Account-Based Marketing (ABM) is a methodical, high-stakes approach that requires a blend of strategy, patience, and relentless focus on building valuable relationships with high-value accounts.
New to it? Essentially, in ABM you target identified high-value accounts with personalized marketing and sales strategies, aligning efforts to build lasting, revenue-generating relationships.
I was lucky to recently meet with a group of great marketers at a Webstars breakfast roundtable and we shared our ABM tips. These are the best ones (or at least the ones I managed to write down when I wasn’t stuffing my face with scrambled eggs!)
1. Unify Sales and Marketing – No Half Measures
ABM works when sales and marketing play as one team. Start with shared goals, joint planning, and clear, cross-departmental workflows. Misalignment is costly; give both teams ownership and visibility from day one.
2. Pilot Before You Dive In
ABM success is rarely instant, so don’t go all in without a pilot. Pick a high-potential account or a few key clients to test tactics, messaging, and coordination. This lets you gather early learnings without risking big budgets.
3. Be Brutally Realistic About Execution
Strategy? Necessary. Execution? Essential. ABM efforts fail when ideas don’t translate into structured actions. Make every step measurable and keep communication high to ensure buy-in, especially from skeptics.
4. Prioritize Real Personalization
Effective ABM is specific. Tailor messaging to match each account’s context, from business goals to local culture. The cookie-cutter approach won’t cut it—adapt or expect to be ignored, especially in markets with unique cultural nuances. Personalization isn’t knowing someone’s middle name, it’s accurately assessing their pain points and communicating with relevance.
5. Use Technology—but Know Its Place
Automation helps, but it doesn’t replace insight. Tech is there to streamline—not run—the show. CRM tools, for example, can track engagement but don’t understand the emotional nuances that close deals. Balance tech-driven efficiency with human judgment.
6. Take the Long View
ABM isn’t a sprint. Expect returns over time as relationships build. Plan for a cycle that’s at least double your standard sales timeline. If you’re after instant results, you’re looking in the wrong place.
7. Measure Incremental Wins, Celebrate Progress
Success with ABM is cumulative. Track every engagement—open rates, downloads, responses—and recognize the small victories. They show progress, build confidence, and reinforce that your investment is paying off.
8. Experiment Thoughtfully, Stay Human
ABM is both a science and an art. Test new approaches, but keep it authentic. Personalized gestures, such as thoughtfully targeted direct mail, can set you apart from competitors. Just make sure each touchpoint feels genuine—not gimmicky.
9. Respect Privacy, Don’t Overstep
Personalization is powerful, but there’s a line. Keep the focus on your prospect’s business challenges, not their personal life. In sensitive markets, respect privacy norms and avoid coming off as intrusive.
10. Optimize Relentlessly
ABM is iterative. Each campaign should feed data back into your strategy. Constant tweaks—from content relevance to timing—are the backbone of effective ABM. Don’t set it and forget it; keep optimizing for impact.
Pay attention to these tips and you’re on your way to building an ABM strategy that’s disciplined, respectful, and relentlessly effective.
(Huge thanks to Webstars and their guests, because most of these ideas came from them.)