𝗜𝗳 𝘆𝗼𝘂𝗿 𝘀𝗮𝗹𝗲𝘀 𝘁𝗲𝗮𝗺 𝗰𝗮𝗻'𝘁 𝗮𝗻𝘀𝘄𝗲𝗿 𝗯𝗮𝘀𝗶𝗰 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲𝗶𝗿 𝘁𝗼𝗽 20 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, 𝗻𝗼 𝗮𝗺𝗼𝘂𝗻𝘁 𝗼𝗳 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝗹𝗹 𝘀𝗮𝘃𝗲 𝘆𝗼𝘂𝗿 𝗔𝗕𝗠 𝗽𝗿𝗼𝗴𝗿𝗮𝗺. Most ABM fails because marketers skip the detective work and give in to sales who are to cagey or defensive to share any sort of information. It’s like we’re gonna steal all those relationships and go right to our competitor with all that data, nonsense, pff. They jump straight to personalized emails and custom landing pages. But real ABM starts with human intelligence. After managing ABM for companies in 5+ industries, probably a dozen or more companies, I have figured out that u need your sales team answering these questions before any campaign goes live. Or you can skip and fail ;) 𝗛𝗶𝗴𝗵-𝗟𝗲𝘃𝗲𝗹 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗤𝘂𝗮𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 Where the account is in the pipeline and what matters most: What's the current status of this account? (cold, active, open opportunity, closed lost, etc.) Who's our main contact at this account? Do we have buying committee visibility? What's the current pain point or priority for this company, as far as you know? Have they mentioned any competitors they're evaluating? What's the next step you're planning with them? (Call, demo, trial, meeting, follow-up) Where do you see this account in our ABM progression model? (Cluster ICP/Future Pipeline/Active Focus) What's our relationship depth? (Single contact, multiple contacts, champion identified, buying committee mapped) Any timeline pressure or urgency factors we should know about? What's their decision-making process like? (Committee-based, single decision maker, consensus-driven) Are they comparing us to status quo/do nothing, or actively evaluating alternatives? 𝗔𝗕𝗠 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 These help you understand what personalized marketing or sales content would move the needle: Would a personalized landing page or proposal be helpful for this account? Would a comparison page between us and a specific competitor help your conversations? Are there any specific case studies or success stories they would resonate with? Do you need industry-specific messaging or assets for this account? Would a value calculator or ROI breakdown help move this forward? What activation plays would be most valuable right now? (Website re-engagement, champion tracking, deal acceleration) Do you need battle cards or objection-handling guides for specific competitor situations? Would custom demo environments or trial setups help close this deal? Are there any technical or integration concerns we should address with specialized content? Would executive briefings or thought leadership content help with senior stakeholders? Follow and Like for Part 2. That's it.