Most enterprise ABM programs don’t fail because of bad ads, weak creative, or wrong targeting.
They fail because roughly half the accounts marketing engages never get touched by sales.
Kamil Rextin of 42 Agency audited one client’s ABM program and found that 47% of generated leads had been completely ignored, not because reps were lazy, but because the routing logic between marketing and CRM was broken.
The campaigns looked fine on the dashboard. CPMs and CTRs checked out.
But revenue was flat.
Once the routing and the entire system were fixed, the same campaigns with the same budget produced more pipeline dramatically.
This guide covers everything you need to fix your system: the strategic frameworks (1:1, 1:few, 1:many, SPICED, MEDDPICC, TEAM, BAM), the tactical execution (account selection, research, multi-channel orchestration, CTV, BDR alignment), the measurement approach that actually reflects ABM impact, why third-party intent platforms often disappoint as primary signals, and how ZenABM fits into a first-party LinkedIn ABM motion.
Short on time?
Here’s a quick rundown:
Enterprise ABM (Account-Based Marketing) means playing at the highest level of B2B marketing and sales.
We’re talking multi-million dollar deals, buying committees of 11 or more stakeholders (per Gartner’s 2025 research), and sales cycles that span quarters or even years.
Spray-and-pray demand gen simply doesn’t apply here, because you can’t treat a Fortune 500 account the same way you’d treat an SMB lead.
But the biggest challenge in enterprise ABM isn’t targeting, creative or even budget.
It’s the system that sits behind engagement.
Kamil Rextin, founder of 42 Agency and an 8-year veteran of B2B SaaS demand gen and RevOps, frames it this way:
“A channel cannot outperform the system it sits in.”
When 47% of the leads a campaign generates are never touched by sales, the issue isn’t the campaign. The issue is routing logic, ownership, and speed. The fix isn’t a better ad, it’s a better handoff.
This is why Dave Rigotti’s definition of ABM remains the most operationally useful one: ABM is total marketing and sales alignment around who your target customers are and the coordinated effort to win them.
It’s not a media strategy.
It’s a go-to-market philosophy that collapses the traditional wall between marketing and sales, and when done right, brings in customer success and RevOps as well.
Enterprise ABM also means embracing complexity that doesn’t exist in lighter-touch demand gen programs.
Buying journeys involve multiple stakeholders with different priorities, extensive due diligence, procurement hurdles, and legal review.
You might nurture an account for 12 to 18 months before a deal closes.
And throughout that entire period, the goal isn’t just to generate impressions, it’s to become a trusted partner before you’ve even been formally evaluated.
That kind of trust doesn’t come from a single email sequence. It comes from sustained, coordinated presence across the channels where your buying committee actually spends their attention.
Enterprise ABM is traditionally described through three formats, and while the triangle model is evolving, it still provides a useful structural baseline for how to allocate effort and resources.
This is ultra-personalized marketing for individual top-tier accounts.
Every campaign, piece of content, and outreach is tailored to a single account’s context, specific language, strategic priorities, and known pain points.
One-to-one ABM is for your “whales”: accounts that could each be worth seven or eight figures.
You’d typically run this for a handful of accounts at most, since the operational intensity is extremely high.
Personalized campaigns for a small cluster of similar accounts, typically 5 to 15, often within a specific industry or segment.
There’s meaningful customization here, but it’s scaled across that cluster rather than built from scratch for each account.
This is the right approach for mid-tier strategic accounts where you’ve validated enough ICP fit to invest in personalization beyond programmatic.
Broader programs targeting dozens or even hundreds of accounts with technology-driven personalization: dynamic ads, automated nurtures, and account-level segmentation.
Used for lower-tier target accounts or as a way to extend ABM principles to a wider ICP audience.
The personalization is lighter, but the account focus is still there.
The Global Account-Based Marketing Benchmark report found that three in five organizations run multiple ABM styles in parallel, which reflects how mature programs have moved beyond a single-mode approach.
The more important principle here is flexibility. Rigidly assigning each account to a tier at the start of the year and never revisiting that assignment is how ABM programs get stale.
Rhiannon Blackwell (ABM Leader at PwC) makes this point directly in a guide by Momentum ITSMA:
“The ‘triangle’ is dead. We need to be more flexible and responsive, moving beyond the layers of the triangle to adopt a dynamic, client-centric strategy that aligns with today’s complex market.”
In practice, that means “sense-and-respond” over “plan-and-execute.”
If a mid-tier account suddenly shows huge potential because new leadership joins with an urgent problem you solve, dial up the personalization and investment for that account on the fly.
If a supposed Tier 1 account goes radio-silent, scale back and automate some touches until they re-engage. Flexibility beats adherence to tier assignments in most mature enterprise ABM programs.
One practical note: if you’re starting with enterprise ABM, don’t overextend. It’s better to execute true 1:1 ABM for 5 flagship accounts well than to pretend you’re doing ABM for 500 accounts by sending slightly personalized form emails.
Prove the model at 1:1, then expand to 1:few and 1:many once you have the infrastructure, the data, and the sales-marketing alignment to support it.
Some teams also start ABM with existing customer accounts first, using it to drive expansion revenue, before shifting focus to new logo acquisition.
Kamil Rextin (42 Agency) popularized the BAM framework (credited to Pete Caputa) as a way to think about enterprise ABM as a system rather than a collection of tactics.
It’s a clean organizing structure because it captures the full operational lifecycle: Build is the foundation, Activate is the execution, and Measure is the feedback loop that improves both.
Each phase depends on the one that precedes it, which means optimizing Activate before you’ve built a solid foundation is guaranteed to produce underwhelming results.
Most companies treat Build as a one-time task: create a target account list, upload it to LinkedIn, and move on.
That instinct is one of the most common reasons enterprise ABM programs plateau after an initial promising quarter. Build should be a living, ongoing process that gets sharper as your CRM accumulates more deal data.
The most important principle in Build is to reverse-engineer your ICP from closed-won data, not from theoretical personas.
“Marketing Mary, 24 years old, loves yoga” is not an ICP.
The right questions are:
These answers live in your CRM, not in a brainstorm. If you’re not regularly pulling this analysis, your targeting is probably drifting toward what feels right rather than what the data shows.
Closed-lost accounts are an underused signal in most Build phases.
Each reason points to a different reactivation strategy and a different lookalike segment to either avoid or prioritize.
Budget-timing losses belong in a re-engagement campaign timed to the next budget cycle.
Product-gap losses belong on a watch list for when the relevant feature ships.
Treating all closed-lost accounts the same is a missed opportunity.
Tiering also deserves more nuance than most teams apply.
As one ABM practitioner on Reddit advised:
“Segment by deal size instead of account type. Think scale constantly before putting guardrails.”
A small company with a high deal value should receive Tier 1 treatment, even if its headcount would normally put it in Tier 3.
One more Build principle worth calling out is AI-assisted deal pattern analysis.
Feed AI your call recordings, email threads, and deal notes from won accounts and ask it to identify patterns:
That kind of pattern extraction is tedious at human speed and fast at AI speed, and the output directly informs your messaging and trigger strategy during Activate.
Most ABM teams focus 90% of their energy on Activate, which is where campaign creation, sequencing, and event planning live.
Kamil’s point is that Activate is only as effective as the Build phase that precedes it and the Measure phase that follows it.
But within Activate itself, the most common structural mistake is running the entire program through a single champion contact, rather than orchestrating touches across all buying committee members.
The full activation playbook for enterprise ABM is covered in detail in the next section, but a few Activate principles are worth flagging here:
Measurement is where enterprise ABM programs most commonly break down, and the root cause is applying performance marketing metrics (cost per lead, demos booked, last-touch attribution) to a channel that operates on an entirely different logic.
Last-touch attribution captures the harvest.
When someone fills out a form, that’s when attribution fires.
But the trust-building that made them fill out the form started weeks or months earlier, with the ads they saw, the content they read, the conversations at events they attended. Last-touch gives credit to the trigger, not to the 15 things that built the trust to act.
A Redditor in r/analytics summed it up memorably: “Last-click attribution is marketing’s flat earth theory.”
Holdout tests are the most accurate way to measure true ABM lift.
Split your target account list: 80% receive your full ABM activation stack (LinkedIn ads, CTV, BDR outreach), and 20% receive nothing.
Measure the difference in opportunity creation rate, pipeline velocity, and win rate over 6 to 12 months. That difference is your true lift, not what any attribution model shows you.
Account stage progression is the right leading indicator to track before the pipeline shows up.
One more measurement note: don’t kill CTV because cost per lead is infinity. CTV is not a direct response channel. Nobody clicks on a streaming ad. Measuring CTV on CPL is like measuring a billboard on click-through rate, which makes the metric wrong for the channel. Evaluate CTV on account stage progression and pipeline influence in your target account cohort, not on form fills.
“Your list is your strategy.”
This is true for any ABM program, but becomes make-or-break at enterprise scale, where the cost of pursuing the wrong account for 12 months is enormous. Here’s how to build and maintain a target account list that actually drives results.
Your ICP shouldn’t be a vague persona sketch. It should be a data-driven profile of the accounts most likely to become high-value customers, built from your existing best customers rather than from theoretical market assumptions.
Consider firmographics (industry, size, geography), technographics (what tech stack they run that complements or competes with your product), and any predictive factors you know correlate with deal success. If you have existing enterprise customers, start by analyzing what the best ones have in common, and use that as your validation set.
Layer in intent data as a second signal, not a first.
ZenABM’s approach here is worth understanding as an alternative to third-party keyword surge tools: if you sell a product management tool, you can create separate LinkedIn campaigns for different features (product analytics, session recordings, etc.) and then tag each campaign with its intent theme in ZenABM.
Once the campaigns run, ZenABM groups companies by the messaging they responded to, giving you first-party qualitative intent that reflects what the account is actually interested in right now.
You’ll end up with more target accounts than you can pursue with equal effort.
Segment them into tiers based on potential value and likelihood to close: Tier 1 for your top 10 to 20 accounts (1:1 ABM candidates), Tier 2 for the next 50 accounts (1:few programs grouped by vertical or region), and Tier 3 for the next 200 or so (lighter-touch nurture).
The key principle is to prioritize by deal size and strategic value rather than by company size alone, because a smaller company with a high deal value deserves more investment than a large company with a small expected ACV.
Get buy-in on the target account list from sales leadership early.
Nothing kills an enterprise ABM program faster than misalignment on the “must-win” accounts.
The best practice is a joint sales-marketing exercise to select accounts, ideally with sign-off from the VP of Sales or CRO.
When sales has had a hand in choosing accounts, they’re invested in pursuing them. In a case study of an ABM pilot at CrossKnowledge, alignment on account selection upfront paved the way for a program that eventually sourced 60% of the enterprise pipeline via ABM.
Account selection is never a one-time task. Markets change, companies evolve, and your own deal data keeps accumulating.
Plan quarterly or biannual reviews to reassess the target list: drop accounts that have gone dark for more than two cycles, add promising new accounts that your CRM data surfaces, and revisit tier assignments for accounts whose strategic potential has changed.
High-performing programs typically start with 20 accounts in a pilot, validate the approach, and then expand to 100 once the model is proven.
At enterprise scale, surface-level token personalization (“Hi [Name], I see you’re in [Industry]”) is table stakes that any decent SDR is already doing. Real enterprise ABM personalization means becoming part detective, part strategic storyteller.
One ABM practitioner on Reddit described the discipline well: “Sherlock Holmes meets scalable strategy.”
The investigation phase means digging into annual reports, press releases, earnings calls, LinkedIn posts, industry news, job postings (which reveal pain points by showing what roles the company is struggling to fill), and any insider intelligence your sales team or network can provide.
The goal is to understand the account’s business priorities, challenges, and goals almost as well as they do themselves.
Build a one-pager or wiki for each target account capturing: company overview, strategic initiatives (for example, “Expanding to APAC market”), recent news (“just acquired X company”), known pain points, current vendor landscape (especially if they use a direct competitor), key decision-makers and their profiles, and any trigger events that indicate urgency.
For Tier 1 accounts, these dossiers can be multi-page and highly detailed. The dossier is the operating document that every person touching the account, from the AE to the BDR to the demand gen manager, should reference before any outreach or content decision.
Once you have the dossier, the next step is creating account-specific content that maps your capabilities to their specific situation.
A case study from a company that looks exactly like them (same industry, same size, same challenge) will outperform any generic thought leadership piece.
DocuSign does this well: rather than one generic enterprise case study, they produce case studies specifically framed for CRM companies, for healthcare companies, for financial services companies, so every prospective enterprise buyer sees proof that looks like their own world.
For the highest-value accounts, consider custom microsites or “resource hubs” with carefully curated content relevant only to that account.
Tools like Mutiny, Folloze, and Uberflip make this possible without custom development. Below is a reference table of personalization tools for enterprise ABM, along with approximate pricing:
| Tool | Key Capabilities | Approx. Pricing |
|---|---|---|
| Mutiny | AI-driven website personalization and ABM microsites; integrates with Salesforce and Marketo | Starts at $3,000/month |
| Folloze | No-code personalized microsites using AI for content curation and targeting | Starts at $2,500/month |
| Uberflip | Drag-and-drop content hubs and personalized pages for ABM | Starts at $2,000/month |
| Turtl | Personalized content microsites with analytics on content engagement depth | Starts at $1,200/month |
| Paperflite | Content experiences tailored per account with engagement heatmaps | Starts at $1,200/month |
| Ceros | Highly interactive content with motion, animation, and tracking tools | Starts at $3,000/month |
Enterprise deals require you to engage multiple personas, and the buying committee is significantly larger than most ABM programs account for.
Debjit Sen (Founder at Engrow) puts it at 5 to 6 people based on his client work, but Gartner’s 2025 research pegs the average at 11 members.
For complex technology deals involving procurement, finance, legal, IT security, and multiple business units, the number climbs higher. Every one of those people has a different concern, a different level of authority, and a different reason to say no.
The practical implication is that you need to personalize not just at the account level but at the persona level within the account.
Your champion loves the product and has read every case study, but if the CFO has never seen a financial impact case study and the security team has never seen a compliance brief, you’re invisible in the rooms where the actual decision gets made.
Multi-stakeholder mapping needs to be integral to your enterprise ABM motion from the start, not a last-minute tactic when a deal stalls.
Personalization is not just what you say. It’s when you say it. Use account research to identify triggers that create genuine urgency or relevance: a new CTO joining (“Congratulations on the new CTO, here’s how similar companies onboard new tech leadership quickly with our tool”), a product launch announcement, a new funding round, a merger, or a leadership change.
The ColdIQ team maintains a list of 93 sales triggers that maps out virtually every relevant category, along with a Custom GPT that helps identify which triggers are most relevant for your specific product or service.
Enterprise ABM requires a coordinated campaign of touches that reinforce your value proposition from multiple angles.
A buying committee of 11+ people won’t be moved by a single email or one LinkedIn ad.
They need to experience your brand, your message, and your proof across the channels they actually use, including channels where they’re not at their desk.
Direct email to key contacts remains one of the most effective ABM channels, but only when done right. Each email should be relevant, timely, and ideally from a person whose seniority matches the recipient’s.
For Tier 1 accounts, C-level to C-level outreach is worth pursuing: your CEO emailing their CEO, your VP of Engineering reaching out to their engineering lead.
Align the sender and message with the recipient, use your research to craft a compelling opening that demonstrates you understand their specific situation, and follow the 80/20 rule: 80% about their business, 20% about you.
Coordinate email with sales so that marketing can tee up an insight and a rep can follow up with more depth or an event invitation.
When a prospect sees two people from your company reaching out with complementary, knowledgeable messages, it amplifies credibility.
The cardinal rule here is that messages from different people must reinforce the same narrative. Contradictory outreach from marketing and sales is worse than no outreach at all.
LinkedIn is the only platform where you can reliably reach B2B buying committees by job title and company simultaneously.
One important operational challenge to manage: LinkedIn’s engagement-biased algorithm tends to concentrate your budget on a small number of highly active accounts. ZenABM’s one-click company exclusion feature addresses this directly by letting you cap impressions per company and redistribute budget more evenly across your full account list.
Thought Leader Ads are the LinkedIn format most worth testing for enterprise ABM: sponsored posts running from the personal profiles of your executives or subject matter experts, targeting the buying committee at specific accounts.
They’re more personal and credible than standard sponsored content, and they work especially well for Tier 1 accounts where you want buying committee members to see your leadership’s perspective before the first sales conversation.
When you’re running LinkedIn ads for enterprise ABM, ZenABM gives you company-level visibility into which accounts are engaging with which campaigns, how their engagement is trending over time, and how that engagement maps to ABM funnel stages.
That’s the data that connects your LinkedIn spend to pipeline, which Campaign Manager alone can’t provide.
CTV (Hulu, Netflix, Paramount, and other streaming platforms accessed through programmatic ad platforms like Stackadapt) is one of the most underappreciated channels in enterprise ABM.
Kamil Rextin’s 42 Agency measured 8x higher conversion to opportunity for accounts exposed to CTV advertising versus a control group.
The CPMs are roughly 50% cheaper than LinkedIn feed placements, and because CTV ads can’t be skipped, view rates are 100%.
The channel works because it reaches buying committee members when they’re not on LinkedIn or at their desks.
A CMO who ignores your LinkedIn ads while checking email in the morning may see your brand during a sports broadcast in the evening.
That cross-channel presence builds the kind of subconscious familiarity that makes sales conversations go faster. One important note: CTV runs through dedicated programmatic platforms, not through LinkedIn’s Audience Network.
LinkedIn’s LAN is contextually different and doesn’t give you the streaming environment where CTV ads perform.
A $5,000 to $10,000 private dinner for 20 to 30 target account decision-makers consistently generates more qualified enterprise pipeline than a $75,000 conference booth.
The conference booth creates badge scans and five-minute pitches.
The private dinner creates real conversations with buying committee members who are away from their normal context, which is where genuine relationships form.
For enterprise ABM, the ROI math on private events typically looks much better than it does on large conference sponsorships.
Thoughtfully chosen gifts or packages sent to key decision-makers at critical moments in the deal cycle can meaningfully humanize your brand.
Corporate gifting platforms (Sendoso, Alyce) allow you to track whether gifts were received and opened, and they integrate with CRM triggers.
Pair gifts with genuine moments: a thank-you package after a great discovery call with multiple stakeholders, or a personalized package celebrating a milestone in their business that you spotted through your account research.
In an enterprise ABM program, sales outreach is not a separate motion. It’s a coordinated layer of the campaign that marketing warms up and then hands off with context.
Marketing runs ads and shares content to build awareness, then an SDR or AE reaches out referencing that content (“I saw your team downloaded our benchmark report, I’d love to discuss how [Account] compares to those findings”).
Every touch builds on the previous one, and every person reaching out from your company should be working from the same account dossier.
Many mature ABM programs create an account-specific playbook that sequences touches week by week, assigning each to a specific person and channel.
For example: Week 1 is a LinkedIn connection from the exec; Week 2 is a personalized email with a look-alike case study; Week 3 is an SDR call referencing a specific trigger event; Week 4 is a direct mail package.
The cadence adjusts based on account response, but the structure ensures nothing falls through the cracks.
Advanced frameworks for enterprise ABM:
The TEAM framework comes from Terminus, co-founded by Sangram Vajre. It stands for Target, Engage, Activate, and Measure, and it’s useful because it makes explicit that ABM isn’t just a marketing function.
Activate specifically means ensuring sales is working the engaged accounts, which requires marketing’s engagement to trigger sales action rather than sitting in a dashboard.
Measure then closes the loop by tracking results at the account level and feeding insights back into Target.
At ZenABM, this framework translates directly into the platform’s core workflow: you get company-level engagement data per campaign (Target and Engage), CRM sync that pushes data to the right sales reps automatically (Activate), and plug-and-play revenue dashboards that show pipeline per dollar spent (Measure).
SPICED (Situation, Pain, Impact, Critical Event, Decision) comes from Winning by Design and is primarily a sales discovery framework.
Forward-thinking ABM teams are applying it earlier in the process, using it to structure the account research phase before any outreach begins, so that campaigns address the specific dynamics of each target account’s situation rather than generic category pain points.
Wouter Dieleman, an ABM consultant, demonstrated how SPICED works as an account planning tool in an approach he shared on LinkedIn.
The SPICED analysis for a target account might read:
The Situation/Pain/Impact analysis should also be mapped to each buying committee member individually, because the IT Director and the CFO have very different versions of Pain and Impact, even within the same account.
Wouter’s seven-step SPICED-for-ABM playbook covers this in detail: start with a SPICED diagnosis of your Tier 1 and Tier 2 ICP segments, use it to refine account selection, map SPICED phases to buying committee roles, develop persona-specific customer stories based on it, and then build account plans that address the SPICED analysis for the specific account you’re pursuing.
MEDDPICC (Metrics, Economic Buyer, Decision criteria, Decision process, Paper process, Identify pain, Champion, Competition) is a classic enterprise sales qualification framework that ABM teams are starting to map content and campaigns to.
The logic is straightforward: if your sales team needs to understand Metrics to close a deal, your ABM content should be providing quantified outcomes proactively. If identifying the Champion is critical, your ABM motion should be building relationships with likely internal advocates before the formal evaluation starts.
Jen Collins at MEDDICC.com made the case that blending ABM with MEDDPICC creates a “match made in heaven” because it puts sales and marketing into a common language around the same deal variables.
Some practical applications: your case study content should lead with Metrics (specific ROI numbers that support the Economic Buyer’s evaluation), your Thought Leader Ads should engage the personas most likely to become Champions, and your competitive comparison content should be building the Decision Criteria framework in ways that favor your differentiation.
The system that supports enterprise ABM requires RevOps infrastructure that most companies have not built, and the absence of that infrastructure is why Kamil’s client had 47% of leads go untouched. Four specific capabilities define the difference between an enterprise ABM program that converts engagement into pipeline and one that just generates impressive dashboard metrics.
First is fast routing. High-engagement, high-fit accounts need to reach the right AE within hours, not days.
If an account hits your “Interested” threshold and BDR follow-up takes four days, you have a system problem that no amount of creative optimization can fix.
ZenABM’s automated BDR assignment feature addresses this directly by assigning the right rep the moment an account crosses the engagement threshold you’ve defined.
Second is a weekly sales-marketing sync focused specifically on the prioritized account list.
Third is a segmented closed-lost re-engagement program. “Budget timing” accounts belong in a re-engagement campaign timed to when the budget cycle resets.
“Product gap” accounts belong on a watch list for when the relevant feature ships.
Treating all closed-lost accounts the same, either by abandoning them all or pursuing them all with the same sequence, wastes both the signal from the original loss and the potential value of a reactivated account.
Fourth is shared measurement.
If marketing is measured on impressions and sales are measured on meetings booked, the two teams are structurally at odds.
Pipeline influenced and pipeline per dollar spent are metrics that both teams can jointly own, and when both teams are measured on the same outcomes, the weekly account reviews become productive conversations rather than territorial ones.
Kamil Rextin is direct about the limitation of third-party intent platforms: “They promise to tell you who is in-market based on intent signals. The problem is the signals are too black-box and too generic.”
The core issue is that third-party intent data typically comes from website bidstream data.
A company visits a website with an ad tag, and the platform infers intent.
When the platform tells you “Microsoft is in-market for CRM software,”
Microsoft has 100,000 employees globally. Anyone at Microsoft could be the source of that signal, so the data gives you an account-level flag that’s too broad to prioritize against without additional confirmation.
That doesn’t mean these tools have no value.
An account with a 6sense intent signal AND three LinkedIn ad clicks AND two pricing page visits is meaningfully different from an account with only the 6sense signal.
Third-party intent is most useful as one input in a layered account scoring model, combined with first-party signals (LinkedIn ad engagement, website visits, CRM history) that reflect actual behavior rather than inferred behavior.
ZenABM takes a different approach to intent entirely. Instead of inferring intent from keyword surges on third-party sites, it captures first-party qualitative intent directly from LinkedIn ad engagement. You tag each campaign by theme (analytics, security, integrations, ROI, etc.), and ZenABM automatically groups companies by the messaging they responded to.
This tells you not just who is engaging, but what they’re interested in, because the accounts told you through their actual clicks which topic they care about.
That intent label then flows into the CRM as a company property, so BDRs can personalize outreach around the specific theme the account responded to.
| Stack Component | Purpose & Key Functions | Example Tools |
|---|---|---|
| Account Data & Intelligence | Rich firmographic, technographic, and contact data for account selection and outreach personalization. Intent data as a supplemental signal layer. | ZoomInfo, LinkedIn Sales Navigator, Clearbit for firmographics; Bombora, 6sense for supplemental intent (use as one input, not a primary driver) |
| ABM Platform | Integrated suite combining account identification, journey tracking, digital ads, web personalization, and analytics for orchestrating 1:many ABM programs. | Demandbase, 6sense, Terminus, RollWorks. High cost (often five to six figure annual contracts); best suited to teams managing 200+ target accounts at scale. |
| CRM & MAP | Core account-centric data system and marketing automation, configured for ABM with account objects, target account flags, and stage-based workflows. | Salesforce, HubSpot CRM; Marketo, HubSpot Marketing Hub, Pardot. Set up account-centric views and integrate with your ABM platform for bidirectional data flow. |
| LinkedIn ABM Analytics | Company-level LinkedIn ad engagement data, first-party intent signals from campaign engagement, ABM funnel stages, automated BDR assignment, and pipeline attribution. Purpose-built for LinkedIn-first ABM without enterprise platform overhead. | ZenABM (starts at $59/month, 37-day free trial). Connects to LinkedIn Ads API directly; pushes company-level engagement, intent, and stage data to HubSpot or Salesforce as company properties. |
| Personalization & Sales Engagement | Tools to personalize outreach and coordinate multi-touch sequences across the buying committee at scale. | Outreach, Salesloft for email and call sequences; Sendoso, Alyce for direct mail and gifting triggers; Drift for account-recognized chat on website |
| Content Personalization | Account-specific microsites, personalized landing pages, and dynamic content experiences for Tier 1 accounts. | Mutiny, Folloze, Uberflip, Paperflite (see pricing table in personalization section above) |
| CTV Advertising | Streaming TV advertising reaching buying committee members outside the LinkedIn and email environments. Measured by account stage progression, not CPL. | Stackadapt, The Trade Desk. Run as a supplement to LinkedIn ads, not a substitute. CPMs roughly 50% lower than LinkedIn feed. |
| Data Quality | Clean, enriched, up-to-date account and contact data underpinning everything else. Poor data hygiene undermines targeting, personalization, and routing simultaneously. | Dedicate a RevOps or ABM ops resource to data hygiene: merging duplicates, updating job titles, refreshing firmographics, and maintaining correct industry and account tier tags. |
Enterprise ABM is a system, not a campaign. Fix the system first: routing, ownership, speed, and measurement.
Then optimize the channel, the creative, and the targeting on top of a foundation that actually converts engagement into pipeline.
If you want to build that system on first-party LinkedIn engagement data rather than on guesswork or black-box intent signals, try ZenABM free for 37 days or book a demo.
Starting at $59/month, it gives you the account-level engagement data, intent signals, CRM sync, automated BDR assignment, and pipeline attribution that enterprise ABM programs actually need.
