Whether you have adopted ABM as a model or your team has other ways to sell to other large businesses, leveraging a simple desk based research program brings a higher level of understanding of prospects before the selling process even begins.
The importance of research is amplified by the benefits that a structured research process brings about. A structured traditional research in place brings a higher level of personalisation, alignment and knowledge which the B2B Sales teams can use.
Non-ABM teams would be asking a similar question to one of ABM teams whereby according to Forrester Research “What new data will I need to make ABM successful?”is a question which ABM teams ask and “What new data will I need to make my marketing successful” is a question which non-ABM teams will be asking.
Here are ways research can add value in B2B sales:
Separates a successful from an unsuccessful marketing campaign
Refined, up-to-date and precise data about accounts is what separates a successful marketing program to a not-successful marketing program. In this way, research can help any B2B sales team. You can look to outsource your research process or build an internal account insight team. Outsourcing the research process also saves a lot of time for B2B sales teams as they can focus more on selling.
Enable meaningful conversation through higher personalisation
Moreover, traditional research enables meaningful conversations with prospects as they are more knowledgeable about their target accounts and their needs. For example, understanding about the hobbies of decision makers enables higher personalisation which sparks meaningful conversations. Therefore, deep insight sourced from simple desk based research assists B2B sales teams to achieve higher personalisation.
Research helps in becoming more buyer centric
In addition to achieving refined, up-to-date and precise data and personalisation, research helps B2B sales teams by being more buyer centric. Buyer-centric in the sense that deep research uncovers requirements of your ideal customer profile companies. Yes! Buyer-centric in the sense that the characteristic of ideal customer profile companies and their needs can be uncovered through deep research which can be employed in the planning of marketing campaigns.
Conclusion
In conclusion, I would say that traditional research benefits non-ABM teams too, as research leads to sales enablement for B2B sales professionals. B2B sales professionals would benefit from more meaningful conversations, higher understanding of accounts and the achievement of aligned sales and marketing efforts. More importantly, simple desk based research which one can use is beneficial in terms of reducing the complexity of the sales process.