Account-Based Market Research in 2025: Personalized Insights for B2B Success

Major Takeaways

Account-based marketing improves ROI:

• Focusing on a defined set of high-value accounts leads to more efficient sales efforts. 81% of organizations say account-based marketing delivers better ROI than other approaches.

Intent data adoption strengthens lead targeting:

• 70% of B2B marketers are now using intent data to identify buyer interest signals and time their outreach more effectively. This makes campaigns more relevant and less reliant on cold leads.

AI enhances research and personalization at scale:

• 81% of B2B sales teams use AI to automate prospect research, generate personalized messaging, and improve lead scoring. This allows reps to focus on strategy and relationship-building.

Sales enablement increases win rates across the board:

• Companies with formal sales enablement programs report win rates of 49% on forecasted deals, compared to just 43% for those without. Making research accessible and actionable gives reps a measurable edge.

Introduction

Did you know that 77% of B2B buyers won’t even consider a purchase if the content isn’t personalized to their needs(1)? It’s a stunning figure – more than three-quarters of your potential clients might walk away if your outreach isn’t tailored to them. In 2025, B2B decision-makers expect you to know their business, their challenges, and their goals before you ever make contact. That’s why B2B market research has evolved from generic surveys and broad reports into something much more targeted and actionable: account-based research that delivers personalized insights for each high-value prospect.

In this blog, we’ll explore how forward-thinking B2B companies (in industries from technology and SaaS to manufacturing, healthcare, education, logistics, AI, cybersecurity, and more) are reinventing market research to fuel personalized, account-centric outreach. You’ll learn about:

• Account-Based Marketing (ABM) as the foundation for focusing your market research on the accounts that matter most.
• Data-driven lead generation, and how leveraging intent data and analytics helps pinpoint the right prospects at the right time.
• AI in sales research and how intelligent tools can supercharge your insight-gathering (while saving you tons of time).
• Sales enablement insights that turn all that research into revenue – by empowering your sales team with the right information and content to engage and convert high-ticket clients.

By the end, you’ll see why personalized, account-based market research isn’t just a buzzword – it’s a game-changing strategy to improve conversions and win high-value B2B deals in today’s complex sales environment. Let’s dive in.

Account-Based Marketing: Aligning B2B Market Research with Target Accounts

Why the big shift toward account-based marketing in B2B? Because it works. Rather than casting a wide net and hoping for leads, account-based marketing (ABM) zeroes in on a defined list of high-value target accounts and concentrates your sales and marketing efforts on those prospects. In an ABM approach, your market research is laser-focused on understanding each target account in depth – their industry landscape, specific pain points, decision-making hierarchy, and current initiatives – so you can craft outreach that feels tailor-made for them.

This strategy has quickly gone from experiment to essential. In fact, 90% of organizations now have an ABM program in place, and 81% say ABM delivers higher ROI than other marketing activities(2). The reason is simple: when you dedicate time to researching and resonating with the needs of a particular account, you waste far fewer resources on uninterested leads and see much higher engagement from the companies that truly matter to your business.

How does account-based market research look in practice? Imagine you’re a cybersecurity provider targeting large financial institutions. Instead of blasting out a generic whitepaper about “cybersecurity best practices” to 1,000 random companies, you’d identify, say, 20 top banks or insurance firms that fit your ideal customer profile. Then you deep-dive into research for each one: Who are their CISOs and risk officers? Have they had any security breaches or compliance fines recently? What technologies are they currently using (and where might they have gaps)? When you reach out to each account, you can reference this intelligence – e.g. “We saw in your annual report that improving data privacy is a priority. Here’s how our solution specifically addresses that for companies in the finance sector…” Now you’re speaking their language.

This level of personalization is the hallmark of ABM. It’s especially powerful for B2B companies in complex industries like tech, healthcare, or manufacturing where purchase decisions are high-stakes and involve multiple stakeholders. You might be thinking: That sounds like a lot of work per account… and you’re right! ABM trades quantity for quality. But the payoff is higher conversion rates and even larger deal sizes, because you’re investing your energy where it counts.

At Martal Group, we’ve seen first-hand how focusing on a shortlist of best-fit accounts can shorten sales cycles and increase close rates. By concentrating on who you really want as customers and researching those targets deeply, you create momentum that mass marketing just can’t match. ABM-oriented research ensures that every meeting, demo, or pitch is informed by relevant knowledge. Light rhetorical question: Isn’t a meeting with a prospect far more likely to succeed when you already understand their business?

To succeed with account-based market research, keep these best practices in mind:

1. Define your ICP (Ideal Customer Profile): Be crystal clear on the firmographic and demographic traits that make an account a great fit (industry, company size, location, pain points, etc.). This helps you filter the right accounts to research.
2. Build a target account list: Using your ICP, identify a manageable number of high-value accounts. Think quality, not quantity. Many teams start with 25–100 target companies for an ABM campaign.
3. Research each account thoroughly: Leverage all sources – annual reports, press releases, LinkedIn, industry news, and third-party databases – to gather insight on the account’s strategy, challenges, key personnel, and even culture. Document this in an “account dossier.”
4. Tailor your value proposition: Use the research to customize your messaging. Highlight the specific outcomes that matter to that account. For example, emphasize cost savings in manufacturing, but patient outcomes in healthcare, if those are the primary concerns for each.
5. Align sales and marketing outreach: Ensure that any content (case studies, blog posts, webinars) that might interest that account is shared at the right time. Marketing and sales need to coordinate their touchpoints so the account experiences a unified, relevant journey.

Remember, ABM is a team sport. Marketing might spearhead the content and initial research, while sales provides on-the-ground intel from conversations. In fact, companies with tightly aligned sales and marketing efforts tend to win more – one study found aligned teams achieve a 67% higher closing success on marketing-generated leads(5). The takeaway? When your account-focused research and strategy is cohesive across departments, you create a powerful, personalized experience that B2B buyers appreciate.

By concentrating your market research on target accounts, you’re not just gathering data – you’re building real business intelligence. You’ll know which message will resonate with the CTO of Account A versus the procurement director at Account B. That insight is gold. And as we’ll see next, it gets even more powerful when you infuse it with data-driven signals about buyer behavior.

Data-Driven Lead Generation: Fueling Outreach with Intent and Insights

Even with a solid target list, how do you know when and how to approach those accounts? That’s where data-driven lead generation comes into play. In 2025, B2B prospecting isn’t guided by hunches – it’s guided by data. Companies are harnessing everything from website analytics and engagement metrics to third-party intent data to figure out who is interested in what, and when to reach out.

Consider this scenario: You sell a SaaS solution for supply chain management. One of your target accounts (a large manufacturer) starts showing buying signals – several people from that company have been reading blog articles about “improving supply chain visibility” and one of them just downloaded an eBook from a logistics tech site. In the past, you might never have known this was happening. Today, with intent data, you can know – and it’s a game changer. Intent data is information collected about web content consumption, research behavior, and online activity that indicates a company may be in the market for a particular solution. In our example, it tells you that the manufacturer is actively interested in supply chain improvements right now. Armed with that insight, your sales development rep can make a perfectly timed call: “Hi, I noticed your team’s interest in supply chain optimization. We actually have some ideas specific to manufacturing companies like yours…”

The result? You reach the prospect before your competitors and with a message that’s highly relevant to what they care about at this very moment. No more guesswork or purely cold outreach – data-driven lead gen makes your approach warmer and smarter.

It’s no surprise that intent data has become almost standard in B2B marketing. Roughly 70% of B2B teams now use intent data in their digital marketing efforts, and about 60% use it to inform sales outreach(3). When used correctly, it’s incredibly effective: 96% of B2B marketers report success in achieving their goals by using intent data(3). In other words, virtually everyone who leverages these buyer insights sees a positive impact. Those are infographic-worthy numbers that highlight just how crucial data has become in lead generation.

So, how can you infuse more data into your B2B market research and prospecting? Here are a few key strategies:

• Use intent monitoring tools: Providers like Bombora, ZoomInfo, and Demandbase can track when target accounts are surging on specific topics (e.g. sudden spikes in reading about “cybersecurity compliance”). Subscribe to topics related to your solution and watch for account spikes – these are your moments to pounce with outreach.
• Leverage firmographic and technographic data: Beyond intent, make sure you have up-to-date firmographics (company size, industry, growth trends) and technographics (what tools and software they use). If you see that a prospect’s company just expanded to a new region or adopted a new technology that complements your product, that’s actionable intel.
• Score and prioritize leads with data: Not all interested leads are equal. Develop a lead scoring model that boosts an account’s score when key data points line up (e.g. they fit your ICP and visited your pricing page twice this week). A data-driven score helps your team prioritize who is most likely to convert.
• Optimize timing and channel: Analyze your engagement data to learn when prospects are most responsive. Maybe your target buyers tend to open emails early Monday mornings, or perhaps LinkedIn messages get higher response rates. Use that data to choose the optimal time and channel for outreach to each account.
• Continuously refine with feedback: Data-driven lead gen is not set-and-forget. Track outcomes (responses, conversions, etc.) and feed that back into your model. If certain intent signals consistently lead to booked meetings, weigh them higher. If others prove to be noise, adjust accordingly.

A data-driven approach also means less time wasted on dead ends. Sales reps often spend a huge chunk of their day just researching and chasing leads that go nowhere. In fact, inside sales reps spend only about one-third of their time actually selling; up to 40% of their time is spent simply searching for the right people to contact(6). That’s a lot of hours lost on what is essentially detective work. By using data tools and analytics, you surface the best business leads for them. Think of it as giving your sales team a cheat sheet: “Call these five accounts first – they’re showing high intent and fit our ideal profile.” Your reps can then focus their energy where the likelihood of success is highest.

Another benefit of data-driven research is personalization at scale. You might wonder, how can we scale personalized outreach beyond a handful of accounts? The answer lies in smart segmentation and content mapping. Group your target accounts by common traits or interests identified in your research (for example, a subset of prospects might be highly interested in AI automation, another in cost reduction). Then equip your outreach with content or talking points tailored to those themes. You’re still personalizing, but using data patterns to do some of the heavy lifting across multiple accounts.

By grounding your B2B market research in data, you take a lot of the guesswork out of the equation. You’ll know which companies are more likely to be receptive, what issues to mention first, and even which product features to emphasize based on what the data says they care about. It’s like having a roadmap to your prospect’s mind. And when you combine this data-centric approach with the latest technology – namely, artificial intelligence – you get even more impressive results. Let’s look at how AI is transforming sales research next.

AI in Sales Research: Automating and Amplifying Your Insights

For B2B teams dealing with dozens or hundreds of target accounts, keeping up with all that research manually can feel like drinking from a firehose. This is where artificial intelligence (AI) comes in as a force multiplier. In 2025, AI isn’t a futuristic concept for sales and marketing – it’s here, and it’s helping companies gather and analyze market research faster and more efficiently than ever before.

AI in sales research can take many forms. Here are a few powerful ways AI is being applied to personalize B2B outreach:

• Automated data collection: Tired of googling each prospect’s latest news? AI-powered prospecting tools can automatically scour news sites, social media, and databases to pull relevant updates on your target accounts. For example, an AI agent could monitor when a target company gets a new round of funding or a new CEO, and instantly alert your team with the info (and even suggestions on how to tailor your pitch accordingly).
• Lead scoring and predictive analytics: Remember the lead scoring we discussed? AI can make it smarter. Machine learning models can analyze historical data to predict which prospects have the highest likelihood to convert, uncover subtle patterns humans might miss (like a combination of job title and webinar attendance that correlates with sales), and prioritize your account list dynamically.
• Personalized content generation: Generative AI (like GPT-4 and other advanced language models) can help draft personalized emails or proposals based on the research data you’ve gathered. For instance, you can feed the AI key points about a prospect (industry, a pain point they mentioned, a recent event in their company) and get a first draft of an outreach email that feels hand-written. Your team just needs to polish it and add any human touch – a huge time-saver when you’re doing account-based outreach at scale.
• AI assistants and chatbots: Some B2B companies deploy AI assistants to engage leads in preliminary conversations (on the website or via email) and gather intel. These assistants can ask qualifying questions and then route interested prospects to human reps, along with a concise summary of their needs. It’s like having a virtual BDR (Business Development Rep) working 24/7.
• Sales call intelligence: AI doesn’t stop at research before the meeting – it also helps during and after. Tools now can transcribe sales calls or meetings, then analyze them for insights (did the prospect mention a competitor? Are they mostly concerned with pricing?). They can even cue the rep in real time with info: “The client just asked about integration capabilities – here are 3 key points to mention.” This ties back into research by capturing new data from interactions and feeding it into your account knowledge base.

The impact of AI on B2B sales is massive. 81% of sales teams are already using AI in their processes(4), which shows just how quickly these tools have become mainstream. Sales teams are using AI for everything from prospect research to writing follow-up emails, and those adopting it are reaping rewards. According to Salesforce research, a large majority of salespeople using AI have seen tangible improvements in metrics like lead volume and revenue growth. It’s no wonder companies are doubling down on AI to stay competitive.

One of the biggest advantages of AI is how it saves time and boosts productivity. We noted earlier that reps spend a lot of time on non-selling tasks. By automating activities like data entry, research, and initial outreach drafting, AI frees up your human team members to do what they do best: build relationships and close deals. Think about it – if an AI tool can shave off those hours a week your reps spend researching LinkedIn or combing through 10-K reports, that’s time they can spend engaging with prospects in meaningful ways. The result is a higher volume of quality touches with prospects without burning out your team.

Of course, AI isn’t a magic bullet. It’s extremely useful for crunching data and handling routine tasks, but it’s the combination of human judgment + AI that really shines. You still need the strategic insight of your sales and marketing leaders to decide which accounts to target, what messaging to use, and how to interpret the insights AI provides. In fact, Martal Group’s own approach with AI is very much a “human + AI” partnership. We leverage AI tools for data and efficiency, but our seasoned strategists and salespeople guide the process and add the creativity and empathy that no algorithm can replace. (After all, an AI might tell you what a prospect is interested in, but a human will figure out why it matters to them on a personal level.)

It’s also important to maintain data quality and ethics when using AI. Make sure the data feeding your algorithms is accurate and up-to-date – garbage in, garbage out, as they say. And use AI insights to help your customers, not to spook them. (e.g. Use that research on their company as a helpful talking point, but don’t say “Our AI noticed you personally googled our product five times last week,” which would feel creepy!). When done right, AI-assisted research comes off as impressive foresight, not invasive surveillance.

Let’s illustrate the power of AI in research with a quick example. Suppose you’re targeting an enterprise retailer as a potential client. Overnight, an AI tool combs through publicly available data and finds out the retailer just announced a new initiative to improve omnichannel customer experience, and their VP of Sales mentioned in a podcast that they’re struggling with integrating in-store and online data. By the next morning, your team gets an alert with this news and even a drafted email:

“Hi Jane, I saw your team is doubling down on omnichannel CX. Many retail companies we talk to struggle with unifying store and e-commerce data – in fact, I heard your VP on a recent podcast mention it. We recently helped a retailer tackle that exact challenge, and it might be relevant to you. Would you be interested in a quick call to share some insights?”

Now, without AI, you might have eventually discovered that info, but probably not the very next day and certainly not with such ease. AI made you ultra-responsive and relevant, which dramatically increases your chances of engaging that account.

In summary, AI is your research assistant that never sleeps. It can distill mountains of data into actionable insights, alert you to opportunities in real time, and even handle some of the grunt work of outreach. But it’s most powerful when augmenting your human team’s expertise. The organizations winning in 2025 are those where reps and AI work hand-in-hand – with AI handling the data deluge and humans focusing on strategy and relationship-building. With all these rich insights now flowing in, the final piece of the puzzle is making sure your team can actually use them. That’s where sales enablement comes in.

Sales Enablement Insights: Turning Research into Revenue

All the account research and data in the world won’t move the needle if it never makes it into the hands of the people who engage your prospects: your sales team. Sales enablement is the bridge between insight and action. It’s about equipping your sales reps with the information, content, and training they need to effectively use those personalized insights in their outreach and conversations. In 2025, top B2B organizations treat sales enablement as a strategic function – ensuring that market research findings flow seamlessly into sales collateral such as playbooks, scripts, presentations, and follow-ups.

Consider what happens when a sales rep goes into a call armed with tailored insight versus going in blind. Say your marketing team (or BDR team) has compiled an extensive brief on a target account: key business challenges, recent news, which marketing content the account has interacted with, and even some personal details about the decision makers’ interests (maybe one is a big hockey fan, another is passionate about AI ethics – tidbits that help build rapport). A rep who’s read this brief can open the call with, “I noticed you were recently expanding your warehouse operations – how is that going?” instantly signaling that they’ve done their homework and care about the prospect’s context. Compare that to a generic approach like, “So, what keeps you up at night?” (a question that often makes prospects internally roll their eyes). The difference in reception is night and day.

Great sales enablement makes sure every rep has the right intel at their fingertips. It prevents scenarios like marketing creating an insightful industry report that sits unused, or a sales rep forgetting that their prospect downloaded the whitepaper last week. It’s about consistency and preparedness. In fact, organizations that invest in sales enablement see tangible performance boosts – they boast win rates around 49% on forecasted deals, versus only 43% for those without enablement strategies(5). That gap can be the difference between hitting quota or not. When deals are large (think enterprise sales), a 6% increase in win rate is huge in revenue terms.

So how do you turn all those research findings into sales enablement gold? Here are some strategies:

• Create account playbooks: For each top-tier account, compile a mini playbook that includes the research dossier, key messaging points that address that account’s known pain points, and recommended content to share. Make these playbooks easily accessible (e.g. in your CRM or a sales enablement platform) so reps can quickly refresh themselves before meetings.
• Develop tailored content assets: Work with marketing to produce case studies, one-pagers, or slide decks that are personalized for common account scenarios. For example, if you’re targeting the education sector, have a version of your deck that speaks the edu-language with relevant examples. If targeting AI companies, maybe have content focusing on how you integrate with AI workflows. Reps armed with these targeted assets will feel confident addressing each industry or use-case nuance.
• Training and role-playing: Enablement isn’t just documents – it’s also skills. Train your sales team on how to use research in conversation. Through role-plays, practice weaving in insight naturally (“By the way, I read about your company’s sustainability initiative – how is that affecting your supply chain needs?”). When reps see it modeled, they learn to do it themselves and not revert to cookie-cutter pitches.
• Align messaging across touchpoints: Ensure that what a prospect sees in marketing (website, emails) is reinforced by sales. If your marketing emails to a prospect emphasized a certain value prop (say, reducing IT costs by 30%), the salesperson should open their call referencing that same goal: “I know cost optimization is a priority for you – let’s talk about how we can help with that.” This unified messaging comes from internal alignment and sharing of research insights so everyone is on the same page about what the prospect cares about.
• Keep feedback loops open: Sales reps will gain new intelligence in their conversations – maybe they learn a prospect’s current solution or a new concern. That info should go straight back into the account research file and be shared with marketing and other team members. A culture of sharing insights ensures your market research stays current and grows richer over time. Some companies hold quick debrief meetings or use Slack channels to update team members on new findings from sales calls.

Sales enablement also extends to tools and processes. For instance, many teams are investing in CRM integration and sales engagement platforms where all the account intel is baked in. When a rep opens a contact in the CRM, they might see an “insights” sidebar with recent news about the company, past engagement history, and recommended talking points. This reduces the friction of switching between multiple documents or systems – the insight is right there when they need it.

A critical (but often overlooked) aspect of enablement is internal buy-in. You want your sales reps to trust the research and use it. That means involving them in the process. If you’re compiling an account dossier, maybe have the sales rep who owns that account contribute or review it. When they feel ownership, they’re far more likely to actually leverage those insights in their outreach. On the flip side, if reps ignore the research and “wing it,” that beautiful data-driven strategy falls apart. Encouraging usage might even involve setting expectations (e.g., making it part of the sales process that reps must review the account brief before a first call, etc.). The goal is to embed insight-driven selling into your team’s DNA.

Let’s not forget content usage. There’s often a treasure trove of content created by marketing – whitepapers, blog posts, infographics – that could support a sales conversation if only the rep remembers to use it. Sales enablement should catalogue these and match them to stages of the buyer journey or common pain points. For example, if during research you learned an account struggles with regulatory compliance, and marketing has a great blog on “5 Ways to Navigate Industry Regulations,” the rep should know to send that over as a follow-up. It’s a value-add touch that keeps the conversation going. Some companies even personalize content for an account – like creating a custom case study that includes the target account’s name or scenario (with permission, you might even do a mock-up “here’s what results could look like for [Target Company]”). That level of personalization can wow a prospect and show you truly want their business.

Finally, consider the role of sales training and coaching in all of this. The modern B2B buyer can be tough – committees of 6-10 stakeholders, long procurement processes, skepticism of sales pitches. Ongoing training (like Martal Academy, Martal Group’s B2B sales training program) can keep your team sharp in using insights effectively. They learn how to handle objections with data-backed answers, how to tailor demos to different stakeholders’ interests, and how to nurture leads over a long sales cycle by providing fresh, relevant information at each touch. Enablement isn’t a one-time thing; it’s continuous improvement and support.

At the end of the day, sales enablement is about execution. It ensures that all the personalized market research and brilliant insights actually translate into impactful sales conversations and proposals. When you see your team confidently delivering pitches that hit the bullseye of the client’s needs – and closing deals faster as a result – that’s the payoff of enabling them with insights. As one sales leader succinctly put it, “It’s not just about knowing the customer, it’s about showing the customer you know them.” Sales enablement makes that possible, at scale.

Conclusion: Embracing Personalized, Account-Based Insights for B2B Success

B2B market research in 2025 is not business as usual – it’s personal. The era of generic outreach strategies and one-size-fits-all messaging is fading fast, replaced by an account-based approach that treats each prospective client as a market of one. By combining the strategic focus of account-based marketing, the precision of data-driven lead generation, the efficiency of AI-powered research, and the support of strong sales enablement, companies are crafting outreach campaigns that truly resonate with today’s savvy B2B buyers.

What does this mean for you as a B2B decision-maker? It means that to win deals and drive growth, you’ll want to invest in really knowing your buyers at a granular level. Every insight – from a prospect’s latest press release to the fact they commented on a LinkedIn post about industry trends – can be a thread you weave into your sales approach. When you show a prospect that you understand their world, you build trust faster. And trust is the foundation of converting high-ticket, high-complexity B2B sales.

The evolution we’ve discussed isn’t just theoretical. We’re seeing it play out across Martal Group’s client base and the B2B market at large: Sales teams that leverage personalized insights are having more productive meetings, lead gen campaigns that target specific accounts (or clusters of accounts) are generating higher quality leads, and deals are closing with less friction because the solution was tailored from the get-go to the client’s context. High-value B2B sales – whether in technology, MSP services, education solutions, healthcare tech, manufacturing equipment, logistics software, AI platforms, cybersecurity services, you name it – all benefit from this approach. These industries often involve complex products and multiple stakeholders, making personalized research even more critical to navigate the complexity and get everyone on board.

As you look to apply these principles within your own organization, remember that it’s a journey. Start small if needed – perhaps pilot an account-based research approach on a handful of key accounts and measure the impact. Train your team to use data and AI tools step by step, so they augment rather than overwhelm. Build a culture where sharing insights is second nature. Over time, you’ll find that your organization develops a sort of “sixth sense” about your prospects and customers – anticipating needs, timing outreach perfectly, and crafting solutions that feel custom-built (because in many ways, they are).

One thing is clear: B2B companies that embrace personalized, account-specific research are positioning themselves miles ahead of those still relying on old-school tactics. We’re in an age where information is abundant and buyers expect you to have done your homework. By making account-based market research a cornerstone of your sales strategy, you signal to potential clients that you’re not just another vendor – you’re a potential partner who gets them.

Ready to take your B2B outreach to the next level with market-informed strategies? Martal Group can help. With decades of experience in B2B sales across a variety of industries, Martal Group specializes in leveraging deep market research and data-driven insights to fuel successful outbound campaigns. Our team can partner with yours to identify your ideal accounts, gather the intelligence that will open doors, and execute personalized, omnichannel outreach campaigns that get results. From omnichannel prospecting (combining email, LinkedIn, calls, and more) to B2B appointment setting and lead generation, we bring a wealth of expertise to each stage of your sales process. We also offer B2B sales training through Martal Academy, ensuring your sales reps are skilled at using insights and running effective outreach sequences. The bottom line: we help you connect with the right prospects, with the right message, at the right time.

Don’t let your sales team fly blind or rely on outdated tactics. Instead, empower them with the personalized insight that converts modern B2B buyers. Book a free consultation with Martal Group to discover how a tailored, account-based market research strategy can fill your pipeline with qualified leads and accelerate your revenue growth. We’ll work with you to craft an outbound strategy that’s informed by data and personalized to your target market – ultimately, driving better meetings, better relationships, and better deals. In the competitive B2B landscape of 2025, those who know their customers best will win. Let’s make sure you’re one of them.

References

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