Think you did enough research for your ABM program? (TLDR - Nope)
Reality check: if you’re not spending at least 50% of your time on research in your ABM programs, you’re missing the mark. Research is more than just a first step—it’s the foundation of everything you do, from identifying high-value accounts to crafting personalized strategies that hit home.
And no, research isn’t just about building an Ideal Customer Profile (ICP). It’s about empathizing with the real people behind your target accounts and uncovering actionable insights that drive results.
Let’s break it down — here’s why research is indispensable for ABM and what it can do for your strategy:
1. Personalization That Resonates
Delivering personalized messaging to each stakeholder can feel overwhelming. Research simplifies this by showing you what really matters to each persona.
Pro Tip: Listen to interviews or podcasts where key players from your target companies share insights. This first-hand information is a goldmine for personalization.
2. Finding the True Decision-Makers
Titles can be misleading. Research helps identify the real decision-makers, influencers, and champions, so you’re not wasting effort on the wrong people.
Example: Map out organizational structures using LinkedIn and validate findings through outreach. Don’t assume “VP” always means decision-maker.
3. Content That Speaks Directly to Them
One of the hardest parts of ABM? Knowing what to say. Thorough research tells you what pain points to address, what questions to answer, and what goals to align with.
Example: Use insights to craft blogs, whitepapers, and videos that address specific challenges faced by your accounts.
4. Grouping Accounts for Smarter Targeting
Your research will reveal similarities among accounts, helping you cluster them for more efficient targeting. This is a lifesaver when scaling to one-to-few strategies.
Pro Tip: Use firmographics, intent data, and behavioral insights to create account clusters.
5. Broader Industry Insights
Research doesn’t just help with individual accounts—it also uncovers broader trends and challenges in the industries you’re targeting. This allows you to position your company as a trusted partner who understands the big picture.
6. Aligning Sales and Marketing Teams
Research creates a shared knowledge base, ensuring sales and marketing work in sync with the same data and goals. This unity is essential for successful ABM.
Stat: 66% of of companies report that ABM programs significantly improved marketing and sales alignment
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7. Boosting Account Engagement
When you deeply understand your accounts, your messaging resonates, and engagement follows.
Stat: ABM impacts several key sales metrics, including a 28% increase in overall account engagement.
8. ROI-Focused Resource Allocation
Research helps you prioritize accounts with the greatest ROI potential, so you’re investing resources where they’ll deliver the best return.
Pro Tip: Look for signals like engagement trends, budget potential, and alignment with your offerings to prioritize accounts effectively.
9. Faster Sales Cycles with Customer Journey Insights
Research sheds light on patterns in the customer journey, allowing you to anticipate needs, overcome objections, and accelerate the sales cycle.
Example: By understanding where bottlenecks occur, you can provide solutions before they become obstacles.
10. Getting to the Right Buyers Earlier
Stat: 75% of marketers report that ABM helps them engage the right buyers earlier in their purchasing journey. This is only possible with detailed research into who the buyers are and what their process looks like.
11. Choosing the Right Channels
The right research tells you not only what to say but also where to say it. Identifying the best platforms and communication methods for your audience can significantly improve your results.
Pro Tip: If your audience is engaging with thought leadership on LinkedIn, invest in content there. If they’re listening to niche podcasts, sponsor or appear on those platforms.
Stop, Research, Then Strategize
Before you decide what channels to use or what content to create, hit pause. Dedicate time to research. Here’s why it’s worth the effort:
Let’s Talk
How do you approach research in your ABM strategy? What tools or tactics have been game-changers for you? Share your thoughts in the comments—I’d love to hear what’s working for you.
Key Takeaway: Research is the secret ingredient to successful ABM. The more you know, the more targeted, relevant, and impactful your campaigns will be. Don’t skip this step—it’s what separates good ABM from great ABM.