How Desk Research Leads to B2B Sales and Marketing Success
By: Business Brainz
Tags: Desk Research, Account Based Marketing, B2b Marketing, B2B, Account Based Sales

Desk-research for B2B

B2B sales is a whole new ball game, and at times can feel almost impossible. What worked in the past might not work anymore. Preparation is what will set you apart from others.

B2B Sales and Marketing teams cannot succeed without a key element in the form of ‘insight’ distilled from all the information available in this universe. And, to your surprise, simple desk research can unlock huge value for your B2B selling and marketing efforts.

Abraham Lincoln once said “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” It is pretty much evident that task preparation is just as crucial as task execution.

As a person working in the B2B space for a few years now, I cannot agree more on the value that one piece of insight can add. And, at times be a game-changer when chasing must-win deals.

Simple desk research helps alleviate the biggest problem facing B2B Marketers which is the problem of data and insights. The plethora of up-to-date account data and insights available at your fingertips through the internet means that simple secondary research can be the solution for your data and insights problems.

Desk-Research for B2B Sales and Marketing Success

Desk Research delivers precise insights for your targeted B2B campaigns

Everything collected through desk-based research is delivered with precision. This is due to the advantages that human intelligence offers in terms of research. We as humans are able to analyze and synthesize insights through secondary research to ultimately deliver at precision.

Whatever insights collected through research is delivered at precision as well at scale, something which current sales intelligence software simply cannot provide. Research proves to be extremely useful in building tons of personalized content that will help to drive traffic and engagement.

Moreover, B2B marketers need to create a segmented content marketing strategy with different goals for different content.

Desk Research delivers highly relevant insights to fuel your B2B account engagement

Desk Research powered by human intelligence uncovers highly relevant i nsights to fuel your outreach and engagement with your B2B accounts. Whatever insights collected through Desk Research is highly relevant to your targeted B2B marketing initiatives and can be quickly leveraged into your outreach.

To ensure the effectiveness of your targeted marketing strategy, insights on the firmographics, technographics, key executives, and the industry they operate in are provided through Desk Research.

2020 ABM Benchmark Study revealed the growing importance of account-level research for deeper insights for a focused revenue generation to measure ROI.

Let’s explore how desk-research has helped B2B sales and marketing teams

For one of our clients, a multinational tech company providing solutions to simplify communications and collaboration, we helped them with accurate insight into their top 70 enterprise accounts. What we did for them was: develop a comprehensive insight on each target account with a focus on the client’s pipeline and priorities.

In return, sales and marketing were able to align their strategies and were able to hyper-personalized their marketing campaigns. Since, the deliverables uncovered major business priorities, key challenges, and technology stack including previously unrevealed insight around cloud and technology transformation. All information delivered was done taking a nuanced desk-research approach.

We’ve added some of our reports on the website for anyone who wants to take a look at how detailed or nuanced our reports are. Please feel free to go through our reports here.

Conclusion

Desk Research can be the answer to the biggest problem facing B2B marketers which is the problem of data and insights. A structured desk research process in place that satisfies the essential insight requirements helps you find precise and highly relevant insights for your targeted B2B marketing program.

However, what you need to understand is that your ABM campaign needs to be supported not with generic insights, but with customized insights that go a long way in supporting your team with crafting compelling industry-specific messaging towards target audience.