ABM Account Research Playbook
A comprehensive playbook for account-based marketing research using Scrapine. Map buying committees, gather account intelligence, and personalize every touchpoint.
Overview
Account-based marketing requires deep research on a focused set of target accounts. This playbook shows you how to use Scrapine to build comprehensive account dossiers, map buying committees, and gather the intelligence your team needs for personalized, multi-threaded outreach.
Step 1: Finalize Your Target Account List
Work with sales leadership to define your target account list. Typically 50 to 200 accounts for a focused ABM motion. For each account, document why they are a fit: company size, industry, technology signals, or strategic importance. Import the list into Scrapine with company names and domains.
Step 2: Map the Buying Committee
For each account, configure Scrapine to identify contacts across the buying committee. Target the economic buyer (VP or C-level who controls budget), the champion (day-to-day user who will advocate internally), the technical evaluator (who assesses product fit), and the blocker (procurement, legal, or IT security). Extract contacts for each role using title and seniority filters.
Step 3: Enrich Every Stakeholder
Enrich each identified contact with verified email, direct phone, LinkedIn profile, recent activity, and professional background. Scrapine pulls data from company team pages, LinkedIn, conference presentations, podcast appearances, and published articles. The richer the profile, the more personalized your outreach can be.
Step 4: Gather Account-Level Intelligence
Beyond contacts, research the account itself. Use Scrapine to collect recent company news, funding events, job postings, technology stack changes, leadership hires, and competitive product usage. This intelligence helps you tailor your messaging to the account’s specific situation and timing.
Step 5: Build Account Dossiers
Compile all contact and account intelligence into a structured dossier for each target account. Use Scrapine’s Notion or Google Sheets integration to create standardized templates. Each dossier should include the buying committee map, account intelligence summary, recommended messaging angles, and engagement history.
Step 6: Launch Multi-Threaded Outreach
Arm your team with the dossiers and launch coordinated outreach across multiple stakeholders at each account. Customize every message using the intelligence Scrapine gathered. Track engagement across the committee and adjust your approach as conversations develop.