“Account-based Marketing (ABM)” is now a “thing” with its own acronym that is driving a lot of renewed interest in customer and prospect research as it starts to automate some processes in this space. While we won’t go into a definition of ABM, our thoughts about it or our feelings about acronyms, we thought it would be a good idea to share some practical tips on researching your prospects that are relevant both for a sales and a marketing role.
Market research sounds like something that only the big boys should be into, but even a small business should at least consider conducting a few research cycles. Market research allows you to understand your customers, keep your company relevant to market changes, and can allow you to set realistic goals that reflect the status of your audience. There are a few ways to conduct an effective market research campaign without having to break the bank.