Account-based marketing (ABM): the practical guide for B2B teams

Resolution protocol

1. 01

   Build a target account list together with Sales

   Marketing picks accounts based on ICP fit score (industry, size, tech stack, growth signals). Sales adds their 'dream' accounts. Agree on 50–200 tier-1 accounts. Anything beyond 200 tier-1 accounts becomes spray-and-pray, not ABM.

2. 02

   Create account-level content

   For each account: customized landing page (swap logo, use their industry language), personalized outreach with their specific pain point, relevant case study from the same industry. This 3-piece content kit per account is the minimum for genuine ABM.

3. 03

   Measure account engagement, not leads

   ABM metrics: % of target accounts with at least 1 engaged contact, pipeline generated from target account list, deal velocity (ABM accounts should close faster). Ignore MQL count for ABM — it's the wrong metric for a quality-over-quantity motion.