ABM is not a technology purchase. It is a coordination discipline. The companies that fail at ABM buy an intent-data platform and expect it to run a program. The companies that succeed define the target account list first, align sales on it before any campaign runs, and measure at the account level -- not the lead level.
Step 1: Build the target account list
The target account list (TAL) is the foundation. Everything else in ABM -- content, channels, budget, measurement -- is downstream of who is on the list.
Account selection criteria:
Account tiering:
Tier 1 (1:1): 10-25 accounts -- dedicated campaigns, custom content, executive outreach. Sales is fully committed. Tier 2 (1:few): 50-150 accounts -- industry or persona-level campaigns, semi-personalised assets. Tier 3 (1:many): 200-500 accounts -- programmatic targeting, light personalisation by segment.
Step 2: Align with sales before the first campaign runs
ABM fails when marketing launches campaigns and then tells sales about them. Sales must co-own the program from the account list forward.
The alignment meeting agenda (60 minutes, done once per quarter):
- Review the T1 account list -- add, remove, promote, demote (20 min)
- For each T1 account: what is the current status, who is the champion, what is the blocker (20 min)
- Review the proposed campaign approach for each tier -- does it match what sales is seeing in conversations (10 min)
- Agree on response SLAs: if marketing generates engagement from a T1 account, how fast does sales follow up (10 min)
Response SLA agreement:
Step 3: Design account-level campaigns by tier
The campaign design follows the tier logic. Tier 1 accounts get bespoke treatment. Tier 2 and 3 accounts get scaled but relevant treatment.
Tier 1 campaign components:
Tier 2 campaign components: Industry-specific landing page, relevant case study, targeted LinkedIn campaigns by persona, SDR sequence with light account personalisation.
Tier 3 campaign components: Programmatic display by firmographic segment, content syndication to ICP-matching audiences, retargeting against high-intent page visitors.
Step 4: Measure at the account level
Lead-based metrics are the wrong unit for ABM. Account-level metrics are the right unit.
The four ABM metrics that matter:
Review these four metrics monthly for T1, quarterly for T2 and T3. Account coverage is a leading indicator; pipeline and ACV are lagging.
"B2B teams that measure ABM at the account level rather than the lead level report 2.4x higher marketing-attributed pipeline within 12 months of program launch."
Maintenance
ABM program health checklist
One sharp B2B marketing read, most Thursdays.
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