account-based-marketinglisted

## Overview Account-based marketing flips the funnel: instead of attracting many leads, you target specific high-value accounts with personalized, orchestrated campaigns. This skill covers ABM strategy (1:1, 1:few, 1:many), account selection, personalization at scale, sales orchestration, and measuring account engagement and pipeline. ABM fits where deal sizes justify the effort — typically enterprise and strategic mid-market. ## When to use - Targeting enterprise or strategic accounts - Breaking into named accounts - Expanding within existing key accounts - Aligning marketing spend with sales priorities - Improving win rates on large deals - Measuring marketing impact at the account level - Expanding within existing enterprise accounts (land-and-expand plays) - Re-engaging stalled opportunities with multi-threaded outreach - Defending key accounts from competitors - Launching industry-specific solutions ## Core concepts **ABM tiers.** 1:1 (a handful of strategic accounts — fully bespoke campaigns), 1:few (clusters of similar accounts — personalized by segment), 1:many (hundreds of accounts — programmatic personalization). Match tier to account value. **Account selection.** Marketing + sales jointly select: fit (ICP match), intent (showing buying signals), relationship (existing connections), and strategic value. Review quarterly — account lists go stale. **Buying committee mapping.** For each target account: identify the 6–10 stakeholders, their roles, pains, and rel