How you can generate your insight When it comes to ABM insight, there Scale Identify your insight resources may be some shortcuts but there’s no • Deep research on each micro-segment — Insight generation has to be somebody’s job substitute for hard work. trends and issues or it’s nobody’s job. Consider these tips: • Lighter research on individual companies One of the biggest challenges is to scale your insight • Compensate — incent your SDRs on insight generation efforts appropriately, so you can focus Programmatic collection metrics your efforts where they’ll make the most impact and • Basic profiles: 3 facts for selling in under • Offshore — hire talent to complete and enrich automate when it makes sense. 3 minutes (a tip from Vorsight) your insight base; use Mechanical Turk to assign • Map key pains by industry or segment repetitive tasks Tier your insight program • Know competitors and their product usage • Outsource — buy in your insight collection You can’t throw the same intensity of resources at • Possibly automate insight collection using (from vendors like BAO or Salesify) a smaller, non-named account as you can for your data partners • Purchase — buy whole org charts (DiscoverOrg); biggest enterprise accounts. CRUSH reports from Avention (for IT only); Sales Set insight goals triggers and insights (InsideView, Agent3); insight Depending on your Entitlements, your insights may Insight can stagnate without goals. Agree on some reports (LeadBridge, Artesian, Boardroom look like this: targets and metrics to keep the machine whirring: Insiders, etc.). Strategic • Number of new profiles per quarter You’re going to have to spend some money • Full account profiles • Profile updates per month to be really good at Account Based Marketing. • Quarterly updates • Account updates per month It’s worth it: these are the accounts that will • Dedicated insight team per account • Organizational chart completion percentage make you the most money. • Internal Slack or Chatter group per account • Relationship map completeness, etc. • Weekly snapshot alerts per account • Supplement as needed via data partners 57