Account Based Marketing

Account-Based Marketing

Core Workflow

1. Confirm ABM is appropriate: high-value accounts, identifiable buying committees, long sales cycle, and sales capacity for coordinated follow-up.
2. Select accounts using fit, intent, relationship, expansion potential, strategic value, and ability to win.
3. Tier accounts into 1:1, 1:few, and 1:many motions based on expected value and personalization capacity.
4. Map buying committee roles, pains, proof needs, objections, and internal politics.
5. Build plays across ads, email, sales outreach, events, direct mail, content, executive engagement, and partner channels.
6. Measure account engagement, opportunity progression, deal velocity, pipeline quality, win rate, expansion, and influence.

ABM Principles

• ABM complements lead generation; it does not replace all demand creation.
• Treat high-value accounts as markets with multiple people, not one lead.
• Personalization must be based on account insight, not just logo insertion.
• Sales and marketing must agree on account list, playbook, ownership, timing, and follow-up.
• Quality of engagement matters more than raw lead count.

Freshness Rule

Verify current CRM, ad-platform, enrichment, intent-data, and marketing-automation documentation before recommending platform-specific ABM setup, audience upload behavior, matched audiences, identity resolution, or engagement scoring implementation.

Deliverable Shape

• Account selection criteria
• Account tiers
• Buying committee map
• Account insight brief
• Plays by tier and persona
• Sales follow-up plan
• Measurement framework
• Risks and dependencies

References

• Read references/abm-checklist.md when planning or auditing ABM programs.