Account-Based Marketing Campaigns
Campaigns built around the account, not the channel.
Workflow
Step 1ABM Campaign Strategy
ObjectiveDefine strategy for account-based marketing campaigns
InputABM account list, marketing objectives, budget
OutputCampaign strategy with goals and targets
Key activities
Define campaign objectives, identify campaign themes, plan campaign timeline, set engagement targets, plan budget allocation
Decision points
Strategy aligned to sales? Targets achievable? Timeline realistic?
Tools: Campaign planning templatesRoles: Marketing leadership (strategy), Sales (account input)
Success: Campaign strategy documented
Quality gate: Strategy approved
Why it matters
- Account-based campaigns concentrate spend where it pays. Personalization to the account is what earns the meeting.
Best practices
- Segment accounts before you create.
- Personalize creative to the account's context.
- Orchestrate channels around the account journey.
- Measure by account engagement and pipeline.
Common mistakes
- Account lists with generic creative.
- One campaign across every account.
- No link to pipeline.
Key questions
- What does this account need to see to engage?
- Which channels actually reach them?
Agents that drive this
Campaign BuilderWriter
Tools we use · alternates in [ ]
n8n[ Zapier, Make, Airflow ]HubSpot[ Salesforce, Pipedrive, Attio ]Make[ Zapier, n8n ]