A Step by Step Guide to the Elusive ABM Campaigns

Disclaimer: there will be a number of 3rd party companies mentioned throughout this article. While I have no affiliation with either, I consider them the tested tools for account based marketing. There are many, many others like them and the choice to go with one or the other is based on your unique campaign guidelines and your personal approach.

A few years ago, account based marketing, simply referred to as ABM, started to be the fashionable choice especially if you were targeting enterprises and managing thought leadership campaigns. The ability to go super focused after just a few accounts that would bring tenfold ROI or MRR (or ARR, depending on contract details) seemed like a perfect scenario that could make any marketer just drop the SMB pipeline and focus on just getting these clients on board.

I got lucky enough to be a somewhat early adopter of ABM tactics so consider the approach below a beaten path (but one that worked in specific situations like targeting B2B IT companies). As my end goal was to create thought leadership campaigns with specific clients in mind, I had the luxury of a great marketing team with extensive know how and a large enough budget to use anything available that I thought would work.

But before you embark on your own ABM strategic quest, there are some things you have to take…