ABM strategy: building an approach that drives B2B revenue

Building an effective ABM strategy has become a priority for B2B teams trying to influence complex buying groups and accelerate revenue. Traditional demand generation still plays a role, but it rarely produces the depth of engagement required for high-value accounts. A strong ABM strategy shifts the centre of gravity toward focus, relevance, and coordinated effort,  ensuring every touchpoint feels intentional. In this guide, we break down how to create an ABM strategy that actually drives revenue, not just activity.

Step 1: Align sales and marketing from day one

ABM only works if marketing and sales are pulling in the same direction. In many B2B organizations, these two functions operate in silos. Marketing generates leads, sales qualifies them — and both teams blame each other when the pipeline falls short.

In ABM, alignment is non-negotiable. Start by hosting a joint planning session to define:

• The ideal customer profile (ICP)
• Account selection criteria
• Role responsibilities (who owns what)
• Shared metrics and goals

When both teams agree on who to target and how to engage them, the rest of your strategy flows naturally. ABM isn’t a handoff, it’s a collaboration.

Step 2: Define your ideal customer profile (ICP)

The ICP is the cornerstone of your ABM program. Without it, you risk wasting time and resources on accounts that don’t fit.

So what exactly is an ICP?

It’s a data-informed, experience-driven profile of companies that are:

1. A strong product fit
2. Likely to generate long-term value
3. Aligned with your go-to-market motion

To build your ICP, analyze your best existing customers. Look at firmographic traits like:

• Industry or vertical
• Company size
• Revenue
• Tech stack
  Buying committee makeup

You can also layer in behavioral signals (e.g., demo attendance, content consumption) and strategic fit (e.g., expansion potential, brand alignment).

Your ICP shouldn’t be vague. It should be specific enough that both sales and marketing know exactly who to target — and who to ignore.

Step 3: select and segment target accounts

With your ICP in hand, it’s time to build your target account list. This is one of the most critical decisions in your ABM strategy.

There are three common ways to identify target accounts:

• Historical data: Closed-won patterns, high LTV accounts, high NPS clients
• Intent data: Tools like Bombora or 6sense can show who’s actively researching topics relevant to your solution
• Sales insights: Your reps know which logos matter – loop them into the process

Once you have your list, tier your accounts based on value and personalization level:

• Tier 1: High-value, high-touch accounts (1:1 personalization)
• Tier 2: Scalable accounts with vertical or persona-level relevance (1:few)
• Tier 3: Broad segment targets for automated personalization (1:many)

This segmentation enables you to allocate time and resources efficiently, without sacrificing quality.

Step 4: build buyer personas and account maps

A single decision-maker no longer exists in B2B. Deals are now made by buying committees, and it’s your job to identify, understand, and engage each stakeholder in the deal.

Start by creating buyer personas for every role involved in the purchasing process:

• What are their goals?
• What are their pain points?
• What kind of messaging resonates?
• What content formats do they prefer?

Next, create account maps to visualize relationships within each company. Who influences whom? Who’s the blocker? Who’s your champion?

This clarity lets you deliver personalized messaging to the entire team — not just one contact — increasing your chances of building internal consensus and driving the deal forward.

Step 5: create personalized, multi-channel campaigns

With target accounts and personas locked in, it’s time to engage.

An effective ABM campaign leverages orchestration across multiple channels, delivering consistent and relevant experiences at every touchpoint. That includes:

• Personalized outbound email sequences
• Role-specific LinkedIn ads
• Targeted content (case studies, ROI calculators, playbooks)
• Industry-specific webinars or events
• Direct mail and gifting (especially for Tier 1 accounts)

The most important rule: everything must feel connected. Your SDR’s email should echo the CTA on the landing page. The case study in your ad should match the industry of the prospect. Disjointed messaging kills ABM performance.

Step 6: personalize the post-click experience

This is where most ABM programs fall short. They send beautifully crafted outreach — only to dump prospects on a generic landing page or homepage.

Big mistake.

You’ve worked hard to create a 1:1 experience, don’t lose that momentum after the click. With tools like LiftPilot, you can instantly generate hyper-personalized landing pages for each account that dynamically include:

• Company name and logo
• Relevant messaging and value props
• Case studies from similar companies
• Industry-specific benefits and CTAs

This keeps the experience cohesive, reduces bounce, and dramatically increases conversion rates.

This clarity lets you deliver personalized messaging to the entire team, not just one contact; increasing your chances of building internal consensus and driving the deal forward.

Step 7: measure, optimize, and scale

ABM isn’t a “set it and forget it” approach. You need to constantly measure performance and optimize your strategy based on what’s working.

Track metrics across three levels:

1. Engagement: Account coverage, stakeholder engagement, content consumption
2. Pipeline: Opportunities created, velocity, win rates
3. Revenue: Deal size, ACV, retention/expansion from ABM accounts

Review insights regularly with sales and marketing. Which personas engage most? Which content converts best? Which touchpoints influence pipeline?

As your program matures, document best practices and playbooks. Invest in tools that help you scale — without sacrificing the personalized experience that makes ABM so powerful.