Last week, in our article “The Complete Account-Based Marketing (ABM) Guide for Technology Companies (I)”, you discovered what ABM really is (and what it isn’t), why this strategy fits perfectly within the B2B technology sector, and the three levels of personalisation —One-to-One, One-to-Few and One-to-Many— to help you choose the model that best suits your resources and objectives.
Understanding the theory is important. But what truly transforms your pipeline is execution.
Today we move into practice. We explain, step by step, how to launch an ABM strategy in your technology company: from real alignment between sales and marketing (not the kind that looks good in presentations, but the kind that actually works), to selecting target accounts, creating personalised content and measuring the metrics that really matter.
The 7 steps to implement ABM in your technology company
Step 1: Align sales and marketing (for real)
ABM does not work if marketing and sales continue to operate as separate departments with different goals. Before launching any campaign, both teams must be measured against the same metrics: pipeline generated, account penetration and revenue closed. This requires weekly meetings to review target accounts, an agreed qualification model and an integrated CRM where everyone has real-time visibility.
Without this alignment, ABM becomes traditional marketing with a new name.
Step 2: Define your Ideal Customer Profile (ICP) for the tech market
Your ABM ICP must be far more specific than a generic buyer persona. For technology companies, it should combine firmographic criteria (sector, size, geography), technographic criteria (current stack, digital maturity, vendors used), behavioural signals (intent data, trigger events such as new funding or a CTO change) and relationship factors (personal connections, sector references).
The more precise your ICP, the more effective your investment will be.
Step 3: Build your target account list
With your ICP defined, identify the specific companies you want to win. LinkedIn Sales Navigator, databases such as Sabi or Informa, sales intelligence tools like ZoomInfo or Apollo, and intent data platforms such as Bombora will help you find them. Don’t forget to review your own CRM: lost opportunities and customers with upsell potential are gold.
Practical tip: start with 20–50 accounts. Enough to learn, manageable enough to stay focused.
Step 4: Research each account in depth
This is where ABM truly differs from traditional marketing. Before creating any content, research the company’s financial situation, strategic priorities, organisational structure and technology stack. Identify decision-makers and influencers, the content they share, the events they attend and any mutual connections. Also look for their specific challenges on social media, forums or even employee reviews on Glassdoor.
This research will feed your entire content and outreach strategy.
Step 5: Develop personalised content
Content is the heart of A. For technology companies, the most effective formats include research content (industry reports, benchmarks, digital maturity assessments), solution content (case studies from similar companies, personalised demos, ROI calculators) and relationship content (invitations to exclusive events, podcasts with industry experts).
The level of personalisation depends on your model: in One-to-One, you create content specifically for each account; in One-to-Few, for clusters with adaptable elements; in One-to-Many, you personalise dynamically at scale.
Step 6: Orchestrate multichannel campaigns
Effective ABM does not rely on a single channel. Combine digital channels (LinkedIn Ads targeting employees within your accounts, programmatic advertising, personalised email marketing, tailored web experiences), direct channels (sales outreach coordinated with marketing, social selling, physical mail that stands out in a digital world) and events (exclusive meetings, coordinated presence at industry events, targeted webinars).
The key is orchestration: every touchpoint should build on the previous ones, not repeat them.
Step 7: Measure, learn and iterate
ABM metrics are different from traditional marketing metrics. Stop focusing solely on leads and prioritise engagement metrics (how many stakeholders know your brand and how they interact), pipeline metrics (accounts progressing, sales cycle velocity, deal size) and business metrics (accounts closed, revenue, CAC per account, comparative Lifetime Value).
Practical tip: create a shared dashboard for sales and marketing with weekly updates. ABM is iterative: you learn what works and replicate it.
Common mistakes when implementing ABM
1. Selecting too many accounts
The natural instinct is “the more, the better”. Wrong. With limited resources, it’s far better to deeply engage 20 accounts than to lightly touch 200. Start small.
2. Only personalising the company name
Changing “Dear customer” to “Dear [Company]” is not ABM. Personalisation must be based on real research: specific challenges, strategic priorities and competitive context.
3. Ignoring timing
Contacting an account at the wrong moment is almost as bad as not contacting them at all. Use intent signals and trigger events to identify the optimal timing.
4. Measuring the wrong metrics
If you remain obsessed with lead volume, AB will frustrate you. Leads are irrelevant; what matters is progress within target accounts.
5. Giving up too soon
ABM is a mid- to long-term strategy. If you expect results within 30 days, you’ll abandon it before seeing any return. Plan for 6–12 month horizons.
6. Not involving senior leadership
AB requires cultural alignment, not just tactical execution. If leadership does not support the strategy, teams will fall back into silos at the first sign of difficulty.
Ready to activate an ABM strategy in your technology company?
At PGR Marketing & Technology, we have years of experience helping B2B technology companies design and implement Account-Based Marketing strategies that generate real pipeline from high-value accounts.
From defining your ICP to executing personalised multichannel campaigns, we work as an extension of your team so you can focus on what you do best: developing solutions that transform businesses.
Not sure how to get started? Get in touch with us with no obligation and we’ll assess together whether ABM is the right strategy for your situation.
