In partnership with
Great content starts with a story. Learn to tell it.
Every brand that wins online has one thing in common: a content strategy that's built to last, not just a blog that gets updated when someone has time.
HubSpot Academy's free Content Marketing Certification covers the full picture â from crafting a compelling brand story, optimizing for search, creating videos that convert, and measuring performance in a way leadership actually understands.
14 lessons. Practical frameworks trusted by marketers around the world.
Whether you're building your content strategy from scratch or formalizing a structure around existing actions you're taking today â this is the course that makes it click.
Start the course free â and finish with a strategy that scales.
Beyond the Newsletter with Fractional ABM
I run a Fractional ABM practice for B2B SaaS teams at Series BâC building or rebuilding an expansion motion, vertical expansion, cross-sell, or closed lost re-engagement. If you're in that seat and want to talk through what you're working on, hit reply.
I talked to a CRO this week at Series A company about ABM.
He wanted to know how Iâd build an ABM strategy for his company.
I asked him the one question I always ask in these situations: what's the one area of the business you're most focused on improving right now?
His answer: cross-sell.
He wants a repeatable motion that grows NRR, not a one-off push.
That's where I told him Iâd start with ABM. Focus on cross-sell first, build the process, prove it works, make it repeatable.
Then he asked the harder question: what about new logo? They're trying to move into mid-market and enterprise. Can the same motion get them there?
Here's what I told him.
You can use the same process you built with the cross-sell strategy. But how you get to the right accounts will require a different approach. You have to start by looking at who you already win.
Before you look at which accounts to target for mid-market and enterprise, go back through your current customer base and ask:
Where do you already have traction?
What size company keeps showing up in your best accounts?
Which industries?
What technographic signals (the tools already in their stack) show up again and again?
Which specific product is the one that gets you in the door?
Your existing customers already told you who your next new logo target should be.
This is the part most people skip.
They treat "cross-sell" and "new logo expansion" as one ABM strategy, then wonder why the motion feels muddy. They're actually two separate business objectives. Cross-sell grows revenue inside the accounts you have. New logo finds more accounts like the best ones you already have. Different objectives, different account strategies, same underlying discipline.
The business objective tells you what you're accomplishing. The account strategy such as firmographics, technographics, vertical concentration, product entry point, is how you find the accounts that get you there. Skip straight to tactics without doing that work, and you're just guessing with better software.
Most companies buy a new tool to answer "who should we target in enterprise." But the cheaper, faster answer? It's usually already sitting in the CRM.
Are you facing the same question about where to start with ABM? Reply and tell me where you're stuck.
What did you think about this week's newsletter?
