Introduction

You launch an ABM program. Six months in, your CEO asks: “Is it working?”

Introduction

Account tiering is the most important decision in ABM. It determines which accounts get your best resources, which get scaled attention, and which get nurture.

ABM Content Strategy Framework

Introduction

Most B2B content strategy is built for broadcast. You create one webinar, one case study, one whitepaper. You hope it reaches the right person at the right time.

Introduction

Purchase intent signals are everywhere. A company is hiring a VP of Sales (intent signal: they’re scaling revenue). A company is suing a competitor (intent signal: they’re dissatisfied). A company downloaded your competitor’s pricing page (intent signal: they’re evaluating solutions).

Introduction

ABM fails when sales doesn’t believe in it.

ABM Budget Planning Framework

Introduction

ABM is sold as a high-ROI, high-velocity motion. But internally, it’s expensive. You’re hiring specialists, paying for intent data, building custom content per account, running executive-level meetings.

Introduction

ABM is often positioned as a 1-to-1 executive sport: curated target list of 20-50 accounts, custom content for each, dedicated resources per account.

ABM for Demand Generation

Introduction

ABM sounds simple: pick accounts, coordinate teams, build consensus, close deals.

ABM Attribution Models Guide

Introduction

Your ABM team ran a 3-month campaign to a Tier 1 account. Marketing created custom content, executed a LinkedIn campaign, and hosted an executive briefing. Sales did outbound research, scheduled stakeholder meetings, and conducted technical deep dives.

Introduction

Your SDR team has been optimized for volume. They dial 80-120 numbers per day, send 500+ emails per week, and measure success by positive replies and qualified handoffs.

Introduction

You have a qualified opportunity in your pipeline. The economic buyer says they’re interested. But closing it takes 6 months. Your sales team makes dozens of calls and sends hundreds of emails to different stakeholders, each with their own concerns, each with their own evaluation timeline.

ABM Account Scoring Framework

Introduction

Account-based marketing (ABM) starts with a simple problem: your GTM team has infinite targets and finite resources. You can’t execute a personalized, multi-threaded, account-orchestrated motion on 10,000 accounts. You have to pick.