Account-Based Marketing (ABM) has long been seen as the holy grail for B2B companies looking to land high-value deals. It’s personal, precise, and when done right, incredibly powerful.
But when is the right time to start an ABM program? Do you need an enterprise-sized budget? And how do you get sales and leadership on board?
To get answers, we turned to someone who lives and breathes ABM every day; Shalev Sabag, ABM Manager at Atera. With extensive experience in both PLG (Product-Led Growth) and SLG (Sales-Led Growth) motions, Shalev has been instrumental in shaping Atera’s ABM strategy.
His deep understanding of data, sales-marketing collaboration, and customer behavior makes him a go-to expert on implementing ABM effectively.
Think of this as your guide to understanding when and how to implement ABM effectively. From timing and strategy to budget-friendly execution, here’s what Shalev had to say.
The ABM Timing Question: When is the Right Time to Start?
One of the most common questions in the ABM world is, When should a company adopt ABM? Shalev’s perspective is clear; start from day one.
“There’s this idea that ABM is only for high ACV (Annual Contract Value) deals, big enterprise accounts with six-figure price tags. But for me, ABM is more of a framework. It’s about focusing on winning channels, refining messaging, and, most importantly, understanding how prospects and customers buy.”
That means companies should start with ABM methodologies early on, understanding their ideal customer profile (ICP) and tailoring messaging accordingly.
However, the full ABM motion typically kicks in when sales cycles become more complex, with multiple touchpoints and stakeholders involved.
Sales and Marketing: Partners, Not Customers
One of the biggest challenges in ABM? Getting sales on board. Many marketers view sales teams as “customers” of marketing; delivering leads, intent data, and content for sales to run with.
But Shalev flips this perspective.
“Sales and marketing should be full-on collaborators. ABM isn’t just a marketing play; it’s a go-to-market motion,” he says. “I bring sales into meetings from day one so we can build the strategy together.”
Instead of handing sales a finished product and hoping for the best, Shalev believes in co-creating ABM strategies with sales teams.
That means leveraging sales insights to refine messaging, building content based on real customer conversations, and making sure everyone is working toward the same goals.
Building an ABM Strategy from Scratch? Start Here.
For marketers looking to launch an ABM program, Shalev highlights three key priorities:
Alignment: Get leadership, sales, and customer success on the same page. ABM will likely require changes in measurement, reporting, and even how marketing communicates value to executives.
Data Infrastructure: ABM relies on vast amounts of data; account insights, behavioral signals, and intent data. Ensuring that data is accessible, structured, and actionable is critical.
Deep Customer Understanding: Beyond just pain points, great ABM campaigns require knowing what prospects do outside of work.
“If I’m selling to IT leaders, I need to understand their daily routines, hobbies, and how they consume information. That’s the level of insight that makes ABM powerful.”
How to Do ABM Without Expensive Tools?
Not every company has the budget for high-end ABM platforms like 6sense or Demandbase. So, what’s the best way to get started without burning cash?
“If you can spare a few hundred bucks a month, invest in a website visitor de-anonymization tool,” Shalev advises. “The number of companies that visit your site and come back months later to request a demo is staggering. Being able to identify those accounts early is a goldmine.”
If the budget is really tight, he suggests focusing on first-party data.
“Start by analyzing existing customer behavior; how they use the product, how they engage with customer success, how they respond to email campaigns. That’s free data, and it’s incredibly valuable.”
The Dream ABM Campaign (If Budget Wasn’t a Problem)
ABM doesn’t have to be expensive, but what if money were no object?
Shalev’s ultimate ABM play would combine online and offline strategies in a way that prospects can’t ignore.
“Imagine showing up where they least expect it, maybe an F1 race, Wimbledon, or another high-profile event that aligns with their interests. Then, layer in geofenced digital campaigns to reinforce the message. That’s when ABM becomes truly immersive.”
Getting Leadership Buy-In for ABM
Convincing executives to invest in ABM can be tough, especially when results take time.
Shalev stresses the importance of setting realistic expectations.
“You have to align on the right metrics; faster deal cycles, higher ACVs, better close rates. But you also need to communicate that ABM takes time. It could be months before you see pipeline impact. Setting that expectation upfront prevents disappointment later.”
For teams starting from the ground up, he suggests beginning with small, low-budget ABM initiatives to prove early success.
“Start with simple personalization tactics within your existing campaigns. Show results, then scale.”
Final Thoughts: Avoiding ABM Pitfalls
Before we wrapped up, we asked Shalev what he’d love to hear from the next guest.
His response, though it may seem simple, was actually quite smart.
“I want to hear about ABM pitfalls, what common mistakes people make when starting out, and how they can be avoided.”
With that, we wrapped up a conversation packed with insights, practical advice, and a whole lot of real talk about making ABM work.
A huge thanks to Shalev for being so clear and on point, making complex ideas feel actionable and easy to grasp. If you’d like to connect with him and continue the conversation, you can find him on LinkedIn.
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