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Get multiple touches from the same account to improve account score (not the same person, need to multi-thread across departments and levels as per ICP guardrails) At least a demo/sign up or multiple other touches through Lifecycle campaigns OR paid social, content syndication, webinars, events, publisher microsites, collabs etc. Companies also do top funnel activation advertising to account lists using DSPs, but I don’t have enough data to vouch for how that contributes to success. But getting multiple touches in the form of form fills, or visits to high intent pages (pricing, demo, compare, solutions) etc. are tell tale signals of readiness that should prompt outbounding SDRs to reach out. Of course, inbound SDRs wait for hand-raisers, but outbound SDRs should be able to go after accounts who moved a stage further because of the above mentioned activities.

Thank you, Shaonil. The approach is to reach out to other relevant ICPs with different content/mediums and land them on a landing page with a form fill.