In traditional demand generation, companies use lead scoring to prioritize inbound prospects. A lead takes certain actions (visits pricing page, downloads a resource, opens multiple emails), accumulates points, and gets passed to sales when it reaches a threshold. Lead scoring works for traditional channels.
Account-based advertising (ABA) uses paid media platforms to reach target accounts and stakeholders with tailored creative and messaging. It bridges the gap between personal outreach (limited scale) and traditional advertising (limited targeting). Done well, it scales your ability to reach decision-makers while maintaining personalization.
Account-based marketing is fundamentally different from traditional demand generation. The targets are different (accounts not leads), the channels are different (multi-channel orchestration), and the success metrics are different too. Yet many organizations try to track ABM results using dashboards and metrics designed for traditional marketing. This gap between approach and measurement becomes a blind spot.
Sales development representatives are on the front lines of modern B2B growth. While marketing builds campaigns and inbound flows, SDRs convert opportunity into conversations. In account-based marketing environments, this role transforms. Instead of working inbound leads reactively, SDRs become strategists who orchestrate touchpoints, navigate complex buying groups, and accelerate accounts through the funnel.
LinkedIn is the natural home for account-based marketing. It’s where decision-makers spend time, where they research solutions, and where they connect with peers.
HubSpot is the most ABM-friendly CRM. It treats companies (accounts) as first-class objects, supports account-level workflows, and integrates natively with most ABM platforms.
LinkedIn is the natural home for account-based marketing. It’s where decision-makers spend time, where they research solutions, and where they connect with peers.
Selecting the right accounts to pursue in your ABM program is perhaps the most consequential decision you’ll make. You could have brilliant messaging, flawless execution, and world-class coordination between sales and marketing, but if you’re targeting the wrong accounts, the results will disappoint.
HubSpot is the most ABM-friendly CRM. It treats companies (accounts) as first-class objects, supports account-level workflows, and integrates natively with most ABM platforms.
Sales cycle length is one of the most important metrics in B2B business. It determines cash flow, payback period, and team productivity. A company with a 12-month sales cycle has fundamentally different economics than one with a 4-month sales cycle, even if close rates are identical.
In traditional sales, attribution is relatively straightforward. A prospect clicks an ad, lands on your site, fills out a form, and becomes a lead. That lead came from the ad. You measure conversion rate and cost per lead.
Your Ideal Customer Profile is the foundation of every strategic decision your company makes. Which accounts to target. Which prospects to close. Which content to create. Which partnerships to pursue. Which product features to build. All flow from a clear understanding of your best customers.