How to research your ABM Target Accounts

Why Account Research Is the Foundation of Great ABM

Account-Based Marketing (ABM) has transformed how technology vendors engage with enterprise customers. Rather than casting a wide net, ABM focuses effort on the few accounts that matter most - the organisations where the potential value justifies a tailored, insight-led approach.

But while most ABM strategies talk about “personalisation,” few deliver it at the depth today’s enterprise buyers expect. Real personalisation starts long before campaign execution - it starts with research. Without a clear understanding of who the target account is, what it’s trying to achieve, and how it makes buying decisions, even the most creative campaign remains guesswork.

Viewpoint Analysis works with ABM teams across the tech industry to research their most important target accounts and their associated buyer groups. It means that they can then understand those accounts in real detail, differentiate their messaging - and get it to precisely the right people.

The Role of Account Research in ABM

At Viewpoint Analysis, we help technology vendors take the uncertainty out of ABM. We conduct detailed, structured research into target accounts so that ABM and sales teams can engage with clarity and confidence.

Our research isn’t limited to surface-level insights such as company size or revenue. Each account study is a deep dive - typically two to three days of structured analysis that explores the organisation’s strategy, digital priorities, leadership team, vendor ecosystem, and market context. We uncover what really drives technology decisions and what messages will resonate most.

We’ve supported ABM teams from vendors including Nexthink, Pluralsight, Orange Business Services, and Informatica - helping them understand not just who to target, but how to engage.

Why Choosing the Right Accounts Matters

Every successful ABM programme starts with clear focus. Targeting the right accounts means resources are concentrated where they can have the greatest impact. But “right” doesn’t simply mean the biggest company or the best-known brand - it means the accounts that represent the strongest strategic fit for your solution.

With precise account selection and robust research, marketing and sales teams can:

• Increase conversion rates – Craft personalised campaigns that align with each account’s goals and technology priorities, speaking directly to their challenges.

• Accelerate deal velocity – Equip sales with relevant, account-specific insights that shorten sales cycles and improve engagement quality.

• Improve retention and expansion – Build long-term relationships through insight-driven understanding of customer ambitions and pressures.

• Increase revenue and ROI – Direct finite marketing and sales resources toward accounts with the highest potential return.

  
  

The Ten Elements Every ABM Team Should Know

To deliver truly personalised ABM, marketers need to go beyond basic firmographics. The best programmes are built on deep, structured knowledge that gives both marketing and sales teams a shared view of the account landscape.

Here are ten essential dimensions of effective account research:

1. Industry Context – What macro trends, pressures, or regulations shape this organisation’s priorities? Understanding the sector narrative helps align your messaging with external drivers of change.

   
   

2. Company Profile – Ownership structure, operating model, and scale all influence how an organisation makes technology decisions.

   
   

3. Financial Signals – Revenue trends, profitability, and investment focus can reveal whether the account is expanding, consolidating, or optimising.

   
   

4. Geographic Footprint – Multi-region operations often bring complex decision-making structures and regional variations in technology adoption.

   
   

5. Decision-Makers and Influencers – Mapping the real buying group — including IT, business leaders, procurement, and operations — ensures outreach is targeted at those who matter most.

   
   

6. Strategic Priorities and Initiatives – What programmes, transformations, or digital goals are underway? These shape timing, urgency, and relevance.

   
   

7. Pain Points and Challenges – The best ABM campaigns position your solution as the answer to a clearly defined problem.

   
   

8. Technology Landscape – Existing platforms, integration dependencies, and vendor relationships help you anticipate opportunities and objections.

   
   

9. Competitors and Partners – Understanding who else operates in or around the account gives your campaign context and differentiation.

   
   

10. Recent News and Market Signals – M&A, leadership changes, new partnerships, or major investments often signal new priorities or budget shifts.

These elements combine to form a 360-degree view of the target account - a view that transforms how sales and marketing teams plan and communicate.

Turning Research into ABM Action

Insight alone doesn’t move the needle. The true value comes from how those insights are applied. At Viewpoint Analysis, our research outputs are designed to integrate directly into ABM workflows - from campaign strategy and messaging development to sales enablement and content planning.

We help clients translate research findings into:

• Targeted messaging frameworks – so every email, advert, and LinkedIn touchpoint reflects the account’s real context.

• Sales playbooks – enabling sales teams to enter conversations with authority, backed by relevant intelligence.

• Content strategies – aligning thought leadership and case studies with the themes most relevant to the account.

• Executive briefings – providing concise summaries for field marketers or account directors ahead of key meetings.

This ensures research isn’t simply a static report — it becomes a living part of how the ABM engine runs.

Bridging Marketing and Sales Through Insight

One of the most under-appreciated benefits of deep account research is its ability to align marketing and sales. Both teams share the same data foundation, which eliminates disconnects and creates a consistent narrative across touchpoints.

Instead of marketing operating in isolation, both functions speak the same language — grounded in shared understanding of the account’s priorities, key people, and opportunities. Sales can then use those insights to open doors, while marketing builds air cover with content and campaigns that feel personal and relevant.

In many ways, research is the missing bridge between the creative ambition of ABM and the commercial discipline of sales execution.

The Evolution of ABM: From Campaigns to Intelligence

The best-performing ABM teams are evolving from campaign execution to intelligence-led strategy. They recognise that every account interaction generates data that can refine the next wave of activity.

This is where Buyer Intelligence comes in - the broader discipline that connects account research, buyer group mapping, and market perception analysis. Together, these insights allow vendors to understand not just what to say, but why and when to say it.

At Viewpoint Analysis, this intelligence-driven approach underpins everything we do. It helps marketing and sales teams make informed decisions, reduce wasted effort, and engage with the accounts that matter most.

Final Thought

Great ABM doesn’t start with a campaign. It starts with curiosity.

Understanding your target accounts in depth - their challenges, ambitions, and people - is what turns personalisation from a buzzword into a competitive advantage.

For technology vendors serious about driving meaningful engagement and growth, investing in account research isn’t optional. It’s the foundation of effective ABM and the key to unlocking stronger, more trusted relationships with your most important customers.

If you want to learn more about ABM Account Research, take a look at our Account-Based Marketing service. You can also download a copy of our ABM Account Research Whitepaper, explaining what you need to know and where you can find it.