What is it and why do you need it?
Deep account insight is the foundation of every great Strategic ABM programme. Without it, you’re personalising in the dark. This article sets out the essential contents of a Strategic ABM insight pack – and how to build one efficiently.
To build actionable insight into your Strategic ABM account, you need to answer some fundamental questions: what is the context in which the company is operating, and how is it responding to the challenges and opportunities this creates? The output is an insight pack – essentially a situation review – which you use to decide where to focus and then build your strategy and plan.
At Inflexion Group, we have a tried and tested approach to building insight packs, drawing on our clients’ internal market intelligence teams, AI tools, public information, and specialist research partners such as Frenus. This insight is the anchor for everything you do as an ABM-er, as as such, it should be kept up to date.
How do you use it?
Below are the contents of a typical Strategic ABM insight pack, as we build them at Inflexion Group. Each section represents a distinct layer of understanding, and together, they give you and your account team the full picture you need to build a compelling, personalised ABM strategy.
AI can dramatically accelerate the production of an insight pack. By feeding large language models the right data sources, you can reduce production time from days to hours – or even minutes. Some organisations have gone further, building agents that compile and refresh insight packs on a rolling basis.
The key is to handle data ethically and securely, complying with privacy laws and your company’s guidelines. And always review the output carefully. AI is a powerful assistant, but it needs a human check.
Find out more about how to build an insight pack for your Strategic ABM account in ‘Account-Based Marketing‘ (Burgess, Kogan Page, 2025), or take the on-demand course on Getting Started with Strategic ABM from the ABM Academy.
See our previous toolkit article on using a strategic ABM plan summary template.
