Master your 2026 social media strategy free template + expert tips

They show whether accounts genuinely trust the relationship built around them. Strong account based marketing tools and Account based marketing strategies better targeting usually improve conversion quality over time. This metric reflects how often opportunities become actual customers.

Once marketing and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market plan. This is something you’ll need to sit down and discuss during a planning meeting with both sales and marketing. Davidson said, “Ideally, everything you’re doing from the sales and marketing sides, you’re doing together.” When I talked with Davidson and Wingrove, both stressed that in a comprehensive approach to ABM, marketing and sales must be on the same page. Aligning your sales and marketing team is critical for the success of your ABM strategies.

We rebuilt Dialpad’s brand strategy from the ground up — purpose, vision, mission, personas — then produced two comedic videos spoofing universal phone call frustrations. By meeting the audience in their physical environment first, we earned the digital attention that cold outreach never would have. We positioned the product as a “field agent” — not a chatbot, not an assistant — capable of stringing together complex audit tasks autonomously. We built a full brand repositioning around “Cyberstrength” — shifting HackerOne’s positioning from reactive, defensive security to proactive risk management. And the embedded model worked so well that Instacart expanded the partnership to two additional internal teams. “With all the moving parts and individual tasks, C5 never missed a beat — we could not have asked for a better partner.”

Keeps marketing and sales aligned.

Leavitt said it's important to have a process in place and people with strong sales and marketing skills. In the past five years or so, he said, companies have been able to take things a step further with systems that collect purchase-intent data, which tracks people's online activity to determine their interest in researching a purchase. "Sales operations usually is either leading or implementing a lot of the underlying requirements to support an account-based marketing initiative," he added. Top-level support is needed to ensure that marketing is included in the sales process, Bennington said. Most of the work to develop an ABM strategy is in the managerial and technical requirements of unifying sales and marketing as part of the effort. Then, determine who is on each buying team, their personas and the best messaging for each, including content types and engagement channels.

It is becoming more typical to see B2B companies using various forms of ABM into their marketing programs to accomplish their goals, as the ABM discipline continues to influence marketing efforts. Furthermore, ABM tends to shorten the sales cycle by including numerous stakeholders early on and nurturing all prospects concurrently. Tracking the impact of marketing on high-valued accounts is made easier and resource allocation is streamlined when team members work together to identify target accounts and create customized programs.

Step 2. Know your audience deeply

Featured partners with unique LinkedIn-focused services and functionality include Terminus, Demandbase, Adobe, HubSpot, and more. A number of new tools and technologies on the market have made ABM more practical by enabling marketers to deliver targeted messages with improved precision. As long as you maintain an upward trajectory, you’re on the right track.

• Using several different avenues simultaneously helps reach multiple audiences in a variety of channels to build brand awareness resulting in a fuller picture of your brand.
• This alignment helps make sure all communications, interactions, and content are consistent for the accounts you work with.
• Account-based Marketing is frequently cited as an example of the close alignment of sales and marketing teams.
• Platforms like LinkedIn, Reddit, and industry-specific forums are becoming primary discovery channels for B2B buyers.

B2B marketers worldwide trust Madison Logic to tackle challenges and seize opportunities across 129 industries to drive growth. It’s common at startups and scale-ups that can’t afford to say “no” to out-of-plan deals. The moment an unplanned but promising account surfaces (say, an inbound from a Fortune 100 company, or a competitor’s customer showing interest), the marketing and sales teams spin up a mini-ABM campaign on the fly.