ABM Checklist: The Ultimate Guide for Account-Based Marketing Success

👋 Hello and welcome!

If you're looking to break free from the limitations of mass email campaigns and generate higher-quality leads, Account-Based Marketing (ABM) could be the game-changer you need. This strategy focuses on targeting high-value accounts with precision, using personalized outreach to deliver maximum impact.

Let me share my ABM checklist of strategies and tactics that have consistently delivered results. This is based on market data, personal experimentation, expert guidance, and discussions with industry leaders.

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In this guide, you will learn:

• What is an Account-Based Marketing Strategy (ABM)?
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• Should you run an ABM program?
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• What are the criteria of success for ABM?
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• How to implement ABM (step-by-step)?
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• How to launch an ABM pilot (feat Andrei Zinkevich)?

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What is Account-Based Marketing (ABM)?

If you're new to ABM, let's start with a clear definition. At its core, ABM is a strategic B2B marketing approach that treats each high-value target account as a market of one. It prioritizes these key pillars:

• Identifying high-intent accounts: Focus on accounts showing signals that they are ready to buy
• Gathering insights: Deeply research each account to understand their business needs and decision-making structure
• Personalized outreach: Craft tailored messaging and campaigns that resonate specifically with each target account

ABM vs. ICP-Based Outbound

It's important to distinguish ABM from ICP-based outbound. While both strategies begin by defining your ideal customer profile (ICP), they diverge in execution:

• ICP-Based Outbound: Targets a broader list of accounts that fit your ideal demographics, often using a less personalized outreach approach
• ABM: Takes personalization to the next level. You'll still target accounts that align with your ICP, but your outreach strategy is tailored to each specific account, demonstrating a deep understanding of their unique challenges

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Should you start an ABM campaign?

ABM delivers exceptional results but requires a significant investment of time and resources. Before launching a program, it's crucial to ask yourself: Is the potential return on investment (ROI) worth it for your business?

Here are the 4 questions to answer:

1. Do you sell complex solutions with a higher average contract value (ACV), ideally above $25k?
   If Yes: ABM's personalized, in-depth approach is likely to yield a strong ROI
   If No: Go to question 2
   
   
2. Is your customer lifetime value above $25-50k?
   If Yes, ABM can be highly profitable
   If No, ABM is probably not a good tactic
   
   
3. Does your sales process involve multiple stakeholders and a longer timeline?
   If Yes, ABM excels at navigating complex buying cycles
   If No, ABM should not be your priority
   
   
4. Are there easier tactics to close deals that you haven't fully explored?
   If other methods are still producing strong results, it may be worthwhile to optimize those before investing in ABM

Note: Don't just focus on your average contract value (ACV). Analyze your customer lifetime value (LTV) to get the full picture. For example, a $10K ACV paired with a $50K LTV can make ABM a smart long-term investment.

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The ABM Checklist: A 7-Step Process

Ready to turn ABM theory into action? Get started with my proven 7-step process for implementing a successful ABM strategy. This actionable checklist will guide you through each phase, from targeting the right accounts to analyzing results.

Here are the 7 steps to follow:

1. Find Accounts with Intent (or Signals)
2. Research Each Account Individually
3. Map the Decision-Makers
4. Craft a Unique Strategy for Each Account
5. Launch Your ABM Pilot
6. Plan and Execute Your ABM Campaign
7. Analyze Results and Optimize

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Step 1: Find Accounts with Intent (or Signals)

Your ABM success hinges on identifying the right accounts – those ready to engage or showing signs of potential. Let's explore your two main options and how to prioritize them:

1a. Target Accounts with High Intent (Priority)

The ideal scenario is to focus on accounts actively demonstrating intent signals. Think of this as capturing the "low-hanging fruit" generated by your marketing and sales efforts.

If you're looking to understand the concept of intent, I've explored the topic in depth in this LinkedIn post.

To learn more about demand creation vs. demand capture, and how these concepts tie into finding high-intent accounts, you can also check this guide: Demand Creation vs. Demand Capture

This graph provides a non-exhaustive list of 30 buying intent signals:

To capitalize on intent:

• Determine which intent signals strongly correlate with your solutions and buying cycle
• Build a system to track and centralize those signals across multiple channels (website visits, content downloads, event attendance, etc.)
• Identify top-tier accounts by assigning scores based on signal strength and relevance

1b. Target Accounts with Potential Signals (Second Option)

While intent signals are the goal, you can also target accounts showing signs of potential need. These "buying signals" hint at a possible opportunity but require deeper investigation to understand the true context.

Examples of signals include:

• Recruiting a New Sales Team (Job Offers): Could indicate a need for process optimization, but they might simply be replacing existing staff.
• Expansion to a New Country: May signal new challenges or opportunities, but the specifics of the expansion matter.
• Adopting a New Software: Might trigger a need to integrate or optimize existing systems, but it could also be an unrelated change.

Note: Signals alone don't equal intent. Treat them as starting points for further research, not as definitive proof of a need matching your solution.

Output of Step 1: A Prioritized Account List

Whether driven by intent or signals, Step 1 aims to build a targeted list of high-potential accounts ready for your personalized ABM approach.

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Step 2: Deep Dive into Each Account

The heart of ABM is tailoring your strategy to each individual target account. This requires going beyond surface-level data to understand their unique challenges, goals, and internal dynamics.

You need to gather 3 types of insights to shape your strategy:

• Company's ecosystem: Research industry trends, market shifts, and competitors to inform your approach
• Company's details: Uncover pain points, initiatives, and their own language from website, social media, etc.
• Company's core strategy: Review earnings calls, reports, and thought leadership for their vision and priorities

Note: Don't just collect data – analyze it to identify opportunities to align your solutions with their specific needs.

Output of Step 2: An Account Profile

Create a concise document (or a section in your CRM) for each target account. This should include:

• A summary of the insights you've gathered
• Key pain points you can address
• Potential objections you may need to overcome
• Relevant case studies or success stories

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Step 3: Map the Decision-Makers

Identifying the right decision-makers is rarely as simple as targeting those with fancy titles. C-Suite execs hold authority, but the decision-making process is often more complex than it seems.

Demystifying Buying Dynamics:

• The Buying Committee: Decisions, especially complex ones, involve a group of individuals with varying roles and influence
• Decision Dynamics: Understand how conversations, internal politics, and priorities shape who ultimately calls the shots
• Your Champion: Your internal advocate who actively promotes your solution and guides you through the buying process

The Challenge (and the Opportunity):

• Bad News: Every company has its own unique decision-making landscape. There's no one-size-fits-all approach
• Good News: Amidst the complexity, there are patterns and best practices you can leverage to pinpoint the true decision-makers

The Buying Committee

A buying committee is a group of individuals collectively responsible for a purchasing decision. They may represent different departments, roles, and levels of seniority.

Each company's buying committee is unique, including roles, influence, and internal processes. Your goal is to uncover this structure for each target account.

Here is a visual of the buying committee:

Don't assume buying committees always involve formal meetings. Discussions can happen across channels like Slack, email, or over lunch. The key is identifying who's involved in weighing options and making the final call.

To close the deals, craft a pitch that addresses the concerns of these four crucial roles:

• Decision-Makers: Hold ultimate authority, but heavily consider input from others. Focus on ROI and strategic impact
• Subject Matter Experts: Bring technical or operational expertise, evaluating the solution's fit for specific needs
• Support: Emphasize compliance and how your solution streamlines processes (think budgets, legal, etc.).
• Influencers: Can heavily sway the process through expertise or internal relationships (think of the CEO's advisor)

Remember, your champion could come from any of these groups. Build those internal relationships!

Identifying Your Champion

A champion is your secret weapon within a target account. This individual actively promotes your solution, navigates internal hurdles, and can make or break your ABM efforts.

Look for someone who:

• Influences the Outcome: Has sway within the company, whether a formal decision-maker or a respected voice others listen to
• Understands the Problem: Deeply grasps the pain point your solution addresses
• Is Motivated to Act: Sees the potential value and is eager to drive change
• Builds Internal Consensus: Advocates for you across departments and levels within the organization

Note: Investing time in identifying and nurturing a champion is one of the smartest moves in your ABM playbook.

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Understanding Buying Dynamics

Each company has its own way of making decisions internally. Two common scenarios illustrate this:

Bottom-up:

1. Operational teams identify a problem and seek solutions
2. They may have more autonomy for smaller purchases
3. Higher-level approval is needed for larger deals
4. In this scenario, managers will request them alternative proposals with pros and cons
5. The operational team and managers will then decide on the best option, potentially involving support functions like procurement or legal

Top-bottom:

1. C-suite identifies opportunities or problems
2. Directives are given to find and implement solutions (e.g., CEO to VP of Sales: "Automate sales workflow with AI")
3. Team lead gathers solutions and presents options to C-level for decision

Note: Adapt your ABM strategies to be ready for both bottom-up and top-bottom scenarios.

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Step 4: Craft a Unique Strategy for Each Account

Generic outreach won't cut it in ABM. The key is tailoring a strategy for each high-potential target account.

Common Misstep:

• Prioritizing accounts → Developing a generic strategy → Making minor copy tweaks per account.

What to do instead:

• Prioritizing Accounts → Designing a unique outreach strategy for each account → Implementing individually.

Your Strategy Toolkit

Personalization goes beyond swapping out names. Consider these levers:

• Target: Who within the account is the best fit (champion, decision-maker, influencer)?
• Messaging: How will you frame the problem and craft a message that resonates with their priorities? Use this B2B messaging framework to ensure your value proposition is clear and compelling for maximum impact.
• Content: Will a case study, industry report, or personalized demo have the biggest impact? The right format can make a big difference. Check out my content strategy 101 guide for help crafting impactful pieces.

• Channels: Where is your target most likely to engage (LinkedIn, email, industry events)?

Note: The insights gathered in Steps 2 and 3 should directly inform the choices you make for each account.

Example of Combination:

• Target: Champions of target accounts
• Messaging: Focus on the outcomes our solution delivers
• Content: Case Studies
• Channels: LinkedIn and Email

A robust ABM strategy benefits from multiple elements within each column. Combine assets like case studies, industry insights, and audit documents to maximize your potential for success.

The key is to tailor your strategy – the messaging, the content, the design – to resonate specifically with each account, leveraging the insights you've gathered.

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Step 5: Launch Your ABM Pilot (feat. Andrei Zinkevich)

Starting with a focused pilot is the smart way to test ABM waters and build a foundation for success. I'm a big fan of Andrei Zinkevich's 1-1-1-1-1-1-1-1-10 technique, as it balances ambition with pragmatism. I love his ABM pilot model, and I've contacted him to write a part of this guide.

The 1-1-1-1-1-1-1-1-10 Pilot Framework

• 1 Target Market: Select a clearly defined market segment
• 1 Vertical: Narrow your focus further to a specific vertical within that market
• 1 SDR & 1 Marketer: Dedicate a small, agile team to the pilot
• 1 Source of Intent Data: Choose a reliable source for leads showing buying intent
• 1 Warm-up Tactic: Select a single outreach channel to test and refine
• 1 Specific Goal: Define a clear objective (e.g., new revenue, expansion)
• 10 Target Accounts: Start with a manageable list of highly-qualified accounts

It’s important to choose a specific goal!

Why a Pilot Approach?

• Focused Learning: Prioritize targeted experimentation and gather actionable insights
• Clear Metrics: Track the impact of your ABM tactics on your chosen goal
• Risk Mitigation: Test assumptions and refine your approach before scaling
• Build Momentum: Demonstrate early successes to gain buy-in for larger ABM initiatives

Adopt a 'Test and Learn' Mindset

ABM pilots are about experimentation. Be prepared to:

• Validate Your ICP: Test if your target audience is truly a good fit
• Refine Your Process: Iteratively improve your account research and outreach tactics
• Prove ROI: Launch with minimal resources to demonstrate quick results and maintain momentum

Common Pilot Pitfalls to Avoid

• Overly Broad Scope: Keep your pilot laser-focused for actionable results
• Unengaged Accounts: Prioritize accounts showing intent
• Excessive Budget: Start small and scale strategically based on learnings
• Spreading Too Thin: A dedicated pilot team ensures proper execution

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Step 6: Plan and Execute Your ABM Campaign

Turning your ABM vision into reality requires a structured approach. Here's a breakdown of the planning and execution process:

1. Prioritize Accounts
2. Research Accounts 
3. Map Decision-Makers 
4. Tailor Your Outreach
5. Execute Campaigns
6. Analyze & Optimize

Note: While you execute your campaigns, ensure your content aligns with your chosen messaging strategy. If you need a refresher on strategic content creation, refer to these 3 Advanced Content Marketing Frameworks.

Consider this 3-month roadmap as a starting point for your ABM campaign:

Building an Effective ABM Squad

A successful ABM program relies on a cross-functional team working in sync. Here's the core lineup:

• Squad Lead Project Manager (Champion): Ensures alignment, manages execution, and tracks progress
• Marketer: Drives content creation, messaging, and lead nurturing programs
• SDR: Proactively engages with target accounts, builds relationships, and qualifies leads
• Subject Matter Expert: Provides technical expertise and answers in-depth questions from the client
• Support Experts (Flexible): Assist with design, legal, compliance, etc. as needed

Choose Your North Star Metric

Align your team around a single core objective. Examples include:

• New Revenue: Focus on closed deals within target accounts
• Expansion: Increased revenue from existing ABM accounts
• Pipeline Acceleration: Shorten sales cycles for target accounts

Common Mistakes to Avoid

Avoid these pitfalls that hinder ABM effectiveness:

• Passive Handoffs: Don't treat leads as a one-way exchange. Marketers and SDRs should strategize together on target accounts and lead scoring for seamless transitions
• Generic Content: Hyper-personalization is key, avoid overly technical or overly generic content

Note:  ABM is a team sport. Foster a culture of shared insights, continuous feedback, and iterative improvement for the best results.

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Step 7: Analyze, Refine, Dominate

ABM isn't about one-and-done campaigns – it's about continuous improvement. Analyze your results to unlock those hidden gems and optimize your future ABM programs.

1. Break it Down

 Scrutinize each stage of your ABM process. Where did you excel? Where were the bottlenecks?

2. Check the Scoreboard

Did you hit your target metric (new revenue, expansion, etc.)? Be honest about the results to drive better decisions next time.

Track these ABM KPIs:

• Number of Conversations with a Champion
• Number of Conversations with Decision-Makers
• Revenue Pipeline Created
• Closed Won Deals

3. List Recommendations for the Future

Distill your analysis into an actionable plan:

• Document what worked and build upon it
• Don't repeat what didn't work! List those mistakes to avoid
• Level up, ask yourself what new tactics you can experiment with next time

Note: Did you learn that 5 touchpoints is the magic number, or that physical events are worth their weight in gold? Capture those insights!

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The Bottom Line

You've got the foundation for a powerful account-based marketing strategy. Remember, personalization, collaboration, and relentless focus are your keys to success. Thank you for reading this ABM checklist, and a special thanks to Andrei for his expertise!

Ready to drive even better results? Enroll in my B2B content marketing course for advanced marketing strategies, tactics, and the secrets to closing bigger deals faster.

If you found this guide helpful, feel free to share it with your network! Together, let's transform B2B marketing with the power of ABM.

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FAQs

What is ABM (Account-Based Marketing)?

ABM is a B2B marketing strategy that targets high-value accounts with personalized campaigns, focusing on quality over quantity.

How is ABM different from traditional inbound marketing?

ABM flips the traditional inbound funnel. Instead of broad lead generation, it focuses on identifying the best-fit accounts and tailoring outreach for maximum impact.

What are the benefits of ABM for B2B marketers?

ABM can lead to higher ROI, shorter sales cycles, improved lead quality, and stronger alignment between sales and marketing teams – all key advantages for B2B marketers.

What are the first steps to build a highly targeted ABM list?

Start by defining your ideal customer profile (ICP), researching potential target accounts, and focusing on those showing buying intent signals. Prioritize quality over quantity when building your ABM list.

What role does LinkedIn play in ABM campaigns?

LinkedIn facilitates ABM by allowing you to identify decision-makers, gather insights about target accounts, engage with prospects, and nurture key relationships.