The Ultimate Guide to Account Based Marketing (ABM)

About This Video

Sarah Challis delivers what the title promises: an end-to-end guide to Account Based Marketing that's as practical as it is strategic. Starting with the fundamental question of whether ABM is right for your business --- because it isn't for everyone --- Sarah walks through the three tiers of ABM (one-to-one, one-to-few, and one-to-many) and how to allocate resources across them based on account value. The video covers the technology stack required, including intent data platforms, account mapping tools, and orchestration layers that tie ABM execution together. Sarah is particularly strong on the sales and marketing alignment piece, explaining how to build shared account lists, joint success metrics, and a service level agreement that keeps both teams accountable. Real-world examples from companies that have implemented ABM successfully ground the frameworks in practice, including common pitfalls like over-personalizing low-value accounts or under-investing in sales enablement. For B2B marketers looking to build or refine an ABM program, this is the comprehensive resource to bookmarked.

What You'll Learn

• •How to determine whether ABM is right for your business and which tier (1:1, 1:few, 1:many) fits each segment
• •The account selection methodology that balances firmographic, technographic, and intent signal data
• •How to build a joint account list and SLA with sales that both teams actually commit to
• •The ABM technology stack: intent data tools, account mapping, orchestration platforms, and measurement
• •Personalization frameworks that scale from custom microsites for top-tier accounts to industry-specific content for broader programs
• •How to measure ABM success beyond pipeline --- including account engagement scores and influenced revenue
• •Common ABM implementation mistakes and how to avoid them, from over-personalization to poor sales handoff