We've created an alphabetical primer for everyone looking to truly understand Account-Based Marketing. It covers 26 vital terms and concepts, from Awareness to Zero Waste Marketing. If your marketing team has struggled to put ABM into practice, this new primer makes it as easy as—well—A-B-C. Read on to make sure your ABM efforts lead to a happily ever after.

1. ABCs
Now you're ready to put these
ABC's in action. Download the
SOPHISTICATED MARKETER'S
CRASH COURSE TO ACCOUNT
BASED MARKETING to bring
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to life.
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— The ABCs of ABM —
The ABCs of ABM
IF YOU'RE LIKE MOST B2B MARKETERS TODAY, you likely recognize account-based marketing
(ABM) has become an important element of your effective go-to-market strategy. The ABCs to ABM
sets out to educate marketers with fresh ideas and tactics to revolutionize their strategies and
ultimately drive real business impact.
AWARENESS is to ask, 'Of all the
accounts we’re targeting, how many are
aware of our company and brand?'
— The ABCs of ABM —
Aa
— The ABCs of ABM —
Bb
The BUYING committee is a group of
individuals that each play an influential
role in purchasing decisions.
— The ABCs of ABM —
Cc
COVERAGE is about knowing
the right people to target within
the right account.
— The ABCs of ABM —
Dd
Combine DATA-DRIVEN targeting
with LinkedIn's Sponsored Content
to connect with key stakeholders
directly in the member's feed.
ENGAGEMENT measures how
much time the prospect is spending
with your brand.
— The ABCs of ABM —
Ee
— The ABCs of ABM —
Ff
Contrary to casting a wide net,
FISHING with a spear means you
focus from the very beginning on
only bringing in the right "fish."
— The ABCs of ABM —
Gg
Marketing and sales efforts should
define discrete GOALS that align to
bigger goals.
— The ABCs of ABM —
Hh
Often ABM strategies are focused
on growing existing clients which
can translate into HIGH customer
lifetime value.
IMPACT is to understanding the
value of your marketing’s programs.
— The ABCs of ABM —
Ii
— The ABCs of ABM —
Jj
Marketers have to evolve
from a coin-operated lead
generator to a marketer guiding
accounts on a JOURNEY.
— The ABCs of ABM —
Kk
KEY performance indicators (KPIs)
should be centered around
understanding what impact, coverage,
awareness, reach and engagement
means to your targeted accounts.
— The ABCs of ABM —
Ll
LINKEDIN account targeting
enables you to create tailored and
relevant ABM campaigns.
N
S
EW
The MATURITY scale of an ABM
strategy has three tiers:
Programmatic ABM, ABM Lite and
Strategic ABM.
— The ABCs of ABM —
Mm
— The ABCs of ABM —
Nn
Your approach to ABM NEEDS to
be strategic and needs executive
sponsorship. Otherwise, you’ll be
fighting too many battles.
— The ABCs of ABM —
Oo
ORCHESTRATED plays are
interactions choreographed cross
functionally and across channels in
an effort to initiate conversations
and deepen relationships.
— The ABCs of ABM —
Pp
Define a PROCESS for how to align
with Sales on things like goals,
target accounts, buying committee
and the content needed to drive
engagement.
ABM is all about QUALITY VS
QUANTITY. ABM is a hyper-targeted
approach to initiating and deepening the
relationships with the accounts that
provide the most strategic value to your
business.
— The ABCs of ABM —
Qq
— The ABCs of ABM —
Rr
REACH helps you understand
whether or not you're getting
through to the right people from
each account.
— The ABCs of ABM —
Ss
When SALES and marketing align,
you're working from a similar
mindset and can coalesce around a
common goal.
— The ABCs of ABM —
Tt
LinkedIn Account TARGETING enables
you to engage the accounts that matter
most by targeting influencers and
delivering relevant content.
Linkedin Sales Navigator's TeamLink
provides VISIBILITY into the
connections other employees in your
company have with contacts at your
target account.
Think of ways your content can
become a UNIFYING force for the
separate individuals on the buying
committee.
— The ABCs of ABM —
Uu
— The ABCs of ABM —
Vv
— The ABCs of ABM —
Ww
ABM requires hyper communication
between sales & marketing leaders.
Conducting WEEKLY alignment
meetings unites tactical marketing
efforts with defined sales goals and
builds a rapport between the two teams.
— The ABCs of ABM —
Xx
When Sales and Marketing are aligned,
it's like the sweet sound a XYLOPOHONE
makes when the mallet hits its bars.
(We are aware this is quite the stretch,
but c'mon...X!)
— The ABCs of ABM —
Yy
— The ABCs of ABM —
Zz
An effective ABM strategy is
the ZEITGEIST of the modern
marketing era.
Increase your YIELD of quality
leads and revenue by targeting the
right people at the right accounts.