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Dedicated Human + AI Curated Account Intelligence Services to Ensure Your Teams Always Have the Answers to:

Why Will These Specific People, At These Specific Companies, At This Specific Time Care?

Intent Data and Engagement Data is Not Enough to Close the Strategic Sales, Marketing and Customer Success Gap

When you hit the core the right way, that’s when win rates go up, stage progression accelerates, sales cycles go faster, and deal sizes increase. When you align with your core, you build retention, you drive customer lifetime value, and expand with your core as you provide greater value to them.

Very few GTM teams align with their core as they rely on Intent data from 6sense and other platforms that is just noise without contextual insights. Many GTM teams react to 6sense intent signals and engagement data vs. responding by understanding why there may be intent in the first place. It’s the “why” that should guide content, communications, interactions and experiences.

GTM teams that simply react to intent and engagement data, get stuck in the sea of sameness as competitors react to the same data in the same way. Because teams lack account-based insights they fall back on “persona” and “industry” pain points. When you anchor on industries and personas you stop focusing on the companies and people you need to engage with – and you start telling everyone’s story. It’s the “why” that helps you understand the “account story” to deliver a differentiated account experience.

GTM Teams Need to Tell a More Relevant, Valuable Story

Our content, messaging and sales/marketing conversations were driven by Demandbase intent signals and focused on industry thought leadership. As accounts like Bank of America did not see themselves inside the story that was being told, they went dark and became unresponsive to sales and marketing outreach. By changing the content, messaging and interactions to be driven by account intelligence, we eliminated vague marketing messages that missed the mark. Our teams were able to re-engage and win $500K with banks like Bank of America.

Vijai Shankar

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By understanding the account story with account intelligence, our teams stopped reacting to predefined customer needs that limited deal sizes. We uncovered account-specific value props so our sellers and GTM teams can value-engineer the right account experience and articulate the right message. Because the teams were guided with account intelligence, they were able to align with our future customers’ strategic vision and show the specific role they can play and the impact they will have. This led to wins with enterprises like Verizon – our largest deal size ever.

Roger Sanford

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My teams were trading dollars for hours with existing accounts like Sephora. But by getting a greater understanding of Sephora’s strategic vision, where their priorities were and the competitive landscape – we were able to show where gaps existed because of how the client was using my team in a tactical way and how it was going to impact their supply chain operations, their customers, their strategic initiatives and the P&L. We were able to have open and honest conversations with Sephora based on account insights and change the relationship in a way that created 25% more profitability for my firm.

Royce D’Souza

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Give Your GTM Teams Answers to Questions That Will Help Them Win, Protect and Expand Key Enterprise Accounts

Why Change?

Why Now?

Why You?

Why Stay & Expand

What is your point of view about the prospect’s business?

When selling to enterprises, you must come to every social, email and live conversation with a point of view about their business.

What are the top-down strategic priorities that your teams need to align with?

You want to know the top strategic priorities that will trickle down to every department across the business.

How do you need to change the thoughts and ideas of your key prospects?

Unless you create an a-ha moment, there is a good chance that your prospect will stay stuck in status quo. Before you can sell change, you need to reframe your prospects’ thoughts and ideas. And, you need to open their mind to new ways.

What are the business and market conditions?

You need to create the buying vision and show “why” the time to act is now and how your solution will give the prospect the competitive advantage they are looking for.

What is the business case for change?

Where are the operational, financial, service and customer risks and what is the impact across the organization. GTM teams need to go beyond persona pain points to drive urgency, build consensus and win larger deals.

What are the strong-fit use cases?

Each sales and marketing interaction should be intentional. You need to understand the unique role you can play in your prospects’ strategic priorities – and the specific use cases you can support. While your competitors discuss generic benefits, you can show the specific impact you can have on your prospects’ organizations.

How do you align with the prospect’s value-driven vision for the future?

Rather than react to predefined needs which automatically results in lower deal sizes, you can partner with target accounts to map out a solution that will support BOTH current and future needs.

What relevant proof of success do you have?

You need to uncover the stories that need to be told in content and messaging so you can make an emotional connection with the human buyers.

How well do your customer success and sales team know the impact that your solutions had on existing accounts?

In most cases, there is no differentiation between a sales conversation and a retention conversation as customer success teams are discussing the same generic benefits, just in past tense. They do not have the insights they need to keep VPs and the C-suite engaged and to show them the ROI at the time of renewal.

Are your solution and communications aligned with the strategic roadmaps of your existing accounts?

If you want your key tier 1 enterprise accounts to stay and evolve their programs so you can increase your customer lifetime value, then you need to evolve with them and align your solutions and communications with their changing priorities and value-driven future vision.

Where are there growth opportunities?

You need to pinpoint where there are opportunities to expand within different regions and business units, why there are opportunities and how you can have the same impact in these new growth areas.

When selling to larger companies, you must come to every social, email and life conversation with a point of view about their business. You have to know what they are focused on as those strategic initiatives for the business will trickle down to every department across the organization.

Doug Landis

Forbes Contributor, Chief Storyteller, CEO of DL Advisory and Former Growth Partner at Emergence Capital

Listen to this podcast on why most GTM teams cannot follow Doug’s advice

Account Intelligence Delivered

Company Intelligence

Get a complete account overview, understanding of where opportunities exist, the specific use cases for your solutions, custom requirements, the KPIs that matter to them. Understand the firmographics, their organizational culture, operating models, the industry challenges they face, industry trends and critical key events that are impacting them, customer acquisition strategies, revenue trends, key differentiations and much more. Account profiles are tailored 100% to your enterprise accounts, ideal personas, areas for potential alignment and gaps your solution can fill.

Technology Landscape

Understand your prospect's digital transformation, cloud, AI, data, cybersecurity, zero trust and modernization strategies. Learn about their current environment and where they are investing to have relevant, impactful discussions. Through our AI-curated account intelligence partners we can provide technology intelligence like installations, spend values, account scores, and more, drawn from over 12 million companies and nearly 10,000 products from 4,000 vendors.

Corporate strategic priorities

Align your 1: few and 1:1 sales, marketing and customer success messaging with the evolving strategic priorities of your future and existing customers. Uncover key challenges, gaps and impacts to the strategic vision that GTM teams should weave into ABM programs and sales outreach to influence selling and internal conversations.

SWOT Analysis

Get a full analysis of your prospect's Strengths, Weakness, Opportunities, and Threats. We provide you with strategic insights to enhance competitive positioning, optimize sales strategies, and increase your resonance with customers.

Competitor Analysis

Gain an understanding of how your named accounts’ competitors are gaining market share, where they are investing, how they are evolving and the external pressure they’ll add to your future and existing customers. You’ll also see how your competitors will not effectively help your named accounts fill their gaps to increase their competitiveness.

Challenger Insights

Identify the reframes that will need to be made, the emotional stories that should be told, how you can teach for differentiation and tailor for relevance and how to make the specific business case for change.

Business Challenges

Become an expert on the headwinds and challenges facing your future and current clients, why they are facing these challenges (the root causes behind their business problems) and how your solution will uniquely help them reach their business vision.

Buyer Intelligence

See the most relevant stakeholders, key decision makers and influencers for your solutions across all lines of business and align your messaging with their top priorities. You need to go deeper than getting names, LinkedIn profile URLs, contact info, prior employment history. You need to understand your executive connections at a deeper level to make a human-to-human connection. You need insights to deliver unique ABM content, messaging and nurturing programs that are relevant at the industry, company, persona, individual and customer levels.

Buying Propensity

Ensure that the accounts that your GTM teams focus on have the highest propensity to buy (based on customer needs, how well they match your ICP, how well you match their ideal vendor profile and displacement potential) and greatest revenue potential for your company.

Always-On Account Insights

With a 360° view of your customer, you can engage, land and expand accounts in your winnable accessible market, especially if you have a research team that provides continual, ongoing account intelligence on key accounts and executive decision makers.

Buying Group Intelligence

Using a partner’s platform, we can leverage AI personality profiling tools to get deep insights into the behaviors of those that make up the buying group in your named accounts. You can get a better understanding of how the the “different” buyers interact throughout the buyer journey and how it can impact the chances of you winning or expanding the deal. You’ll see how to go beyond title to engage the contacts who actually make things move within the account.

Next Step Insights

Account insights are meaningless without the enablement to connect the different insights and data points to tell the account story in the right way to the right people. We’ll provide next step insights to each team across the GTM - marketing, content marketing, product marketing, sales enablement, sales, subject matter experts and customer success teams. We’ll eliminate the guesswork and inform your teams on the account-specific value props, the stories to tell, the content to create, the messaging to use, who to engage and how.

End Account Blindness, Hunch-Based Sales and Marketing & Wasted Resources on Accounts with Little Predictability of Moving Forward

According to studies by Corporate Visions, the two most accurate predictors of buying behaviors were the problem profile and trigger events. When the team analyzed more than 6,000 opportunities at 20 different companies, they found that universally, problem profiles and trigger events/strategic priorities are the strongest predictors of the buyer’s journey. The most common segmentation methods—buyer personas, industry verticals, and past purchase history, aren’t the best predictors of buying behaviors.

Connecting the Dots with a Dedicated Account Intelligence Program

A number of organizations have a competitive intelligence process or program because it makes the gathering, analysis, and distribution of competitive intelligence easier. But, most teams are taking an ad-hoc account intelligence approach.

Having a dedicated account intelligence program helps maximize value from all types of account intelligence (routine customer intelligence, key account intelligence, and prospective customer research) in an integrated manner. And it will improve user engagement (leadership, strategy, marketing, sales, customer success, content marketers, sales enablement) and value when done in a predictable way.

Not only do your teams get full account profiles but each part of the go-to-market team will receive actionable advice on how they should be leveraging the delivered account insights. The enablement piece is the missing part of all AI account intelligence software and competing manual account intelligence solutions.

What GTM Teams Are Achieving with Our Dedicated Account Intelligence Program

While competitors focused on marketing department pain points and their platform features and capabilities, Personal ABM enabled us to focus on the impact we can have on an organization’s strategic initiatives and the different teams it would involve (marketing, sales, customer service, operations, finance, legal etc.). We won market share away from competitors like Bynder that used to win on price. We displaced suites like Sitecore that do not effectively integrate across the organization and with other systems. We also saw 2X increase in deal sizes and 200% improvement in enterprise win rates. 

We failed to align our value prop and messaging with the accounts we were targeting – and their organizational culture. We were automatically being shut-down by VPs and the C-suite. By getting a better understanding of our accounts and the specific role we can play in their initiatives and strategic priorities, we were able to reverse “no” positions to win high-value deals with enterprises like UPS.

Before using Personal ABM, buyers would compare service-level agreements and move forward with the company that offered the most service for the cheapest price. Personal ABM helped us identify the market segments where we have a differentiated, relevant story to share so it’s no longer just about cleaning bathrooms and floors and where the focus will be on protecting GTM risk. They uncovered the accounts we should prioritize – and how to best navigate the accounts to drive regional and national wins.

We faced long sales cycles and accounts going dark halfway through their buying journey. By leveraging the account intelligence Personal ABM provides, we were able to reduce time to close by 45% and improve enterprise win rates by upleveling IT conversations to full transformation messages. We were able to win with the status quo CIO.

P&G cautioned us that they will be moving to a larger national competitor (Ryder). By uncovering P&G’s strategic priorities, their gaps and impacts, we were able to create content, messaging and account experiences for the “why stay and why evolve” conversation. We were able to show how the competitor would not improve on-time, in full performance – a key focus after Walmart and other retailers started to penalize for poor service performance and cut into margins by 3-5%. We not only protected the account that delivers 40% of our revenue but we were able to expand the account as well. 

Additional Resources to Help You with Your Account Intelligence Program

Clearing the Way to Revenue with Account Insights Webinar

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Account Insights to Supercharge Account-Based Everything Podcast Episode

click to view

How to Get Greater Returns from Your 6sense Investment with Account Insights

click to view

How to Empower All Teams Across the GTM with Account Intelligence

click to view

Let’s discuss how you can build a dedicated account intelligence program that helps your teams win, protect and expand key accounts.

When you schedule your free strategy session, we’ll discuss:

  • NYour business goals and revenue challenges.
  • NPersonal account-based GTM approaches that drive enterprise deals.
  • N What a dedicated ABM account intelligence and custom account profiling program can look like for your organization.

We will also provide you with a sample 1:1 ABM profile for one of your target accounts so you see exactly what you’d be investing in BEFORE making any purchasing decisions.