What if, instead of trying to talk to everyone, you focused on just the right people at the right accounts?
That’s where Account-Based Marketing (ABM) comes in. ABM flips the script on traditional marketing. And rather than casting a wide net and hoping something sticks, you zero in on specific, high-value accounts and deliver personalized, meaningful experiences.
In this Insider Handbook, we’ll break down ABM in the B2B SaaS space—what it is, how it’s different, who you should target, and how to make it work for your business.
Think of ABM as the VIP section of marketing. Rather than blasting your message to everyone and anyone, ABM focuses on a select group of high-value accounts. These are the accounts that, if you win them, could seriously drive trajectory for your business.
Here’s what makes ABM important:
The first step is deciding which accounts to target. Not all accounts are created equal, so it helps to break them down into tiers.
Tier 1 accounts are your dream clients—the ones that could seriously fuel growth. These are usually big companies with more complex needs. Because they’re so valuable, you’ll want to go all out with personalized content and campaigns just for them, hitting multiple decision-makers and gatekeepers within the business. You’ll want to hit the account with all you got. Think tailored landing pages, exclusive webinars, targeted outreach, and content that speaks directly to their specific challenges. But here, you also want to get tangible which is where direct mailers come into play (more on that later).
Tier 2 accounts are still super valuable, but maybe not quite as big or complex as Tier 1. These might be mid-sized companies that align well with your product. You’ll still want to personalize your approach, but you can group these accounts into clusters based on industry or pain points and create content that’s relevant to those clusters.
Tier 3 accounts have potential, but they’re not as high on your priority list. Maybe they’re smaller companies or less of a perfect fit. Your approach here is more scalable—think targeted email campaigns, webinars, or industry-specific content that doesn’t require deep personalization.
In B2B SaaS, you’ll probably start with Tier 1 and Tier 2 accounts because they offer the biggest bang for your buck. As your ABM strategy matures, you can expand to Tier 3 accounts to keep the momentum going.
Ready for ABM? Here’s a step-by-step guide to getting started:
First things first—you need to know who you’re targeting. This is where sales and marketing need to be on the same page. Start by creating an ideal customer profile (ICP). This is like your wishlist of account traits—company size, industry, revenue, tech stack, and the problems they need solved.
Once you’ve got your ICP, use tools like LinkedIn Sales Navigator, your CRM, and some good old-fashioned research to build your list.
With your target accounts in hand, it’s time to dig deep. The more you know about each account, the better you can tailor your approach. Look into:
This intel is gold for crafting messages that hit home. The more you dig, the better.
Now comes the fun part—creating content and campaigns that speak directly to your target accounts. This isn’t about blasting the same message to everyone. It’s about making each account feel like you’re speaking just to them.
Here’s how to do it:
*Pro Tip: Don’t Forget the Power of Direct Mail
Sending prospects something tangible can create a unique touchpoint in your ABM strategy. While most outreach happens online, direct mail can break through the noise. From branded swag to custom kits tailored to an account's needs, a well-timed, creative package can leave a lasting impression. Just make sure to follow up—your physical mailer can be a perfect conversation starter for more meaningful interactions.
Your content is ready, and now it’s time to get it in front of the right people. This is where your sales team steps in. They’ll use the personalized content to start meaningful conversations with the decision-makers at each account.
Here’s how to keep them engaged:
ABM isn’t set it and forget it. You’ll need to keep an eye on how things are going and tweak your strategy as you go. Here’s what to track:
Use this data to see what’s working, what’s not, and where you can make improvements.
You can’t run a successful ABM strategy without the right tools. Here are the essentials:
ABM is all about focusing on what matters most. It’s all about building strong, personalized relationships with the accounts that can have the biggest impact on your business. The sales process is long and customer relationships are key, and ABM helps you connect with the right people in the right manner.
Whether you’re targeting Tier 1, Tier 2, or Tier 3 accounts, the key is to stay focused, stay personal, and keep your sales team, marketing team, and leadership in sync. With the right approach, the right tools, and a creative touch, ABM can help you drive real growth and long-term success.
Now go win those deals.
Need help winning? Succeed in B2B Go-to-Market. Rapidly.
