The DIKW hierarchy describes how data becomes information, then knowledge, then wisdom, and getting to know your target accounts works the same way. Gathering data is the easy part. The value comes from interpreting it, connecting it, and deciding what to do differently as a result.
This series explores the seven questions behind effective ABM, one at a time. Having looked at where to focus and how to work together, now for Question 3 of 7: What do we really know about the accounts we want to prioritise?
It's tempting to jump straight to activity once you've agreed who to target and how you'll work together. But without proper insight, you can't create a value proposition that builds real credibility and relationships.
Look at the wider market your accounts operate in.
Regulation, technology, economic conditions and disruption all shape their priorities and the challenges they're trying to solve.
For 1:few or 1:many programmes, choose three accounts at the top of your list and build a clear picture: annual reports, press releases, news, what customers say, and share price if listed.
What's common to their sector, and what's specific to each account?
What are they trying to achieve, short and long term? What challenges are they facing, where are they investing, and what's driving change?
That's often where opportunities emerge.
Decisions are made by people, driven by their own values, roles and traits.
Identify the key stakeholders, what keeps them awake at night and how you can help them succeed. A Procurement Director's priorities may look different to a Sustainability Lead's.
Talking to account teams, customers and industry experts will confirm, challenge and add to what you've found.
Asking why helps you get to the nub of the issues they face.
The magic rarely sits in a single interview or report. It appears when the same themes show up across multiple sources.
This is where information becomes knowledge.
Bring together what you've learned from zooming out and zooming in, and you'll be ready to decide what to do next.
Data is everywhere: reports, dashboards, LinkedIn profiles.
The advantage comes from connecting it into a real picture of the account, and using that picture to shape your offering around what your accounts and stakeholders actually need. That's when data becomes wisdom.
How well do you really know the accounts you're prioritising, or are you working from assumptions?
Tell AWX where you want to grow and the conversation can start from there.
Start a conversationWritten by
Amanda Weekes
Founder of AWX Marketing
25+ years of B2B marketing experience inside complex organisations, now advising businesses on practical account based marketing.
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