ABM Is B2B.

Why are all those leads getting stuck in pipelines like a bottle cap down the sink? The reason probably is that your engagement efforts aren’t reaching the right decision-makers, or your sales and marketing teams are out of sync.

As opposed to lead-based B2B marketing, which welcomes all potential customers to the pipeline, ABM says it’s necessary to ignore a large percentage of your TAM in order to find the rich account nuggets you can mine for gold over and over again.

Pipeline acceleration: Coordinating between marketing and sales to create and maintain momentum during the buying cycle. Winbacks: Regenerating interest within an account where buying momentum has been lost. Key stakeholders: Demand generation, field marketing, marketing operations, and account executives.

ABM requires engagement on a more personalized level, with messaging that’s tailored to individual roles within an account at different decision-making stages.

Check out this 31-day orchestration plan devised by TOPO. It breaks down the tactic, who the play is intended for at the account level, and who owns the play at your organization.

Ideally, these insights are delivered directly where your sales team lives, typically in your CRM.

With one-to-few, you should get more personal with your messaging and leverage engagement data to achieve that level of personalization. In the right industry, these accounts might be a bit off from checking every box of your ICP, for example, but have too few employees. They’re close, though, and they’ve shown intent.

Pipeline velocity What do you do with accounts already in your pipeline? Accelerate those bad boys! The biggest challenge most companies face isn’t lead volume; it’s pipeline conversion. We’ll quote our favorite eye-opening Forrester statistic again : Fewer than 1% of B2B leads turn into customers.

Our next strategic shift was using a fit/intent/engagement model to tier all 6,500 accounts in our total addressable market. This model gave us about 200 accounts per quarter where we focused the majority of our resources, engaging mainly with account-based advertising and sales outreach.