SkillStrategic

ABM Execution

Account-based marketing execution — the operational skill of running coordinated, personalised campaigns targeting specific high-value accounts across marketing, sales, and customer success motions.

Day-to-day use

Building target account lists with sales, coordinating content and ad campaigns in 6sense or LinkedIn against specific accounts, tracking account-level engagement and intent signals, aligning SDR outreach sequences to concurrent marketing touches, and reporting on ABM pipeline influence.

Typical tasks

·Building and maintaining the ICP account list with sales and marketing alignment
·configuring intent-based account targeting in 6sense
·designing a coordinated 3-touch ABM play combining paid
·email
·and direct mail
·reporting ABM programme influence on pipeline by tier

Business outcome

Effective ABM execution concentrates resources on the accounts most likely to generate large deals — improving pipeline quality, increasing deal sizes, and achieving higher win rates on strategic accounts than broad demand gen alone.

Where this skill is applied

Technical Disciplines

GTM Engineering

Designs and builds the technical infrastructure behind go-to-market execution — integrating CRMs, data pipelines, and automation to enable sales and marketing at scale.