Playbook

Research target accounts with the click of a button

Let AI do the account deep dives for you.

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Teams:

Sales

Sources:

Common Room API logoCommon Room API

Getting started

Account research is key to crafting winning outbound.

It’s also a time suck that requires lots of tab-hopping ⏱️

In this playbook, we’ll show you how to uncover deep context for the organizations in your book of business and combine it with person-level insights—quickly and without switching screens.

What you’ll need:

Common Room

This is how we’ll automate account research. Sign up for free to follow along.


Step 1: Select an organization

Let’s say we want to quickly get a grip on one of our target accounts.

We’d log in to Common Room and go to Organizations.

Select Organizations

This gives us a view of every org tracked in our digital ecosystem, whether via product usage, website visits, CRM records, social interactions, community engagements, open-source activity, or any combination of the above.

Integrations

Common Room’s integrations with dozens of data sources—including popular digital channels, CRMs, data warehouses, sales engagement platforms, and more—allow you to organize and access all your data in one place. This makes it easy to take action on buying signals fast.

We can click into any organization and see the “Ask RoomieAI™" tool at the top of the org’s profile.

View Ask RoomieAI
RoomieAI

Common Room’s RoomieAI—a suite of AI-powered tools specially designed for go-to-market teams—allows you to augment your day-to-day workflows to boost productivity. This makes it easy to summarize account research in an instant, create LLM-generated outbound snippets, and much more.

RoomieAI comes complete with a series of existing prompts related to customers, competitors, user sentiment, and much more. Of course, we can always create our own custom prompts to quickly surface the relevant information we care about.

Configure custom prompt

Time to dig in 👷


Step 2: Automate account research

RoomieAI will crawl the web to tell us anything about an organization we want to know.

Say we’ve created a prospect segment for our target accounts and we want to get a better handle on the obstacles and objectives that may be top of mind for them.

Segments

Common Room’s segments feature allows you to automatically add individuals or organizations to auto-replenishing lists based on customizable criteria. This makes it easy to quickly surface, monitor, and engage specific people and companies at scale.

We could start by getting a quick look at an org's competition. We’d simply select the Primary competitors prompt and RoomieAI will tell us who the company’s top five competitors are and where they’re mentioned.

View Primary competitors prompt

Next we might dig a little deeper into how their customers feel about them. We could select the User sentiment prompt to get an overview of what customers think about the company’s products and why.

Then we could click on the User frustration prompt to understand where customers believe the org has room for improvement.

View User frustration prompt

We can keep going to get a rundown of existing customers, product lines, and any market advantages or disadvantages 🧠

RoomieAI can even find and summarize case studies the company has published about its customers.

View Case studies prompt

Now that we’ve got a better understanding of the org in question—challenges, goals, and general market position—we can combine this intel with the signals captured in Common Room to craft a compelling message.


Step 3: Inform outbound

We can click the Preview button over any org in our segment to quickly see who the economic buyers are.

View Economic buyers

If no economic buyers are currently tracked in Common Room or our CRM, we can use Prospector to identify them and add them as contacts.

Prospector

Common Room’s Prospector feature allows you to search through a proprietary, constantly refreshed database of more than 200 million B2B contacts, surface employees at specific organizations, and add them as contacts—even if they’re not currently engaging with your organization on any connected channels or tracked in your CRM.

Once we click into an individual’s profile page, we get a 360-degree view of their activity across channels, as well as key demographic and firmographic info, such as contact details, job title, work history, and more.

View profile
Person360™

Common Room’s Person360 feature allows you to deanonymize, merge, and enrich signals from every channel connected to Common Room. This makes it easy to reveal the identity, intent, and context of every buyer and customer.

Now that we have all the person- and account-level intel we need, we can craft our message.

We can shoot them a LinkedIn DM, blast off an email, or add them to a bespoke sequence in our sales engagement tool of choice—all from Common Room.

Select Add to cadence
Sales engagement platform integrations

Common Room’s integrations with sales engagement platforms—including Outreach, Apollo, Salesloft, and more—allow you to add individuals to personalized email sequences from within Common Room. This makes it easy to engage buyers without switching tools.

Depending on the contact, their organization, and their recent activity, it might look something like this:

Outbound template based on RoomieAI research

Hi [first name],

I saw that you liked our recent product announcement on LinkedIn. We designed this update to help organizations like [company name] [solve problems related to user frustrations].

If you’re thinking about updating your stack, or just want to learn more about our new functionalities, I’d be happy to chat. I recently helped [customer who is primary competitor] make the switch.

[Your name]

That’s one target account down. On to the next!


Wrapping up

And that’s all there is to it.

Now you can quickly dig up relevant info on your target accounts, combine it with granular person-level insights, and use this intelligence to craft outbound that moves the needle—all in one place.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.

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