Building a successful marketing strategy from the ground up can feel overwhelming, but focusing on the right priorities from the start makes all the difference.
Whether you're launching a brand-new initiative or refining an existing approach, certain foundational elements set the stage for long-term success.
We had the opportunity to catch up with Alex Humphreys, former MD at Ulterior and now an independent consultant, to discuss what truly matters when crafting an effective marketing strategy.
As an experienced ABM strategist, Alex has helped brands connect with their dream accounts through events, content, and outreach strategies that actually work.
According to Alex, three key priorities stand out above the rest: sales and marketing alignment, defining the right target accounts, and leveraging events as a growth driver. These pillars shape a strategy that not only attracts the right prospects but also ensures engagement and follow-through.
Throughout our conversation, Alex shared actionable insights on how to structure outreach, maximize event impact, and secure leadership buy-in.
Whether you're an experienced marketer or new to the field, his advice serves as a roadmap for building a strategy that drives real results.
Here’s what he had to say about each priority and how to implement them effectively:
How to Break Through the Noise in B2B Outreach
B2B marketing is louder than ever, and the digital space is saturated with marketing messages.
With every brand fighting for attention, how to ensure your outreach actually stands out, especially with senior stakeholders?
According to Alex, finding the right angle and maintaining a human touch is key, whether it's something personal, unique, or highly relevant to the stakeholder you’re trying to engage.
“There’s always an angle, you just have to find it. Maybe the person you’re reaching out to worked for a customer of yours before or has a mutual connection. Small details like this make outreach feel personal rather than just another cold pitch,” he explains.
Beyond relevance, it’s about effort. Senior decision-makers get bombarded with outreach daily, and they can spot a templated message from a mile away.
“If someone has made no effort to understand my situation or pain points, I can tell immediately,” says Alex. “And every senior leader I’ve spoken to agrees; effort makes all the difference.”
So, what’s the key to standing out? Research.
“Generic content won’t get you anywhere,” Alex stresses. “People can tell when you actually care about their problems. Whether it’s a cold email, LinkedIn message, or event invite, make it clear that you’ve done your homework.”
Maximizing Event Impact: How to Keep the Momentum Going
Events whether virtual roundtables, executive dinners, or in-person summits are one of the most powerful tools in an ABM strategy.
But what happens after the event? Too often, marketers struggle to maintain engagement once the event is over.
According to Alex, it all comes down to structuring the event the right way.
“Prioritize engagement and value for attendees above all else. Senior stakeholders get real value from conversing with their peers, so make sure there’s an interactive element to your event.”
The balance between thought leadership and discussion is crucial. Overloading an event with sales-heavy presentations will kill engagement.
“I’ve seen it firsthand when an event agenda changes last-minute to become too sales-focused, people literally use the tea break as a chance to escape,” Alex recalls. “Be transparent about what attendees can expect and ensure they walk away with value.”
The Secret to Effective Post-Event Follow-Up
Follow-up is where the real ROI of an event is realized. Alex shares a game-changing strategy that worked at Ulterior: pre-arranged feedback calls.
“If you’re trying to book meetings after an event, you’ve already missed an opportunity. Instead, set up feedback calls ahead of time as part of the event onboarding process,” he advises. “This allows you to control the post-event engagement and keep the conversation going in a natural, value-driven way.”
Getting Leadership Buy-In for ABM
One of the most common challenges ABM marketers face is getting leadership buy-in before execution even begins. So how do you sell the value of ABM internally?
Alex offers a few key strategies:
Align ABM outcomes with C-suite priorities:
“If you want leadership buy-in, map your ABM strategy to revenue acceleration and high-value deal focus. Show them the direct impact.”
Leverage benchmarking:
“Use real-life success stories, especially from competitors. If leadership sees others winning with ABM, they’re more likely to get on board.”
Get sales leadership involved from day one:
“Show them how ABM will help them close bigger deals, faster. If sales is on board, leadership buy-in becomes much easier.”
Start small and prove success:
“Run a 6-month campaign targeting a small set of high-value accounts. Once you have data and success stories, scaling ABM across the organization becomes a no-brainer.”
The Three Pillars of a Winning ABM Strategy
If Alex were building an ABM strategy from scratch today, here’s what he’d prioritize:
Sales and Marketing Alignment.
“You can have the best strategy on paper, but if sales isn’t engaged, it won’t work. Get sales buy-in early, unify KPIs, and make sure both teams are chasing the same goals.”
Targeting and Scope.
“Define your ideal number of accounts based on deal size and industry. Understand who within those accounts actually feels the pain your product solves, not just C-level execs.”
A Strong Event Strategy.
“Events are a huge ABM driver, but only if done right. Whether virtual or in-person, focus on thought leadership, interactivity, and structured follow-up to ensure deals move forward.”
Final Takeaway: The Key to Long-Term ABM Success
To wrap things up, Alex left us with one final piece of wisdom: follow-up and execution are everything.
“I’ve seen multi-million-dollar deals fall through simply because no one followed up after an event. That’s millions in potential revenue flushed away,” he says. “Marketing can generate opportunities, but if sales isn’t ready to follow through, the entire ABM strategy falls apart.”
That’s why alignment and process matter so much. Whether it’s outreach, events, or leadership buy-in, ABM is about playing the long game and getting the details right.
Thanks to Alex Humphreys for sharing these insights! If you’re looking for more ABM wisdom, feel free to connect with Alex.
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