Make Prospects Drool With Effortless Account Research

An easy and effortless way to do research on accounts to drive meetings with qualified customers

Ah yes, the good ol’ account mapping strategy. Six months ago this was an arduous process that would make any account executive cringe at the effort for management to see what your “plan is”.

With ChatGPT this is now an effortless process. In this example, I’m going to show you how you can take roughly 10 minutes to start asking high quality questions and start developing the right outreach for your potential customers.

I’m going through the exercise with Heineken as an example. I picked this because it’s a PRIVATE company, and it’s pretty easy to use the askPDF plug in if you have a 10k. It gets a little trickier doing this when you have to rely on annual reports or companies that don’t use 10ks. Nevertheless, you still have to sell to them.

I’m going to show you what questions to ask to quickly get to the bottom of how to structure outreach and get to qualified prospects.

• What ChatGPT plugins to use

• What key prompts to ask

• How to formulate a plan of attack

What ChatGPT PlugIns to Use:

First things first, if you’re not currently a chatgpt plus subscriber, I’d highly recommend it. For $20/mo., it’s a pretty nominal investment and the value you get in return for it is astronomical.

This exercise would normally take a few hours, it’s now being dwindled down into just roughly 15 minutes. The content I’m referencing in the example below is about 250 pages worth of content. Yea, no one wants to read 250 pages worth of financial content. Not even analysts. But they have to cause that’s their job. We’re in sales, so all we need is the important shit to land meetings. Now all the nuances might not be covered, but it’s enough to give me or you direction on what to tackle.

Here are the following plugins to use:

In this example, I’m going to be using Voxscript. It’s great for going through transcripts for Youtube and financial documents. Given that Heineken doesn’t provide 10k, just an annual report, I’m using Voxscript to get me pertinent info.

What Key Prompts to Ask

I started off asking ChatGPT/using Voxscripts

This ended up being futile, just a summary of the report which was pretty long winded and not that helpful. Then I followed up with:

This is actually starting to get me somewhere, I also like that I can now map this back in ZoomInfo or Sales Nav to understand reporting structure. But we’re visual, so let’s try to get a diagram I can plug in:

So maybe I’m a rep that is focused on the US, I know have an understanding of the general structure of Heineken. So now let’s go into some more pertinent questions to start constructing where I can find low hanging fruit:

This starts to get interesting since I can hone in on where my product might be useful. So let’s drill down a little more:

Okay, so now I have a list of top priorities, let’s drill down into where the growth and money makers are :

How to Formulate a Plan of Attack

Depending on which industry you’re in, or what product you sell, you can now start setting up an org map and prioritizing where you want to spend your time. I asked about US and Canada because that’s where I’m focused, and with that, I want to find the folks that are growing and most likely have money.

I ended up asking whether or not I can get advertising and P&L statements but that didn’t get me far. You can also see diagrams didn’t work, I’m going to explore this more and share how to quickly connect to a Miro board or some type of visual.

Point being here is now I can start connecting the dots on where my product its in and how it ties to larger initiatives. If I’m selling a marketing type tool, Questions I’d start asking:

• How does each brand communicate sustainability?

• What are the tactics that are being used to achieve “premium” status? How can my product help?

• I can now map back to key personas and start providing messaging that helps communicate how I can help.

  • The benefits are clear:

    • Concise

    • Relevant

    • If you get on a call, great for discovery

There’s obviously a lot more. But the point here is that you have a North Star on the type of content to send to prospects. And I’m sure more questions will come throughout the cycle as you dig deeper.

All in all, this process would have taken a long time. Now it’s easy to knock it out in 10 minutes.

As always, thanks for reading. If you think someone in your network will find this useful, please share or subscribe!