How to Build an Effective ABM Campaign

The first step is basically narrowing down your ICP definition, because one of the most common mistakes is saying that we want to target startups from North America. The prerequisite of successful ABM is having a small, but very well-defined ICP, which consists of the buying committee and two more important things, account qualification and disqualification criteria. If you are selling low ticket product, you don't need to do account based marketing. And so at full funnel then, if I come to you and I'm like, I don't think our ACVs are big enough to do ABM, would you just like say, okay, that's fine. We would just do demand generation? Yes