An account-based marketing strategy (ABM) is not complicated. It is a focused, intentional approach to go-to-market. You pick the accounts you want to work with, build relationships, and guide those accounts into your pipeline.
I use a simple ABM strategy to consistently create conversations with ideal-fit buyers. No spam. No high-volume automation. Just a clear process that leads to discovery calls with the right people.
Here is how I run it.
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What an Account-Based Marketing Strategy Actually Means
A simple ABM strategy is about precision.
Instead of casting a wide net, you build a narrow list of high-value accounts you want to work with. These are companies that match your ideal customer profile (ICP). You know you can help them, and they are a strong fit for what you offer.
From there, everything is built around starting conversations with key decision-makers inside those accounts. It is not mass outreach. It is focused, relationship-driven execution.
Step One: LinkedIn Connection Campaigns
I begin my account-based outreach by identifying the right people inside the accounts I want to reach. I use LinkedIn Sales Navigator to build a segmented list based on:
- Company size and industry
- Job title and seniority
- Geography, funding stage, or tech stack
- Any other signals that help narrow the list to high-fit contacts
Once I have my list, I start sending personalized connection requests. These are not pitches. They are designed to build rapport and establish a relationship.
The goal here is visibility and access. Once the connection is accepted, I can continue the conversation or shift to a different channel.
Step Two: Email Outreach to Targeted Contacts
Once I connect on LinkedIn—or if I already have their contact information—I move to email.
I use my CRM to organize those contacts and build short, targeted sequences. These are not generic nurture emails. They are direct, clear, and written specifically for that persona.
The emails are simple, the message is specific, and the goal is to book a discovery call or short meeting to explore alignment.
I also test different versions to improve reply rates, click-throughs, and conversion to appointments. Everything is tracked inside my CRM.
Step Three: Drive Toward Appointments or Lead Magnet Conversion
The end goal of this account-based outreach is always the same: schedule qualified appointments.
Sometimes I direct contacts to book directly through a calendar link. Other times, I offer a high-value lead magnet or resource that leads to a follow-up.
In both cases, I use content or outreach to open the door to a real conversation.
My primary ABM performance metric is simple:
How many meetings did we book from this sequence or list?
- If the number is low, I review the messaging, the audience, or the offer
- If it is working, I scale to more contacts within the same profile
Read More: How to Build an Ideal Customer Profile with LinkedIn Sales Navigator
ABM Works Because It Is Built on Relevance and Intent
ABM for B2B startups is not new. But it works because it stays focused.
Instead of trying to reach everyone, I only reach out to people I know I can help. I craft messages that speak directly to them. And I measure success by booked calls, not vanity metrics like impressions or clicks.
ABM is not just a campaign. It is a mindset.
You decide who you want to work with, then you build a plan to earn their attention and invite a conversation.
That is how you control the pipeline.
That is how you stay efficient.
And that is how you close the right kind of business without wasting time.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
