Also known as programmatic ABM, one-to-many ABM programs target hundreds of accounts. With the distribution of messaging mainly done through social channels as well as paid media channels, one-to-many ABM is an effective tool to achieve personalisation at scale.
While targeting hundreds of accounts, it is necessary to have an elementary understanding of your target accounts before you go about personalisation of messaging to those hundreds of accounts. The elementary understanding would be in the form of the overview of the account and also in the form of strategic imperatives that you must understand before targeting the account.
So how does desk research empowers one-to-many ABM programs?
Conducting research helps you build an elementary understanding of target accounts
Undertaking simple desk research by leveraging publicly available information helps you build understanding of your target accounts at an elementary level. Having understanding of the aspects such as competitors and strategic imperatives ensures that you have elementary understanding of your target accounts. With the elementary understanding of your target accounts, you can better align your value proposition and messaging to ensure better resonance and relevancy.
One-to-many ABM programs need to be fueled with the right insights to ensure effectiveness
Desk research helps fuel your one-to-many ABM programs with the precise insights in order to ensure effectiveness, relevancy and resonance. Since data is one of the most important ingredients for effective One-to-many ABM, desk research is necessary step before planning of one-to-many ABM programs. Simply leveraging publicly available information, you are able to empower your one-to-many ABM programs with the insights to achieve higher personalisation levels with your target accounts.
Conclusion
Data is one of the most important ingredients for successful ABM, be it one-to-one or one-to-many. Without research, your one-to-many ABM programs would not be as effective in achieving higher personalisation levels. Above all, any level of insight delivered through conducting desk research can make a difference to your one-to-many ABM program. Understanding that research is a necessary ingredient to successful ABM will take your ABM program to a higher level.