The Need for B2B Prospect Research The more you can personalize your communications with B2B prospects, the greater your competitive advantage. Because of this, marketers and salespeople are scrambling to learn more about their prospects than ever before, including everything from firmographics to insights on individual personalities. To communicate in a way that’s relevant, you need to dig deep to understand: The market in which target accounts operate Company growth, profitability and strategies Buying team structure and key players Your business’s connections to the account. Has anyone in your organization interacted with the account in the past? Do you have any links to them based on education, employment history, interests or group memberships? Which accounts are sending signals online or offline that they intend to buy? How can I best communicate with prospects based on their personalities? But how can you do the research efficiently and effectively?