The dirty secret about 1:1 ABM

The dirty secret about 1:1 ABM?

It’s not just about hyper-personalized ads or one-off landing pages.

👉 It’s one of the fastest ways to build sales alignment.

Here’s why:

More times than not, sales teams don’t actually know what 1:1 ABM is, or that you can use today’s technology to run campaigns targeting a single account across channels.

But the moment they see what’s possible, they lean in.

Selfishly, yes, because it helps them land their big account.

But also strategically, because now they want to collaborate.

When I start working with a sales team, I ask them just two questions:

1️⃣ Identify 3 business problems we would solve for this company.
2️⃣ Summarize our use case for this company in one sentence.

The answers force clarity.

They reveal how sales sees the account.

And they give marketing a foundation for messaging, not just for ads and landing pages, but also outbound sequences and promoted content.

When sales sees that their input directly shapes the strategy, they buy in.

When marketing uses those inputs to build campaigns, the messaging resonates.

And when both sides are aligned on the problems we solve and the use case we offer, the campaigns actually move the account forward.

That’s the real value of 1:1 ABM.

Takeaway:

Don’t pitch 1:1 ABM as just another marketing tactic.

Use it as a sales alignment tool.

When you do, you’ll not only build better campaigns, you’ll build real partnership with your sales team.

Do you have an ABM question on any of the following?

Reply directly to this email with your question, and I’ll answer it in next week’s newsletter.