Researching prospects and accounts with AI

1. Researching prospects and accounts with AI

Welcome back. We’ve set the foundation for using AI in sales. Now, let’s get practical.

2. Why research matters

Every great sales motion starts with research, but let’s be honest: it’s often the first step we skip. Why? Because it takes time. AI changes that equation. Great selling starts with knowing your prospect. First impressions shape how buyers see you. When you show up with context, your outreach feels tailored, not templated. On the other hand, skipping research makes you look rushed or generic. That can cost trust before the conversation even starts. Think of research as the fuel for a healthy pipeline. The stronger your prep, the stronger your results.

3. AI as a research buddy

Normally, research means juggling LinkedIn, multiple Google tabs, and spreadsheets. With AI tools like Copilot, ChatGPT, Gemini, Perplexity, and Claude, we can skip the tab overload. By asking focused questions, for example: “What recent news mentions this company?” or “Who are the marketing leaders at this organization?” In seconds, signals appear in one view. We can choose to search the web for external information, or we can limit the search to internal information we have stored in our drive or connected work apps. We’re still the decision-maker, but now we have raw material at our fingertips.

4. Spotting trigger events

In addition, timing is everything. The best outreach lands right when something important happens. These moments are called trigger events. A new funding round, an executive hire, or an expansion announcement, these signals can create urgency when your product can help your buyer manage through that change. Instead of sending cold emails, you’re reaching out at the time your buyer is needing a solution to a problem you uniquely solve. With AI, we can pull company news or press releases in seconds, then turn them into timely conversation starters.

5. Finding the right person

Getting the timing right is one thing, but we've all pitched the wrong person before. It wastes time and stalls deals. AI helps you shortcut this step by suggesting leaders tied to key functions. For example, ask: “Who are the decision-makers in finance at this company?” We’ll get names and roles surfaced instantly. Of course, we still need to verify, but now we’re spending minutes instead of hours chasing the right contact. And unlike costly tools that are commercially available, building this into your own workflow means you control the data, the prompts, and the speed. You get the same strategic advantage without the recurring price tag.

6. Turn research into outreach

Research is only valuable if it makes it into your outreach. Don’t let insights rot in your notes. Take that Series B announcement or new leadership hire and use it as your opening line. Instead of “Hi, I wanted to introduce myself,” you’re saying, “Congrats on your Series B. At this stage, I often see sales teams juggling rapid hiring, shifting ICPs, and inconsistent deal execution. I’ve helped a few teams navigate that inflection point and keep revenue predictable through the chaos.” That level of personalization gets attention and builds credibility fast.

7. Research workflow recap

So, to recap: research builds trust and makes you stand out. Your AI assistant helps collect signals and saves us time. Trigger events give us the edge in timing and context. And identifying the right contacts ensures we’re talking to people who can move the deal forward. All these pieces flow into your outreach. That’s where prep transforms into pipeline.

8. Let's practice!

Now it’s your turn to practice researching real accounts with AI.

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