AMA: Pipeline360 Chief Marketing Officer, Matt Hummel on Account Based Marketing Strategy

My current ABM strategy is a tiered model (1:1, 1:few, 1:many) that prioritizes fewer, higher-potential accounts with personalized, multi-channel engagement. My account selection starts with our ICP then considers historical win data combined with intent and finalized with input from the sales team. The sales team input is critical because they know things the data doesn't (for example, this company will never work with us), but it's equally important to bring in the quantitative part to the acc ...Read More

Like most programs, you should scale ABM when the results are repeatable, not just positive. In other words, I look for consistent progression across multiple accounts - not just one hero deal. Though everyone loves that hero deal! It's how people's careers can be built, but it's not indicative of when to scale. Also like most things, I tend to look at it in leading and lagging indicators. From a leading standpoint, consider things like: multi-threaded engagement, meeting conversion from your ta ...Read More

From my experience, the best practices for employing ABM are to align on the few things that matter the most and be disciplined with follow-up. Overall, the mechanics aren't overly complicated, but the consistency and resiliency are where the rubber meets the road. Make sure ABM makes sense for you: be set up to measure ABM performance vs. non-ABM performance. In other words, don't just "do" ABM because you think you need to Start with the strategy: ABM tactics and tools and tech are sexy, but y ...Read More