When it comes to Account-Based Marketing (ABM), knowing your target is everything. But it’s not enough to just know the name of the company or who the decision-makers are - you need the right intelligence, tailored for your GTM approach, buying center structure, and ABM use case.
That’s where Individual Research for ABM comes into play. At Frenus, we don’t offer surface-level data — we deliver dense, insight-driven research that enables you to make smart moves, craft relevant messaging, and approach each account with clarity and confidence.
What’s Inside Our ABM Research?
From strategic guidance to execution-focused insight, we tailor every research engagement to match your scope, goals, and ABM maturity. Here’s a look at the types of research and modules we typically provide:
Key Decision-Maker Identification
We go beyond job titles:
Map decision-makers across IT, business units, and shared services
Extract responsibilities, influence levels, project ownership, and budget authority
Identify key initiatives and touchpoints from LinkedIn, interviews, press, and public data
Stakeholder & Buying Center Deep Dives
We break down:
Functional teams & their roles in procurement or transformation
Centralized vs. distributed decision-making structures
Internal project champions vs. operational blockers
Persona clusters, cross-functional engagement points
Organizational Strategy & IT Priorities
You’ll get insight into:
Corporate strategy, transformation initiatives, and M&A
Digital and IT roadmaps, key platforms in use, and strategic investments
Budget allocations and shifts in sourcing models
Business Unit & Team-Specific Views
We zoom in on:
Specific departments (e.g., HR, marketing, logistics) and their technology usage
Internal teams or guilds working on innovation or customer experience
Core applications or tools tied to those teams (e.g., event platforms, CRM, analytics)
Segment Attractiveness & Prioritization
We assess:
Revenue and employee footprint
Regional coverage and subsidiary networks
ABM relevance based on segment maturity and active initiatives
Deal History & Tech Partnership Analysis
You’ll see:
Past purchases and the partners involved
Strategic alliances (e.g., cloud platforms, integrators)
Trends in vendor selection and implementation focus
Why It Matters
ABM fails without context. Knowing what a stakeholder really does, which teams are central to your pitch, or how an org has previously worked with vendors changes everything.
We tailor depth by need. Whether you need a dense 2-pager for 50 accounts or a full 25-page profile for your top 10 key targets - we deliver what’s necessary, nothing more.
AI-assisted, humanly validated. We leverage smart tools to enhance scale, but every profile is reviewed and curated by analysts who understand context, nuance, and relevance.
Final Thoughts
ABM isn’t just about personalization — it’s about precision. Individual Research enables your teams to stop guessing and start engaging accounts in a truly meaningful way.
Interested in learning how this fits into your GTM strategy? We’re happy to explore how a research partnership with Frenus can help.
