Account Based Marketing (ABM) Master Class

Identify the total addressable market and serviceable market, and define your ideal customer profile with geography, tech fit, and regulatory requirements like GDPR and HIPAA to guide ABM.

Align the total addressable market with serviceable and ideal customer profiles, refreshing as new releases expand the market, and tailor ABM messages to engaged and broad accounts using intent signals.

Navigate the funnel from awareness to purchase, and see how ABM drives qualification, cross-sell, upsell, and retention across marketing and sales. Align lead flow and wake-the-dead campaigns to maximize wins.

Map your ABM funnel from leads to wins using stage conversions and cycle time, then apply the reverse funnel to align targets and forecast pipeline.

Calculate average deal sizes by product and industry, build a reverse funnel from targets, estimate CAC, and allocate non-people and working dollars to ABM campaigns that drive meetings and pipeline.

Use the reverse funnel calculator to estimate required leads and deals to hit your revenue goal, including marketing share, win rates, and funnel conversions across markets.

Identify the demand unit for ABM by mapping the 5–7 personas around the buying table, align campaigns to buyers and users, validate with data and interviews.

Create lean, functional personas that cover key titles in the buying process, map them to the organization and archetypes, and train sales, marketing, and content teams to tailor messages.

Explore a detailed persona template for the CMO, outlining goals, responsibilities, challenges, and pain points, plus conversation starters and ABM-driven content tactics.

Map content to each persona's journey stages: education, solution, and selection, identify gaps, and plan digital and human touchpoints within the abm funnel.

Build buyer personas with the HubSpot tool, select avatars, define roles and metrics, and research demographics and communities to create multiple personas for ABM.

Explore how sales and marketing alignment moves from tension between the two groups to measurable results with ABM ownership of the go to market, full-funnel metrics, and shared accountability.

Own a single metric to drive accountability by tracking three attribution tiers: marketing originated, direct influence, and marketing influence, aligning demand generation with sales through simple, credible dashboards.

Identify the metrics that truly matter for ABM, prioritizing marketing-sourced meetings, SDR-driven meetings, and opportunities that turn into pipeline, plus expansion opportunities, with simple attribution.

Track velocity and conversion rates across CRM stages to measure deal progress. Log every contact and stage move to identify friction and boost win rates.

Align sdr/bdr teams with marketing to drive qualified leads and meetings that become opportunities, by aligning compensation, campaigns, and go-to-market messaging for abm success.

Align abm metrics with sales metrics and align compensation to opportunities and meetings. Drive seller accountability and focused campaigns on leads and quality leads.

Nail the handoff from marketing to SDR to sales by aligning lead management and routing with rich engagement context, content history, and timely follow-ups.

Tier accounts by value and tailor tactics to the job to be done for scalable account-based marketing. Use intent data to target accounts and convert 1200 accounts into enterprise opportunities.

Explore advertising tactics for ABM, from LinkedIn lead forms and Facebook to programmatic, co-branded, and gated approaches, tailored to personas and demand units to warm accounts.

Compare content syndication with advertorials to drive leads via promoted content, emphasizing pay-to-play, intent-aligned targeting, and conversion-driven measurements while noting GDPR considerations.

Leverage websites in ABM with SEO, personalization, and chat bots to tailor account journeys using intent data, while microsites and Highspot showcase targeted content for 24/7 engagement.

Explore tactile ABM tactics such as direct mail, local events, executive dinners, and lunch-and-learns, paired with email and outbound sequences to reach the priority inbox and drive engagement.

Content fuels ABM demand by aligning marquee assets with the buyer’s journey, using tailored industry blogs, trend and analyst reports, case studies, and product tours to drive go-to-market strategies.

Target local events in ABM using an intent tool to map active accounts by geography, then execute a pre-event, experiential plan to engage them.

Direct mail can be an effective ABM tactic, offering a tactile, memorable experience through physical packages or branded gifts, deployed strategically later in the funnel.

Discover how four passion areas—food, music, sports, and causes—activate buyers in ABM by crafting local and virtual events that spark interaction and engagement.

Learn to tier accounts by customer lifetime value, set tier criteria, and map tactics and budgets to deliver premium experiences to tier one while balancing effort and resources.

Align your account-based marketing play to the buyer's journey by selecting a horizontal journey or persona-based tiers, then start with low-cost tactics and escalate with ads, email, and direct mail.

Define tiering and tactics in ABM, outlining strategic, big, medium, and other accounts, align campaigns, and plan high-value, personalized outreach plus big fish hunting.

Identify the five key ABM data inputs—intent, account, contact, marketing interaction, and reverse IP data—and show how independent websites, bid stream, and NLP co-op data reveal buyer intent.

Use account data and contact data to identify target accounts, define the ideal customer profile with graphic data and intent data, and map contacts to buyer personas for outreach.

Explore marketing interaction data from website visits, emails, and events, and use reverse IP lookup to identify visitors, then feed insights to the CRM for smarter ABM engagement.

Apply the fire methodology, focusing on fit, intent, recency, and engagement, to identify top accounts, tier them into hot, warm, and lower-priority targets, and optimize ABM strategy.

Define the total addressable and serviceable markets, and the ideal customer profile for good-fit companies, then drive ABM with firmographic, persona, and modern intent data.

Apply account-based marketing across the funnel from top-of-funnel demand to pipeline acceleration, using intelligence and advertising to drive meetings, opportunities, expansion, and retention.

Leverage top-of-funnel ABM plays by warming high-fit, high-intent accounts with ads and brand engagement before escalating to outreach as they show intent. Test parallel warm-up and outreach to optimize response.

Leverage intent data across the sales cycle to forecast deals, optimize air cover ad campaigns, and tailor pricing and battle cards against final competitors.

Explore how intent data informs account selection and prioritization in account based marketing. Align sales compensation and marketing campaigns to drive quality meetings and data driven results.

Align account selection with business strategy by examining total addressable market and ideal customer profile. Use intent data to prioritize in-market accounts and coordinate marketing and sales to hit targets.

Align account selection with TAM and ICP using LinkedIn and Dun & Bradstreet to build tech and graphic profiles. Use intent data and fire methodology to prioritize accounts.

Explore a versatile dashboard for account based marketing, featuring round robin follow-ups, intent data, and prioritized accounts across outsourcing and contact center software to accelerate deals.

Place dashboards where sellers naturally go and use actionable signals—product association, engagement recency, and stage duration—to prioritize active deals, flag unloved opportunities, and recycle non-opportunities.

Explore a free intent tool for account based marketing, configure topics and geographic targets, and receive ten qualifying accounts weekly to kickstart SDR outreach on a budget.

Use account based marketing to define a top-of-funnel campaign theme aligned with go-to-market goals, set brand or demand objectives, measure impact, and allocate budget by cost per meeting.

Contrast evergreen and wave campaigns, aligning evergreen programs to core go-to markets and ICPs with 30-day ad cycles, while wave campaigns focus on trends and product launches.

Analyze campaign components by aligning accounts and content around a theme, identify accounts via intent signals, tailor the demand unit and tactics, then go live and optimize based on data.

Explore marquee content strategy, turning one core piece, an e-book, into blogs, social posts, landing pages, infographics, slides, videos, and webinars to fuel abm campaigns.

Build a predictable pipeline by evergreen, high-fit, high-intent campaigns for each go-to-market, tracking weekly net-new accounts and conversions to forecast annual meetings.

Map the big campaign picture by evaluating intent and ICP, setting achievable targets, and choosing ABM plays across marketing and sales with clear handoffs.

Explore additional abm ideas such as custom landing pages, chatbots, and hyper-relevant content for select accounts, and weigh effort against value with analytics guiding implementation.

Pre-plan ABM events by targeting accounts, attendees, and speakers. During events, secure meetings with incentives and personalized swag; post-event, follow up with nurture, notes in CRM, and targeted content.

Collaborate with channel partners to share and map target accounts, prioritize by intent, coordinate outreach and local events, and use evergreen content and partner thought leadership to accelerate joint demand.

Apply account based marketing across borders to help dealers set meetings, aligning on ideal customer profiles, personas, pain points, and content with jointly refined sequences to hit targets.

Align ISR/BDR/SDR efforts to go-to-market intent and prioritize in-market accounts. Implement programmatic product focus, blitz days, enablement, marketing-aligned metrics, commissions, bonuses, and reporting into marketing to drive sales accepted leads.

Create a programmatic, prescriptive ABM approach by targeting go-to-market accounts with surging intent, sourcing five contacts per account, and placing them into outreach sequences. Track weekly outcomes and adapt priorities.