{"id":50713,"date":"2026-07-13T11:17:30","date_gmt":"2026-07-13T10:17:30","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=50713"},"modified":"2026-07-13T11:17:30","modified_gmt":"2026-07-13T10:17:30","slug":"account-based-prospecting","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/","title":{"rendered":"Account-Based Prospecting: How to Build and Work a Focused Target List"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Account-based prospecting is a targeted B2B sales approach where you focus on a defined group of high-value accounts instead of casting a wide net.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than collecting thousands of contacts and hoping that a small percentage respond, you choose the right accounts first. Then you research them, map the people involved and create outreach that reflects what may matter to that company now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That makes account-based selling useful when a deal involves multiple stakeholders, a longer sales cycle or a product that needs more context than one generic message can provide.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The aim is not to make prospecting slower. It is to make the work more deliberate. A focused account-based prospecting strategy can help a sales team spend more time on companies with stronger potential ROI and less time chasing weak-fit prospects.<\/span><\/p>\n<h2><b>What you\u2019ll learn<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How account-based prospecting differs from traditional prospecting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to build a target account list around your ICP<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to research a high-value account before outreach<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to align marketing and sales around the same accounts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to measure pipeline, account engagement and ROI<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A clear<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/b2b-sales-lead-generation\/\"><span style=\"font-weight: 400;\">B2B sales lead generation process<\/span><\/a><span style=\"font-weight: 400;\"> gives you the foundation. Account-based prospecting helps you make the top of that process more focused.<\/span><\/p>\n<h2><b>What is account-based prospecting?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Account-based prospecting is a sales prospecting method that starts with the company, not the individual contact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You identify a target account that fits your ideal customer profile, then decide which stakeholders inside that account matter. From there, you create an outreach workflow based on the account\u2019s likely priorities, current situation and buying process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is closely related to account-based marketing, or ABM, but the focus is different.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Account-based marketing often uses content, paid campaigns, events or customer stories to build awareness within selected accounts. Account-based prospecting is more sales-led. It focuses on direct outreach, account research and creating a path into a live sales conversation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The account-based approach works because most B2B buying decisions are not made by one person. One stakeholder may feel the pain point. Another may own the budget. Someone else may care about security, implementation, CRM reporting or the wider tech stack.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A single generic outreach message rarely works for all of them.<\/span><\/p>\n<h2><b>Account-based selling vs traditional prospecting: a different selling model<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Account-based selling is a selling model built around a smaller number of right-fit companies rather than a large volume of individual prospects.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditional prospecting starts by casting a wide net. A sales rep may pull a broad list of people with a similar job title, run a campaign and hope a percentage of those contacts reply. That can work in a simple, high-volume sales motion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Account-based prospecting takes a more targeted approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sales team chooses a high-value account, looks at the company at an account level and then decides which people are worth engaging. The goal is not simply to create a reply. It is to build a credible path into the account\u2019s buying process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes account-based sales especially useful when:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the sales cycle is longer,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">multiple stakeholders influence the decision,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the potential ROI is high enough to justify deeper research,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">generic outreach would not stand out,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the account needs a more tailored value proposition.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Traditional sales is not wrong. It can be effective when the product is low-cost, easy to try and sold through a short buying process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But when the deal is strategic, the account-based model can create better conversations because it starts with a deeper understanding of the company.<\/span><\/p>\n<h2><b>Step 1: Build a target account list for your account-based strategy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A target account list should not be a collection of companies you would simply like to work with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It should be a focused group of companies with a credible reason to buy from you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start with your ideal customer profile. Look at your strongest existing customer relationships and identify the patterns. Consider industry, company size, business model, team structure, growth stage and the type of pain point your product solves best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/ideal-customer\/\"><span style=\"font-weight: 400;\">ideal customer profile<\/span><\/a><span style=\"font-weight: 400;\"> gives you the first filter. But effective account-based prospecting needs more than ICP fit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look for account intelligence that suggests a company may have a reason to act.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That might include a leadership change, market expansion, a new product launch, recent hiring, a shift in the company\u2019s tech stack or a visible sales-process problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Intent data and sales intelligence can help surface those signals. But they should not replace judgement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRaised funding\u201d is not enough to build a relevant message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRaised funding, hired SDRs and expanded into a new market\u201d may give you a stronger account research angle. You can then ask whether pipeline coverage, rep ramp time or outreach consistency has become a priority.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more ways to source relevant accounts, use<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/where-to-find-prospects\/\"><span style=\"font-weight: 400;\">where to find B2B prospects<\/span><\/a><span style=\"font-weight: 400;\">,<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/how-to-build-b2b-email-list\/\"><span style=\"font-weight: 400;\">how to build a B2B email list<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/outbound-prospect-base\/\"><span style=\"font-weight: 400;\">how to build an outbound prospect base<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-50720\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-1024x576.jpg\" alt=\"Target account list filtered by industry, company size, hiring activity, and ICP fit scores.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-1024x576.jpg 1024w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-300x169.jpg 300w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-768x432.jpg 768w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-1536x864.jpg 1536w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1.jpg 1672w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2><b>Step 2: Use account research to personalize outreach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Account research should help you personalize the message, not just mention a recent company update.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The difference between a targeted approach and generic outreach is whether the research changes what you say next.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A relevant message should reflect a possible business challenge, a likely priority or a visible change inside the target account.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, imagine you are prospecting a SaaS company that is hiring account executives and SDRs in a new region.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A generic outreach message might say:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We help SaaS companies improve their outbound performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An account-based message could say:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Noticed you are growing the sales team while entering a new market. At that stage, teams often find that campaign quality starts to vary across reps. Is standardising outreach already on your radar?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second message does not pretend to know the buyer\u2019s world perfectly. It gives them a useful hypothesis to confirm, reject or refine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is what account-based prospecting is supposed to do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more help with writing, see<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/personalized-cold-emails\/\"><span style=\"font-weight: 400;\">how to write personalised cold emails<\/span><\/a><span style=\"font-weight: 400;\">,<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\"><span style=\"font-weight: 400;\">how to write a cold email that works<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/value-proposition-how-to-tell-my-addressee-what-i-want-from-them\/\"><span style=\"font-weight: 400;\">how to create a value proposition in cold email<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-50738\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1-1024x576.jpg\" alt=\"Comparison showing how company research turns a generic sales message into personalized outreach based on hiring, regional expansion, and sales growth.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1-1024x576.jpg 1024w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1-300x169.jpg 300w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1-768x432.jpg 768w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1-1536x864.jpg 1536w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image3_2_11zon-1.jpg 1672w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2><b>Step 3: Align marketing and sales around the same accounts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing and sales should work from the same account list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is the practical side of alignment. Not more meetings. Not more internal slides. A shared view of which accounts matter, who has been contacted, what message is being tested and what the next action should be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Account-based marketing may support the account with content, case studies, paid campaigns or event invitations. Sales may use direct outreach and sales calls to start a conversation with the buying committee.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both can work well together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if sales and marketing operate from different data, the account may receive duplicate messages or conflicting positioning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A CRM should hold the account tier, stakeholder map, outreach activity, notes and next action. That gives the sales team a clearer view of account engagement. It also helps marketing see where support could add value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Woodpecker supports CRM-connected outreach through integrations including<\/span> <a href=\"https:\/\/woodpecker.co\/integrations\/hubspot\/\"><span style=\"font-weight: 400;\">HubSpot<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/integrations\/pipedrive\/\"><span style=\"font-weight: 400;\">Pipedrive<\/span><\/a><span style=\"font-weight: 400;\">. You can also review Woodpecker\u2019s guide to<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/find-crm\/\"><span style=\"font-weight: 400;\">finding a CRM that works with cold email<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-50732\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1-1024x576.jpg\" alt=\"Shared account list showing how sales and marketing coordinate account ownership, engagement status, recent activity, and next steps.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1-1024x576.jpg 1024w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1-300x169.jpg 300w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1-768x432.jpg 768w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1-1536x864.jpg 1536w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image2_1_11zon-1.jpg 1672w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2><b>Step 4: Map stakeholders per account before outreach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A target account is not one prospect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is a company with multiple stakeholders, each with different priorities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The VP of Sales may care about pipeline visibility, sales cycle length and team productivity. A RevOps leader may care about CRM accuracy, reporting and workflow control. An SDR manager may care about ramp time, message quality and consistency across the team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Account-based prospecting works when you understand those different perspectives before you coordinate outreach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start with three simple questions:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Who feels the pain point?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Who can influence the decision?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Who could slow the process down?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You do not need to contact every stakeholder at the same time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start with the person most likely to have context. Learn from their reply. Then expand carefully.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is how you build account penetration without turning your prospecting motion into noise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A focused<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/meddpicc-sales-methodology\/\"><span style=\"font-weight: 400;\">MEDDPICC sales methodology<\/span><\/a><span style=\"font-weight: 400;\"> can help once the account starts engaging. It gives the sales team a structure for identifying pain, decision process, economic buyer and champion.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-50714\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1-1024x576.jpg\" alt=\"Stakeholder map showing how sales teams coordinate email and LinkedIn outreach across a target account\u2019s champion, influencer, and user.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1-1024x576.jpg 1024w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1-300x169.jpg 300w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1-768x432.jpg 768w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1-1536x864.jpg 1536w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image4_3_11zon-1.jpg 1672w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2><b>Step 5: Coordinate account-based outreach across email and LinkedIn<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A strong account-based workflow should feel connected across channels, not repeated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You might start with a concise cold email. Then use LinkedIn to add familiarity, follow up after a relevant interaction or reach another stakeholder with a different angle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The messages should align around one account-level story. They should not be copies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, an SDR manager may receive a message about campaign setup and ramp time. A VP of Sales may receive a message about pipeline consistency and forecast confidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is where sales strategies become more deliberate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of pushing one campaign through a list, the sales team can coordinate outreach across the buying committee and learn from each response.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A sales call with one stakeholder can reveal what another stakeholder needs to see. A reply from RevOps may change the message sent to the VP of Sales. That is more useful than treating every prospect as an isolated contact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Woodpecker lets teams combine cold email with LinkedIn actions in one outbound workflow. <\/span><span style=\"font-weight: 400;\">Use LinkedIn carefully, though. The goal is to support relevant outreach, not to automate a flood of activity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/linkedin-outreach\/\"><span style=\"font-weight: 400;\">practical LinkedIn outreach tips<\/span><\/a><span style=\"font-weight: 400;\">,<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/linkedin-automation-tools-for-lead-generation\/\"><span style=\"font-weight: 400;\">LinkedIn automation guidance<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/cold-email-sequence\/\"><span style=\"font-weight: 400;\">how to create a cold email sequence<\/span><\/a><span style=\"font-weight: 400;\"> before building the workflow.<\/span><\/p>\n<h2><b>Step 6: Keep account activity visible in the CRM<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Account-based prospecting becomes messy when account research, outreach activity and sales notes live in separate tools.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your CRM should show the target account, stakeholders, account tier, active outreach, replies, meetings and next step.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That gives the sales team one place to review progress. It also makes account planning easier.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A useful CRM view can answer questions such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which stakeholders have we reached?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What message did each person receive?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which pain point has been confirmed?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who should join the next sales call?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is the next action for this account?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is where account-based sales differs from a broad outbound campaign. You are not just tracking open rates or sends. You are tracking how an account moves through the sales process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also use the<\/span> <a href=\"https:\/\/woodpecker.co\/integrations\/hubspot\/\"><span style=\"font-weight: 400;\">HubSpot integration<\/span><\/a><span style=\"font-weight: 400;\"> or<\/span> <a href=\"https:\/\/woodpecker.co\/integrations\/pipedrive\/\"><span style=\"font-weight: 400;\">Pipedrive integration<\/span><\/a><span style=\"font-weight: 400;\"> to reduce manual work when outreach and CRM activity need to stay connected.<\/span><\/p>\n<h2><b>Step 7: Measure pipeline, account engagement and ROI<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A useful metric for account-based prospecting should tell you whether the account is moving closer to a real opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Open rates are not enough.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They may show that a subject line worked. They do not show whether you reached the right stakeholders, built relevance or created a path through the buying process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A better account-based scorecard looks at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">engaged stakeholders per account,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">positive replies,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">meetings booked,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">pipeline per account,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">conversion rate from target account to opportunity,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sales cycle length,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">revenue and ROI from the account list.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can also measure account penetration: how many relevant people you have reached inside the company, what they responded to and where the buying committee still has gaps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best account-based prospecting is not always the fastest route to meetings. It may create fewer conversations than traditional prospecting, but better conversations with companies that are more likely to become customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Review those outcomes alongside your broader<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\"><span style=\"font-weight: 400;\">outbound sales pipeline<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/sales-engagement-process\/\"><span style=\"font-weight: 400;\">sales engagement process<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-50726\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1-1024x576.jpg\" alt=\"Sales dashboard tracking engaged stakeholders, positive replies, meetings, pipeline value, and ROI growth.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1-1024x576.jpg 1024w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1-300x169.jpg 300w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1-768x432.jpg 768w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1-1536x864.jpg 1536w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image1_5_11zon-1.jpg 1672w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2><b>A modern account-based prospecting workflow in practice<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Imagine a sales team selling a platform to B2B SaaS companies with 50 to 250 employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They identify one target account: a growing SaaS company that has recently hired a VP of Sales, opened several SDR roles and expanded into a new region.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The team scores it as a Tier 1 account because it fits the ICP, shows buying signals and could become a high-value account.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They map three stakeholders: the VP of Sales, the RevOps leader and the SDR manager.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The SDR manager receives a message about ramp time and campaign consistency. The RevOps lead receives an angle around reporting and workflow control. The VP of Sales receives a broader message about pipeline predictability and team productivity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One prospect replies that the main issue is getting new SDRs productive without losing control of deliverability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That changes the account plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sales team now knows which pain point to explore. They can use<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/discovery-call-questions\/\"><span style=\"font-weight: 400;\">discovery call questions<\/span><\/a><span style=\"font-weight: 400;\"> to understand impact, decision-making process and timing. They can use a<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/sales-follow-up-email\/\"><span style=\"font-weight: 400;\">sales follow-up email<\/span><\/a><span style=\"font-weight: 400;\"> to summarise the discussion and bring another stakeholder into the next call.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is what modern account-based prospecting looks like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You do not force one message through a company. You create a more informed prospecting workflow around the account.<\/span><\/p>\n<h2><b>How to implement account-based prospecting without slowing the sales team down<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To implement account-based prospecting, do not rebuild your entire sales process at once.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start with a small group of accounts that clearly fit your ICP and have a good reason to matter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Choose a manageable number. Define the account selection criteria. Decide what research is worth doing. Map the first stakeholders. Then create a light workflow for outreach, follow-up and CRM updates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal is to make the account-based strategy repeatable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A successful account-based approach should not depend on one account executive spending hours on every prospect. Some accounts deserve deeper research. Others need a lighter version of the same process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best account-based prospecting strategy gives sales reps enough context to create relevant outreach without turning every contact into a custom research project.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For support on the earlier parts of the workflow, see<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/b2b-sales-prospecting-techniques\/\"><span style=\"font-weight: 400;\">B2B sales prospecting techniques<\/span><\/a><span style=\"font-weight: 400;\">,<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/sales-prospecting-tools\/\"><span style=\"font-weight: 400;\">sales prospecting tools<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/how-to-make-prospecting-more-productive-with-google-sheets\/\"><span style=\"font-weight: 400;\">how to make prospecting more productive with Google Sheets<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>When account-based prospecting works better than other prospecting methods<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Account-based prospecting works best when the account matters enough to justify a more focused approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is a strong fit for complex B2B sales, strategic accounts and deals that involve multiple decision-makers. It can also work well when you want to expand an existing customer relationship into another team, region or use case.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditional prospecting may be more efficient when the product is low-cost, easy to try and sold through a short sales cycle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question is not whether account-based is always better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question is whether the potential value of the account makes a focused selling model worthwhile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good account-based strategy should help the sales team prioritize the right accounts, tailor the message and build stronger customer relationships. It should not make prospecting unnecessarily complicated.<\/span><\/p>\n<h2><b>FAQ<\/b><\/h2>\n<h3><b>What is the difference between ABM and account-based prospecting?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">ABM, or account-based marketing, is usually marketing-led and focuses on engaging selected accounts through campaigns, content, events or paid activity. Account-based prospecting is sales-led. It focuses on target account selection, stakeholder mapping and direct outreach that starts sales conversations.<\/span><\/p>\n<h3><b>How many target accounts should a sales rep work?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It depends on deal size, account complexity and available research time. A rep working a small set of Tier 1 accounts may need deeper account research and more tailored outreach. A rep targeting mid-market accounts may work a broader list with lighter personalization.<\/span><\/p>\n<h3><b>Is account-based prospecting only for enterprise sales?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">No. It can work for mid-market B2B sales too. The key is whether a focused, account-level approach creates more value than broad outreach. If the deal has strong potential ROI or involves multiple stakeholders, account-based prospecting can be useful.<\/span><\/p>\n<h2><b>Build an account-based prospecting strategy around the right accounts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Successful account-based prospecting is not about making outreach more complicated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is about choosing the right accounts, understanding the people inside them and creating messages that give each prospect a reason to engage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start with a focused target account list. Use account research to form a useful hypothesis. Align marketing and sales. Coordinate outreach across channels. Then measure pipeline, account engagement and ROI instead of just activity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Woodpecker helps sales teams find B2B leads, verify contact data, run personalized cold email campaigns and add LinkedIn touches without losing sight of the wider workflow. Explore<\/span> <a href=\"https:\/\/woodpecker.co\/help-center\/en\/articles\/9791031-lead-finder-in-woodpecker\"><span style=\"font-weight: 400;\">Lead Finder<\/span><\/a><span style=\"font-weight: 400;\">, learn how<\/span> <a href=\"https:\/\/woodpecker.co\/help-center\/en\/articles\/5223188-bouncer-free-email-validation\"><span style=\"font-weight: 400;\">email verification works<\/span><\/a><span style=\"font-weight: 400;\">, review<\/span> <a href=\"https:\/\/woodpecker.co\/blog\/cold-email-reply-rate\/\"><span style=\"font-weight: 400;\">cold email reply-rate guidance<\/span><\/a><span style=\"font-weight: 400;\"> and build a stronger<\/span><a href=\"https:\/\/woodpecker.co\/blog\/sales-prospecting-tools\/\"> <span style=\"font-weight: 400;\">sales prospecting process<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Account-based prospecting is a targeted B2B sales approach where you focus on a defined group of high-value accounts instead of casting a wide net.<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Account-Based Prospecting: How to Build a Focused Target List<\/title>\n<meta name=\"description\" content=\"Learn how account-based prospecting helps sales teams target high-value accounts, align marketing and sales, and run an outreach workflow.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Account-Based Prospecting: How to Build a Focused Target List\" \/>\n<meta property=\"og:description\" content=\"Learn how account-based prospecting helps sales teams target high-value accounts, align marketing and sales, and run an outreach workflow.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-13T10:17:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2026\/07\/image5_4_11zon-1-1024x576.jpg\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"Account-Based Prospecting: How to Build and Work a Focused Target List\",\"datePublished\":\"2026-07-13T10:17:30+00:00\",\"dateModified\":\"2026-07-13T10:17:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\"},\"wordCount\":2674,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Cold email advanced\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\",\"name\":\"Account-Based Prospecting: How to Build a Focused Target List\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2026-07-13T10:17:30+00:00\",\"dateModified\":\"2026-07-13T10:17:30+00:00\",\"description\":\"Learn how account-based prospecting helps sales teams target high-value accounts, align marketing and sales, and run an outreach workflow.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/woodpecker.co\/blog\/account-based-prospecting\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\",\"url\":\"https:\/\/woodpecker.co\/blog\/\",\"name\":\"Woodpecker Blog\",\"description\":\"Woodpecker Blog - Pro Tips on Cold Emails, Follow-ups, Sales &amp; 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