“7 Best Practices” 💡 for implementing Account Based Marketing (ABM).

I believe, ABM as a term is misleading. I prefer to call Account Based Strategy (ABS) bringing marketing & sales teams together to execute ABS.

Irrespective of what you prefer to call, I believe, following “7 best practices” are absolutely essential :-

✅ 1. ABM/ABS has to be sponsored by C-Suite leadership.

✅ 2. Marketing & Sales teams’ collaboration is critical.

✅ 3. Marketing & Sales team have be “account – aligned.”

✅ 4. Leverage Data (internal and external) to find target accounts that are “look alike” to your existing customers.

✅ 5. Involve Sales team in everything – territory planning, accounts selection, tools, campaign messaging, content, buyer personas.

✅ 6. Segment your target accounts – One to One, One to Few, One to Many.

✅ 7. Concentrate your resources on those accounts very likely to buy than those who are less likely to buy.

There are numerous examples of top organizations implementing and benefiting from ABM/ABS programs for “In-bound” demand generation. Snowflake is a very good example.

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