Emilia Korczynska is Head of Marketing and co-founder at ZenABM. Before that she was VP of Marketing at Userpilot for nearly 7 years, where she ran a large ABM program primarily on LinkedIn ads.
An ABM strategy definition in one line: you pick the companies you want to win, then market and sell to them directly instead of waiting for whoever shows up through inbound. For B2B SaaS companies moving upmarket, that is how you grow by deal value instead of deal volume. ZenABM is a LinkedIn-first ABM tool for B2B teams running LinkedIn ads, and its company engagement view shows which of your chosen accounts actually react to your ads. Below I cover what ABM is, what an ABM strategy is, what makes one succeed or fail, and the parts you need to build.
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/abm-strategy-planning skill is a Claude skill that builds an ABM strategy with budget and campaign structure from your goals.ABM, short for account-based marketing, is marketing aimed at named target companies instead of broad audiences, and each target account is treated as a market of one. You choose the companies first, then run marketing and sales against the whole buying committee at each one. A wider version covering the whole customer lifecycle is called ABX. Momentum ITSMA says it coined the term in 2003, according to TechTarget.
It helps to say what ABM is not:
The classic funnel starts wide and narrows. ABM flips it: you start with a small, named list, then build awareness, education and conversion inside each account. Here is the flip next to the traditional funnel, from Revvnew:
It is hard to sustain growth on inbound alone, and with inbound you have no control over deal size. If you need more control, you choose the companies you target yourself. You pick lookalikes of your best customers by ACV (deal size), so you grow revenue by deal value, not deal volume.
That is how we think about it at ZenABM. LinkedIn ABM lets you grow ACV predictably, like inbound but in a controlled environment, for mid-market and enterprise. Channels like organic SEO don't let you control deal size, so sooner or later you have to focus on scaling ACV.
Here is what you control with each approach:
An ABM strategy is a plan that focuses marketing and sales effort on a hand-picked list of high-value accounts to hit a business objective, instead of chasing every lead. The objective comes first. Tyler Pleiss explains that ABM starts with what the business needs, such as cross-sell revenue, a new industry or replacing a competitor. That objective decides which accounts matter, and content, channels and measurement follow from it.
Then you tier the list by account value. Casper Rouchmann describes three tiers in his ABM Bootcamp talk, a 2026 ZenABM Bootcamp session on ABM's ups and downs:
Tier | Accounts | Play | When it fits |
|---|---|---|---|
One-to-one | A handful; up to about 20 | Bespoke pages, gifts, founder-level effort | Accounts worth millions; ACV above about $50,000 |
One-to-few | About 50 similar accounts | Shared material, light tailoring by cluster | Similar industries or problems |
One-to-many | Larger lists | Programmatic, one shared message | Low value per account; above about 50, focus blurs |
The more an account is worth, the more you can afford to spend on it. An account worth less than $50,000 a year is not worth a one-to-one discussion.
A successful ABM strategy is built on foundations, not tools, and an unsuccessful one usually fails on skill or expectations rather than on the software. Here is the difference, side by side:
Successful | Unsuccessful | |
|---|---|---|
Starting point | A business objective | A campaign theme or a lead target |
Account list | One list, agreed with sales | Marketing's list; sales ignores it |
Tiers | Matched to account value | One treatment for every account |
Follow-up | Sales works the engaged accounts | SDRs mark accounts "touched" and move on |
Measurement | Account progress and influenced pipeline | MQLs and last click |
Timeline | Patient, over the real buying cycle | A demo expected after one or two impressions |
Setting "generating leads" as the goal of an ABM campaign is a common mistake. Teams that still think in MQLs end up pushing leads into a webinar and chasing them with email, which is not account-based. Andrei Zinkevich describes the sales side: ads run as air cover, SDRs mark 47 accounts as touched, and leadership still gets no pipeline answer.
The comparison above in one picture:
When ABM doesn't work, it is mostly a skill issue (the wrong target list, not reaching enough accounts, ads that are not good enough) or an expectation issue. LinkedIn ABM is demand generation, not demand capture like a Google search campaign. Expecting a 10% conversion from list to deal is wrong, because in LinkedIn-ads ABM it is more like 0.6%.
Your ideal customer profile (ICP) sets which companies belong on the list, using firmographic attributes (industry, revenue, region) and technographic ones (tools, cloud stack). Score accounts on propensity to win, not on how much you would like to have them. Liam Collins ranks accounts on historical data, such as whether their tech stack plays nicely with yours and whether their team size fits your pricing. For upmarket SaaS, add lookalikes of your best customers by ACV.
Not sure where to start? Our guide on how to choose target accounts for ABM covers it. Here is a framework for the ICP questions to answer, from Debjit Sen on LinkedIn:
LinkedIn needs a company list of at least 300 rows that matches at least 300 members before it can run, and it recommends 1,000 or more companies, according to LinkedIn's help centre. It suggests an audience of at least 50,000 for good results, per its audience size guidance. The persona you target makes this harder, because a narrow persona may have only 3 people at a small account. At 3 members per account, you need about 100 companies to clear 300 members (3 x 100 = 300).
That means a one-to-one list of a few companies is usually too small to run ads on alone, so you combine lists or widen the audience. ZenABM's own ICP is companies running LinkedIn ads with 10 to 200 employees, which is exactly where this math bites.
Once campaigns run, Campaign Manager's Company Engagement Report shows company-level engagement, but not ABM stages or CRM data. ZenABM's Company engagements view matches ad impressions, clicks and engagements to the company behind them, and it shows every engaging company with its score, ABM stage and CRM data on one row. Here is that view:
ZenABM's job title engagement groups engagement by role, so you can check whether your spend reached the buying committee. Its exclusions apply across all campaigns, including new ones, which keeps bad-fit accounts out.
LinkedIn is the channel where you can target ICP accounts with the highest precision, but it is a demand creation channel, not a direct-response one. Display suites suit large-scale reach, and outbound and events do the converting. The format changes cost too. In ZenABM's 2026 data from 168 LinkedIn ad accounts (27 April to 25 October 2026), the median cost per landing page click is $28.73 for Thought Leader Ads and $15.26 for single image ads. Our Thought Leader Ads guide covers when they suit ABM.
Here is where each channel fits:
Split your audience into cold and warm, not into TOFU, MOFU and BOFU. Tim Davidson recommends a cold audience, usually the account list, and a warm audience of retargeting and signals, showing educational, social-proof and conversion content to both. The reason is that you have no idea where a buyer is in the process unless they tell you. TOFU-MOFU-BOFU is basically dead, because nobody buys in funnels anymore.
The LinkedIn B2B Institute's 95-5 rule points the same way. About 5% of buyers are in market at any time, so most of your reach is building memory for later.
Retarget the accounts that engaged, and use the engaged accounts as your trigger list for outbound. ABM ads are passive and non-intrusive, while emails and messages land on the prospect's turf and ask them to open the door, so don't reuse the same content in both. ZenABM turns engagement with themed ads into intent signals per account and shows them on the account list below. It also pushes engaged accounts to Clay or your sales tool over webhooks.
ABM does not work without sales, so agree one account list, one shared dashboard and one trigger for when sales steps in. ZenABM writes engagement, scores, stages and intent onto your HubSpot, Salesforce or Attio company records, so sales sees the same view as marketing.
Here is how an intent signal lands in the CRM as a property:
For high deal values you need more than ads, such as events, coffee chats with founders and direct mail. A simple 90-day sprint ties the parts together, with sales sequences running in parallel throughout:
The /abm-strategy-planning skill plans a LinkedIn ABM strategy with budget and campaign structure from your goals. It is one of our LinkedIn ABM skills for Claude, and here it is in the documentation:
Measure accounts moving through stages (aware, engaged, meeting, opportunity, won) and the pipeline they influence, not MQLs. Measure over the real buying timeline, because a 30-day test tells you little when the buying journey runs for many months. Calibrate your expectations too, because a low list-to-deal rate is normal for LinkedIn ABM and not a failure.
ZenABM's ABM campaign dashboards show how many companies sit in each stage and how fast they move, and they put ad spend next to influenced pipeline, ROAS and pipeline per dollar. Our ABM benchmarks report gives you numbers to compare against. Here is a campaign performance dashboard:
Open any deal in ZenABM's deal attribution view and you see the ad touches that happened before the deal opened and before it closed, by campaign:
Company engagements, intent signals, CRM sync, dashboards and deal attribution cover the steps above. ZenABM also keeps Audience Network and Audience Expansion switched off on every ad set with Budget Savers. You describe a campaign in chat and Zena builds the campaign, ad sets, targeting and ads, checking audience sizes first and confirming every change. The MCP server does the same from Claude. ABM stages are rules you define over engagement and CRM data, and ZenABM computes them for you. AI reports arrive weekly, monthly and quarterly and end with ranked actions.
Here is the MCP server building LinkedIn ads from Claude:
Here are the stage rules you define:
ZenABM has a 5/5 rating on G2 from 6 reviews, and one reviewer says "they understand ABM beyond theory". It starts at $59/month. Agencies have a dedicated plan and the Agency MCP server, and enterprise teams use ZenABM for the LinkedIn side of a bigger programme.
ZenABM is LinkedIn-first. It does not buy display ads or sell third-party intent data, so teams that need display run ZenABM for LinkedIn next to a display suite. Do you know today which 20 companies you would want if you could only win 20?
An ABM strategy concentrates marketing and sales effort on a hand-picked list of high-value accounts to hit a business objective, instead of mass-targeting leads. You tier the accounts and personalise by account and persona. A LinkedIn-first tool like ZenABM then shows which of those accounts engage with your ads. The goal is bigger deals from the companies you most want.
ABM stands for account-based marketing, which is marketing aimed at named target companies, not broad audiences. It is a go-to-market motion built around a business objective and a named account list, not a one-off campaign. In plain terms, you market to specific companies, and a tool like ZenABM shows which of them engage with your LinkedIn ads.
Account-based marketing is a B2B strategy where marketing and sales treat a hand-picked list of high-value accounts as markets of one. Momentum ITSMA says it coined the term in 2003. ZenABM is built for running it on LinkedIn ads, since it shows which target companies engage, scores them and syncs the data to your CRM.
An ABM campaign is a coordinated run of ads, content and sales outreach aimed at a defined list of target accounts. A typical one is a 90-day sprint, with LinkedIn awareness ads in week 1, a direct-mail gift in week 2 and an exec dinner invite in week 3, and sales sequences in parallel. ZenABM shows which accounts engaged along the way.
Demand generation starts with a campaign theme, such as a report or launch, and warms the whole market. ABM starts with a business objective and builds everything around the accounts that serve it. In practice you often run both, and ZenABM tracks engagement per company so you see which target accounts your LinkedIn demand work actually reached.
Target the accounts you are most likely to win, not the ones you would most like to have. Score them on historical win rates, tech stack and team-size fit, and choose lookalikes of your best customers by ACV. Check LinkedIn's 300-member minimum before you commit, and use ZenABM's audience size checks to confirm the list can run.
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