Insight forms the foundation of your overall Account Based Marketing program. The importance of data and insight for your ABM program is undoubted. The biggest challenge facing ABM marketers is securing the right data and insight, which elevates the importance of insight programs.
The right data and insight is crucial and having an ABM Insight program that is industry specific insight support for your account based marketing program would be invaluable.
So how do you go about finding success with your insight program for your account based marketing initiatives?
Foster a culture around data and insight
The first step to ABM Insight success would be to adopt a culture around customer obsession. Forrester Research proves the benefits in the long run of fostering a culture around customer obsession: customer obsessed firms are twice as likely to enjoy loyal relationships and see revenue growth of 10%.
Hence, the first step to ABM Insight Success would be to foster a culture around data and insight, which you can do through understanding and researching the benefits of having a dedicated insight program in place.
Understand how you can meet your insight requirements
Whether to hire a research agency that specialises in development of insight for your ABM program or doing it in-house, you will need to understand how you can fulfill your insight requirements. This requires an assessment of your overall insight requirements.
There are 4 points to consider before outsourcing research: reliability (is this research agency reliable?), secondly you need to consider resources (do I have the required resources and capability to do this in-house?), third would be knowledge around insight and finally you need to consider communication – which is an integral factor with any relationship in place.
Execute your insight program
The final step after you have fostered a culture around customer obsession and understanding your insight requirements would be to execute your insight program. You can leverage hundreds of data sources – most of them publicly available and a structured research program in place for your ABM program.
You can have a dedicated analyst from your team to build out insight capabilities or commission a third party insight company to do the research for you. Usually, ABM agencies commission a third party insight company to do the research work who have years of experience in delivering research projects.
Conclusion
Insight – however way you do it, whether in-house or outsourcing using third party insight companies would be beneficial to your overall ABM agency. There is plethora of data and insight available at your fingertips through publicly available sources. All you need to do is build out capability to turn the abundance into insight.