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 laser-focused outreach that converts. You'll 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 perfect moment to turn account intelligence into accelerated deals and shorter sales cycles.
When to Use This
When to Use This
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
Prerequisites: Sona tracking must be properly installed and configured to collect data.
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Accessing Account Profiles
Step 1: Accessing Account Profiles
In the left sidebar, locate the Accounts section
Click on Identified
Make sure the Accounts tab is selected (not People)
Open an Account Profile: Click on any account name under the Name column to open its detailed profile page. In the example shown, you would click on "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'll see the company's firmographic attributes that help you understand the organization.
Review CRM Details: In the CRM Details tab, you'll 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.
Step 2: Understanding Account Profile Insights Tabs
Step 2: Understanding Account Profile Insights Tabs
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: This section 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 a 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 which is defined in Workspace Settings > Scoring. Additionally, you can 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 valuable 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. This information can be used to optimize your website content and improve your overall online presence.
Top Pages: Highlights the most frequently visited pages on your website by the target company. By understanding which pages are generating the most interest, you can gain valuable insights into their current needs and priorities. This information can be used to tailor your sales approach and messaging to address their specific concerns and guide them further down the sales funnel.
Tags: Companies are categories 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. This segmentation supports more focused targeting strategies and improved sales effectiveness.
Tech: The Tech tab 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. Use this data to craft more relevant proposals and demonstrate compatibility with their current tech stack.
Tech Categories: This section 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. Use this insight to tailor your approach and demonstrate how your solution fits within their technology ecosystem.
Key Concepts / Best Practices
Key Concepts / 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.