ABM Campaign Checklist: 10 Pre-Launch Requirements

Launching an ABM campaign? Here's what you need to know:

Before starting an Account-Based Marketing (ABM) campaign, preparation is key. From setting clear goals to aligning your sales and marketing teams, every step matters. This checklist breaks it down into 10 essential pre-launch steps:

Set Clear Goals: Define objectives like revenue growth, engagement, and pipeline targets. Assign roles for sales and marketing teams.
Target Account Criteria: Identify ideal accounts based on revenue, company size, industry, and location. Create tiers for prioritisation.
Pick Target Accounts: Focus on accounts showing strong alignment and engagement signals.
Research Accounts: Gather insights on each account’s needs, challenges, and goals.
Identify Decision Makers: Map key roles like decision-makers, budget holders, and end users.
Align Sales and Marketing: Schedule regular updates, share metrics, and track joint results.
Set Up Tools: Integrate ABM platforms, CRM, and marketing automation for seamless collaboration.
Create Custom Content: Develop tailored content for decision-makers, ensuring GDPR compliance.
Set Metrics: Measure success with engagement, revenue, and reputation metrics.
Plan Timeline: Start with a small pilot, track progress, and scale based on results.

Quick Overview:

Key Metrics: Engagement, pipeline value, account activity.
Tools: ABM platforms, CRM, and data enrichment tools.
Timeline: 90-day pilot with clear milestones.

How to Start and Run a Pilot Account-Based Marketing ...

1. Set Clear Campaign Goals

Establish well-defined ABM goals that match your overall business objectives, ensuring both sales and marketing teams are on the same page.

Define Main Objectives

Focus on specific targets such as:

Revenue Growth: Set achievable financial goals for each account.
Account Engagement: Identify the desired level of interaction across different channels.
Pipeline Development: Set clear targets for generating new opportunities.

"Before you start with ABM, you need to determine what you're looking to get out of it. What's your perfect end result? What are you hoping to achieve?"

Choose Key Metrics

Pick measurable indicators that both teams can monitor effectively:

Metric	Target
Market Reach	60% of 1,000 addressable accounts
Engagement	500 touchpoints (web visits, emails, downloads)
Pipeline Value	£225,000 from targeted opportunities
Success Rate	20% of engaged accounts

Document Team Responsibilities

Define the roles of each team clearly to ensure smooth collaboration:

Marketing Team Tasks:

Research and profile target accounts.
Develop and tailor content.
Run and fine-tune campaigns.

Sales Team Tasks:

Qualify potential accounts.
Create a direct engagement plan.
Track and manage deal progress.

Clearly assign these roles and maintain regular check-ins to ensure both teams stay aligned. The next step is to set the criteria for identifying your target accounts.

2. Build Target Account Criteria

Defining clear target account criteria helps you focus your account-based marketing (ABM) efforts on opportunities with the best potential for high returns. These criteria are shaped by your campaign goals and help prioritise the accounts that matter most.

Identify Key Customer Traits

Look at your most successful accounts to pinpoint shared characteristics. Use these attributes to guide your targeting:

Account Attribute	Example Criteria
Annual Revenue	£30M–£250M
Company Size	250–1,000 employees
Industry Sectors	Financial Services, Manufacturing, Healthcare
Geographic Location	Greater London, Manchester, Birmingham
Technology Stack	Enterprise CRM, Cloud Infrastructure
Purchase Cycle	180+ days
Average Contract Value	Over £30,000

Keep your organisation's current goals and strategies in mind. Watch for indicators like:

Visits to key pages on your website
Attendance at industry events
Recent tech investments
Announcements about expansion or growth plans

Establish Account Tiers

Create a tiered system to categorise accounts based on their revenue potential and how well they align with your goals:

Tier 1 AccountsThese are your top-priority targets. They fit your ideal customer profile and show strong buying intent. Dedicate most of your resources to these accounts.
Tier 2 AccountsThese accounts align moderately with your profile but may need more nurturing to convert.
Tier 3 AccountsWhile these accounts may only partially match your ideal profile, they could still offer strategic value, such as industry influence or partnership potential.

Disqualify When Necessary

Not every account is worth pursuing. Set clear rules for disqualifying accounts. For example:

They lack sufficient budget.
Their tech infrastructure isn’t compatible with your solution.
They’ve recently adopted a competitor’s product.
They’re undergoing organisational restructuring.
Regulatory issues make them a poor fit.

3. Pick Target Accounts

Once you've set your criteria, it’s time to identify the accounts that align with your ABM goals. Focus your resources on the most promising opportunities by following a structured approach. This step uses your criteria to pinpoint the accounts most likely to drive results.

Select Best-Fit Companies

Assess potential accounts based on your criteria, prioritising organisations that show clear signs of alignment and interest. Key factors to consider include:

Evaluation Factor	Indicators to Look For
Market Position	Leadership in the industry, market share, growth trends
Financial Health	Revenue figures, profit margins, investment patterns
Technical Readiness	Existing tech stack, ability to integrate with your solution
Purchase Authority	Budget control, decision-making structures
Strategic Value	Partnership opportunities, industry influence, referral potential

Focus on accounts with multiple strong indicators. For instance, a company that has recently announced growth plans, actively engaged with your content, and closely matches your ideal customer profile should take priority over those meeting only basic criteria.

Check Account Potential

After narrowing down your list, evaluate the readiness of these accounts by looking for engagement cues such as:

Multiple team members from the same organisation visiting your pricing pages
Senior executives attending your events or webinars
Recent investments in technology that aligns with your offering
Public announcements about initiatives or challenges relevant to your solution

"The most crucial aspect of a B2B account-based marketing approach is identifying the relevant accounts to target." - Vigil Viswanathan

Create a scoring system to evaluate each account based on:

: Does the industry, size, and location match your ideal customer profile?
: Are they visiting your website or engaging with your content?
: What’s the potential contract size and growth opportunity?
: Could they influence the market or become a long-term partner?

Start with a small number of carefully chosen accounts to keep personalisation levels high while testing your approach.

Monitor engagement through:

Website activity
Email replies
Event attendance
Feedback from sales teams
Interactions on social media

Continuously track and analyse engagement to refine your account list and improve your targeting as your campaign progresses.

4. Research Each Account

Effective ABM campaigns start with thorough account research. By understanding each target account's specific needs, you can create personalised strategies that connect with decision-makers.

Gather Company Information

Build detailed profiles for each target account by collecting key business insights. Focus on their market position, organisational structure, and pressing business challenges.

Research Area	Sources	Information to Gather
Company Website	About page, News section, Blog	Mission, values, recent initiatives
Financial Reports	Annual reports, Investor relations	Revenue, growth trends, investments
Social Media	LinkedIn, Twitter	Company updates, engagement style
Industry News	Trade publications, Press releases	Market position, competitive landscape
Internal Records	CRM data, Previous interactions	Historical engagement, past purchases

Key areas to focus on while researching include:

Current technology investments and IT strategies
Recent organisational changes or initiatives
Primary business challenges and priorities
Industry regulations and compliance needs
Corporate culture and communication preferences

"I need a tool that works as quickly as I do, giving me data where and when I need it." - Jeremie I, Sales Development Representative

The next step is to assess behavioural signals to determine each account's readiness to engage.

Monitor Purchase Readiness

Look for signs that indicate an account is prepared to take the next step. Store all findings in your CRM system to ensure your team has access to up-to-date account intelligence. Common readiness indicators include:

Increased visits to product-specific pages on your website
Downloads of relevant whitepapers or case studies
Attendance at industry events or webinars
Recent investments in related technologies

Since B2B data can become outdated quickly - over 70% annually - use data enrichment tools to keep account information current.

To stay on top of account intelligence, set alerts for company news, leadership changes, and industry updates. Monitor engagement patterns to spot growing interest, and review account profiles every quarter to ensure accuracy.

"LeadIQ drives top of funnel workflows." - Nicholas F., Sales Development Representative

5. Identify Decision Makers

After narrowing down your target accounts, the next step is to identify the key decision-makers. Knowing who holds influence in purchasing decisions and how they prefer to communicate allows you to tailor your approach effectively.

List Key Contacts

Start by mapping out the entire buying committee for each account. Focus on their roles and their influence on the purchasing process. Use your CRM system to create detailed profiles, including:

Role Type	Description	Example Positions
Primary Decision Makers	Have the final say on purchases	CEO, Department Heads
Budget Holders	Manage financial resources	Finance Director, CFO
End Users	Use the product/service daily	Team Leaders, Managers
Technical Evaluators	Handle technical assessments	IT Director, CTO
Champions	Advocate internally for the solution	Project Managers

For campaigns involving multiple solutions, consider including department heads from Marketing, Sales, Customer Support, Data, IT, Finance, and RevOps in your buying committee.

Once you've identified the key players, make sure to document their engagement preferences for a more personalised approach.

Note Contact Preferences

Understanding how each decision-maker prefers to communicate is just as important as knowing their role. Tools like LinkedIn Sales Navigator and ZoomInfo can help you gather insights into their communication habits and professional interests.

Key areas to focus on when profiling contact preferences include:

Contact Area	Details to Document	Tools for Research
Professional Networks	Platforms they use and activity level	LinkedIn, Twitter
Content Engagement	Topics and formats they engage with	CRM tracking, automation tools
Meeting Preferences	Virtual vs in-person, time zones	Calendar analytics
Communication Style	Formal or casual, level of detail	Past interactions
Industry Involvement	Events attended, speaking roles	Event platforms, news alerts

Keep this information updated in your CRM so your entire team can access it and refine their outreach strategies as needed.

6. Connect Sales and Marketing

When sales and marketing teams work in sync, businesses grow faster.

Schedule Regular Updates

Regular communication between sales and marketing ensures everyone stays on the same page. Here's a suggested schedule:

Type	Frequency	Focus	Participants
Strategy Sessions	Every two weeks	Campaign direction, account priorities	Department heads, team leads
Performance Reviews	Monthly	Tracking KPIs, aligning goals	All team members
Account Updates	Weekly	Progress on target accounts, engagement data	Account managers, marketing specialists
Content Reviews	Monthly	Sales materials, team feedback	Content creators, sales representatives

"Make sure that you have that Marketing and Sales alignment because if you don't have that at the very beginning, you're never going to have it" - Amy Hall, Global ABM Manager at Hitachi Vantara

Next, focus on shared goals and metrics to evaluate progress effectively.

Track Joint Results

Using shared metrics helps both teams focus on outcomes that matter. Currently, only 31.8% of sales and marketing teams align on metrics. This lack of alignment can lead to revenue losses of up to 10% for B2B companies.

Metric Category	Sales Metrics	Marketing Metrics	Shared Goals
Account Engagement	Meeting attendance	Content engagement	Overall account activity
Pipeline Progress	Opportunities created	MQL to SQL conversion	Revenue influence
Revenue Impact	Closed deals	Campaign attribution	Total account value
Customer Success	Account retention	Net Promoter Score	Customer lifetime value

"When the Sales and Marketing teams are looking at the same metrics and trying to hit the same North Star, lots of other pieces of ABM fall into place" - Samantha Mayer, SMB and Pardot Growth Marketing, Salesforce Pardot

Here are three steps to improve collaboration:

Create a Joint Dashboard: Develop a shared dashboard with real-time metrics that both teams can access at any time.
Share Intelligence: Marketing should provide performance data, while Sales contributes meeting notes and competitor insights.
Hold Monthly Reviews: Companies with aligned teams report 38% higher win rates and 67% improved deal closure rates.

7. Set Up Tech Tools

To make the most of your sales and marketing alignment, your tech setup needs to provide integrated insights. Build a system that tracks engagement, tailors content, and measures outcomes effectively.

Choose the Right Tools

Pick tools that work together to support your account-based marketing (ABM) campaigns.

Tool Type	Primary Functions	Key Advantages
ABM Platforms	Target accounts, track engagement, report	Centralised campaign insights, automated processes
CRM Integration	Manage contacts, monitor pipelines	Smooth data flow, precise reporting
Intent Data Tools	Analyse behaviour, detect purchase intent	Timely outreach, sharper targeting
Sales Intelligence	Research accounts, verify contacts	Better prospecting, reliable data
Marketing Automation	Run email campaigns, score leads	Consistent communication, automated follow-ups

Recent research highlights the benefits of using integrated ABM platforms:

32% increase in account engagement
28% shorter sales cycles
17% growth in pipeline
23% higher average order values

"When your tools work together, you eliminate waste, streamline workflows, and ensure every dollar drives measurable impact." - Betsy Utley-Marin

After selecting the tools that fit your needs, focus on integrating them into a unified system.

Connect Your Systems

Key integration steps to ensure smooth operation:

CRM Sync: Link your ABM platform with your CRM for real-time data updates, keeping account details accurate and up to date.
Marketing Automation: Connect tools like email marketing, social media, and content management systems to deliver consistent, cohesive messaging.
Analytics Integration: Use reporting tools that provide insights from the first interaction to the final deal closure.

Integration Focus	Goal	Benefit
Data Synchronisation	Keep account details accurate	More precise targeting
Channel Coordination	Ensure consistent messaging	Improved engagement
Performance Tracking	Evaluate campaign effectiveness	Clear visibility on ROI
Team Collaboration	Enable smooth communication	Faster, better-informed decisions

8. Create Custom Content

Use your detailed account research to develop content that directly addresses the needs of each account, while ensuring compliance with UK regulations. The key is crafting messages that truly connect with decision-makers.

Write Account-Specific Messages

Personalised content leads to better engagement. Focus on creating messages that align with the priorities of decision-makers and their business goals.

Content Type	Purpose	Key Elements
Executive Briefs	Address C-suite concerns	Strategic value, ROI projections, market positioning
Technical Documents	Support implementation teams	Integration details, security specifications, deployment guidance
Use Cases	Demonstrate practical value	Industry-specific solutions with measurable outcomes
ROI Calculators	Justify investment	Customised metrics and cost-benefit analysis

For example, if you're working with a retail organisation:

CFO: Highlight cost savings and ROI.
CTO: Focus on seamless integration and strong security.
CMO: Emphasise improved customer experience and analytics.

By tailoring your messages this way, you can ensure they resonate with the right audience while staying compliant with UK marketing regulations.

Follow UK Marketing Rules

In the UK, GDPR compliance is a must for personalised content. Striking the right balance between personalisation and privacy is crucial.

Requirement	Implementation	Benefit
Data Collection	Use transparent opt-in processes	Builds trust and ensures compliance
Privacy Notices	Provide clear explanations of data usage	Reduces legal risk
Content Access	Offer gated content with explicit consent	Enhances data management
Communication	Use preference centres	Improves engagement

Key points to keep in mind:

Keep detailed consent records for personalised communications.
Include clear opt-out options in all content.
Ensure tracking mechanisms comply with cookie regulations.
Document legitimate business interests for targeted messaging.

9. Set Success Measures

Define clear metrics to evaluate your ABM campaign and ensure they align with UK standards. Focus on indicators that show real business results and strengthen relationships.

Track Account Progress

To measure ABM success, keep an eye on three key areas: relationships, reputation, and revenue. Use a mix of qualitative and quantitative metrics to create a well-rounded view.

Metric Category	Key Indicators	Measurement Frequency
Relationship Growth	Account engagement score, stakeholder meetings, executive connections	Weekly
Revenue Impact	Pipeline value, average deal size, sales velocity	Monthly
Reputation Building	NPS score, customer advocacy, referral rates	Quarterly

Key metrics to monitor include:

Account Engagement: Measure website visits, content downloads, and email interactions for each account.
Pipeline Progression: Track opportunities created and conversion rates through the sales funnel.
Revenue Growth: Look at average deal size, won revenue, and share of wallet within target accounts.
Customer Advocacy: Monitor referrals, case study participation, and engagement with your content.

"Marketers emphasise niche marketing metrics, missing the bigger picture. ABM metrics ensure you're using the same language as the sales team. Helping create better cross-functional alignment and a strong relationship with sales. Sales don't care about impressions. They care about creating revenue, relationships and improving reputation within their target accounts." - Dean McGuinness, Account-Based Marketing (ABM) Strategist at xGrowth

Use UK Data Standards

Ensure your metrics and reports follow UK data formats for consistency and compliance.

Data Type	UK Standard Format	Example
Currency	£ with 2 decimal places	£10,500.00
Dates	DD/MM/YYYY	16/04/2025
Large Numbers	Comma separators	1,000,000
Percentages	Two decimal places	15.75%

Use pounds sterling (£) for all financial data.
Format dates as DD/MM/YYYY for campaign timelines.
Include VAT calculations where needed.
Adhere to GDPR rules for data collection and reporting.
Keep records of consent for personalised tracking.

It's worth noting that 80% of marketers report improved customer lifecycle value through effective ABM measurement. By setting clear metrics and following UK standards, you'll be ready to move on to finalising your campaign timeline.

10. Plan Campaign Timeline

A well-structured timeline keeps your ABM launch on track, aligning sales and marketing efforts while maintaining momentum.

Start Small and Test

Begin with a pilot programme using the '1-1-1-1-1-1-1-10' framework to test your strategy:

Framework Element	Specification	Purpose
1 Market	Single geographic region	Focus testing in the UK market
1 Vertical	Single industry sector	Test Ideal Customer Profile (ICP) assumptions
1 SDR	Dedicated sales rep	Act as the internal programme lead
1 Marketer	Campaign coordinator	Ensure consistent execution
1 Intent Source	Single data provider	Evaluate data quality
1 Warm-up Tactic	Specific engagement method	Assess its effectiveness
1 Tier	Priority account level	Control variables for accuracy
10 Accounts Maximum	Small, focused test group	Ensure precise execution

Stick to a small number of high-priority accounts to measure engagement effectively without spreading resources too thin. Avoid adding too many accounts or overcommitting your budget at this stage.

Set Key Dates

Once the pilot framework is ready, establish a clear timeline with milestones. Most ABM pilot campaigns run for 90 days, divided into specific phases:

Pre-launch Phase (Days 1–15)Finalise playbooks, set up technology, and conduct account research. Ensure tracking systems are ready to monitor engagement metrics from day one.
Activation Phase (Days 16–45)Launch account engagement activities. Regularly monitor responses and hold weekly check-ins between sales and marketing to address issues quickly.
Optimisation Phase (Days 46–75)Use initial engagement data to adjust your strategy. Refine messaging, tactics, and timing based on account behaviour.
Evaluation Phase (Days 76–90)Analyse pilot results using pre-defined metrics. Document findings to refine qualification criteria and research methods. Use these insights to plan for scaling.

Timeline Milestone	Target Date	Key Deliverables
Pilot Launch	01/05/2025	Playbooks and tech setup ready
First Review	15/05/2025	Initial engagement metrics
Mid-point Assessment	15/06/2025	Engagement pattern analysis
Final Evaluation	01/07/2025	Full pilot report completed

Thorough documentation is crucial. It forms the basis for building an ABM programme that can expand effectively into additional accounts and industries.

Once your pilot delivers positive results, you can gradually scale the programme. By maintaining the structured approach that worked in your pilot, you ensure quality and consistency as you grow your ABM efforts. Use your documented insights to guide this scaling process seamlessly.

Conclusion

This guide has walked you through the key steps for setting up your ABM campaign. Thorough preparation across all ten pre-launch steps lays the groundwork for successful account-based marketing.

You’re ready to move forward when you’ve covered these critical elements:

Clear objectives that align with your business goals
Well-defined target account criteria and thoroughly researched prospects
Mapped decision-makers along with their preferred methods of contact
Aligned sales and marketing teams with clear communication processes in place
A fully integrated tech stack to support your ABM efforts
Tailored content designed for each specific target account
A measurement framework that adheres to UK standards
A structured timeline with clear milestones

Make sure your documentation stays updated and accessible so your team remains aligned throughout the campaign.

Regularly revisit this checklist to spot any gaps and fine-tune your strategy. Addressing every requirement before launch ensures your campaign is set up to engage effectively with your target accounts.

With everything in place, you’re ready to launch a focused and impactful ABM campaign.