What is it and why do you need it?
Segment ABM sits between the one-to-one depth of Strategic ABM and the broad reach of ABM at scale. Getting the insight right for this ‘one-to-few’ approach means understanding what a cluster of similar accounts have in common – and how to speak to that shared reality in a compelling way.
Segment ABM is built on a simple premise: that a defined group of accounts has enough in common – in terms of industry, size, business model, strategic challenge, or all of the above – that a tailored proposition and campaign will resonate more with them than generic marketing ever could. But to make this work, you need a clear picture of the segment itself, as well as the individual accounts and buying groups within it.
That’s where the segment insight pack comes in. Think of it as your research foundation – the document that aligns your team around what you know about the segment, where the opportunities lie, and who you’re trying to reach.
How do you use it?
The segment insight pack has two levels of focus: the segment as a whole and the individual accounts within it. Together, these layers give you everything you need to build a programme that feels tailored without requiring the full depth of a one-to-one Strategic ABM approach.
The table below sets out the illustrative contents of a typical pack, as we build them at Inflexion Group.
The per-account summaries are what elevate Segment ABM above broad-based marketing. You’re not treating the segment as a monolith, you’re recognising that while these accounts share common ground, each one has its own context, its own leadership, and its own priorities. Three to four slides per organisation is typically enough to capture the essentials without getting lost in the detail.
A note on building insight efficiently
As with Strategic ABM insight packs, AI can play a valuable role in accelerating the research process for Segment ABM. Whether you’re using large language models to synthesise publicly available information or working with specialist research partners to go deeper on specific accounts, the goal is the same: to arrive at insight that is actionable, accurate, and kept up to date as the segment evolves.
Always review AI-generated content carefully, handle data in line with privacy laws and your company’s guidelines and make sure the humans closest to these accounts have the opportunity to validate and enrich what the research surfaces.
Find out more about how to build insight for your Segment ABM programme in Account-Based Marketing (Burgess, Kogan Page, 2025), or explore our ‘Getting Started with Segment ABM’ on-demand course available through the ABM Academy.
See our previous toolkit article on the insight pack for Strategic ABM.
