Account research is crucial to differentiate your ABM strategy. It is important to conduct account research in order to understand what the priorities of your customers are and more importantly what they are focused on. Account Based Marketing in itself is an insight driven marketing program which requires the understanding of your ideal customer profile companies and what value you can give to each one of them.
According to eMarketer, almost 70% of B2B organisations are adopting or planning to adopt Account Based Marketing practices. When ITSMA reports that 55% of companies that have adopted ABM in the past two years are seeing significantly higher ROI than traditional marketing, the high adoption rates of ABM is understandable.
With over 70% of B2B organisations adopting or planning to adopt Account Based Marketing practices, can your ABM strategy truly differentiate you from your competitors? One way to go about differentiating your ABM strategy is through account research. Here is how:
Account research places the customer at the centre of your ABM strategy
Conducting deep-dive account research on your ideal customers demonstrates customer obsession: that you are interested to learn more about their business, their pain points and how you can solve their unique challenges. Account research places the customer at the centre of your ABM strategy through placing their needs at the centre of your overall ABM strategy. This is an essential step to differentiate your ABM strategy. You should be conducting deep-dive researches about your target ABM account and be obsessed with their needs, strategic priorities and challenges.
Unveils critical insights about your target ABM account
Account research unveils critical data about your target ABM account. Leveraging simple desk research unearths insights that can make or break your ABM strategy. ABM Insights on your target accounts is the secret sauce for you to differentiate your ABM strategy against your competitors. In fact, data and insights is the second most important resource after people in ABM. This implies the importance of data for your overall ABM strategy. Clearly, as more and more B2B organisations have been adopting ABM it is more difficult to stick out from the crowd. Data, through account research can differentiate your entire ABM strategy.