Account intelligence is a critical next step after you’ve selected the accounts in your ABM program. Having the right background information and insights positions you for success. Account intelligence allows you to identify new opportunities, build and enhance relationships with senior-level contacts, expand the scope of engagements, and create stronger alignment with marketing and sales.
So how do you get started with account intelligence? Start with the handy checklist ITSMA created to guide you through the process.
First, it is important to understand where you are today as a provider and where you want to be for the account. Our ABM Account Intelligence Checklist offers some key questions to ask as you develop this assessment.
ABM perception interviews are a great way to provide insight on key stakeholder awareness of your company’s solutions, successes in the account to date, and the value your company can bring to help address business needs. ITSMA’s checklist includes a list of suggested questions to ask when conducting ABM perception interviews to ensure that you gather all the relevant information.
Understanding what’s happening in your account is important. The checklist also provides some key questions to ask to help you understand the context within the account and how customer stakeholders approach it
The research process can seem daunting. But there are many potential sources of information. ITSMA recommends a three-step flow to the research process:
- Secondary research. This information may be available via internal systems or existing primary research that your company has conducted in the past. Some secondary sources may be freely available, while others may offer information for a fee.
- Primary research with account teams and partners. After completing your basic background research, interview the account team to find out what they know using a semi-structured interview. Salespeople know far more than they realize and document.
- Primary research with key customer contacts within accounts. ITSMA recommends openly discussing the ideas behind ABM with your customer contacts and using these discussions to foster greater transparency. Once again, the most effective way to gather these insights is via a semi-structured interview. To make the most of these interviews, make sure you do your homework first via secondary research and interviews with the account team. ITSMA’s ABM Account Intelligence Checklist offers interview guides to help you make the most of these interviews, both with your account teams and with key customer contacts.
When you have the insight on what’s happening in the account and the challenges the stakeholders face, you have a strong foundation on which to start building your campaigns.
If you’re getting started with account intelligence, ITSMA’s ABM Account Intelligence Checklist provides some great insight into the process.
Are there account intelligence gathering tactics that have worked well in your organization? We’d love to hear about them! Leave a comment below or contact us.
Account intelligence is a critical next step after you’ve selected the accounts in your ABM program. So how do you get started?