How Poor Lead Quality Hurts Your ABM Campaigns

The first step is co-developing an ABM strategy so sales and marketing can work together as parts of a joint “account team.” Agreeing from the get-go on the ultimate goal of the ABM program helps marketing and sales get in sync and figure out the most fitting target accounts and the best strategy for reaching and engaging them. Even as buying circles are growing, marketing teams are feeling more pressure to directly impact revenue growth. For this partnership to work, the marketing and sales teams also need to form a partnership—one of the key components of ABM campaigns that we’ll cover next. Intent data matters because only 5% of B2B buyers are in-market at any time—intent data helps identify and prioritize those accounts early for higher win rates and faster outreach. Marketing automation tools, used by approximately 71% of ABM marketers, allow teams to deliver customized content, messaging, and offers based on each account’s specific characteristics, behaviors, and stage in the buying journey.

Third-party intent helps you find accounts that could be a great fit but don’t yet know about you. First-party intent is data from people who’ve already engaged with your brand directly. Depending on the size of the company you’re selling to, there may be an entire group of people who all give input on the final buying decision.

The sales cycle is also streamlined by your marketing and sales alignment, as well as the consistent and personalized customer experiences you offer. He said custom offers give prospects a reason to take meetings or engage in conversation. That’s because your content and interactions are tailored in a way that shows them how your specific products, services, and other offerings are what they need to solve their challenges.

• Depending on the size of the company you’re selling to, there may be an entire group of people who all give input on the final buying decision.
• Then, use this research to develop personalized marketing and sales content that speaks to each account and decision maker.
• Overall, it enhances customer relationships, drives revenue, and aligns marketing and sales efforts effectively.
• For example, prospects in the healthcare industry see ads and website popups leading to a personalized toolkit with webinar best practices for healthcare.

They identified prospects who had not progressed for 35 days and then mailed them an “Over-the-Line” kit, which included a notebook with a checklist detailing the final steps they needed to take to get started on their first ad campaign. With this creative approach, the company was able to increase website traffic by an astounding 50% and their leads abm campaigns by 20% just by showing prospects how great their future spaces could look. LiveRamp’s hyper-targeted approach coupled with the strong coordination between their teams as well as their high-value offerings that sought to educate and inform their prospects integrated seamlessly, resulting in success.

Integrated Digital Follow-up

In-person events have always been one of the most successful opportunities for sales teams to reach decision-makers who fall within their ideal customer profile. Mature ABM programs add in data sources, like intent data, to help marketers identify and gauge pre-existing and current interest, which makes it even easier to prune account lists for targeting and retargeting. Account-based marketing encourages marketing teams and sales organizations to work together across the buyer journey. Don’t build a stack and don’t invest in expensive software before creating ABM processes and onboarding marketing, and sales teams. You don’t sell to companies, you sell to specific people. Here, you’re basically gathering intelligence about how to target these accounts at the industry-, company-, and decision-making levels.

Keeps marketing and sales aligned.

Firmographic data provides the foundation, identifying high-value firms through company attributes such as industry, size, and revenue. This article explores how modern ABM programs leverage data, intent signals, and predictive analytics to deliver measurable pipeline growth and revenue impact. This performance represents a 12.5% premium over the industry benchmark of 8.0x and positions The ABM Agency as the optimal choice for enterprises prioritizing maximum financial return.

Why Activity Doesn’t Equal Pipeline​

Even if the org structure doesn't change, it helps to have shared goals that map towards pipeline or revenue instead of something farther up the funnel like marketing qualified leads (MQLs). These teams have shared goals and strategies, and this allows them to sync their efforts toward attracting the right prospects. As mentioned above, many companies are forming "revenue teams" that are a combination of sales and marketing professionals.

Off-the-Wall ABM Strategies

With 465 billion automated optimizations per second, the AI-powered StackAdapt Marketing Platform seamlessly connects brand and performance marketing to drive measurable results across the entire customer journey. “Today’s B2B marketers are under pressure to drive pipeline with fewer resources and higher expectations. Whether reaching buyers in North America or expanding into global markets, StackAdapt delivers the precision, agility, and scale needed to execute modern ABM campaigns. Each integration adds distinct capabilities to the StackAdapt platform, expanding what’s possible for B2B marketers executing ABM strategies at scale. The result is a more powerful way for B2B marketers to identify, engage, and convert high-value accounts with greater accuracy and global scale.

A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers. Furthermore, the team achieved an astounding 41% closing rate as well as increased social media brand awareness due to the prospects sharing photos of the direct mail pieces. Alignment between sales and marketing teams ensures seamless execution of ABM strategies. This precision-based strategy leverages intent data and multi-channel outreach to accelerate the sales cycle and maximize return on investment (ROI) for complex B2B deals.

Savvy agencies always discuss other metrics with their clients in addition to the campaign’s ROI, especially in its early stages. It takes time for a company’s targeted prospects to warm up and respond to your client’s marketing tactics. While there are many metrics to be gleaned from an ABM campaign, these four give agencies the deepest, most impactful insight. Agencies can help their clients plan and execute an ABM strategy that reaches their targeted buyers and helps close more deals. LinkedIn makes it easier to practice ABM, whether you’re targeting a few highly-valuable companies or taking a broader approach.

Suma Kishorekumar lives at the intersection of ideas and people. Ask them how they validate that an account is in-market, which signals trigger outreach, and whether they use AI for account targeting or only traditional intent data. Expect higher-quality opportunities, stronger engagement from target accounts, and better timing with buyers who are genuinely in-market. It is better suited to mid-market and larger companies than early-stage teams.

The next step is developing content that speaks directly to those prospects and launching campaigns. If you’re a skeptic of account-based marketing, don’t just take our word for it. Once visitors reach the website, website personalization technology can be used to create a tailored, account-specific experience for target prospects vs the generic website experience. Whereas a volume-based marketing approach might use templates and marketing automation, account based marketing involves crafting tailored email messages for each company and individual.