Request a callStart ABM without making it complicated
For teams new to account-based marketing, PlanConversion sets the ABM rules (target accounts, tiers, roles, ownership, success metrics), picks one first play worth running, builds tracking from activity to opportunities, and launches with sales aligned before budget is spent.
Built for: B2B teams starting ABM for the first time.
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Is this the right program?
A good fit when
- You sell high-value deals to a definable list of companies
- Marketing and sales disagree on which accounts matter
- You have a CRM, even if the data is imperfect
Not the right fit when
- Deals are small and transactional (broad demand gen fits better)
- You cannot name the companies you want to win
What the first 90 days look like
- Weeks 1 to 2Target list
Ideal customer profile from closed-won deals and a tiered account list sales agrees with.
- Weeks 3 to 4Foundations
Account reporting in the CRM, intent or engagement signals and a simple handoff rule.
- Weeks 5 to 12First program
A small 1:few or pilot program on the top tier, reviewed weekly with sales.
- Month 4Roadmap
What to scale, which platform (if any) to buy, and the budget it needs.
What it costs
ABM programs are scoped after a short diagnostic, based on account count, tiers and channels.
- Number of target accounts and tiers
- Channels and media budget
- CRM and platform work needed before launch
What you get
- ABM operating rules
- Tiered target account list
- First campaign build
- Account-level tracking in the CRM
How success is measured
New to ABM: common questions
More ABM programs
Do we need an ABM platform to start?
No. Most teams start with LinkedIn, their CRM and a clean account list. Platforms like Demandbase add value once the basics work.
What is the most common ABM mistake?
Starting with too many accounts and no agreement with sales. The system is the product: rules, tracking and follow-up come before spend.
Do we need an ABM platform to start?
No. Many teams start with LinkedIn, the CRM and a clear account list, and buy Demandbase or 6sense once they know which signals they will use.
How long until ABM shows pipeline?
Engagement shows within weeks. Opportunities depend on your sales cycle; with 6 to 12 month cycles, expect meetings first and pipeline over the following quarters.
