The best ABM programs feel less like campaigns and more like a well-run pursuit. Each play below pairs a marketing action with a sales action, aimed at a specific buying-committee role.
- Executive briefing invitation: a bespoke research summary for the economic buyer, followed by an SDR call.
- Peer proof drop: a case study from a similar company, sent by direct mail to three stakeholders.
- Problem-first webinar: a small-group session on a challenge the account has publicly stated.
- Champion enablement kit: an internal business-case template your champion can forward.
- Hiring-signal outreach: triggered when the account posts roles related to your solution.
- Renewal-window ads: LinkedIn ads to the committee 120 days before a competitor contract ends.
- Expansion workshop: a value-realisation review for existing customers with adjacent needs.
Measure coverage, not clicks
Track how many committee members are engaged per account and how that number changes month to month. Coverage predicts win rate far better than impressions.
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