How to Run an ABM Campaign
Execute account-based marketing campaigns that drive pipeline
Account-Based Marketing focuses your resources on the accounts that matter most. Instead of casting a wide net, ABM targets specific companies with personalized campaigns. This guide shows you how to plan, execute, and measure an ABM campaign from start to finish.
Steps in this guide
Build Your Target Account List
Start by identifying 50-500 accounts that match your ideal customer profile. Use firmographic data, intent signals, and sales input to prioritize.
Tips:
- Analyze your best customers for common traits
- Layer in intent data to find in-market accounts
- Get sales buy-in on the account list
- Tier accounts by potential value (Tier 1, 2, 3)
Research and Map Accounts
Deep dive into each Tier 1 account. Understand their business challenges, identify the buying committee, and find personalization angles.
Tips:
- Research recent news, earnings, initiatives
- Map the buying committee (6-10 stakeholders typically)
- Identify pain points and business objectives
- Find mutual connections for warm introductions
Develop Account-Specific Content
Create content tailored to your target accounts. This ranges from industry-specific assets to fully personalized account-specific pages.
Tips:
- Personalized landing pages for Tier 1 accounts
- Industry-specific case studies and content
- ROI calculators with their data pre-filled
- Executive briefings on relevant topics
Launch Multi-Channel Campaigns
Surround target accounts with coordinated outreach across channels: ads, email, social, direct mail, and events.
Tips:
- LinkedIn ads targeting specific accounts
- Personalized email sequences from sales
- Thoughtful direct mail to key stakeholders
- Invite to exclusive events or dinners
Activate Sales Engagement
Coordinate with sales on account outreach. Marketing warms up accounts while sales conducts personalized 1:1 engagement.
Tips:
- Share account intelligence with sales
- Alert sales when accounts engage with campaigns
- Provide talk tracks and battle cards
- Coordinate timing of marketing + sales touches
Monitor Account Engagement
Track how target accounts engage across all channels. Use visitor identification to see when accounts visit your website and what they view.
Tips:
- Set up alerts for target account website visits
- Track ad engagement and email opens
- Score accounts by engagement level
- Share engagement data with sales in real-time
Measure and Report
Measure ABM success at the account level, not just lead level. Track coverage, engagement, pipeline influence, and revenue.
Tips:
- Account coverage: % of target accounts engaged
- Account engagement: depth of interaction
- Pipeline influenced: opportunities from ABM accounts
- Revenue: closed-won from ABM accounts
Common Mistakes to Avoid
- ✕Targeting too many accounts (start focused)
- ✕Generic messaging that isn't truly personalized
- ✕Siloed sales and marketing execution
- ✕Measuring leads instead of account engagement
- ✕Giving up too soon (ABM is a long game)
Pro Tips
- ★Start with 25-50 accounts and expand once you nail the playbook
- ★Website visitor identification is essential for ABM—know when accounts visit
- ★Coordinate every touch: avoid sales and marketing tripping over each other
- ★ABM + demand gen together beats either alone
Tools You'll Need
LinkedIn Campaign Manager
Account-targeted advertising
6sense/Demandbase
ABM platforms (enterprise)
Sendoso
Direct mail and gifting
Frequently Asked Questions
How many accounts should I target with ABM?
Start with 50-100 accounts for one-to-many ABM. For high-touch one-to-one ABM, target 10-25 strategic accounts. Scale up once you've proven the model works.
What's the difference between ABM and demand gen?
Demand gen casts a wide net to generate leads at scale. ABM focuses resources on specific named accounts. Most successful teams do both: ABM for strategic accounts, demand gen for broader awareness.
How long does ABM take to show results?
ABM is a long game. Expect 3-6 months to see pipeline impact for Tier 1 accounts. Enterprise deals have long sales cycles, so measure engagement progress along the way.
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