My previous article explored how research-based thought leadership transforms prospect relationships in ABM programs. Now, let's tackle the practical framework: How do you build and implement research-driven ABM to elevate yourself from being seen as just another market competitor to becoming an indispensable trusted advisor?
Most B2B organizations face an inherent challenge in their ABM approaches – breaking through with truly distinctive positioning in markets where messaging often converges around similar themes and value propositions. Even well-executed ABM programs can struggle to achieve meaningful differentiation.
Research-based thought leadership is the bridge that carries you from:
Market competitor: "Our solution has these key differentiators..."
Trusted advisor: "Our research reveals an approach that delivers 36% better outcomes than traditional methods..."
Let me show you exactly how to make this transformation happen.
Based on my experience leading marketing teams, here's a framework I've found effective for implementing research-driven ABM:
The most powerful research begins with questions your ideal customers are already asking. Before commissioning any studies, I recommend interviewing your best customers and sales team to identify:
This foundation ensures your research will produce insights that matter to your audience.
Rather than relying on easily accessible third-party data, in my experience, effective proprietary intelligence can be developed through methods like:
The key is exclusivity - your findings should provide information that target accounts can't get elsewhere.
Raw statistics rarely drive action. The magic happens when you craft narratives around your findings:
Remember: you're not just sharing information – you're providing clarity in areas where your prospects feel uncertainty or confusion.
In true ABM fashion, your research-based content should be customized for each target account:
This personalization transforms generic findings into highly relevant intelligence.
Distribute your thought leadership through a coordinated approach across multiple channels:
Each touchpoint should reinforce your position as the authority in addressing their challenges.
In my marketing leadership roles, I've found it useful to track how research-based thought leadership influences key metrics:
Meeting acceptance rates
Engagement depth (time spent with content)
Progression through buying stages
Sales cycle length
Competitive win rates
Use these insights to continuously refine your research agenda and how you activate it within ABM campaigns.
Let's examine a hypothetical example of how this approach could transform a B2B technology firm targeting financial services organizations:
Although this firm is seen as just another technology provider, imagine it commissioning research on emerging compliance challenges. Rather than pitching products, the company could approach target accounts with: "Our research identified a compliance gap affecting a significant percentage of firms in your sector. We'd like to share the findings and get your perspective."
This approach can open doors previously closed. But the strategy wouldn't stop there:
Over time, this can shift your position from vendor to strategic advisor. Throughout my marketing leadership career, I've observed that companies implementing similar approaches often see marked improvements in close rates and average deal size.
The shift from market competitor to trusted advisor doesn't happen overnight, but in my experience, research-based thought leadership accelerates this journey dramatically. You can establish a position that transcends typical vendor relationships by bringing unique insights backed by credible data.
I suggest starting by identifying one research question that would deliver immense value to your target accounts. Then build your first proprietary study around answering it comprehensively. Even a powerful, properly leveraged insight can transform how your prospects perceive you.
What research questions could position you as the definitive authority in your space? Share your thoughts in the comments, and let's discuss how you might bring it to life within your ABM program.
Catch up on the full series: