Thinking of getting into ABM?

Avoid these 3 critical mistakes for your first campaign!


You’re just starting out in ABM: avoid these 3 critical mistakes if you want to shine!

According to data from Similarweb, the term “ABM” accounts for more than 100,000 monthly searches on Google, an increase of 25% compared to 2021. This growth reflects a major interest in this approach, which remains, according to a DemandSpring study, the marketing tactic that “generates the most revenue”.

In this guide, the editors take a look at 3 critical mistakes to avoid if you want to succeed with your first ABM campaign in 2023.

1- “Overcharging” for the first ABM campaign

Sales and marketing teams wishing to embrace Account-Based Marketing often fall into the trap of overkill. They produce too much content, implement complex tactics and use far too many channels. This approach has two significant drawbacks:

Start simply. For your first campaign, you’re likely to have more success by deploying one or two tactics, with some quality content and three classic channels. You won’t necessarily need an ABM platform for your first campaigns. A CRM will be more than enough to measure the engagement and the progress of accounts through the funnel, and platforms such as LinkedIn or AdRoll will enable you to manage your advertising campaigns. Here’s an example of a ‘pilot’ ABM campaign:

The success indicator for this campaign would be, for example, the rate of engagement of these accounts and/or the number of accounts that progress through the funnel at the end of the campaign. Once you have demonstrated the potential of ABM for your sales performance, you can beef up your technological stack and diversify the content.

2- Only doing “One-to-One ABM”.

There are three ways of doing account-based marketing, each with its advantages and disadvantages:

The best strategy is generally a mix of :

Teams that limit themselves to One-to-One are undoubtedly missing an opportunity to pool resources and smooth out costs, which has a direct impact on the ROI of ABM (and therefore the possibility of releasing budgets to make progress in this area).

One-to-Many generally requires a substantial technological stack, with tracking tools such as Reverse IP, advanced marketing automation and legal support to guarantee the legality of the various tactics in terms of data confidentiality. Note: according to DemandGen’s ABM Benchmark Survey, 43% of marketers opt for a hybrid approach combining One-to-Few with One-to-One.

3- Not involving top management in ABM

Marketers who wish to launch or develop an ABM strategy must obtain the ‘enthusiastic’ support of their management for two reasons:

To do this, they have to pitch the project, with a relevant presentation that includes:

Note: according to data from Vende Digital, the involvement of senior managers in the execution of ABM campaigns, particularly in terms of appointments, has a measurable impact on the length of the sales cycle and the size of transactions.

This site is registered on as a development site.