Aside from Databook, what is your most valuable tool/source to gather intelligence about your accounts or buyers?
@brandon.meek funny you mention this. I was literally pulled into a session internally to talk about this topic.
The first question is how are we defining Account Intelligence. Before I provide my two cents, how are you defining Account Intelligence?
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@greg.nishihira - Account intelligence in this context is any new or further detailed information that increases the team’s understanding of the industry, account, business segment, or buyer and what they care about (e.g. how they are compensated, business challenges, new revenue streams, market consolidation activities, etc.). Additionally, this additional context helps the team identify the topics / solutions that are most relevant to the entity.
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GREAT question, @brandon.meek! Other than Dtabook (My “Can’t live without” tool), I would say LinkedIn and Sales Navigator are my next two important tools in my arsenal. Those two tools help me identify other Stakeholders I can target within their respective Geo’s.
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I have used so many and find the data to be about the same – no earth-shattering revelations. Currently using Priority Engine/Tech Target. Seems to align with our own internal marketing engagement insights and ABMs. Occasionally get a new contact or learn of a new project this way; however, very time-consuming to comb through this stuff. I am not after new logos. I am after growth in assigned accounts. Other ways to find good info is YouTube. Many contacts are keynote speakers at conferences. Also, looking at published client lists and success stories on competitor web sites reveals activity I was unaware of. It would be nice if all of this detail was loaded into my CRM for me and then could use AI to make suggestions. We are in elementary stages of this now.
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It’s not a tool but I like looking at a company’s job postings to understand specific responsibilities of the persona I am prospecting.
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Some great ideas in here!
One thing I like to do is use www.listennotes.com, and www.owltail.com to search for the company - I then look to see who from the org has been on podcasts.
From there, I’ll take the link to the pod, upload into ChatGPT and interrogate it for terms and topics that align with solution areas we can help with.
I’l then listen to those segments to hear, from the proverbial horse’s mouth, how they’re thinking/speaking about the topic/area of interest.
I use the pod ep and the things that resonated from it in a ton of ways…
within decks
talk tracks for stakeholder convos
development of a broader POV
hypothesis building
etc…
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