Last quarter, I sat down with a SaaS marketing leader.
They’d invested heavily in ABM:
✅ Expensive tech stack
✅ Sophisticated dashboards
✅ Dozens of campaigns
But under the hood?
They were running targeted demand gen.
No clear GTM focus. No sales alignment.
And worst of all, no traction.
They didn’t need another tool.
They needed a better strategy.
Here’s what I shared:
1️⃣ Pick one GTM objective
Too many teams try to solve for everything at once:
→ New logos
→ Expansion
→ Reactivation
→ Cross-sell
When everything is a priority, nothing is.
We focused on vertical expansion, and the list started to take shape.
2️⃣ Start warm before going cold
Most teams default to expensive tech or engagement data to find accounts.
But the highest-potential targets are often already in your CRM:
→ Closed-lost deals worth revisiting
→ Churned customers with a reason to return
→ Champions now at new companies
→ Partner overlaps that can open doors
These accounts convert faster. Why? Because trust is already there.
You’re not introducing your brand. You’re reactivating a relationship.
3️⃣ Build your list with sales, not for them
If your reps don’t help create the list, they won’t trust it.
The best alignment doesn’t come from a kickoff deck.
It comes from collaboration.
4️⃣ Make it repeatable
A great ABM strategy isn’t a one-time project.
It’s a repeatable system that evolves with your priorities.
5️⃣ Sell the outcome, not the input
Reps don’t want a “target list.”
They want:
✅ Easier conversations
✅ More meetings
✅ More pipeline
When you position targeting as the path to that outcome, they lean in.
This is exactly what I help teams build:
• A system sales believes in
• A targeting system that converts
• A GTM engine grounded in real, warm data, not guesswork
It’s the heart of The ABM Targeting System: a 60-day sprint to build a repeatable system for selecting target accounts that convert into meetings, pipeline and revenue, without more tech or headcount.
Enrollment opens this Saturday.
I’m only taking a 3 teams this round to keep it hands-on.
If you want the details early, reply “TARGETING” and I’ll send everything over.
🎯 The ABM Targeting System Starter Guide
Sponsorship Spots Now Available for August!
