Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). Use this guide to steer your ABM strategy in the right direction.
Account-based marketing (ABM) has gained immense popularity among B2B marketers and salespeople for its ability to drive highly targeted and personalized campaigns. By focusing efforts on specific high-value accounts, ABM empowers businesses to create meaningful relationships and secure valuable deals.
In this blog, we’ll break down:
If you’re serious about driving pipeline, increasing efficiency, and getting more out of your sales and marketing alignment, you’re in the right place.
Account-based marketing (ABM) is a B2B growth strategy that flips the traditional sales funnel on its head. Instead of casting a wide net and hoping something sticks, ABM focuses your sales and marketing teams on the accounts that actually matter—the ones most likely to convert, expand, and become long-term revenue drivers.
So, what is account-based marketing in plain English?
It’s a highly targeted approach where your sales team and marketing team work together to engage a clearly defined target audience of specific accounts with personalized campaigns across multiple channels. Think of it as quality over quantity and precision over volume. Instead of casting a wide net, ABM focuses your efforts on the accounts most likely to convert, expand, and become long-term revenue drivers.
Whether you’re running one-to-one, one-to-few, or one-to-many ABM campaigns, the goal is always the same: deeper engagement, higher conversion rates, and a faster, more efficient path to revenue. The best ABM programs are built around creating personalized experiences—using tools like intent data, web personalization for ABM, and even direct mail—to meet buyers where they are and move them forward.
Unlike traditional lead gen, where sales reps chase unqualified leads and marketing just throws names over the fence, account based marketing strategies align everyone around a shared target account list. That kind of alignment means fewer missed opportunities, shorter sales cycles, and more influenced pipeline.
Not all ABM efforts are created equal.
The beauty of account-based marketing (ABM) is that you can scale it up or down depending on your goals, your resources, and your target audience.
Whether you’re going all-in on a handful of high-value accounts or running personalized campaigns across a broader segment, there’s an ABM strategy built for it.
Here are the three core types of ABM strategies and when to use each:
This is the gold standard. These are ultra-personalized, high-touch campaigns built for individual accounts. Think custom landing pages, executive outreach, and even direct mail tailored to a single company or decision-maker. It’s resource-intensive, but ideal for strategic deals where the potential closed/won revenue justifies the investment. This is where sales and marketing teams act as one, crafting a completely bespoke experience.
Also known as “ABM Lite,” this approach clusters specific accounts with similar needs—often by industry, business challenge, or opportunity size. Think targeting a group of SaaS companies facing the same pain point, or accounts that all need to solve a similar problem and would respond to a shared message. You still get personalization, but it’s templatized and repeatable across the group. This ABM strategy is great for mid-tier accounts that deserve more than a generic nurture track but don’t need a fully custom playbook. With this approach, you can repurpose tailored messaging across multiple touchpoints like landing pages, ads, and email without reinventing the wheel for every single account.
This is account-based marketing for B2B at scale. Using ABM tools, intent data, and web personalization for ABM, you can deliver semi-personalized messaging to hundreds (or even thousands) of accounts. It’s less resource-heavy, more automated, and works well when paired with strong segmentation and content that speaks directly to shared pain points. One-to-many is often where teams start or expand their ABM program once the foundation is in place.
The most effective ABM programs often blend all three, using one-to-one for high-stakes deals, one-to-few for mid-market clusters, and one-to-many to keep your broader target account list warm and engaged.
No matter the format, a solid ABM strategy meets buyers where they are, and makes sure your sales team is having the right conversation with the right account at the right time.
With your ABM strategy and target account list in place, it’s time to put that plan into motion. The best ABM campaigns aren’t built on one channel or one message. They’re orchestrated across multiple touchpoints, using real signals and smart segmentation to stay relevant.
Here are some of the most effective ABM tactics that teams actually use to drive pipeline:
Use tools to uncover which accounts are actively researching your category, then layer in predictive analytics to spot high-fit lookalikes. This helps you prioritize your outreach and get in front of buyers before they raise their hand.
Instead of sending every account to the same generic experience, build landing pages that speak to their industry, challenge, or stage in the funnel.
It might feel old school, but direct mail still works, especially for one-to-one or one-to-few plays. A well-timed gift, handwritten note, or branded package can cut through the noise and make your outreach memorable to stand out.
Run ads across LinkedIn and programmatic platforms that speak directly to a buyer’s title, company size, or vertical. Use these ads to reinforce messaging, promote tailored offers, or drive traffic to your custom content.
Ditch the marketing blasts. Write emails that feel like they came from a real person. Whether it’s from your sales reps or an AI SDR, every email should be relevant, personalized, and action-oriented.
It’s not just for ads. Have your sales and marketing teams connect with decision-makers, comment on posts, and share tailored content to stay visible and relevant.
Run InMail campaigns to deliver personalized messages directly to buyers’ inboxes, especially when you're targeting hard-to-reach roles or high-value accounts.
At the end of the day, the best ABM efforts meet buyers where they are with content that feels made for them. That’s what drives conversion rates, builds trust, and fuels an ABM engine that scales.
You don’t need a 50-slide deck to get started with ABM, but you do need a plan.
Whether you're starting from scratch or refining an existing approach, here’s how to build an ABM strategy that actually works:
Start with the people, not just the companies. Who are the key decision-makers and influencers within your specific accounts? What titles do they hold, what do they care about, what pain do they experience, and where do they spend their time?
Different roles = different problems. Identify the top challenges your personas face, and where you can, tailor them by industry. This sets the foundation for personalized campaigns that resonate.
You don’t need to reinvent the wheel every time. Look for commonalities across accounts so you can create personalized messaging that’s still scalable. Think modular landing pages, repeatable email sequences, or reusable ad creative segmented by vertical or persona.
ABM doesn’t work without alignment. Set up a consistent cadence. This often takes the form of regular one-on-one syncs between the sales rep and the ABM rep to collaborate and adjust what’s being put in front of key accounts. Campaigns aren’t “set it and forget it”. Frequent check-ins help ensure your content, offers, and messaging stay relevant and timely.
If your sales reps don’t have much account intel yet, use intent data to fill in the gaps. Use them to see what topics the account is actively researching and tailor your messaging accordingly. That way, even if you’re flying blind on first-party data, you’re still putting the right content in front of the right people at the right time.
For high-value accounts, go beyond the generic pitch. Create offers, messaging, and value props tailored to the account’s business goals, industry, or tech stack. These don’t have to be reinvented each time, but they should feel like you did.
Choose the right mix of channels based on where your personas live: LinkedIn, email, direct mail, custom landing pages, ads, etc. You can use tools
Launch your ABM campaigns with coordination across all touchpoints. Make sure your sales and marketing teams know what’s going out when, who’s on point for follow-up, and what success looks like.
Track everything—from engagement metrics to influenced pipeline and deal velocity. Use that data to refine your targeting, creative, and outreach cadence. The best ABM strategies aren’t static—they evolve.
Building an ABM strategy doesn’t have to be overwhelming—but it does require focus, structure, and tight collaboration between your sales reps and marketing team. When done right, it becomes a revenue engine that just keeps getting smarter.
You’ve built your ABM strategy, launched your ABM campaigns, and put serious effort into creating personalized, multi-channel experiences.
Now comes the question every sales and marketing team needs to answer: Is it working?
The good news? Measuring the ROI of your ABM efforts is more focused than traditional lead-gen reporting because you’re working from a defined target account list.
Here’s how to track the metrics that actually matter:
Are your target accounts actually engaging with what you’re putting in front of them? Focus on signals that show awareness, interest, and repeat interaction:
This helps you understand which accounts are warming up and which ones need a nudge.
Look at how your ABM program is influencing actual selling activity:
If your ABM campaigns are doing their job, your sales reps should be having more relevant conversations, faster.
This is where you prove it’s all worth it. Dig into the actual business outcomes tied to your ABM plays:
These numbers help you quantify the benefits of account-based marketing in terms that actually matter to your leadership team.
You’ve got your target account list, your ABM campaigns are live, and your sales and marketing teams are aligned.
But here’s the catch: most buyers don’t fill out a form or respond to outreach the first time around, and your reps can’t follow up on every signal, on every channel, 24/7.
That’s where AI SDR agents come in.
AI SDRs bring consistency, speed, and scale to your ABM strategy, making sure no high-value opportunity slips through the cracks. They’re always on, always informed, and always engaging the right accounts with the right message.
Here’s what sets them apart:
When a target account hits your site, an AI SDR responds with context. By tapping into real-time firmographic and behavioral signals (like time spent on key pages or repeat visits), it can tailor outreach in the moment based on who the buyer is, what they care about, and where they are in the journey.
AI SDRs can automatically look up CRM history, enrich contact data, and ask pointed questions based on the account’s persona and behavior. That means they’re not just qualifying, they’re prioritizing. No more wasting time on mismatched leads. Only engaged, high-fit buyers move forward.
From tailored emails to resurfacing relevant content, AI SDRs don’t just follow up—they follow through. They use historical engagement data and buyer-level signals to know exactly when to reach out and what to say, keeping the conversation warm and moving without ever dropping the ball.
When a high-intent buyer is ready to talk? The AI SDR books the meeting on the spot. That means no waiting, no scheduling back-and-forth, no missed windows of interest. It syncs with rep calendars, qualifies the lead in real time, and gets a meeting on the books before the buyer bounces.
AI SDRs and ABM go together like wine and cheese—great on their own, but better together.
By integrating AI SDRs into your ABM program, you’re not just scaling conversations. You’re delivering timely, relevant, high-impact interactions that reflect exactly what your buyers want—and when they want it. It’s the kind of pairing that turns interest into action and pipeline into revenue.
If you’ve made it this far, you already know: account-based marketing is a smarter way to market and sell. You stop wasting time on low-fit leads. You start focusing on the accounts that are actually worth your time and deliver them memorable and personalized experiences.
ABM keeps your sales and marketing teams rowing in the same direction, sharpens your outreach, and gives buyers the kind of experience they actually want.
No more guessing—just purposeful targeting, coordinated execution, and way fewer wasted swings.
ABM allows you to show up in all the right places with all the right messages.
If pipeline, conversion rates, and smarter marketing are on your radar (and let’s be real, they are), ABM isn’t just a strategy. It’s the move.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). Use this guide to steer your ABM strategy in the right direction.
Account-based marketing (ABM) has gained immense popularity among B2B marketers and salespeople for its ability to drive highly targeted and personalized campaigns. By focusing efforts on specific high-value accounts, ABM empowers businesses to create meaningful relationships and secure valuable deals.
In this blog, we’ll break down:
If you’re serious about driving pipeline, increasing efficiency, and getting more out of your sales and marketing alignment, you’re in the right place.
Account-based marketing (ABM) is a B2B growth strategy that flips the traditional sales funnel on its head. Instead of casting a wide net and hoping something sticks, ABM focuses your sales and marketing teams on the accounts that actually matter—the ones most likely to convert, expand, and become long-term revenue drivers.
So, what is account-based marketing in plain English?
It’s a highly targeted approach where your sales team and marketing team work together to engage a clearly defined target audience of specific accounts with personalized campaigns across multiple channels. Think of it as quality over quantity and precision over volume. Instead of casting a wide net, ABM focuses your efforts on the accounts most likely to convert, expand, and become long-term revenue drivers.
Whether you’re running one-to-one, one-to-few, or one-to-many ABM campaigns, the goal is always the same: deeper engagement, higher conversion rates, and a faster, more efficient path to revenue. The best ABM programs are built around creating personalized experiences—using tools like intent data, web personalization for ABM, and even direct mail—to meet buyers where they are and move them forward.
Unlike traditional lead gen, where sales reps chase unqualified leads and marketing just throws names over the fence, account based marketing strategies align everyone around a shared target account list. That kind of alignment means fewer missed opportunities, shorter sales cycles, and more influenced pipeline.
Not all ABM efforts are created equal.
The beauty of account-based marketing (ABM) is that you can scale it up or down depending on your goals, your resources, and your target audience.
Whether you’re going all-in on a handful of high-value accounts or running personalized campaigns across a broader segment, there’s an ABM strategy built for it.
Here are the three core types of ABM strategies and when to use each:
This is the gold standard. These are ultra-personalized, high-touch campaigns built for individual accounts. Think custom landing pages, executive outreach, and even direct mail tailored to a single company or decision-maker. It’s resource-intensive, but ideal for strategic deals where the potential closed/won revenue justifies the investment. This is where sales and marketing teams act as one, crafting a completely bespoke experience.
Also known as “ABM Lite,” this approach clusters specific accounts with similar needs—often by industry, business challenge, or opportunity size. Think targeting a group of SaaS companies facing the same pain point, or accounts that all need to solve a similar problem and would respond to a shared message. You still get personalization, but it’s templatized and repeatable across the group. This ABM strategy is great for mid-tier accounts that deserve more than a generic nurture track but don’t need a fully custom playbook. With this approach, you can repurpose tailored messaging across multiple touchpoints like landing pages, ads, and email without reinventing the wheel for every single account.
This is account-based marketing for B2B at scale. Using ABM tools, intent data, and web personalization for ABM, you can deliver semi-personalized messaging to hundreds (or even thousands) of accounts. It’s less resource-heavy, more automated, and works well when paired with strong segmentation and content that speaks directly to shared pain points. One-to-many is often where teams start or expand their ABM program once the foundation is in place.
The most effective ABM programs often blend all three, using one-to-one for high-stakes deals, one-to-few for mid-market clusters, and one-to-many to keep your broader target account list warm and engaged.
No matter the format, a solid ABM strategy meets buyers where they are, and makes sure your sales team is having the right conversation with the right account at the right time.
With your ABM strategy and target account list in place, it’s time to put that plan into motion. The best ABM campaigns aren’t built on one channel or one message. They’re orchestrated across multiple touchpoints, using real signals and smart segmentation to stay relevant.
Here are some of the most effective ABM tactics that teams actually use to drive pipeline:
Use tools to uncover which accounts are actively researching your category, then layer in predictive analytics to spot high-fit lookalikes. This helps you prioritize your outreach and get in front of buyers before they raise their hand.
Instead of sending every account to the same generic experience, build landing pages that speak to their industry, challenge, or stage in the funnel.
It might feel old school, but direct mail still works, especially for one-to-one or one-to-few plays. A well-timed gift, handwritten note, or branded package can cut through the noise and make your outreach memorable to stand out.
Run ads across LinkedIn and programmatic platforms that speak directly to a buyer’s title, company size, or vertical. Use these ads to reinforce messaging, promote tailored offers, or drive traffic to your custom content.
Ditch the marketing blasts. Write emails that feel like they came from a real person. Whether it’s from your sales reps or an AI SDR, every email should be relevant, personalized, and action-oriented.
It’s not just for ads. Have your sales and marketing teams connect with decision-makers, comment on posts, and share tailored content to stay visible and relevant.
Run InMail campaigns to deliver personalized messages directly to buyers’ inboxes, especially when you're targeting hard-to-reach roles or high-value accounts.
At the end of the day, the best ABM efforts meet buyers where they are with content that feels made for them. That’s what drives conversion rates, builds trust, and fuels an ABM engine that scales.
You don’t need a 50-slide deck to get started with ABM, but you do need a plan.
Whether you're starting from scratch or refining an existing approach, here’s how to build an ABM strategy that actually works:
Start with the people, not just the companies. Who are the key decision-makers and influencers within your specific accounts? What titles do they hold, what do they care about, what pain do they experience, and where do they spend their time?
Different roles = different problems. Identify the top challenges your personas face, and where you can, tailor them by industry. This sets the foundation for personalized campaigns that resonate.
You don’t need to reinvent the wheel every time. Look for commonalities across accounts so you can create personalized messaging that’s still scalable. Think modular landing pages, repeatable email sequences, or reusable ad creative segmented by vertical or persona.
ABM doesn’t work without alignment. Set up a consistent cadence. This often takes the form of regular one-on-one syncs between the sales rep and the ABM rep to collaborate and adjust what’s being put in front of key accounts. Campaigns aren’t “set it and forget it”. Frequent check-ins help ensure your content, offers, and messaging stay relevant and timely.
If your sales reps don’t have much account intel yet, use intent data to fill in the gaps. Use them to see what topics the account is actively researching and tailor your messaging accordingly. That way, even if you’re flying blind on first-party data, you’re still putting the right content in front of the right people at the right time.
For high-value accounts, go beyond the generic pitch. Create offers, messaging, and value props tailored to the account’s business goals, industry, or tech stack. These don’t have to be reinvented each time, but they should feel like you did.
Choose the right mix of channels based on where your personas live: LinkedIn, email, direct mail, custom landing pages, ads, etc. You can use tools
Launch your ABM campaigns with coordination across all touchpoints. Make sure your sales and marketing teams know what’s going out when, who’s on point for follow-up, and what success looks like.
Track everything—from engagement metrics to influenced pipeline and deal velocity. Use that data to refine your targeting, creative, and outreach cadence. The best ABM strategies aren’t static—they evolve.
Building an ABM strategy doesn’t have to be overwhelming—but it does require focus, structure, and tight collaboration between your sales reps and marketing team. When done right, it becomes a revenue engine that just keeps getting smarter.
You’ve built your ABM strategy, launched your ABM campaigns, and put serious effort into creating personalized, multi-channel experiences.
Now comes the question every sales and marketing team needs to answer: Is it working?
The good news? Measuring the ROI of your ABM efforts is more focused than traditional lead-gen reporting because you’re working from a defined target account list.
Here’s how to track the metrics that actually matter:
Are your target accounts actually engaging with what you’re putting in front of them? Focus on signals that show awareness, interest, and repeat interaction:
This helps you understand which accounts are warming up and which ones need a nudge.
Look at how your ABM program is influencing actual selling activity:
If your ABM campaigns are doing their job, your sales reps should be having more relevant conversations, faster.
This is where you prove it’s all worth it. Dig into the actual business outcomes tied to your ABM plays:
These numbers help you quantify the benefits of account-based marketing in terms that actually matter to your leadership team.
You’ve got your target account list, your ABM campaigns are live, and your sales and marketing teams are aligned.
But here’s the catch: most buyers don’t fill out a form or respond to outreach the first time around, and your reps can’t follow up on every signal, on every channel, 24/7.
That’s where AI SDR agents come in.
AI SDRs bring consistency, speed, and scale to your ABM strategy, making sure no high-value opportunity slips through the cracks. They’re always on, always informed, and always engaging the right accounts with the right message.
Here’s what sets them apart:
When a target account hits your site, an AI SDR responds with context. By tapping into real-time firmographic and behavioral signals (like time spent on key pages or repeat visits), it can tailor outreach in the moment based on who the buyer is, what they care about, and where they are in the journey.
AI SDRs can automatically look up CRM history, enrich contact data, and ask pointed questions based on the account’s persona and behavior. That means they’re not just qualifying, they’re prioritizing. No more wasting time on mismatched leads. Only engaged, high-fit buyers move forward.
From tailored emails to resurfacing relevant content, AI SDRs don’t just follow up—they follow through. They use historical engagement data and buyer-level signals to know exactly when to reach out and what to say, keeping the conversation warm and moving without ever dropping the ball.
When a high-intent buyer is ready to talk? The AI SDR books the meeting on the spot. That means no waiting, no scheduling back-and-forth, no missed windows of interest. It syncs with rep calendars, qualifies the lead in real time, and gets a meeting on the books before the buyer bounces.
AI SDRs and ABM go together like wine and cheese—great on their own, but better together.
By integrating AI SDRs into your ABM program, you’re not just scaling conversations. You’re delivering timely, relevant, high-impact interactions that reflect exactly what your buyers want—and when they want it. It’s the kind of pairing that turns interest into action and pipeline into revenue.
If you’ve made it this far, you already know: account-based marketing is a smarter way to market and sell. You stop wasting time on low-fit leads. You start focusing on the accounts that are actually worth your time and deliver them memorable and personalized experiences.
ABM keeps your sales and marketing teams rowing in the same direction, sharpens your outreach, and gives buyers the kind of experience they actually want.
No more guessing—just purposeful targeting, coordinated execution, and way fewer wasted swings.
ABM allows you to show up in all the right places with all the right messages.
If pipeline, conversion rates, and smarter marketing are on your radar (and let’s be real, they are), ABM isn’t just a strategy. It’s the move.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). Use this guide to steer your ABM strategy in the right direction.
Account-based marketing (ABM) has gained immense popularity among B2B marketers and salespeople for its ability to drive highly targeted and personalized campaigns. By focusing efforts on specific high-value accounts, ABM empowers businesses to create meaningful relationships and secure valuable deals.
In this blog, we’ll break down:
If you’re serious about driving pipeline, increasing efficiency, and getting more out of your sales and marketing alignment, you’re in the right place.
Account-based marketing (ABM) is a B2B growth strategy that flips the traditional sales funnel on its head. Instead of casting a wide net and hoping something sticks, ABM focuses your sales and marketing teams on the accounts that actually matter—the ones most likely to convert, expand, and become long-term revenue drivers.
So, what is account-based marketing in plain English?
It’s a highly targeted approach where your sales team and marketing team work together to engage a clearly defined target audience of specific accounts with personalized campaigns across multiple channels. Think of it as quality over quantity and precision over volume. Instead of casting a wide net, ABM focuses your efforts on the accounts most likely to convert, expand, and become long-term revenue drivers.
Whether you’re running one-to-one, one-to-few, or one-to-many ABM campaigns, the goal is always the same: deeper engagement, higher conversion rates, and a faster, more efficient path to revenue. The best ABM programs are built around creating personalized experiences—using tools like intent data, web personalization for ABM, and even direct mail—to meet buyers where they are and move them forward.
Unlike traditional lead gen, where sales reps chase unqualified leads and marketing just throws names over the fence, account based marketing strategies align everyone around a shared target account list. That kind of alignment means fewer missed opportunities, shorter sales cycles, and more influenced pipeline.
Not all ABM efforts are created equal.
The beauty of account-based marketing (ABM) is that you can scale it up or down depending on your goals, your resources, and your target audience.
Whether you’re going all-in on a handful of high-value accounts or running personalized campaigns across a broader segment, there’s an ABM strategy built for it.
Here are the three core types of ABM strategies and when to use each:
This is the gold standard. These are ultra-personalized, high-touch campaigns built for individual accounts. Think custom landing pages, executive outreach, and even direct mail tailored to a single company or decision-maker. It’s resource-intensive, but ideal for strategic deals where the potential closed/won revenue justifies the investment. This is where sales and marketing teams act as one, crafting a completely bespoke experience.
Also known as “ABM Lite,” this approach clusters specific accounts with similar needs—often by industry, business challenge, or opportunity size. Think targeting a group of SaaS companies facing the same pain point, or accounts that all need to solve a similar problem and would respond to a shared message. You still get personalization, but it’s templatized and repeatable across the group. This ABM strategy is great for mid-tier accounts that deserve more than a generic nurture track but don’t need a fully custom playbook. With this approach, you can repurpose tailored messaging across multiple touchpoints like landing pages, ads, and email without reinventing the wheel for every single account.
This is account-based marketing for B2B at scale. Using ABM tools, intent data, and web personalization for ABM, you can deliver semi-personalized messaging to hundreds (or even thousands) of accounts. It’s less resource-heavy, more automated, and works well when paired with strong segmentation and content that speaks directly to shared pain points. One-to-many is often where teams start or expand their ABM program once the foundation is in place.
The most effective ABM programs often blend all three, using one-to-one for high-stakes deals, one-to-few for mid-market clusters, and one-to-many to keep your broader target account list warm and engaged.
No matter the format, a solid ABM strategy meets buyers where they are, and makes sure your sales team is having the right conversation with the right account at the right time.
With your ABM strategy and target account list in place, it’s time to put that plan into motion. The best ABM campaigns aren’t built on one channel or one message. They’re orchestrated across multiple touchpoints, using real signals and smart segmentation to stay relevant.
Here are some of the most effective ABM tactics that teams actually use to drive pipeline:
Use tools to uncover which accounts are actively researching your category, then layer in predictive analytics to spot high-fit lookalikes. This helps you prioritize your outreach and get in front of buyers before they raise their hand.
Instead of sending every account to the same generic experience, build landing pages that speak to their industry, challenge, or stage in the funnel.
It might feel old school, but direct mail still works, especially for one-to-one or one-to-few plays. A well-timed gift, handwritten note, or branded package can cut through the noise and make your outreach memorable to stand out.
Run ads across LinkedIn and programmatic platforms that speak directly to a buyer’s title, company size, or vertical. Use these ads to reinforce messaging, promote tailored offers, or drive traffic to your custom content.
Ditch the marketing blasts. Write emails that feel like they came from a real person. Whether it’s from your sales reps or an AI SDR, every email should be relevant, personalized, and action-oriented.
It’s not just for ads. Have your sales and marketing teams connect with decision-makers, comment on posts, and share tailored content to stay visible and relevant.
Run InMail campaigns to deliver personalized messages directly to buyers’ inboxes, especially when you're targeting hard-to-reach roles or high-value accounts.
At the end of the day, the best ABM efforts meet buyers where they are with content that feels made for them. That’s what drives conversion rates, builds trust, and fuels an ABM engine that scales.
You don’t need a 50-slide deck to get started with ABM, but you do need a plan.
Whether you're starting from scratch or refining an existing approach, here’s how to build an ABM strategy that actually works:
Start with the people, not just the companies. Who are the key decision-makers and influencers within your specific accounts? What titles do they hold, what do they care about, what pain do they experience, and where do they spend their time?
Different roles = different problems. Identify the top challenges your personas face, and where you can, tailor them by industry. This sets the foundation for personalized campaigns that resonate.
You don’t need to reinvent the wheel every time. Look for commonalities across accounts so you can create personalized messaging that’s still scalable. Think modular landing pages, repeatable email sequences, or reusable ad creative segmented by vertical or persona.
ABM doesn’t work without alignment. Set up a consistent cadence. This often takes the form of regular one-on-one syncs between the sales rep and the ABM rep to collaborate and adjust what’s being put in front of key accounts. Campaigns aren’t “set it and forget it”. Frequent check-ins help ensure your content, offers, and messaging stay relevant and timely.
If your sales reps don’t have much account intel yet, use intent data to fill in the gaps. Use them to see what topics the account is actively researching and tailor your messaging accordingly. That way, even if you’re flying blind on first-party data, you’re still putting the right content in front of the right people at the right time.
For high-value accounts, go beyond the generic pitch. Create offers, messaging, and value props tailored to the account’s business goals, industry, or tech stack. These don’t have to be reinvented each time, but they should feel like you did.
Choose the right mix of channels based on where your personas live: LinkedIn, email, direct mail, custom landing pages, ads, etc. You can use tools
Launch your ABM campaigns with coordination across all touchpoints. Make sure your sales and marketing teams know what’s going out when, who’s on point for follow-up, and what success looks like.
Track everything—from engagement metrics to influenced pipeline and deal velocity. Use that data to refine your targeting, creative, and outreach cadence. The best ABM strategies aren’t static—they evolve.
Building an ABM strategy doesn’t have to be overwhelming—but it does require focus, structure, and tight collaboration between your sales reps and marketing team. When done right, it becomes a revenue engine that just keeps getting smarter.
You’ve built your ABM strategy, launched your ABM campaigns, and put serious effort into creating personalized, multi-channel experiences.
Now comes the question every sales and marketing team needs to answer: Is it working?
The good news? Measuring the ROI of your ABM efforts is more focused than traditional lead-gen reporting because you’re working from a defined target account list.
Here’s how to track the metrics that actually matter:
Are your target accounts actually engaging with what you’re putting in front of them? Focus on signals that show awareness, interest, and repeat interaction:
This helps you understand which accounts are warming up and which ones need a nudge.
Look at how your ABM program is influencing actual selling activity:
If your ABM campaigns are doing their job, your sales reps should be having more relevant conversations, faster.
This is where you prove it’s all worth it. Dig into the actual business outcomes tied to your ABM plays:
These numbers help you quantify the benefits of account-based marketing in terms that actually matter to your leadership team.
You’ve got your target account list, your ABM campaigns are live, and your sales and marketing teams are aligned.
But here’s the catch: most buyers don’t fill out a form or respond to outreach the first time around, and your reps can’t follow up on every signal, on every channel, 24/7.
That’s where AI SDR agents come in.
AI SDRs bring consistency, speed, and scale to your ABM strategy, making sure no high-value opportunity slips through the cracks. They’re always on, always informed, and always engaging the right accounts with the right message.
Here’s what sets them apart:
When a target account hits your site, an AI SDR responds with context. By tapping into real-time firmographic and behavioral signals (like time spent on key pages or repeat visits), it can tailor outreach in the moment based on who the buyer is, what they care about, and where they are in the journey.
AI SDRs can automatically look up CRM history, enrich contact data, and ask pointed questions based on the account’s persona and behavior. That means they’re not just qualifying, they’re prioritizing. No more wasting time on mismatched leads. Only engaged, high-fit buyers move forward.
From tailored emails to resurfacing relevant content, AI SDRs don’t just follow up—they follow through. They use historical engagement data and buyer-level signals to know exactly when to reach out and what to say, keeping the conversation warm and moving without ever dropping the ball.
When a high-intent buyer is ready to talk? The AI SDR books the meeting on the spot. That means no waiting, no scheduling back-and-forth, no missed windows of interest. It syncs with rep calendars, qualifies the lead in real time, and gets a meeting on the books before the buyer bounces.
AI SDRs and ABM go together like wine and cheese—great on their own, but better together.
By integrating AI SDRs into your ABM program, you’re not just scaling conversations. You’re delivering timely, relevant, high-impact interactions that reflect exactly what your buyers want—and when they want it. It’s the kind of pairing that turns interest into action and pipeline into revenue.
If you’ve made it this far, you already know: account-based marketing is a smarter way to market and sell. You stop wasting time on low-fit leads. You start focusing on the accounts that are actually worth your time and deliver them memorable and personalized experiences.
ABM keeps your sales and marketing teams rowing in the same direction, sharpens your outreach, and gives buyers the kind of experience they actually want.
No more guessing—just purposeful targeting, coordinated execution, and way fewer wasted swings.
ABM allows you to show up in all the right places with all the right messages.
If pipeline, conversion rates, and smarter marketing are on your radar (and let’s be real, they are), ABM isn’t just a strategy. It’s the move.
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Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). Use this guide to steer your ABM strategy in the right direction.
Account-based marketing (ABM) has gained immense popularity among B2B marketers and salespeople for its ability to drive highly targeted and personalized campaigns. By focusing efforts on specific high-value accounts, ABM empowers businesses to create meaningful relationships and secure valuable deals.
In this blog, we’ll break down:
If you’re serious about driving pipeline, increasing efficiency, and getting more out of your sales and marketing alignment, you’re in the right place.
Account-based marketing (ABM) is a B2B growth strategy that flips the traditional sales funnel on its head. Instead of casting a wide net and hoping something sticks, ABM focuses your sales and marketing teams on the accounts that actually matter—the ones most likely to convert, expand, and become long-term revenue drivers.
So, what is account-based marketing in plain English?
It’s a highly targeted approach where your sales team and marketing team work together to engage a clearly defined target audience of specific accounts with personalized campaigns across multiple channels. Think of it as quality over quantity and precision over volume. Instead of casting a wide net, ABM focuses your efforts on the accounts most likely to convert, expand, and become long-term revenue drivers.
Whether you’re running one-to-one, one-to-few, or one-to-many ABM campaigns, the goal is always the same: deeper engagement, higher conversion rates, and a faster, more efficient path to revenue. The best ABM programs are built around creating personalized experiences—using tools like intent data, web personalization for ABM, and even direct mail—to meet buyers where they are and move them forward.
Unlike traditional lead gen, where sales reps chase unqualified leads and marketing just throws names over the fence, account based marketing strategies align everyone around a shared target account list. That kind of alignment means fewer missed opportunities, shorter sales cycles, and more influenced pipeline.
Not all ABM efforts are created equal.
The beauty of account-based marketing (ABM) is that you can scale it up or down depending on your goals, your resources, and your target audience.
Whether you’re going all-in on a handful of high-value accounts or running personalized campaigns across a broader segment, there’s an ABM strategy built for it.
Here are the three core types of ABM strategies and when to use each:
This is the gold standard. These are ultra-personalized, high-touch campaigns built for individual accounts. Think custom landing pages, executive outreach, and even direct mail tailored to a single company or decision-maker. It’s resource-intensive, but ideal for strategic deals where the potential closed/won revenue justifies the investment. This is where sales and marketing teams act as one, crafting a completely bespoke experience.
Also known as “ABM Lite,” this approach clusters specific accounts with similar needs—often by industry, business challenge, or opportunity size. Think targeting a group of SaaS companies facing the same pain point, or accounts that all need to solve a similar problem and would respond to a shared message. You still get personalization, but it’s templatized and repeatable across the group. This ABM strategy is great for mid-tier accounts that deserve more than a generic nurture track but don’t need a fully custom playbook. With this approach, you can repurpose tailored messaging across multiple touchpoints like landing pages, ads, and email without reinventing the wheel for every single account.
This is account-based marketing for B2B at scale. Using ABM tools, intent data, and web personalization for ABM, you can deliver semi-personalized messaging to hundreds (or even thousands) of accounts. It’s less resource-heavy, more automated, and works well when paired with strong segmentation and content that speaks directly to shared pain points. One-to-many is often where teams start or expand their ABM program once the foundation is in place.
The most effective ABM programs often blend all three, using one-to-one for high-stakes deals, one-to-few for mid-market clusters, and one-to-many to keep your broader target account list warm and engaged.
No matter the format, a solid ABM strategy meets buyers where they are, and makes sure your sales team is having the right conversation with the right account at the right time.
With your ABM strategy and target account list in place, it’s time to put that plan into motion. The best ABM campaigns aren’t built on one channel or one message. They’re orchestrated across multiple touchpoints, using real signals and smart segmentation to stay relevant.
Here are some of the most effective ABM tactics that teams actually use to drive pipeline:
Use tools to uncover which accounts are actively researching your category, then layer in predictive analytics to spot high-fit lookalikes. This helps you prioritize your outreach and get in front of buyers before they raise their hand.
Instead of sending every account to the same generic experience, build landing pages that speak to their industry, challenge, or stage in the funnel.
It might feel old school, but direct mail still works, especially for one-to-one or one-to-few plays. A well-timed gift, handwritten note, or branded package can cut through the noise and make your outreach memorable to stand out.
Run ads across LinkedIn and programmatic platforms that speak directly to a buyer’s title, company size, or vertical. Use these ads to reinforce messaging, promote tailored offers, or drive traffic to your custom content.
Ditch the marketing blasts. Write emails that feel like they came from a real person. Whether it’s from your sales reps or an AI SDR, every email should be relevant, personalized, and action-oriented.
It’s not just for ads. Have your sales and marketing teams connect with decision-makers, comment on posts, and share tailored content to stay visible and relevant.
Run InMail campaigns to deliver personalized messages directly to buyers’ inboxes, especially when you're targeting hard-to-reach roles or high-value accounts.
At the end of the day, the best ABM efforts meet buyers where they are with content that feels made for them. That’s what drives conversion rates, builds trust, and fuels an ABM engine that scales.
You don’t need a 50-slide deck to get started with ABM, but you do need a plan.
Whether you're starting from scratch or refining an existing approach, here’s how to build an ABM strategy that actually works:
Start with the people, not just the companies. Who are the key decision-makers and influencers within your specific accounts? What titles do they hold, what do they care about, what pain do they experience, and where do they spend their time?
Different roles = different problems. Identify the top challenges your personas face, and where you can, tailor them by industry. This sets the foundation for personalized campaigns that resonate.
You don’t need to reinvent the wheel every time. Look for commonalities across accounts so you can create personalized messaging that’s still scalable. Think modular landing pages, repeatable email sequences, or reusable ad creative segmented by vertical or persona.
ABM doesn’t work without alignment. Set up a consistent cadence. This often takes the form of regular one-on-one syncs between the sales rep and the ABM rep to collaborate and adjust what’s being put in front of key accounts. Campaigns aren’t “set it and forget it”. Frequent check-ins help ensure your content, offers, and messaging stay relevant and timely.
If your sales reps don’t have much account intel yet, use intent data to fill in the gaps. Use them to see what topics the account is actively researching and tailor your messaging accordingly. That way, even if you’re flying blind on first-party data, you’re still putting the right content in front of the right people at the right time.
For high-value accounts, go beyond the generic pitch. Create offers, messaging, and value props tailored to the account’s business goals, industry, or tech stack. These don’t have to be reinvented each time, but they should feel like you did.
Choose the right mix of channels based on where your personas live: LinkedIn, email, direct mail, custom landing pages, ads, etc. You can use tools
Launch your ABM campaigns with coordination across all touchpoints. Make sure your sales and marketing teams know what’s going out when, who’s on point for follow-up, and what success looks like.
Track everything—from engagement metrics to influenced pipeline and deal velocity. Use that data to refine your targeting, creative, and outreach cadence. The best ABM strategies aren’t static—they evolve.
Building an ABM strategy doesn’t have to be overwhelming—but it does require focus, structure, and tight collaboration between your sales reps and marketing team. When done right, it becomes a revenue engine that just keeps getting smarter.
You’ve built your ABM strategy, launched your ABM campaigns, and put serious effort into creating personalized, multi-channel experiences.
Now comes the question every sales and marketing team needs to answer: Is it working?
The good news? Measuring the ROI of your ABM efforts is more focused than traditional lead-gen reporting because you’re working from a defined target account list.
Here’s how to track the metrics that actually matter:
Are your target accounts actually engaging with what you’re putting in front of them? Focus on signals that show awareness, interest, and repeat interaction:
This helps you understand which accounts are warming up and which ones need a nudge.
Look at how your ABM program is influencing actual selling activity:
If your ABM campaigns are doing their job, your sales reps should be having more relevant conversations, faster.
This is where you prove it’s all worth it. Dig into the actual business outcomes tied to your ABM plays:
These numbers help you quantify the benefits of account-based marketing in terms that actually matter to your leadership team.
You’ve got your target account list, your ABM campaigns are live, and your sales and marketing teams are aligned.
But here’s the catch: most buyers don’t fill out a form or respond to outreach the first time around, and your reps can’t follow up on every signal, on every channel, 24/7.
That’s where AI SDR agents come in.
AI SDRs bring consistency, speed, and scale to your ABM strategy, making sure no high-value opportunity slips through the cracks. They’re always on, always informed, and always engaging the right accounts with the right message.
Here’s what sets them apart:
When a target account hits your site, an AI SDR responds with context. By tapping into real-time firmographic and behavioral signals (like time spent on key pages or repeat visits), it can tailor outreach in the moment based on who the buyer is, what they care about, and where they are in the journey.
AI SDRs can automatically look up CRM history, enrich contact data, and ask pointed questions based on the account’s persona and behavior. That means they’re not just qualifying, they’re prioritizing. No more wasting time on mismatched leads. Only engaged, high-fit buyers move forward.
From tailored emails to resurfacing relevant content, AI SDRs don’t just follow up—they follow through. They use historical engagement data and buyer-level signals to know exactly when to reach out and what to say, keeping the conversation warm and moving without ever dropping the ball.
When a high-intent buyer is ready to talk? The AI SDR books the meeting on the spot. That means no waiting, no scheduling back-and-forth, no missed windows of interest. It syncs with rep calendars, qualifies the lead in real time, and gets a meeting on the books before the buyer bounces.
AI SDRs and ABM go together like wine and cheese—great on their own, but better together.
By integrating AI SDRs into your ABM program, you’re not just scaling conversations. You’re delivering timely, relevant, high-impact interactions that reflect exactly what your buyers want—and when they want it. It’s the kind of pairing that turns interest into action and pipeline into revenue.
If you’ve made it this far, you already know: account-based marketing is a smarter way to market and sell. You stop wasting time on low-fit leads. You start focusing on the accounts that are actually worth your time and deliver them memorable and personalized experiences.
ABM keeps your sales and marketing teams rowing in the same direction, sharpens your outreach, and gives buyers the kind of experience they actually want.
No more guessing—just purposeful targeting, coordinated execution, and way fewer wasted swings.
ABM allows you to show up in all the right places with all the right messages.
If pipeline, conversion rates, and smarter marketing are on your radar (and let’s be real, they are), ABM isn’t just a strategy. It’s the move.
Discover how we can help you convert more prospects into pipeline–right from your website.
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