ABM Account Research Checklist

Company Overview Research

Complete these items before any outreach begins:

• Confirm company name, HQ location, and number of employees
• Identify industry vertical and sub-vertical
• Note annual revenue range (public filings, Crunchbase, or ZoomInfo)
• Review recent funding rounds or acquisitions (past 12 months)
• Read the company’s “About” page and mission statement
• Check for recent press releases or news mentions
• Identify the company’s primary product or service lines
• Note their target customer segment (SMB, Mid-Market, Enterprise)

Technology and Infrastructure

• Run a technographic scan (BuiltWith, Wappalyzer, or HG Insights)
• Identify their CRM system (Salesforce, HubSpot, etc.)
• Check for marketing automation tools in use
• Note any competitor products currently in their stack
• Look for job postings that mention relevant tools or initiatives
• Review their integrations page or partner directory if available

Stakeholder Mapping

• Identify the likely economic buyer (VP or C-level in the target department)
• Find 2-3 potential champions (Director or Manager level)
• Locate technical evaluators (Engineers, Architects, or Analysts)
• Check LinkedIn for mutual connections with any stakeholders
• Review each stakeholder’s LinkedIn activity (posts, comments, shares)
• Note any stakeholders who have engaged with your content before
• Check if any contacts are former customers or have used your product elsewhere

Trigger Events and Timing

• Check for leadership changes in the past 6 months
• Look for expansion signals (new offices, hiring surges)
• Review G2 or Gartner Peer Insights for competitor reviews they have written
• Check intent data for relevant topic surges
• Note any upcoming contract renewal dates for competitor tools (if known)
• Identify fiscal year timing for budget cycle awareness
• Look for conference attendance or speaking engagements

Personalization Ammunition

• Find a specific pain point mentioned in earnings calls, interviews, or blog posts
• Identify a relevant case study from a similar company in your portfolio
• Note any shared connections, alma maters, or mutual community memberships
• Prepare 1-2 data points specific to their industry or segment
• Draft a hypothesis about their biggest challenge based on research findings