The document provides 11 tips from ABM experts to help companies improve their account-based marketing strategies. It outlines 5 key takeaways, including that ABM is evolving and its potential is vast, strong relationships are needed to succeed, strategic accounts should be accessed and engaged with, progress must be measured, and working with a trusted partner can help implement the tips. Overall the tips suggest high-quality data, strategic account relationships, and benchmarks are essential for a successful ABM strategy.

1. KICK-START
ACCOUNT-BASED
MARKETING:
11 Tips from
the Experts

2. Tips to help you
improve your
account-based
marketing roadmap

3. You’ve likely heard
of account-based
marketing (ABM).
Maybe you even have a pilot program.

4. Are you sure you’re
supporting your
program with the
right resources to
measure success?

5. 90%of B2B marketers know
ABM is a key growth driver,
but the market’s biggest roadblock
is access to relevant data.
(Source: Avention)

6. What goals help ABM
prove its worth – and
how can companies
reach them?
We asked the ABM experts:

7. The experts:
• Jeff Sands, ITSMA vice president
and ABM practice co-lead
• Hank Weghorst, Avention CTO
• Craig Elias, SHiFT Selling founder
• Steve Woods, Nudge CTO and
Eloqua co-founder
• Jon Miller, Engagio CEO and
Marketo co-founder

8. Following are 11 insights – and 5 top
takeaways – to help every company
craft an ABM roadmap, execute
plans and measure ROI.

9. Takeaway No. 1:
ABM is evolving, and its
potential is nearly endless.

10. The need to scale has led to the emergence of
three types of ABM: strategic ABM, ABM-light
and programmatic ABM.
– Jeff Sands

11. Takeaway No. 2:
You’ll need strong
relationships to win ABM.

12. It’s important to build
relationships with people –
they might buy from you later.
– Craig Ellias
If you are going to do ABM
well, you need to take
relationships seriously.
– Steve Woods

13. The world of relationships often extends
beyond the walls of your team. Leveraging
that extended team becomes critical.
– Steve Woods

14. Takeaway No. 3:
Access – and engage with –
strategic accounts.

15. A more engaged account
will more likely buy and
become an advocate.
– Jon Miller
Create strategic
relationships before
you need them.
– Steve Woods

16. In the ABM world, we flip that funnel around, and start
off by trying to understand and discover the companies
who should be customers first. It’s the foundation of the
process. If you don’t select the account correctly, your
engagement at the end will suffer.
– Hank Weghorst

17. Takeaway No. 4:
Measure your progress
– and know that even the
pros are still learning.

18. You need to decide if you
will either prioritize existing
accounts based on profile
characteristics, or use
profile characteristics and
obtain matching accounts
from the world’s known
company universe.
– Hank Weghorst
What we really need with
ABM is a way to measure
the quality and depth of
our relationships.
– Jon Miller

19. Takeaway No. 5:
To turn these tips into
actions, work with a
partner you trust.

20. There are hundreds of questions that you should
be able to ask about your own market. The only
way you can do this is with a partner who knows
how to answer your questions.
– Hank Weghorst

21. The experts agree –
a successful ABM strategy
requires 3 essential elements.
1. High-quality data
2. Strategic account relationships
3. Benchmarks to measure progress

22. To start optimizing your ABM program,
learn how to access the data it deserves.
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