In a recent episode of the MarTech Podcast, Nadia Davis, VP of Marketing at CaliberMind, discusses how to turn underperforming Account-Based Marketing (ABM) programs into revenue-driving initiatives. With 42% of businesses struggling to measure ABM effectiveness (Gartner Digital Marketing), this episode offers expert insight into aligning teams and overcoming data and execution challenges.
What Is True Account-Based Marketing?
One of the biggest misunderstandings about why people buy an ABM platform is that many are simply looking for ways to do good targeting. While it’s true, and good targeting can be achieved through ABM platforms, real ABM is a strategic go-to-market approach requiring collaboration across marketing and sales.
“ABM goes way beyond the divide between marketing and sales,” Davis explains. Effective ABM includes in-depth research into accounts, understanding organizational changes, tech stacks, and specific challenges, resulting in deeply personalized outreach that tech alone can’t achieve.
Common Reasons ABM Strategies Fall Short
Mistaking Targeting for ABM
Many marketers mistake programmatic targeting for ABM. While targeting is tactical, ABM is strategic and holistic.
Lack of Sales and Marketing Alignment
ABM cannot succeed without buy-in and cooperation from both sales and marketing. Misaligned goals and KPIs lead to inconsistent messaging and missed opportunities.
Multi-Channel Engagement in ABM
Winning ABM strategies use multi-channel tactics across the buyer’s journey:
- Top-of-Funnel: Programmatic ads for account awareness.
- Mid-Funnel: Webinars, case studies, and events tailored to account-specific pain points.
- Bottom-of-Funnel: High-touch, one-to-one engagements like custom demos and regional meetings.
Davis recommends personalizing webinars by mentioning specific counties and introducing local customer success managers, creating hyper-relevant experiences.
How to Measure ABM Success at Each Stage
Early-stage metrics:
- Account reach
- Engagement (web visits, content interaction)
Mature-stage metrics:
- Multi-threading (number of contacts per account)
- Opportunity creation
- Deal size
- Sales cycle length
“Decide and agree on what you’re going to measure early on,” advises Nadia Davis.
Aligning Sales and Marketing KPIs
Marketing often tracks MQAs and engagement; sales cares about pipeline and revenue. Davis recommends translating marketing metrics into business outcomes and fostering trust with BDRs to champion ABM with account executives.
3 Actionable Steps to Improve ABM Outcomes
- Start Small: Pilot with 10-20 accounts to validate the approach and train teams.
- Set Clear Goals: Define success metrics before scaling.
- Build Infrastructure: Move beyond spreadsheets to integrated ABM tools that unify data across channels and geographies.
“The right tooling creates a holistic view of both online and offline interactions,” says Davis.
Final Thoughts: Turning ABM Into a Revenue Driver
Effective ABM isn’t just targeting—it’s a strategic alignment of sales and marketing with clear, measurable goals. By starting small, building trust, and implementing robust measurement systems, marketers can shift from engagement to revenue-focused ABM. Clarity and alignment are key to long-term success.
