7 Steps for B2B Account Based Marketing Teams to Gain Sustained Alignment

An easy guide for understanding and creating an aligned ABM process for your B2B organization that works.

Account-based marketing tactics need alignment between Account Management, Sales, and Marketing teams to be a success. How to get it, is the most pressing challenge for every B2B organization that is willing to embark on this journey. The role of ABM marketers is pivotal in this case as we are responsible for setting the pillars of communication, consideration, and collaboration for its success. Here are some of the easiest steps that can guide B2B ABM marketers on how to gain alignment between the Marketing, Sales, and Accounts teams to foster collaboration and drive cohesive efforts:

1. Sales identifies Stars

🎯Objective: Identify high-value accounts.

When salesperson identifies the bull-eye, they are more likely to be involved in the process. Start conversations with the Sales teams to pull out the accounts or prospects that have the most potential. You might have to sit with the team member to make a list of accounts that have a higher chance of conversion. It’s okay even if there is just one account in their list, the focus at this stage should not be quantity.

2. Account Aces

🎯Objective: Understand account needs.

Accounts Management and Sales teams are the closest to the customers. Work together with them to segment accounts further based on say, industry, pain point, etc. Gather insights from the Account Management team on each of the identified accounts. Dive deep into the pain points, goals, challenges, and interests of your targeted accounts. Using these insights, ABM marketers will shape tailored strategies that resonate and solve the unique problems of targeted accounts.

3. Marketing Masters

🎯Objective: Craft hyper-targeted content.

Design a content strategy that caters to prospects in different stages of the buyers’ journey. It would be ideal to make critical decisions about messaging, content format, marketing channels, and delivery platforms at this stage. Include hyper-personalization as a part of this decision-making. Partner with the Subject Matter Experts and business leaders to produce high-quality content. Ensure that the content addresses the specific pain points of the segmented target accounts. The idea is to create content that speaks directly to the needs and aspirations of your target accounts in a way that impacts them the most. All three teams play a role in ensuring messaging hits the right wave with the audience using tactics such as storytelling. So, Marketing presents a tale, Sales adds the personal touch, and Accounts Management keeps the narrative alive.

4. Experience Elevators

🎯Objective: Make your audience go ‘wow’

After the content is created, develop personalized outreach plans for target accounts that involve coordinated efforts from the sales and marketing teams. Each team member ensures that messaging and touchpoints are consistent across teams. Marketing designs the elevator pitch, Sales takes clients on the ride, and Accounts Management ensures every floor of the experience is unforgettable. It’s not just about talking but connecting with the audience that matters most. Plan events that show involvement and help create lasting impressions.

5. Constant Communication

🎯Objective: Keep informed and stay updated

Set up regular connects between the three teams to function like one well-oiled machine. Facilitate open communication by organizing regular cross-functional meetings. These meetings are essential for sharing updates, insights, challenges, and successes. Encourage teams to provide input and ask questions. Regularly discuss successes, challenges, and customer insights to refine strategies and tactics collaboratively. Close communication ensures a seamless buyer journey.

6. Matric Measurement

🎯Objective: Set common metrics

Utilize account-based analytics tools to track engagement and interactions across accounts. Invest in tools that get integrated with marketing automation platforms with CRM systems used by Sales teams. Together, determine the key metrics that signify success. Whether it’s conversion rates, engagement levels, or revenue growth — aligning on these metrics keeps all teams focused on the same finish line. Track it regularly and share this data among teams to monitor account progress and adjust strategies as needed.

7. Celebrate wins Together

🎯Objective: Share success stories

Every small win is a motivation to keep moving forward. Celebrate each win, big or small! Share success stories across teams — not just as a pat on the back, but as inspiration to keep pushing the boundaries of what’s possible.

For any Account-based marketing program to be successful, ‘Teamwork makes the dream work’ stands true. When the Sales, Marketing, and Accounts Management teams are aligned and collaborate seamlessly, ABM can be a rewarding journey.

Have any ABM success stories or tips to share? Drop them in the comments below! 👇✨ Let’s inspire and empower each other.