How to Build an ASX Top 200 ABM Target Account List

Building an effective ABM target account list is the foundation of any successful account-based marketing campaign. When targeting Australia's top enterprises—specifically the ASX Top 200—the quality of your account data directly impacts campaign performance, sales efficiency, and ROI.

This guide walks through the complete process of building a production-ready ASX Top 200 target account list, from initial data collection to enrichment and ABM platform integration. Whether you're using 6sense, Demandbase, RollWorks, or Terminus, these principles apply universally.

Why the ASX Top 200 is Ideal for ABM Targeting

The ASX Top 200 represents Australia's 200 largest publicly traded companies by market capitalization. For B2B enterprise sales teams, this list offers several strategic advantages:

• High-value accounts: Companies range from $1B to $200B+ market cap, representing substantial revenue potential per account
• Public data availability: As publicly traded companies, financial metrics, leadership, and corporate information are readily accessible
• Brand recognition: Well-known companies with established budgets and procurement processes
• Regulatory compliance: Public companies maintain higher data quality standards for investor relations
• Defined universe: A clear, finite list of 200 accounts allows for focused, personalized campaigns

For enterprise software, financial services, consulting, or any high-ACV B2B offering, the ASX Top 200 provides a concentrated set of ideal customer profiles (ICPs).

Step 1: Collecting Base Account Data

1 Start with Official ASX Data

Begin by obtaining the official list of ASX Top 200 companies from the Australian Securities Exchange. The ASX publishes the index composition quarterly, which you can access via:

• ASX website: asx.com.au provides downloadable Excel files with current constituents
• S&P Dow Jones Indices: The official index provider publishes constituent lists at spglobal.com
• Financial data providers: Bloomberg, Refinitiv, or FactSet if you have enterprise subscriptions

At minimum, you'll need these core fields from the official source:

• Company name (legal entity name)
• ASX ticker symbol (e.g., CBA, BHP, CSL)
• GICS sector (Global Industry Classification Standard)
• Market capitalization (refreshed quarterly)

2 Enrich with Corporate Identifiers

The next critical step is adding website domains and corporate identifiers. These fields are essential for ABM platform matching and enrichment workflows.

Website domains:

• Use Google search for "[Company Name] ASX:[TICKER]" to find official corporate sites
• Verify domains match investor relations pages (look for /investors sections)
• Record root domain (e.g., bhp.com) not subdomains
• Check for domain redirects and record the canonical version

Business identifiers:

• ABN (Australian Business Number): Search at abr.business.gov.au
• ACN (Australian Company Number): Available via ASIC lookups
• LinkedIn company URL: Critical for social enrichment and employee data
• Trading vs. legal entity names: Document both (e.g., "Woolworths Group" vs. "Woolworths Group Limited")

Step 2: Data Enrichment & Field Expansion

Base ASX data provides identification, but effective ABM requires enrichment—adding operational, financial, and technographic intelligence that enables targeting, segmentation, and personalization.

3 Financial Metrics Enrichment

Enhance your list with key financial indicators for account prioritization and segmentation:

• Annual revenue: Extract from latest annual reports (search for "total revenue" or "sales revenue")
• Employee count: Available from LinkedIn company pages or annual reports
• Market cap bands: Segment into tiers (e.g., >$10B, $5-10B, $1-5B, <$1B)
• Revenue growth: Calculate YoY growth from past 2-3 annual reports
• Profitability: Net income or EBITDA margins (helps identify healthy accounts)

Data sources: Yahoo Finance, Google Finance, annual reports from company IR pages, or paid data providers like Capital IQ.

4 Firmographic Data

Add standard firmographic fields for segmentation and filtering:

• Industry codes: GICS, SIC, NAICS (map companies to multiple classification systems for flexibility)
• Headquarters location: Full address, city, state, country
• Office locations: Number of Australian offices and international presence
• Business model: B2B, B2C, or B2B2C
• Parent company structure: Note subsidiaries, holding companies, or conglomerates

5 Technographic Intelligence

For software and technology vendors, tech stack data is invaluable for targeting and messaging:

• Website technology detection: Use BuiltWith, Wappalyzer, or Datanyze to identify:
  • CMS platforms (WordPress, Adobe Experience Manager, Sitecore)
  • Analytics tools (Google Analytics, Adobe Analytics, Mixpanel)
  • Marketing automation (Marketo, HubSpot, Eloqua, Pardot)
  • CRM systems (Salesforce, Microsoft Dynamics, SAP)
  • E-commerce platforms (Shopify, Magento, SAP Commerce)
• Cloud infrastructure: AWS, Azure, Google Cloud usage
• Security technologies: Firewall, CDN, SSL providers

This data enables competitive displacement campaigns (targeting users of competitor products) and complementary stack targeting (e.g., targeting Salesforce users if you sell a Salesforce integration).

6 Contact & Social Data

Enrich with communication channels and social presence:

• Social media profiles: LinkedIn company page, Twitter/X handle, Facebook page
• Primary phone numbers: Main switchboard from corporate websites
• General email domains: Format patterns (e.g., firstname.lastname@company.com)
• Leadership contacts: CEO, CFO, CTO names from investor relations pages

While ABM focuses on accounts, having executive names enables personalized outreach and sales development follow-up.

Step 3: Data Verification & Quality Assurance

Data quality makes or breaks ABM campaigns. Before uploading to your ABM platform, perform rigorous verification:

7 Domain Verification

• Live domain checks: Verify every domain loads successfully (use bulk HTTP status checkers)
• Redirect mapping: Document redirects (e.g., old brand domains redirecting to new ones)
• Subdomain consistency: Use root domains consistently (company.com, not www.company.com or au.company.com)
• International vs. local domains: For global companies, choose the primary corporate domain (e.g., bhp.com over bhp.com.au)

8 Data Completeness Audit

Check field completion rates across your dataset:

• Required fields: 100% completion for company name, domain, ticker, industry
• Priority fields: >90% completion for revenue, employee count, headquarters
• Optional fields: >70% completion for tech stack, social profiles

For incomplete records, revisit data sources or use enrichment APIs (Clearbit, ZoomInfo, Crunchbase Enterprise).

9 Deduplication

Identify and resolve duplicate records:

• Domain-based deduplication: Primary method (same domain = same account)
• Name variations: Consolidate "Woolworths Group Ltd" and "Woolworths Group Limited"
• Subsidiary handling: Decide whether to include subsidiaries as separate accounts or roll up to parent

Step 4: Structuring Data for ABM Platforms

Different ABM platforms have specific import requirements. Structure your data for seamless integration:

10 Standard CSV Format

Create a master CSV with these standard column headers (recognized by most ABM platforms):

• Company Name – Legal entity name
• Domain – Primary website domain
• Industry – Primary industry classification
• Country – Headquarters country (use ISO codes: "AU")
• State – Headquarters state/region
• City – Headquarters city
• Employee Range – Bucketed (e.g., "1000-5000" or "5000-10000")
• Revenue Range – Bucketed (e.g., "$1B-$5B")
• Ticker – Stock ticker symbol

Platform-Specific Formats

6sense:

• Requires Domain field (mandatory for account matching)
• Supports custom fields via column mapping interface
• Recommended: Include 6sense Segment column for automatic segment assignment

Demandbase:

• Primary matching via Website or Demandbase Company ID
• Supports rich custom attributes (up to 50 fields)
• Use Account List Name column to assign to specific lists on import

RollWorks:

• Matches on Domain or Company Name
• Recommended: Include Annual Revenue and Employee Count for account scoring

Terminus:

• Supports bulk upload via CSV or API
• Custom fields mapped via Terminus field library

11 Segmentation Strategy

Pre-segment your account list for targeted campaign execution:

• Tier 1 accounts: Largest market cap (>$10B), highest priority, personalized campaigns
• Tier 2 accounts: Mid-cap ($1-10B), semi-personalized campaigns
• Tier 3 accounts: Small-cap (<$1B), scaled campaigns
• Industry segments: Financial Services, Healthcare, Industrials, Technology, Energy, etc.
• Geo segments: Sydney vs. Melbourne vs. Other (for regional campaigns)

Add a Segment or Tier column to your CSV for easy filtering post-import.

Step 5: List Maintenance & Updates

Target account lists require ongoing maintenance:

• Quarterly ASX rebalancing: The ASX Top 200 is rebalanced quarterly—companies enter/exit the index. Update your list each quarter (March, June, September, December)
• M&A tracking: Monitor mergers, acquisitions, and company name changes. Update domains and legal names accordingly
• Domain changes: Companies rebrand and change domains. Set up monitoring (e.g., via Google Alerts or news APIs)
• Financial data refresh: Update revenue and employee counts annually when new reports are published
• Tech stack updates: Re-scan technographic data every 6-12 months (technologies change as companies migrate platforms)

Alternatives: Build vs. Buy

Building an ASX Top 200 ABM list manually requires significant time investment:

• Data collection: 8-12 hours (sourcing official lists, extracting domains, ABNs)
• Financial enrichment: 15-20 hours (manual extraction from annual reports, Yahoo Finance lookups)
• Technographic enrichment: 10-15 hours (BuiltWith scans, manual verification)
• Contact & social enrichment: 8-10 hours (LinkedIn lookups, phone verification)
• Verification & QA: 5-8 hours (domain checks, deduplication, data validation)

Total time investment: 40-60 hours for a comprehensive 39+ field dataset covering all 200 accounts.

Conclusion: Data Quality Drives ABM Success

Building a high-quality ASX Top 200 target account list is foundational to ABM campaign success. The process requires careful attention to:

• Data accuracy: Especially domain verification for platform matching
• Enrichment depth: 40+ fields enable sophisticated segmentation and personalization
• Platform compatibility: Structuring data to match ABM platform import requirements
• Ongoing maintenance: Quarterly updates to reflect ASX rebalancing and corporate changes

Whether you build your list manually or use a pre-built dataset, investing in data quality upfront pays dividends in campaign performance, sales efficiency, and pipeline generation.

Next steps: Learn more about specific ABM platform integrations in our dataset documentation, or explore use cases for ABM campaigns, sales prospecting, and market research.