The Roles of Marketing and Sales Teams in Your ABM Strategy

I was recently ask how to execute successful ABM campaigns. Here’s my answer.

First, know your Ideal Customer Profile (ICP) inside out. The better you know your ICP, the easier it is to find and reach them. Your ICP includes company size, location, industry, ne budget, and authority. When you know your ICP, you can craft target messages that resonate and generates results.

Second, use technology to reach and engage your ICP at scale. Many great  platforms and ABM software can help you reach and engage thousands of prospects simultaneously.

Third, make sure you have alignment between sales Benin B2B List and marketing. Without alignment, your efforts will be in vain.

Fourth, create your ICP. The more relevant and personaliz your content is, the higher the likelihood of conversion.

Fifth, measure everything and continuously optimize your campaigns bas on data. What gets measur gets improv.

How to measure the success of an account-bas marketing campaign?

There are a few key metrics you can use to measure the success of your account-bas marketing campaigns:

Account Engagement

How much did each target account engage with your content and messaging? It can be measur using website visits, email opens, or form submissions.

Email List

Pipeline Impact

Did your account-bas marketing efforts create new business opportunities? You can measure it by tracking the number of deals won from target accounts.


Did your account-bas marketing campaigns Mobile Numbers help to increase and retention rates? You can measure it by tracking customer churn rates.

Revenue Growth

Did your account-bas marketing efforts increase revenue? Tracking total revenue or revenue growth year-over-year will measure this.


What was the return on investment of your account-bas marketing campaigns? You can measure this by calculating the cost of your campaign versus the revenue generat from target accounts.

The Roles of Marketing and Sales Teams in Your ABM Strategy

Marketing’s job is to create awareness and generate. Sales’ job is to qualify those leads, turn them into opportunities, and close the deal. It’s that simple, and it has always been that simple.

Every company nes team, but their exact roles can vary bas on the product or service being sold, the company’s size, and the company’s growth stage.

For example, in a startup, the sales team might be focus on generating as many sales as possible, regardless of whether or not the customer is a good fit for the product.

However, as the company grows and matures, the focus shifts to quality over quantity, and the sales team becomes more selective about which leads they pursue.

Leave a comment

Your email address will not be published. Required fields are marked *