ABM That Isn't Just Spray-and-Pray Outbound in a New Coat

Account selection discipline

Start narrow — 50–150 accounts, not 5,000. Every account needs a clear reason it's on the list. If you can't articulate the reason, it shouldn't be.

Channel orchestration

LinkedIn ads, 1:1 email, personalized direct mail, and social engagement. Every account gets at least three touches across three channels before any demo ask.

The SDR partnership

Marketing warms accounts; SDRs close the loop. The handoff happens when the account has engaged 3+ times. Any earlier and SDR conversion tanks.

Measurement that matters

Account engagement score, pipeline sourced per account, and win rate on engaged vs. unengaged accounts. Not MQLs — too noisy for ABM.