How to build a closed-won lookalike play
A closed-won lookalike play turns the customers you've already won into a fresh target list — companies that look just like them. You take your won accounts as the seed, use a lookalike / similar-companies tool to pull companies that resemble them, and work that list through outbound and ABM. Whether it pays off comes down to one thing: how closely the tool's results actually match your winners.
The three moves
- Start with your winners.Pull your closed-won accounts from your CRM — they're the seed, your evidence of what a good-fit customer looks like.
- Find their lookalikes. Feed the seeds to a lookalike tool and it returns companies that resemble them, ranked by similarity.
- Work the list. Route those companies into outbound or ABM and lead with the closest matches.
The first and last moves are your usual motion. The middle one — the tool — is where results swing the most, so it's the one worth choosing on evidence rather than a demo.
Which lookalike tool returns the closest matches
Tested against identical B2B seed companies and judged for relevance, here's how far into the list each tool stays on-target — because precision fades the deeper you go:
| Provider | Top 10 (P@10) | Top 50 (P@50) | Full 100 (P@100) |
|---|---|---|---|
| OpenFunnel | 77.9% | 72.8% | 69.8% |
| Parallel | 72.1% | 60.8% | 56.5% |
| Ocean.io | 69.6% | 56.4% | 48.6% |
| Exa | 77.9% | 47.7% | 25.8% |
| PredictLeads | 93.8% | 38.8% | 19.4% |
Read it by how you'll work the list. Hand-working a tight shortlist? Top-of-list precision is what matters — PredictLeads is sharpest at 93.8%. Building a large ABM list? You need relevance to hold across the full 100, where OpenFunnel leads at 69.8% and the field falls off faster. See the full matrix and per-industry breakdown →