People Insight: ABM 3

About this book

People Insight: ABM 3 by Murray Vince is a practical account-based marketing (ABM) guide for B2B revenue teams that need to understand the people behind target accounts—not just the accounts themselves. As the third book in the ABM series, this playbook helps sales, marketing, business development, and revenue leaders improve buyer research, buying-group mapping, stakeholder analysis, and decision-maker engagement. In complex B2B sales, deals are rarely won by reaching one contact. They are won by understanding the buying committee, the roles people play, the signals they send, and the pressures shaping their decisions. People Insight: ABM 3 shows readers how to identify champions, blockers, influencers, decision-makers, and gatekeepers; evaluate power, influence, access, and readiness; and turn fragmented information into clearer action. This book is designed for teams using account-based marketing, account-based sales, and go-to-market strategy to pursue priority accounts with more discipline and better results. It provides practical frameworks, visual models, and repeatable methods for improving ABM research, sales enablement, content and messaging alignment, and revenue execution. Readers will learn how to map relationships, test confidence in their account intelligence, interpret buying signals, and hand better people insight into outreach, content, and customer journey planning. If ABM 1 helps you choose the right accounts and ABM 2 helps you understand the account, People Insight: ABM 3 helps you understand the people who ultimately shape the deal. The result is better targeting, stronger outreach, smarter messaging, better sales conversations, and more confident revenue action. For professionals searching for books on account-based marketing, B2B sales strategy, buying groups, stakeholder mapping, buyer insights, and revenue team alignment, People Insight: ABM 3 offers a clear, practical, and immediately usable playbook.