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Account Based Marketing works because it lets you invest more of your limited resources in
the biggest accounts that are most likely to buy. The entire strategy depends on doing your
homework and learning about target account insights (and key buyers at those accounts) so
you can maximize your relevance and resonance within each.
Leveraged properly, account-specific insights will have a dramatic impact on every
engagement. But what kind of insight should you look for? Use this worksheet as a checklist
when you're running your ABM programs.
Discovering Insights
in ABM
Insight Checklist
The Buying Centers
o Org chart
o Key buying centers
o Whitespace within buying centers
The Company
o Financial health
o Growth areas vs 'cash cows'
o Renewal risk
o SWOT analysis
o Initiatives and organizational priorities
o Triggers (funding, acquisitions, personnel
moves, etc.)
ă„’The Market
o Industry dynamics
o Key trends
o Competitors
o Growth drivers and inhibitors
Key contact profiles
Relationships to each other
o Key contact profiles
o Relationships to each other
o Relationships to your company
(relationship map)
o Attitudes, preferences, biases
