downloads, and demo requests to identify signals indicating strong purchase intent.
Buying Stage: identifies where companies are in their buying journey by analyzing behavioral intent signals and website engagement patterns. Delivers predictive scoring to help you prioritize prospects most likely to purchase.
ICP Score: provides a comprehensive assessment of how well this company aligns with your Ideal Customer Profile (ICP). The ICP Score provides a weighted score defined in Workspace Settings > Scoring. You can also see which specific company attributes and intent signals match your ideal customer criteria. This information allows you to prioritize your sales efforts and focus on the companies most likely to convert into successful customers.
Website Visitors: provides insights into website traffic, specifically focusing on unique visitors and their geographic locations. By analyzing this data, you can understand where your website traffic is originating from, which can help you tailor your marketing efforts to specific regions or target audiences and optimize your website content.
Top Pages: highlights the most frequently visited pages on your website by the target company. Understanding which pages are generating the most interest gives you insight into their current needs and priorities, which you can use to tailor your sales approach and messaging.
Tags: companies are categorized with predefined tags. Tags can help segment your audience, identify key market segments, and track the performance of your sales and marketing efforts across different groups, supporting more focused targeting strategies.
Tech: displays the specific technology tools and software currently used by the account. This information helps you understand their technical infrastructure, identify integration opportunities, and tailor your product positioning to complement their existing systems.
Tech Categories: displays the technology categories used by the account, showing their current tech stack focus areas. Understanding these categories helps identify potential integration opportunities, complementary solutions, and areas where your product could enhance their existing setup.
Key concepts and best practices
Account Scoring Strategy: prioritize accounts with high ICP scores and strong intent signals for the best conversion potential. Focus your time and resources on accounts that align with both fit and behavior criteria.
Timeline Analysis: look for patterns in the activity timeline to understand buying cycles or trigger events that indicate readiness to purchase.
Multi-Contact Approach: use the People tab to identify multiple stakeholders within target accounts. B2B purchases typically involve several decision-makers, so building relationships across the organization increases your success rate. Personas can be configured at Workspace Settings > Scoring > Persona, and buying committee matches can be configured in Workspace Settings > Scoring > Buying Committee.
Intent Signal Prioritization: not all intent signals are equal. Focus on high-value actions like pricing page visits, demo requests, or competitor comparison content, as these indicate stronger purchase intent.
FAQs
What does an Account Profile show?
What does an Account Profile show?
An Account Profile combines technographic data, firmographic insights, visitor behavior, and people profiles for a target company in one view. Tabs across the profile break this down into Activity, People, Intent Signals, Buying Stage, ICP Score, Website Visitors, Top Pages, Tags, Tech, and Tech Categories, so you can research an account and prioritize outreach.
Where does the ICP Score come from?
Where does the ICP Score come from?
The ICP Score is a weighted score defined in Workspace Settings > Scoring that measures how well a company aligns with your Ideal Customer Profile. The profile also shows which specific company attributes and intent signals match your ideal customer criteria, so you can see exactly why an account scored the way it did.
Why does the People tab matter for B2B sales?
Why does the People tab matter for B2B sales?
B2B purchases typically involve several decision-makers rather than one buyer. The People tab shows identified individuals and company employees who have engaged with your site, so you can identify multiple stakeholders and build relationships across the buying committee instead of relying on a single contact.