At ABM Answered, we connected with Christopher Strandell, an ABM advisor at InZynk with over a decade of experience in the world of Account-Based Marketing (ABM).
Christopher's approach blends strategy with practicality, making him a go-to voice for B2B marketers navigating the nuanced terrain of ABM.
The conversation was brimming with actionable insights for marketers at every stage of their ABM journey, from understanding the basics to aligning sales and marketing teams.
Here’s a recap of the most compelling takeaways from our chat.
When to Choose ABM Over Demand Gen
One of the most common questions for marketers is: when should you use ABM instead of traditional Demand Generation?
Christopher clarified that while both have their merits, ABM shines when dealing with high-value, complex deals that involve multiple stakeholders and lengthy sales cycles.
“ABM isn’t a system or technology,” Christopher stressed. “It’s a strategic approach to align your organization around high-priority accounts.”
Starting with a one-to-one ABM approach allows for deep customization and ensures your program delivers measurable results, like improved win rates and deal acceleration.
The key takeaway? If your organization isn’t ready to measure success beyond leads, such as tracking deal progression and revenue impact, it is not ready for ABM.
Selecting the Right Accounts for ABM
The foundation of any successful ABM program is account selection. Christopher highlighted a common pitfall: relying too heavily on scoring systems.
Instead, his advice was refreshingly straightforward: start with sales’ most important accounts for the next 4–12 months.
By focusing on accounts already in the pipeline or active discussions, marketing can:
Leverage sales insights: Sales teams already have valuable intel on these accounts.
Show immediate impact: By supporting existing opportunities, marketing can demonstrate ABM’s value faster.
Close alignment gaps: This approach naturally bridges the infamous sales-marketing divide.
“ABM isn’t about generating new leads,” Christopher emphasized. “It’s about winning the deals that matter most.”
Aligning Sales and Marketing: The ABM Way
Sales and marketing misalignment is a persistent challenge. Christopher attributed much of the tension to the “leads obsession” prevalent in many organizations.
Marketing’s role in ABM isn’t just about handing over leads; it is about collaboratively nurturing key accounts throughout their journey.
For effective alignment:
Work on shared priorities: Focus on high-stakes accounts that are critical for both teams.
Involve sales in campaign planning: This ensures marketing efforts resonate with the account’s current needs.
Show tangible impact: Whether through custom content or tailored outreach, demonstrate how marketing supports deal progression.
“When marketing focuses on the accounts sales care about, and proves it can influence outcomes, that’s when true alignment happens,” Christopher said.
The Case for Account-Based Advertising
Display ads often get a bad rap, but Christopher passionately argued for their value when used correctly.
In an ABM context, ads aren’t about clicks or conversions; they’re about visibility and positioning for key accounts.
Here’s how to make account-based ads work:
Target specific accounts: Focus on accounts in the pipeline, not a broad audience.
Customize the messaging: Align ad content with where the account is in its buying journey.
Collaborate with sales: Ensure ads support sales’ conversations and objectives.
“Think of it like a Super Bowl ad targeted only at the accounts you’re trying to close,” Christopher explained. “Visibility drives trust and credibility, especially in complex B2B deals.”
Mastering Multi-Stakeholder Engagement
In large, complex deals, it’s not just the visible stakeholders that matter; it is the hidden ones.
Christopher pointed out that many buying decisions are influenced by individuals sales may never meet. That’s where marketing comes in.
Using tools like first-party intent data, marketers can identify and nurture these hidden influencers, creating broader organizational consensus.
“Sales can’t influence people they don’t know, but marketing can,” he said.
The strategy? Treat every stakeholder like a key decision-maker. Whether through account-specific ads, tailored content, or personalized outreach, make every touchpoint count.
Nurturing Mid-Funnel Deals
Deals often stall mid-funnel, and Christopher offered a practical solution: focus on consensus-building within the account.
By nurturing more stakeholders than just the initial champions, marketing can elevate the deal’s priority within the organization. His advice included:
Use display ads to influence widely: Reach beyond the immediate decision-makers to engage the broader buying committee.
Track first-party intent data: An uptick in activity signals growing interest and alignment within the account.
Tailor follow-ups to organizational needs: Keep messaging aligned with the account’s unique challenges and goals.
“It’s not about hard selling,” Christopher noted. “It’s about creating momentum and consensus.”
What Would You Do With Unlimited ABM Budget?
When asked to dream big, Christopher’s vision was simple: scale ABM while staying strategic. This includes:
A full-suite ABM program with one-to-one, one-to-few, and one-to-many campaigns.
Organizational buy-in for ABM as a core go-to-market strategy.
Endless creative possibilities, ranging from personalized content to direct mail to custom microsites.
“ABM success isn’t just about the activities you do,” Christopher reminded us. “It’s about using them the right way, for the right accounts.”
Final Thoughts
Christopher’s perspective on ABM challenges conventional thinking.
Whether you’re just starting your ABM journey or looking to refine your strategy, his advice boils down to one simple truth: ABM is about alignment, focus, and measurable impact.
From account selection to multi-stakeholder engagement, his tips provide a clear roadmap for driving success in today’s complex B2B landscape.
So, if you’re struggling to prove the value of ABM, take a page from Christopher’s playbook: focus on what matters, start small, and scale strategically.
And if you ever feel stuck, remember his parting advice: ABM isn’t about doing more; it’s about doing better.
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