What Happens When You Let Sales Build the ABM Strategy?

When we sat down with Pierre Vanderfeesten for an episode of ABM Answered, we were promised insights on Account-Based Marketing (ABM) and maybe a few laughs. We got both. Pierre is a seasoned ABM consultant based in Utrecht, Netherlands, with nearly a decade of deep-dive experience into one-to-one and one-to-few ABM. Oh, and he literally wrote the book on it (in Dutch, no less).

In this blog, we unpack the rapid-fire conversation between Pierre and Sam Hall, founder of ABM Answered, as they cover everything from aligning with sales to direct mail gift boxes during COVID. Whether you’re new to ABM or knee-deep in a pilot program, there’s plenty to learn from this one.

Check out the full interview with Pierre here.

Sales and Marketing Alignment: Where It Actually Begins

Pierre makes it clear from the jump: alignment isn’t just a checkbox; it’s the foundation.

“It all starts with the overall go-to-market strategy,” he says. “Sales, marketing, and leadership all need to be in sync from the very beginning.”

In practice, that means building your target account list together. Marketing can bring the data;  intent signals, firmographics, website behavior. But sales brings the human insights: relationships, timing, deal history, while leadership is taking care of the ones that sign off and keep everyone accountable.

Pierre puts it bluntly: if one group has to own the list, it should be leadership. But if one group should drive the discussion, it’s sales. After all, they’re the ones with skin in the game.

Setting ABM Objectives: No Fluff Allowed

When it comes to measuring ABM success, Pierre doesn’t mince words.

“ABM is not a playground,” he says. “The main metrics should be pipeline generated, pipeline velocity, and closed-won deals.”

Yes, engagement and brand awareness matter, especially in the early days of a campaign. But the ultimate measure of success will always be revenue. If your ABM isn’t influencing pipeline, it’s time to reassess.

How to Actually Select Target Accounts (No Guesswork Here)

Pierre’s approach to target account selection is a blend of art and science  and it all starts with your Ideal Customer Profile (ICP). From there, marketing builds a long list of potential accounts (often tier 3) and runs lightweight campaigns to gather engagement data.

Only then does sales step in.

“You sit down together, go through the data, add real-world context, and narrow it down,” Pierre explains. “It’s a team sport.”

He also brings up a great point that gets overlooked: not all top-revenue customers are good customers. Some bring high operational costs or internal stress. So challenge assumptions and use data to keep the discussion grounded.

Account Research: AI Can Help, But Don’t Let It Drive the Car

Pierre is all for using AI to scale account research, but with limits.

For one-to-many or one-to-few programs, AI tools like ChatGPT and Copilot can quickly surface info like annual reports, recent interviews, and strategic initiatives. But for one-to-one?

“You need executive profiles. What sports do they like? What are their personal goals? That kind of detail requires human touch.”

In his view, AI can start the process, but a marketer needs to finish it. Think of it like prepping a gourmet meal: the tools help, but you still need a chef.

Engagement Channels: Stick With What Works (And Don’t Sleep on Direct Mail)

When asked about his go-to ABM channels, Pierre didn’t hesitate:

1. LinkedIn: Especially for enterprise sales, it’s non-negotiable.

2. Events: The more personalized, the better.

3. Direct Mail and Email: Yes, even in 2025.

   
   

“Direct mail is underrated,” Pierre says. “We’ve done handwritten notes with QR codes to personalized landing pages, even full-day event kits delivered to people’s homes during COVID.”

Personalized direct mail cuts through the noise, especially when everyone else is flooding inboxes.

Content Creation: Let the Messaging House Guide You

Pierre’s process starts with something he calls a “messaging house” ; a framework built from stakeholder research, pain points, and account-specific insights. All content, whether it’s a video, microsite, or email, ladders back to that core messaging.

For one-to-few, it’s often industry-specific. For one-to-many, automation and AI play a bigger role. But the goal is the same: relevance over volume.

ABM in the Netherlands: It’s Picking Up Speed

While ABM has long been popular in the US and UK, Pierre says the Netherlands is finally catching up.

“The last 12 months, things have gone through the roof here,” he shares. “We’re not calling into the desert anymore.”

He credits the rise of ABM and demand generation to tighter budgets and a return to marketing fundamentals. In his words: ABM is just “good marketing done right.”

One Last Question for the Next Guest

Before signing off, Pierre left us (and the next guest) with this gem:

“If you could change one thing about how sales and marketing work together today, what would it be, and why?”

It’s a perfect closing note, one that challenges all of us to think critically about collaboration and continuous improvement in ABM.

Whether you’re in Utrecht or Utah, there’s a lot to learn from Pierre’s no-nonsense, data-driven, and very human approach to Account-Based Marketing. And if you’re fluent in Dutch (or want to be), his book Blinded by Leads might just be your next read.

Until next time, keep your marketing personal, your accounts close, and your stroopwafels closer.