Most ABM programs struggle not because of execution, but because of missing or shallow insights.

Research is often inconsistent, too tool-driven, and lacks structure. As a result, teams miss strategic opportunities and fail to connect insights to action.

In this session, we provide a structured overview of the key research and insight areas in ABM, based on proven frameworks. You will learn what to research, where to invest time, and how to balance AI, tools, and manual work.

The goal is to give you a clear understanding of how to approach research in ABM - and where to go deeper next.

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1. Introduction: Why research matters in ABM
Common challenges and typical mistakes

2. The ABM Research Landscape
Overview of key research areas:

• Account insights
• Stakeholder and executive insights
• Buying group and decision dynamics
• Market and competitive context

3. Tools, AI, and manual research
What works where and why a hybrid approach is critical

4. From insight to action
How research connects to ABM execution

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