ABM can be quite confusing at the start, especially if you haven’t identified the exact accounts that you want to focus on—those “must-win” accounts. Identifying these high-value accounts and gathering insights on each of them forms the cornerstone of your entire ABM strategy. It’s crucial to select accounts that align well with your messaging; otherwise, your ABM campaign may miss its mark.
So, how can you conduct efficient research from your desk and still identify your ideal ABM accounts?
Research helps understand your ideal accounts
Desk research is an invaluable step in identifying companies that fit your ideal customer profile. It’s not just helpful but essential—a prerequisite to gaining deep account insights and crafting a targeted marketing strategy. Research allows you to understand who your ideal accounts truly are, covering everything from financials to strategic objectives and priorities. With desk-based research, you gain a clearer understanding of these ideal customer companies, which helps you better align with their goals and needs.
Desk Research helps refine and filter your target ABM accounts
Precision is key in ABM. As such, refining and filtering target accounts is necessary to ensure that your ABM efforts resonate with your company’s value proposition and messaging. Desk research makes this possible by surfacing recent and relevant information about each account’s specific needs. This process aligns your company’s objectives and value proposition with those of your ideal accounts, using insights on their firmographics (such as industry, size, and location) and technographics (their technology usage and stack). Desk research, therefore, helps you focus on the most relevant companies for your ABM campaign.
Conclusion
Ultimately, desk research enables you to create a refined and targeted list of ABM accounts. By delving deep into the profiles of your ideal customer companies, you can develop a list of dream accounts that form the basis of your ABM campaign. This research-driven approach allows you to build an ABM strategy that is both effective and aligned with your key accounts, making every interaction count.