5 Steps to Launch Your First ABM Campaign

Account-Based Marketing (ABM) focuses on targeting high-value accounts rather than broad audiences, making it a proven approach for B2B companies. Here's a quick summary of the 5 key steps to launch your first ABM campaign:

1. Select Target Accounts: Identify and prioritize high-value accounts using firmographic, technographic, and behavioral data.
2. Align Sales and Marketing: Set shared goals, create an ABM playbook, and choose the right tools to unify your teams.
3. Create Personalized Content: Tailor messaging to address account-specific challenges, goals, and buying stages.
4. Execute Campaigns: Use the right marketing channels and coordinate efforts across teams for consistent messaging.
5. Track and Optimize: Measure key metrics like engagement, pipeline progress, and revenue impact to refine your strategy.

Why ABM Works:

• 76% of marketers see higher ROI with ABM.
• 77% of businesses link revenue growth to ABM strategies.
• 94% of B2B companies use ABM today.

By focusing on precision and personalization, ABM helps build stronger relationships and drive measurable results. Ready to start? Dive into each step for actionable tips!

Five Steps For Successful ABM Campaigns

Step 1: Choose Your Target Accounts

The foundation of a strong ABM (Account-Based Marketing) campaign lies in selecting the right target accounts. Data reveals that businesses with a well-defined Ideal Customer Profile (ICP) experience a 68% boost in win rates ^[2].

Define Your Ideal Customer Profile

An Ideal Customer Profile (ICP) outlines the characteristics of accounts most likely to succeed with your offerings. Here are the key criteria to focus on:

By examining your existing customer base, you can identify patterns and traits that indicate high-value accounts.

Score and Rank Accounts

Implement a scoring model to prioritize accounts based on their Fit, Need, and Intent.

"Account scoring is no longer an elite practice, companies of all sizes use account scoring to prioritize and target their best-fit accounts. And at HG, it's the most sought-after use case for our product."
– HG Insights ^[3]

A weighted scoring approach can help you rank accounts effectively:

• Fit Score: Measures how well the account aligns with your ICP.
• Need Score: Evaluates the account’s current challenges and pain points.
• Intent Score: Tracks buying signals and readiness.

For instance, HG Insights introduced its account scoring model in Q3 2024 and reported improved revenue, a surge in inbound leads, higher conversion rates, and smoother onboarding for customer success teams ^[3].

Group Accounts Into Tiers

Organize your target accounts into tiers to align resource allocation with potential value:

For Tier 1 accounts, invest in highly personalized campaigns. Tier 2 accounts benefit from tailored, industry-specific programs, while Tier 3 accounts are suited for broader, scalable outreach strategies.

Once your target accounts are defined and ranked, you’re ready to focus on aligning your sales and marketing efforts for maximum impact.

Step 2: Connect Sales and Marketing Teams

For Account-Based Marketing (ABM) to work effectively, sales and marketing teams need to be on the same page. When these two groups align their efforts and share common goals, they can create a smoother customer journey and achieve better outcomes.

Set Common Goals

Collaboration starts with shared goals. Both teams should focus on measurable objectives that contribute to meaningful results. Here's a breakdown of key performance indicators for both marketing and sales:

Build Your Account Playbook

An ABM playbook is your roadmap to success. It lays out clear, repeatable strategies for every stage of the process. Mason Cosby from Scrappy ABM explains it best:

"An ABM playbook simplifies the implementation of an ABM program. It maps out precise and repeatable tactics and processes you can use to build your ABM program, showing you what needs to be done at every stage of the process" ^[4].

Your playbook should include the following:

• Criteria for selecting and targeting accounts
• Frameworks for personalized messaging
• Engagement strategies tailored to specific channels
• Defined conversion pathways
• Clear roles, responsibilities, and handoff points between teams

A real-world example highlights the importance of a strong playbook. At the 2024 B2BMX conference, Scrappy ABM used their 4D activation strategy to generate 26 sales opportunities from 348 attendees. They achieved this by crafting personalized messages based on session participation and following up strategically on LinkedIn ^[4].

Pick Your Tech Stack

The right technology can bring your teams together and streamline ABM efforts. Choose tools that offer:

"When marketing, sales reps, and customer success teams have access to the same data in real time, it fosters alignment and enables more coordinated efforts" ^[5].

Platforms like Salesforce's Marketing Cloud Account Engagement combine CRM capabilities with marketing automation, allowing for detailed account tracking and personalized communication ^[5].

To maximize efficiency, consider a mix of tools like robust CRM systems, marketing automation platforms, data enrichment solutions, and analytics software.

Once your teams are aligned and equipped with the right tools, you're ready to focus on crafting personalized content tailored to each account.

Step 3: Create Custom Content

Once your sales and technology teams are on the same page, it’s time to focus on crafting personalized content. Tailored content is the backbone of Account-Based Marketing (ABM) success.

Match Content to Account Goals

Every piece of content should align with the specific needs and goals of your target accounts. Work closely with your sales team to identify key challenges and objectives for each account.

"Using content for ABM will get you the chance to directly impact revenue. And that'll get you more recognition for your work. But the content has to be good." - Nick Bennett, ABM & Field Marketing Director, Alyce ^[6]

Mix Content Types

Different decision-makers consume content in different ways. To keep them engaged, provide a variety of formats that speak their language:

• Short-form content: Executive summaries, one-pagers, and quick-read blogs
• Interactive content: ROI calculators and assessment tools
• Visual content: Infographics and branded presentations
• In-depth content: White papers and case studies

Plan Content by Buying Stage

Tailor your content strategy to align with each phase of the buyer's journey. This ensures you’re delivering the right message at the right time.

Start with quick, easy-to-digest content to capture initial interest. As engagement grows, introduce more detailed resources to guide them further ^[7]. Join sales calls regularly to stay in tune with evolving buyer needs ^[6]. This firsthand knowledge will help you create content that resonates and speeds up the sales cycle.

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Step 4: Run Your Campaign

It's time to put your ABM campaign into action. To succeed, you'll need a well-coordinated approach and consistent messaging across your organization.

Pick Your Marketing Channels

Choose marketing channels that effectively connect with decision-makers. To make the best choices, evaluate each channel based on these factors:

"B2B companies with closely aligned marketing and sales teams grow revenue 19% faster." - SiriusDecisions ^[8]

Intent data is a game-changer when selecting channels. It helps identify buying signals and in-market behavior, boosting campaign efficiency by up to 2.5x ^[9]. Focus your efforts on platforms where your target accounts are actively engaging.

Once your channels are chosen, ensure your teams are fully aligned to maximize their potential.

Align Team Activities

For your campaign to run smoothly, sales and marketing teams need to work together seamlessly. Here’s how to make that happen:

• Define clear roles: Assign responsibilities for each stage of the customer journey so there’s no confusion.
• Establish communication protocols: Develop guidelines to ensure consistent messaging across all channels.
• Schedule regular check-ins: Weekly meetings can help track account progress and refine strategies as needed.

Your CRM system should act as the central hub, giving everyone access to updated account information. This ensures your teams can maintain a unified approach across all touchpoints.

Set Up Campaign Tools

The right tools can make or break your campaign. Here’s what you’ll need to set up:

• Tools to monitor engagement across multiple channels
• Automation systems for delivering personalized content
• Metrics tracking at the account level
• Systems to adjust campaigns based on performance insights

Step 5: Track and Improve Results

Measuring the success of your ABM campaign means zeroing in on metrics that truly matter for account-based strategies. Unlike broader marketing efforts, ABM focuses on targeted engagement and building strong relationships with high-value accounts.

Monitor Core Metrics

To see how well your ABM campaign is performing, keep an eye on these critical metrics:

AI-powered ABM campaigns have delivered impressive outcomes, such as a 208% increase in revenue and 77% more personalized content delivery ^[10]. Align your metrics with your campaign goals and benchmarks for maximum impact.

Review Campaign Data

Analyzing your campaign data helps pinpoint what’s working and where you need adjustments. Build a structured review process to stay on top of performance:

Make Regular Updates

Using these insights, you can continuously refine your strategy. Regular updates are key to keeping your ABM campaign on track:

• Weekly Reviews: Track key metrics to identify trends and make quick adjustments.
• Monthly Sessions: Bring teams together to review performance data and insights from multi-touch interactions.
• Quarterly Reviews: Assess overall performance and fine-tune your targeting and content strategies.

Conclusion

Kick off your first ABM campaign with a well-thought-out plan. Research shows that 60% of marketers experience revenue growth within a year of implementing ABM strategies ^[1]. By following a structured process, you can achieve measurable results.

The steps outlined earlier provide a clear path, connecting all the crucial pieces of your ABM strategy. As SaaSMQL puts it:

"Rather than cast a wide net and hope to reel in a few big fish while disqualifying everything else, focus on the accounts that would make ideal customers. From there, target top decision-makers precisely, speaking to the organization's specific needs." - SaaSMQL ^[1]

With 81% of marketers reporting higher ROI from ABM compared to other methods ^[11], a well-executed campaign can deliver impressive outcomes.

Here’s what to focus on:

• Strategic Focus: Identify and prioritize accounts that align with your ideal customer profile.
• Team Alignment: Ensure sales and marketing teams work together with shared objectives and metrics.
• Continuous Optimization: Leverage data to fine-tune your strategy and improve performance.

ABM thrives on precision and personalization, enabling you to build stronger relationships and achieve better results. Start small, track your progress, and expand on what works. Your first campaign is just the starting point for long-term success.

FAQs

How can I identify which accounts to focus on for my ABM campaign?

To pinpoint the best accounts for your ABM campaign, start by outlining your Ideal Customer Profile (ICP). This should include key characteristics like the industry they operate in, company size, revenue, and geographical location. Once you’ve nailed down your ICP, dive into behavioral data to assess each account’s fit and intent - look for signs like how actively they engage with your content or visit your website. These insights can help you prioritize accounts that align with your business goals and show strong revenue potential or strategic importance.

A tiered strategy can be a smart way to manage your resources. Dedicate more time and attention to high-value accounts, while keeping lighter touchpoints for others. And don’t forget - success hinges on teamwork. Make sure your sales and marketing teams are on the same page about the selection process to keep everything running smoothly and boost your results.

How can I align sales and marketing teams to ensure a successful ABM campaign?

To bring sales and marketing teams together for a successful ABM campaign, start by encouraging collaboration through shared goals, clear metrics, and open communication. A joint dashboard can help both teams stay on the same page, ensuring they’re aligned on the same target accounts. Regular check-ins to discuss strategies, exchange data, and celebrate progress are essential for building trust and keeping everyone aligned.

Make sure the sales team is part of the process when creating personalized content and strategies. This helps ensure the messaging truly connects with the target accounts. Equip them with the right tools, like CRM or ABM platforms, and make sure both teams are on the same page about the Ideal Customer Profile (ICP) and the key performance indicators (KPIs). When alignment is achieved, your ABM campaign will have a much stronger foundation to succeed.

How do I track the success of my ABM campaign and make ongoing improvements?

To measure the success of your ABM campaign and make improvements over time, keep an eye on key performance indicators (KPIs) that match your objectives. Focus on metrics like account engagement (such as website visits, email open rates, and content downloads), pipeline metrics (including opportunities created, deal velocity, and win rates), and revenue impact (like average contract value and customer lifetime value).

For ongoing progress, establish clear benchmarks and rely on dependable tools like CRM systems or ABM platforms to track results. Regularly review your campaign data and encourage close collaboration between sales and marketing teams. This teamwork can help refine your approach and focus on attribution models that reveal what’s driving success. Use these findings to make informed adjustments and fine-tune future campaigns for even better results.

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• 7 Account-Based Marketing Metrics That Drive B2B Growth