Account-Based Marketing, in practice
Guides on ABM and sales by Marc Roelofs
Account-based marketing treats your best-fit accounts as markets of one: sales and marketing work one list, one message, one play. I have run ABM programmes in healthcare IT and B2B services, and I write here about what actually works in practice, not what the platform vendors promise. These guides are the foundation; the ABM Intelligence Monitor tracks the daily news.
The guides
Evidence-based ICPs, tiering, a scoring model you can defend, and why capacity should set your list size.
Signals Intent data: what it can tell you, what it cannot, and how to act on itFirst-, second- and third-party signals, the invisible buying journey, and turning a spike into a play without burning trust.
Operating system Sales and marketing alignment in ABM: one list, one message, one playThe joint account list, account narratives, agreed plays with SLAs, and the weekly rhythm that keeps it all alive.
Stay current
The ABM Intelligence Monitor is my daily-updated dashboard tracking account-based marketing news, trends and platform updates. I also publish regularly on LinkedIn.
Account-based marketing strategist and full-stack marketer with 20+ years of B2B experience, including ABM programmes in healthcare IT. Writes about account-based marketing and sales, and builds his own marketing and AI tooling. Find me on LinkedIn.