Whether you follow an ABM strategy or take a different approach to selling to large businesses, one thing remains constant—effective research is the foundation of success. A well-structured research process provides the insights necessary to understand your prospects on a deeper level, long before the selling process begins.
In B2B sales, research is not just a supplementary step—it is a key differentiator. According to Forrester, ABM teams often ask, “What new data will I need to make ABM successful?” Meanwhile, non-ABM teams ask a similar question: “What new data will I need to make my marketing successful?” The answer lies in leveraging research to bridge the gap between marketing strategy and sales execution.
How Research Strengthens B2B Sales:
1. The Difference Between Success and Failure in Marketing
The quality of data can make or break a marketing campaign. Precise, up-to-date, and refined account insights help sales teams prioritize the right opportunities. Without structured research, marketing efforts risk being misaligned or ineffective. Organizations can either build an internal account insights team or outsource research to maximize efficiency—allowing sales teams to focus on closing deals rather than data collection.
2. Driving Meaningful Conversations Through Personalization
Deep research empowers sales teams with the knowledge to personalize outreach in a way that resonates. Understanding an executive’s business priorities—or even personal interests—can be the key to sparking engagement. The more tailored the approach, the stronger the connection with decision-makers.
3. Becoming More Buyer-Centric
In today’s landscape, a buyer-centric approach is non-negotiable. Thorough research reveals the specific challenges, needs, and characteristics of your ideal customer profile. By integrating these insights into marketing and sales strategies, businesses can create messaging that speaks directly to their audience—leading to higher engagement and conversion rates.
The Bottom Line: Research Powers Sales Enablement
Whether you follow an ABM model or a broader B2B sales strategy, research is a fundamental enabler of success. It enhances sales and marketing alignment, facilitates deeper customer understanding, and simplifies complex sales processes. The result? More impactful outreach, stronger relationships, and ultimately, better business outcomes.
Investing in structured research isn’t just a best practice—it’s a necessity for any B2B sales team looking to stay ahead.