The 5-Step Mini-Guide to Getting Started with ABM

A Beginner's Guide to Account-Based Marketing

If you’ve been following me for a while, you know I’m all about action over hesitation-scrappy beats perfect every time. That’s what 20+ years in the startup world have taught me.

If you’re feeling overwhelmed by Account-Based Marketing (ABM), know that you’re not alone. Too many marketers (including myself!) fall into the trap of overplanning, waiting for the “perfect” strategy before making a move. But here’s what I’ve learned : successful ABM isn’t built in a day - it starts with small, intentional steps.

The below mini-guide is my favorite, tested format for kicking-off your next ABM campaign. Let’s start.

Step 1: Choose your sweet 20

Don't try to boil the ocean. Start with just 20 target accounts – yes, you read that right, only 20. These should be:

• Companies that match your ideal customer profile

• Organizations where you have existing connections or insights

• Accounts with clear potential for meaningful business impact

🔥 My take: it's better to do great work with 20 accounts than mediocre work with 200.

Step 2: Create one simple playbook

Focus on creating one playbook for one specific persona. This might feel too simple, but that's exactly the point. Your playbook should include:

• Clear definition of your target persona (their role, challenges, goals)

• 3-4 key touchpoints or interactions

• Basic content and messaging framework

• Timeline for engagement

🔥 You can expand later, but for now, keep it focused and manageable.

Step 3: Run a two-week test

Time to put your toe in the water. Launch a two-week pilot program with your chosen accounts and playbook. During this period:

• Execute your planned touchpoints consistently

• Document everything you do

• Note immediate feedback and responses

• Keep a close eye on what's working and what isn't

Step 4: Measure and learn

After your two-week test, take a step back and analyze your results. Look at:

• Engagement rates with your content

• Response rates to your outreach

• Quality of conversations generated

• Early pipeline indicators

🔥 Don't worry if the results aren't perfect – this is about learning, not achieving instant success.

Step 5: Scale what works

Now comes the fun part. Take your learnings and:

• Double down on tactics that showed promise

• Adjust or eliminate what didn't work

• Slowly expand to more accounts

• Develop additional persona playbooks based on your success

My key to success: progress over perfection

Remember this golden rule: ABM isn't about perfection – it's about progress. Every successful ABM program started somewhere, and usually with something much simpler than you might imagine.

Your first attempts won't be perfect, and that's okay. What matters is that you're taking action, learning from real-world feedback, and continuously improving your approach.

What's next?

Start today by listing your potential target accounts. Don't overthink it – just get moving. The sooner you begin, the sooner you'll start seeing results and learning what works for your specific situation.

Remember: In ABM, done is better than perfect. Take these baby steps, stay focused, and keep adjusting based on what you learn. Before you know it, you'll have a solid ABM foundation to build upon.

Quick note: I’m about to publish The No-Fluff ABM Playbook: Field-Tested Tactics for Targeted Growth. Drop me a note if you wish to get this free playbook.

Until next time,

Karine