Playbook

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:

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.