How to do ABM: A Quick Guide

In challenging market conditions, with budgets stretched, does Account-Based Marketing feature in your planning for 2025?

ABM produces higher ROI than traditional marketing approaches, by focusing on carefully selected high-value accounts through personalised targeting: 87% of marketers using it report that ABM outperforms all other marketing investments.

Framework - Playbook GTM plan

• Plan your ABM framework, the strategic and tactical plan
• Design your Playbook - the process to target, nurture, win and retain accounts
• Create your GTM plan, using an easy-to-follow, plan-on-a-page like myGTMplan

Team Alignment

• Use your ABM framework to create strong alignment between sales and marketing teams
• Establish clear roles within teams for a seamless customer experience
• Consider one-day workshop training for shared understanding of tasks and roles

Content Development

• Build a full content library - video, infographics, etc - and personalise for each account
• Create insightful, customised content that delivers value and creates thought leadership
• Ensure content addresses both sector and individual buyer needs

Implementation Best Practices

Research and Targeting

• Invest stime in research to identify the right high-value accounts
• Use data analytics to understand buyer behaviour and preferences
• Educate target accounts with insight into their company’s needs

Technology Integration

• Selection of your tech stack comes after you have a clear ABM plan
• Align systems between marketing and sales (CRM, CDP, analytics)
• Use automation to bridge marketing and sales efforts

Execution Strategy

Campaign Management

• Start with a pilot program to test and refine processes
• Create feedback loops to continuously calibrate campaigns
• Deliver consistent buyer experiences across all touchpoints

Personalisation Approach

• Tailor content for specific roles, decision-makers and pain points
• Market insight workshops and other high-value events
• Use dynamic content on websites and in email campaigns

Measurement and Optimisation

Performance Tracking

• Monitor engagement levels across accounts
• Track revenue impact and sales pipeline progression
• Measure ROI and adjust strategies accordingly

ABM really delivers when you refine and optimise. It all starts with planning and educating sales and marketing teams to ensure an agreed understanding of ABM, and how you will meet your goals and establish each person’s role in the process.

CIM | The Chartered Institute of Marketing