3 Key Elements Every ABM Strategy Must Get Right
Many Account-Based Marketing (ABM) programs are still missing the mark because marketers often misunderstand or overlook their core goals. While it’s normal for ABM strategies to differ depending on the size, structure, and focus of an organization, there are fundamental principles that must be in place for ABM to succeed. Without these, even the most sophisticated ABM efforts are likely to fall short. Our experience shows that getting these three ABM fundamentals right can significantly set you on the path to success from the start.
1. ABM’s Primary Goal: Drive More Revenue from Target Accounts
At its core, ABM is about focusing more effort on a specific set of target accounts—those that have the highest potential to generate revenue. The logic is simple: if you’re dedicating more resources to a select group, you should expect a better return. If those accounts don’t generate more revenue, your ABM efforts are a failure.
In traditional demand generation (demand gen), marketers cast a wide net across a broad segment of the total addressable market (TAM), qualifying leads and feeding them into a sales funnel. However, ABM flips this approach. Here, Sales and Marketing work together to identify a smaller, more select list of accounts that deserve extra attention because they have a high revenue potential.
The key difference is that, unlike traditional demand gen, where the focus is on broad funnel metrics, ABM demands a deeper focus on individual accounts. Success in ABM isn’t just about aggregate numbers—it’s about the outcomes you achieve from each specific account. If you don’t see tangible revenue growth from these accounts, your ABM strategy isn’t working.
2. Every Target Account Is Prequalified—Focus on Creating More Opportunities
A key characteristic of ABM is that the accounts on your target list are already prequalified. You and your sales team have agreed that these accounts represent real revenue opportunities, which means you don’t need to go through the usual lead qualification process. What you do need to do is engage these accounts in ways that generate new opportunities for your sales team.
In traditional demand gen, the focus is on identifying and qualifying leads to increase Sales’ productivity. However, with ABM, the role of Marketing shifts to helping Sales create more opportunities within these already qualified accounts. This requires a much higher level of engagement with each account than what traditional prospecting and demand gen efforts can deliver.
For ABM to work, Marketing must help engage with each account on a deeper level than Sales has been able to in the past. Without this higher quality engagement, you won’t be able to create the opportunities necessary to increase revenue.
3. Measuring Success Requires Evolving Metrics and Tactics
When organizations first adopt ABM, they often try to apply the same measurement techniques used in their previous demand gen campaigns. This can be a major obstacle. ABM requires a shift in mindset, and often the most difficult part is adapting how you measure success.
Many teams are accustomed to metrics like lead volumes and conversion rates, but these don’t fully capture the nuanced outcomes of ABM efforts. ABM requires a new set of metrics—ones that track engagement at the account level, not just lead volume. These new metrics should give both Marketing and Sales clear visibility into how well they are engaging with target accounts, and which strategies are working.
For example, leads in ABM should be seen not just as potential buyers, but as signals of engagement within the buying team. These leads may not be active in a buying journey yet, but they offer insight into which people are showing interest. As part of a broader ABM strategy, leads are critical for understanding which individuals within an account are engaging, allowing your team to personalize outreach.
Furthermore, you need to continuously optimize your ABM efforts by evolving your tactics. This might mean incorporating intent data, refining your messaging, or exploring new engagement strategies like webinars or high-value offers. These tactics help ensure that you’re consistently engaging your target accounts and creating the right conditions to generate new opportunities.
Conclusion
ABM is not just a marketing tactic; it’s a strategic shift in how you approach revenue generation. By focusing on these three key elements—focusing on high-value accounts, engaging them deeply to create new opportunities, and evolving your metrics and tactics—you can ensure your ABM strategy delivers real, measurable results. Get these right, and your ABM efforts will be set for success.
