Account-Based Marketing Execution
Account-based marketing strategies require sales and marketing teams to coordinate highly targeted campaigns against specific named accounts, but execution often falls apart due to data gaps and manua
📌Key Takeaways
- 1Account-Based Marketing Execution addresses: Account-based marketing strategies require sales and marketing teams to coordinate highly targeted c...
- 2Implementation involves 4 key steps.
- 3Expected outcomes include Expected Outcome: ABM programs powered by Lusha see 50-70% increases in target account engagement rates due to reaching the right contacts with relevant messages. Multi-threading into accounts increases deal velocity by 30% as sales teams build relationships with multiple stakeholders simultaneously. Marketing-to-sales handoff friction decreases dramatically when both teams work from the same enriched contact data..
- 4Recommended tools: lusha.
The Problem
Account-based marketing strategies require sales and marketing teams to coordinate highly targeted campaigns against specific named accounts, but execution often falls apart due to data gaps and manual processes. Marketing creates beautiful ABM campaigns but lacks accurate contact data to reach the right stakeholders. Sales receives marketing-qualified accounts but doesn't know who to contact or how to personalize outreach. The disconnect between marketing's account-level targeting and sales' contact-level execution creates a gap where ABM programs generate awareness but fail to convert to pipeline. Additionally, tracking engagement across multiple stakeholders within target accounts requires manual coordination that rarely happens consistently.
The Solution
Lusha bridges the gap between ABM strategy and execution by providing the contact-level data and automation needed to activate account-based campaigns. Marketing teams upload their target account lists to Lusha, which automatically identifies all relevant stakeholders within each account—from end users to economic buyers to executive sponsors. The platform enriches each contact with verified email addresses and direct dial numbers, then segments them by role for appropriate messaging. Sales teams receive not just account names but complete contact maps with personalized talking points for each stakeholder. Lusha's sequences can be configured to orchestrate multi-threaded outreach, ensuring that different stakeholders receive role-appropriate messages while the system tracks engagement across the entire buying committee.
Implementation Steps
Understand the Challenge
Account-based marketing strategies require sales and marketing teams to coordinate highly targeted campaigns against specific named accounts, but execution often falls apart due to data gaps and manual processes. Marketing creates beautiful ABM campaigns but lacks accurate contact data to reach the right stakeholders. Sales receives marketing-qualified accounts but doesn't know who to contact or how to personalize outreach. The disconnect between marketing's account-level targeting and sales' contact-level execution creates a gap where ABM programs generate awareness but fail to convert to pipeline. Additionally, tracking engagement across multiple stakeholders within target accounts requires manual coordination that rarely happens consistently.
Pro Tips:
- •Document current pain points
- •Identify key stakeholders
- •Set success metrics
Configure the Solution
Lusha bridges the gap between ABM strategy and execution by providing the contact-level data and automation needed to activate account-based campaigns. Marketing teams upload their target account lists to Lusha, which automatically identifies all relevant stakeholders within each account—from end us
Pro Tips:
- •Start with recommended settings
- •Customize for your workflow
- •Test with sample data
Deploy and Monitor
1. Upload target account list from ABM platform 2. Lusha identifies and enriches all stakeholders per account 3. Segment contacts by role and buying influence 4. Create role-specific sequence templates 5. Launch coordinated multi-threaded outreach 6. Track engagement across buying committee 7. Alert sales when accounts show collective buying signals 8. Sync engagement data back to ABM platform
Pro Tips:
- •Start with a pilot group
- •Track key metrics
- •Gather user feedback
Optimize and Scale
Refine the implementation based on results and expand usage.
Pro Tips:
- •Review performance weekly
- •Iterate on configuration
- •Document best practices
Expected Results
Expected Outcome
3-6 months
ABM programs powered by Lusha see 50-70% increases in target account engagement rates due to reaching the right contacts with relevant messages. Multi-threading into accounts increases deal velocity by 30% as sales teams build relationships with multiple stakeholders simultaneously. Marketing-to-sales handoff friction decreases dramatically when both teams work from the same enriched contact data.
ROI & Benchmarks
Typical ROI
250-400%
within 6-12 months
Time Savings
50-70%
reduction in manual work
Payback Period
2-4 months
average time to ROI
Cost Savings
$40-80K annually
Output Increase
2-4x productivity increase
Implementation Complexity
Technical Requirements
Prerequisites:
- •Requirements documentation
- •Integration setup
- •Team training
Change Management
Moderate adjustment required. Plan for team training and process updates.