ABM Pages with Inferred Account

An Inferred Account is an account identified indirectly by analyzing certain online behaviors and data signals rather than explicit information from the visitor. Using data points like IP address, browsing history, engagement with content, or metadata, anonymous website visitors are matched to potential companies that align with a business’s ideal customer profile.

These inferred accounts are then scored and segmented according to account-based marketing (ABM) strategies, enabling marketing and sales teams to tailor outreach and target campaigns toward high-intent accounts. This inferred data is valuable for engaging potential customers earlier in the buying process, even before detailed contact information is available.

The prerequisite for setting up  Inferred Accounts generally requires an Intent Data Provider such as 6 Sense, Bombora, Demandbase, H-signal, etc.

How to configure an ABM Page with an Inferred Account option

• From the Left Nav Menu > Go to ABM > Pages.
  
  

  Or, if navigating through a Hub:

  
  

  Select the desired Hub > from the Hub Menu > click ABM Pages.
  
  

• On the ABM Listing Page, select an ABM Page.
  
  
• Click the Configure tab. The Configuration tab opens with three sections, Metadata, SEO, and Custom Fields. 
• Click Metadata to open the section. Metadata Fields provide general information about the page. The fields are Account Name, Description, URL Path, Default Account, Allow Inferred Accounts, Partner, and Folder. 
• Enable the Allow Inferred Accounts and click Update.  
• Configure the ABM page and publish. To know more about how to configure an ABM Page, click here.

How Inferred Account Functions in Runtime via Data Provider

• For an ABM Page, if the Allow Inferred Accounts option is not enabled, when the visitor accesses the base URL, the Account Visitor is not created.
  
  
• If the  Allow Inferred Accounts option is enabled.
  • If a visitor accesses the base URL, a visitor record is created using company information provided by data providers like 6sense or Demandbase, which utilize IP-to-company matching technology.
    
    

  • If the Account already exists in Hushly, the visitor is associated with the existing account.

    
    

  • If the Account does not exist in the system, the system will create a new account using the information provided by the data providers, and the visitor is automatically linked to this newly created account.
    
    

How Inferred Account Functions in Runtime via Email

• If the Allow Inferred Accounts option is enabled and a visitor accesses a URL that includes an email parameter (e.g., em=xxx@xxxx.com), an Account Visitor is created as a guest, and a corresponding Account is also generated in the system.
  
  Include First Name and Last Name parameters (fn=xxx and ln=yyy) in the URL to include the First Name and Last Name when the Account visitor is created. Job Role and Department (optional) can also be added to the URL. To learn more about building links, click here.
  
  
• If the Allow Interred Accounts option is disabled and a visitor accesses a URL that includes an email parameter (e.g., em=xxx@xxxx.com), the Account Visitor and the Account are not created in the system.

Note: An Inferred Account can be converted to a Targeted Account. To know more, click here.