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There’s an assumption that shows up in almost every marketing strategy:
More channels = better results
Sure, it sounds logical.
More reach. More visibility. More data.
But in practice, this thinking quietly derails a lot of ABM programs.
The problem with “more”
Adding channels feels like progress.
Yet without clear historical context, it often leads to:
• Fragmented budget
• Diluted performance
• Confusing attribution
• Activity without impact
And worse: spend you may not recover.
Because channels don’t create results on their own.
Performance comes from understanding where your buyers already engage and convert.
What strong ABM teams do differently
They resist the urge to expand too quickly.
Instead, they ask:
👉 Which channels are performing best right now?
👉 Where do we see engagement turning into meetings and pipeline?
Then they double down.
Not because it’s conservative, but because it’s strategic.
If your data already shows:
✔ Higher engagement
✔ Better conversion
✔ Stronger pipeline impact
Why dilute that advantage chasing unproven channels?
ABM is not a channel maximization exercise
It’s a focus exercise.
You don’t have infinite:
• Budget
• Time
• Sales attention
Every new channel adds complexity, cost, and coordination overhead.
Which means expansion should be earned, not assumed.
The smarter growth approach
Scale what works. Experiment intentionally.
I always recommend reserving a small portion of budget for testing:
• One new channel at a time
• Minimal spend
• Clear success criteria
• Defined evaluation window
Not “launch everywhere.”
But “prove traction, then scale.”
Quarter by quarter.
The takeaway
More channels don’t guarantee better ABM results.
Better decisions do.
Focus your investment where performance already exists.
Treat experimentation as disciplined learning, not default expansion.
That’s how you protect budget and improve outcomes.
Book Now: Pressure-Test Your ABM Strategy
You don’t have a full year to prove your ABM strategy.
Between planning cycles, pipeline realities, and Q4 constraints, the window for measurable impact is often closer to 2.5 to 3 quarters.
That’s why ABM coaching exists.
Not to add more tactics, but to act as your third-party sounding board to pressure-test whether you’re targeting the right accounts, aligned with Sales, setting the right KPIs, and built to drive pipeline and revenue impact this year.
Undivided Attention
Up to 5 hours per month of live meetings. This is where we evaluate account selection, sales alignment, setting KPIs, channel and tactic strategy.
Independent Work
Strapped on bandwidth? I can allocate up to 3 hours per month of independent work; account selection, revising, or general brainstorming.
Direct Access
During this partnership your team will get ongoing access via Slack and/or email. Monday through Friday with <2 hour response times.
🚨 NEW! ABM Metrics Forecasting App
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