ABM: Avoid These 3 Critical Mistakes for Your First Campaign


According to Similarweb data, the term ‘ABM’ records over 100,000 monthly searches on Google, marking a 25% increase compared to 2021. This surge indicates significant interest in this approach, which remains, according to a DemandSpring study, the marketing tactic ‘that generates the most revenue’

In this guide, the editorial team discusses three critical mistakes to avoid for a successful ABM campaign in 2023.

1. “Overloading” in the First ABM Campaign

Sales and marketing teams looking to delve into Account-Based Marketing often fall into the trap of excess. They produce too much content, implement complex tactics, and use too many channels. This approach has two significant drawbacks: A heavy, time-consuming, and costly first campaign may not necessarily encourage the management to continue funding this lever;

Start simple. For a first campaign, you will likely have more success by deploying one or two tactics, with some quality content and three classic channels. You may not necessarily need an ABM platform for your first campaigns. A CRM will be sufficient to measure the engagement and account progression in the funnel, and platforms like LinkedIn or AdRoll will allow you to manage your advertising campaigns. Here’s an example of a “pilot” ABM campaign:

  • Engage sales and marketing managers to identify 5 to 10 target accounts or opportunities that did not materialize. The goal of this first ABM campaign will be to re-engage these accounts;
  • Create a well-crafted landing page ;
  • Launch a small advertising campaign on LinkedIn with a CTA to your landing page;
  • Send an email to the target accounts with the URL of your landing page.

The success indicator for this campaign could be, for example, the engagement rate of these accounts and/or the number of accounts progressing in the funnel at the end of the campaign. Once you have demonstrated the potential of ABM for your sales performance, you can strengthen your technological stack and diversify your content.

2. Only Doing “One-to-One ABM”

There are three ways to approach Account-Based Marketing, each with its own advantages and drawbacks:

The best strategy usually involves a mix of:

Teams that limit themselves to One-to-One may be missing an opportunity to pool resources and smooth out costs, directly impacting the ROI of ABM (and therefore the ability to allocate budgets to progress in this area).

The One-to-Many approach generally requires a significant technological stack, including tools like Reverse IP tracking, advanced marketing automation, and legal support to ensure the legality of various data privacy tactics. 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 looking to launch or expand an ABM strategy must obtain the “enthusiastic” endorsement of their leadership for two reasons:

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

Note: According to data from Vende Digital, the involvement of senior executives in the execution of ABM campaigns, especially in terms of appointments, has a measurable impact on the length of the sales cycle as well as the size of transactions.

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