ABM Account Research
Account Based Marketing or ABM for short, is a fantastic way to target and grow strategic accounts. Our ABM Account Research is a service aimed at the marketing team to enable them to understand more about the ABM target accounts in order to market with real customer intimacy.
We spend an average of three days on each account and come back with a comprehensive 'Customer Viewpoint' that brings everything the marketing team need to run ABM messaging into the target account.
Our customers can simply give us the account names, or we can set-up an initial call to run through the accounts and specific areas that might need to be investigated.
It's then over to us to get started and investigate the accounts. As mentioned, it takes around three days to do the investigation and then write up the results in a format that the marketing and sales team can use for the ABM marketing campaign but also for the wider sales and marketing plans.
Any ABM Account
We will research any of your ABM accounts. They can be any size, any location, and any sector. We have worked with a number of large and medium-sized software vendors to conduct the account research and have research accounts like Walmart, Volvo, JPMC, AstraZeneca, Coca-Cola....and many more.
The account research is produced 'by hand' by experienced technology salespeople. We have done this many times before - we know what we are doing and know what you and your teams are looking for.
Knowing where to look for the research is just the start, the real skill is interpreting the information and then using that to build-up a real understanding of the businesses that we are looking at.
The ABM Account Research is bespoke for each client but we generally look at the following key pieces of information.
Your specific technology request - findings.
Competitor and associated technology installations.
Partners that we think you need to engage.
People you need to market to.
Executive contacts for peer-to-peer mapping.
Other supporting information.
NEW - looking to get the inside track and understand your target account in more detail? Our Customer Interview Package brings exactly that. We interview 5 of your key contacts to understand their view of the situation. Where you sit. What you need to do to improve. Who you need to talk to.
This can either be added to the ABM Research as an option or can be a standalone service.
We recently worked with a large telecommunications and software services business to help them with their ABM efforts. They had a list of accounts - but that was where the story ended. Who do they target? What are those companies looking to achieve? What is their strategy? What pain points do they have? Where do they start?
The Viewpoint Analysis team quickly produced a 'Customer Viewpoint' pack for each account - looking at all the key aspects that enabled the team to decide upon the best messaging and approach.