8 steps to build your account-based marketing strategy + recommended tools

Giving all your teams a shared point of connection through a messaging platform like Slack is a great place to start, so marketing and sales teams can keep service updated on key account insights. Your prospects are busy, so don’t make them look far and wide to find the solutions they need. For B2B marketers planning their 2026 strategy, Abm content tactics the most valuable investment will be in systems that integrate data across channels, provide real-time analytics, and enable personalized experiences at scale. Account-based marketing (ABM) allows you to focus your sales and marketing efforts on a small number of high-value prospects and boost your ROI. Whether you’re new to ABM or looking to refine your strategy, these tactics will provide actionable insights to enhance your marketing efforts.

It provides direct access to firmographics and contact details such as email addresses and phone numbers, helping teams connect with decision-makers efficiently. The platform integrates seamlessly with platforms like Microsoft Dynamics 365 and Oracle so that sales teams can target their accounts down every sales funnel stage. ZoomInfo combines firmographic, technographic, and intent data with advanced analytics to deliver actionable insights for targeted outreach and personalized engagement. It combines account intelligence, intent data, and AI-driven insights to deliver personalized experiences across the sales funnel. Additional features that 6sense offers include campaign planning, data synchronization, and account segmentation. The platform integrates seamlessly with CRMs and marketing automation tools, providing a unified view of customer journeys.

One of the most important account-based marketing tactics is pretty straightforward — getting alignment. Once marketing and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market plan. This is something you’ll need to sit down and discuss during a planning meeting with both sales and marketing. When I talked with Davidson and Wingrove, both stressed that in a comprehensive approach to ABM, marketing and sales must be on the same page. Aligning your sales and marketing team is critical for the success of your ABM strategies.

ABM Strategy #4: Sales Team Collaboration

Systematically incorporating these insights into targeting and messaging strategies can significantly elevate the effectiveness of your account based marketing tactics. Customer success teams possess invaluable insights about how accounts actually use solutions, what challenges they face during implementation, and what outcomes they value most. If you don’t have marketing and sales aligned and use the same set of data, then you’re not really doing ABM. This partnership ensures that marketing insights inform sales conversations and that sales feedback shapes the account based marketing tactics. By analyzing patterns across similar accounts and tracking buying signals, advanced ABM programs can predict what information, or solutions prospects need before they actively search for them. The traditional handoff between marketing and sales departments no longer works for executing high-performing account based marketing tactics.

• ZoomInfo Marketing and ZoomInfo GTM Workspace provide the comprehensive contact, company, and intent data needed to power an ABM strategy.
• This process dramatically speeds up the sales cycle by ensuring you target the right people at the right times with effective marketing strategies.
• This is similar to the library of posts you might have on a blog that nurture programs can incorporate or sales teams can utilize.
• But the reality is that some accounts might be aware of your brand, some might be looking for a solution for their problem, some might be considering different solutions, etc.
• But, a majority of businesses (33%) rated their sales and marketing teams’ alignment as “fair,” highlighting a need for intervention.

These platforms also provide analytics on which materials are most effective at advancing deals, creating a feedback loop for continuous improvement. Use marketing automation platforms that support direct mail triggers within the same workflows as your digital communications. Top-tier accounts might receive high-value customized packages, mid-tier accounts receive moderate gifts with personalized messaging, and lower-tier accounts receive token gifts with strong branding. The most effective programs use triggered direct mail that activates based on specific prospect behaviors or milestones. The right agency becomes an extension of your team, collaborating closely with both marketing and sales.

It starts by aligning your messages and content with the interests, needs, and challenges of each account and key stakeholder. You’re most likely to succeed by providing valuable consultation and education, all mapped to the account’s buying cycle. In other words, they’re a strong fit for your company, enjoy success with your solutions, and deliver the biggest lifetime value. The first step is co-developing an ABM strategy so sales and marketing can work together as parts of a joint “account team.”

Effective email marketing automation is all about being relevant, timely, and personalized. For first-time visitors, deliver educational resources that help them get started. That’s where email marketing automation truly shines, making the process smoother, more efficient, and more personalized.