Checklist · Account-Based Marketing
Account-Based Marketing marketing checklist — Step by Step 2026
Launching an Account-Based Marketing (ABM) strategy can be complex, involving multiple integrations and significant investment. This checklist guides you through the essential steps to ensure a successful launch, focusing on overcoming common challenges such as integration issues, scaling effectively, driving adoption, managing costs, and securing adequate support. We will leverage tools like HubSpot, Salesforce, and LinkedIn Sales Navigator.
Phase 01
Phase 1: Strategy & Planning
- 1.1critical2 days
Define Target Accounts
Identify and prioritize target accounts based on ideal customer profile (ICP) and business goals. Use tools like ZoomInfo to refine your list.
- 1.2critical1 day
Set ABM Objectives
Establish clear, measurable, achievable, relevant, and time-bound (SMART) objectives for your ABM campaign.
- 1.3high3 days
Develop Account Personas
Create detailed personas for key decision-makers and influencers within target accounts. Use LinkedIn Sales Navigator for research.
- 1.4high2 days
Select ABM Technology Stack
Choose the right ABM tools for CRM, marketing automation, analytics, and advertising. Consider HubSpot, Terminus, and 6sense.
- 1.5critical1 day
Align Sales and Marketing Teams
Ensure sales and marketing teams are aligned on ABM goals, target accounts, and messaging. Establish regular communication protocols.
- 1.6medium3 days
Create Content Strategy
Develop a content strategy tailored to the needs and interests of your target accounts. Focus on personalized and relevant content.
- 1.7medium1 day
Budget Allocation
Allocate budget for ABM tools, content creation, advertising, and other necessary resources.
- 1.8high1 day
Compliance Check
Ensure that all planned activities comply with relevant data privacy regulations like GDPR and CCPA.
- 1.9medium1 day
Define Key Performance Indicators (KPIs)
Establish KPIs to measure the success of your ABM campaign, such as account engagement, pipeline velocity, and deal size.
- 1.10low2 days
Document ABM Plan
Create a comprehensive ABM plan document outlining all aspects of your strategy, objectives, target accounts, and tactics.
Phase 02
Phase 2: Technology Setup & Integrations
- 2.1critical2 days
CRM Integration
Integrate your ABM platform (e.g., Terminus) with your CRM (e.g., Salesforce or HubSpot) for seamless data flow.
- 2.2high2 days
Marketing Automation Integration
Connect your ABM platform with your marketing automation system (e.g., Marketo, Pardot) to automate personalized messaging.
- 2.3medium1 day
Advertising Platform Integration
Integrate your ABM platform with advertising platforms (e.g., LinkedIn, Google Ads) to target specific accounts with tailored ads.
- 2.4medium1 day
Data Enrichment Setup
Configure data enrichment tools (e.g., ZoomInfo, Clearbit) to ensure accurate and up-to-date account and contact information.
- 2.5critical2 days
Configure Tracking & Analytics
Set up tracking and analytics within your ABM platform to monitor account engagement, campaign performance, and ROI.
- 2.6high1 day
Implement Lead Scoring
Configure lead scoring rules within your marketing automation system to identify high-potential leads within target accounts.
- 2.7medium2 days
Salesforce Configuration
Customize Salesforce to track ABM activities, account engagement, and sales progress.
- 2.8critical1 day
Testing Integrations
Thoroughly test all integrations to ensure data flows correctly between systems.
- 2.9medium1 day
User Training
Train sales and marketing teams on how to use the ABM technology stack effectively.
- 2.10low2 days
Document Configuration
Document all technology configurations and integration settings for future reference and troubleshooting.
Phase 03
Phase 3: Campaign Execution
- 3.1critical2 days
Launch Personalized Ad Campaigns
Deploy targeted ad campaigns on platforms like LinkedIn and Google Ads, using personalized messaging for each account.
- 3.2high2 days
Execute Email Marketing Campaigns
Send personalized email campaigns to key contacts within target accounts, providing valuable content and offers.
- 3.3medium1 day
Direct Mail Outreach
Send personalized direct mail pieces to key decision-makers to capture their attention. Consider using Postal.io.
- 3.4high1 day
Sales Outreach
Enable sales teams with targeted talking points and resources to engage with target accounts effectively.
- 3.5medium1 day
Content Syndication
Syndicate relevant content across various channels to reach target accounts with valuable information.
- 3.6medium2 days
Event Marketing
Invite key contacts from target accounts to industry events or host exclusive events for them.
- 3.7low1 day
Social Media Engagement
Engage with target accounts on social media platforms by sharing relevant content and participating in discussions.
- 3.8medium2 days
Website Personalization
Personalize website content for visitors from target accounts to provide a tailored experience.
- 3.9critical1 day
Monitor Account Engagement
Continuously monitor account engagement using your ABM platform to identify opportunities for further outreach.
- 3.10high1 day
Adjust Campaigns as Needed
Based on performance data, adjust campaign tactics and messaging to optimize results.
Phase 04
Phase 4: Measurement & Analysis
- 4.1critical1 day
Track Account Engagement Metrics
Monitor key engagement metrics such as website visits, content downloads, and email opens for each target account.
- 4.2high2 days
Analyze Campaign Performance
Evaluate the performance of each ABM campaign channel and tactic to identify what's working and what's not.
- 4.3high1 day
Measure Pipeline Impact
Assess the impact of ABM on pipeline velocity, deal size, and conversion rates.
- 4.4medium1 day
Calculate ROI
Calculate the return on investment (ROI) of your ABM program to demonstrate its value to stakeholders.
- 4.5medium1 day
Report on ABM Results
Create regular reports summarizing ABM results and insights for sales and marketing leadership.
- 4.6high1 day
Identify Areas for Improvement
Based on performance data, identify areas where your ABM program can be improved.
- 4.7low2 days
Benchmark Against Industry Standards
Compare your ABM results against industry benchmarks to assess your performance relative to peers.
- 4.8medium1 day
Track Customer Lifetime Value
Monitor the customer lifetime value (CLTV) of accounts acquired through ABM to assess the long-term impact.
- 4.9low2 days
Document Lessons Learned
Document lessons learned from each ABM campaign to inform future strategies and tactics.
- 4.10high1 day
Refine ABM Strategy
Based on performance data and lessons learned, refine your ABM strategy to optimize results over time.
Phase 05
Phase 5: Optimization & Scaling
- 5.1high1 day
Refine Target Account Selection
Continuously refine your target account selection criteria based on performance data and market trends.
- 5.2medium2 days
Optimize Content Personalization
Improve the level of personalization in your content to make it even more relevant to target accounts.
- 5.3low2 days
Expand ABM Channels
Explore new channels for reaching target accounts, such as webinars, podcasts, or exclusive events.
- 5.4medium1 day
Automate ABM Processes
Automate repetitive ABM tasks using marketing automation tools to improve efficiency.
- 5.5high1 day
Scale Successful Campaigns
Scale successful ABM campaigns to reach a larger number of target accounts.
- 5.6medium1 day
Invest in ABM Technology
Invest in advanced ABM technology to improve targeting, personalization, and measurement capabilities.
- 5.7medium2 days
Train New Team Members
Provide comprehensive training to new team members on ABM best practices and tools.
- 5.8critical1 day
Foster Sales and Marketing Alignment
Strengthen alignment between sales and marketing teams through regular communication and collaboration.
- 5.9low1 day
Monitor Industry Trends
Stay informed about the latest trends and best practices in ABM to continuously improve your program.
- 5.10medium1 day
Seek Executive Sponsorship
Secure executive sponsorship for your ABM program to ensure it receives the necessary resources and support.
Pro tips
- Continuously monitor your ABM technology stack. Ensure integrations are healthy between Salesforce, HubSpot, Terminus, and LinkedIn Sales Navigator. Prioritize support documentation and training.
- Address scaling challenges early. Implement automation and streamlined processes to handle a growing number of target accounts effectively.
- Drive adoption by showcasing early successes and providing ongoing training to sales and marketing teams. Highlight the benefits of ABM using real case studies.
- Manage costs by carefully selecting ABM tools and optimizing campaign spending. Regularly review your budget and ROI.
- Ensure compliance with data privacy regulations (GDPR, CCPA) by implementing appropriate data governance policies and security measures.