Account-based marketing works when the whole team agrees on a short list of accounts and pursues them together. Landbase gives you that list with precision: ICP-aligned target accounts, the buying committee mapped and verified at each one, and the signals that show which to pursue first. This lesson builds an ABM program from selecting accounts through measuring and refreshing them.
| Account | Buying committee | Priority signal |
|---|---|---|
| Acme | CRO, VP Sales, RevOps | Raised Series B |
| Globex | CMO, Demand Gen | Hiring marketers |
| Initech | CTO, VP Eng | Dropped a competitor |
ABM works when the whole team agrees on a short list, so it starts by selecting target accounts from your mapped, qualified market. Choose the accounts that fit your ICP and are worth a coordinated effort.
Every account gets its decision-makers and stakeholders mapped, with a verified contact for each role. A deal rarely turns on one person, so you reach the whole committee rather than a single name.
A structured profile gives each account the context a campaign needs, from firmographics and tech stack to recent signals. The research is what lets a campaign speak to the account rather than at it.
Live buying signals decide which accounts to pursue first, so your team works the accounts showing intent now. Order the list by signal rather than alphabetically.
Personalized campaigns reach each committee across the right channels in a deliberate sequence. Plan the touches so the account hears a coherent story, not scattered messages.
One shared definition of a qualified account keeps both teams pulling together. When sales and marketing agree on what qualified means, the handoffs stop leaking.
The program is measured against results, and the account list is kept current as accounts and contacts change. ABM is a standing motion, not a one-time campaign.