Strategic Tips for Implementing Account Based Marketing That Works

Strategic Tips for Implementing Account Based Marketing That Works

Not all target accounts are created equal. That’s why one of the most strategic and practical components among the 9 tips for Account Based Marketing is account tiering and prioritization. This process allows marketing and sales teams to allocate time, effort, and resources in proportion to an account’s value and potential, enabling focused execution and maximizing return on investment.

Tiering helps businesses distinguish between their most valuable accounts and those that require lighter but still personalized engagement. Among the 9 tips for Account Based Marketing, this tactic empowers teams to work smarter—not harder—by focusing energy on accounts that are most likely to drive revenue impact.

What is Account Tiering in ABM?

Account tiering refers to the classification of target accounts into multiple levels—often Tier 1, Tier 2, and Tier 3—based on specific criteria such as revenue potential, strategic fit, buying signals, and engagement behavior.

• Tier 1: These are your highest-priority accounts. They typically have the greatest revenue potential or strategic significance and require deep personalization across multiple channels.
• Tier 2: These accounts show strong potential but may lack immediate buying signals. They benefit from scalable personalization such as industry-specific content or persona-based campaigns.
• Tier 3: These are often long-tail accounts or lower-value targets that still fit the ideal customer profile but don’t justify high-touch engagement. Automated nurture and digital tactics are ideal for this group.

Among the 9 tips for Account Based Marketing, a strong tiering model ensures optimal resource allocation and campaign alignment.

How to Build Your Account Tiering Framework

Establishing a tiering system begins with defining what matters most to your organization. Among the actionable 9 tips for Account Based Marketing, this involves assigning quantitative and qualitative attributes to accounts:

• Firmographic Fit: Company size, revenue, industry, and geography
• Technographic Alignment: Use of specific technologies or platforms
• Engagement Level: Website visits, content downloads, ad interactions
• Intent Signals: Search behavior and competitive research activity
• Relationship History: Past deal involvement, referrals, or partnerships
• Strategic Value: Market influence, expansion potential, or brand synergy

By assigning scores or weights to these attributes, accounts can be grouped into tiers that guide your team’s engagement strategy.

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Personalizing Based on Account Tiers

Among the critical 9 tips for Account Based Marketing is adapting personalization depth by tier. Your approach should scale intelligently without sacrificing relevance:

• Tier 1: Develop bespoke content, 1:1 campaigns, custom landing pages, and sales rep alignment. This tier warrants investments in direct mail, tailored video, and executive outreach.
• Tier 2: Use semi-customized content tailored to verticals or buyer roles. Scale outreach using pre-approved templates, regional events, and industry webinars.
• Tier 3: Deploy programmatic ads, automated email sequences, and generalized content offers. The goal is to educate and qualify until a trigger elevates them into a higher tier.

This tier-based content and messaging system enables precision in campaign design and efficiency in execution.

Resource Allocation by Account Tier

Among the most practical 9 tips for Account Based Marketing is using tiers to guide where and how you invest time, tools, and budget. Tier 1 accounts demand high-effort strategies involving multiple departments. Assign dedicated ABM managers, budget for event sponsorships, and involve executive leadership.

Tier 2 accounts may benefit from shared sales resources, targeted social ad campaigns, and automated personalization using marketing automation tools. Tier 3 accounts should be managed primarily through automated systems with occasional human touch as needed.

Resource allocation based on tier not only optimizes efficiency but also prevents team burnout by ensuring focus on high-yield opportunities.

Tiered Engagement Cadences

Cadence is another area optimized through tiering. Among the 9 tips for Account Based Marketing, structuring outreach cadence based on account tier ensures appropriate frequency and messaging intensity:

• Tier 1: Weekly or bi-weekly engagement across multiple channels (email, calls, LinkedIn, direct mail)
• Tier 2: Bi-weekly or monthly touchpoints, alternating between automated and manual
• Tier 3: Monthly or quarterly cadence, primarily automated, with periodic manual triggers based on engagement

This framework keeps your messaging timely and non-intrusive, adapting to each account’s journey.

Dynamic Tiering: Adjusting Based on Engagement

ABM isn’t static. One of the advanced 9 tips for Account Based Marketing is enabling dynamic tiering—adjusting an account’s tier in real-time based on their engagement or organizational shifts.

For example:

• A Tier 3 account that downloads multiple whitepapers and attends a webinar may be promoted to Tier 2.
• A Tier 1 account with minimal response may be downgraded after a period of inactivity.

This real-time flexibility ensures your efforts are always aligned with the most promising opportunities.

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Collaborative Tiering with Sales

Another highly effective inclusion in the 9 tips for Account Based Marketing is involving sales in the tiering process. Sales reps bring first-hand knowledge about account readiness, influence, and pain points. They can identify which accounts deserve more attention or are likely to convert faster.

Regular meetings between sales and marketing ensure tiering decisions reflect on-the-ground realities. This collaboration improves targeting accuracy and enhances buy-in from all stakeholders.

Tracking Tier-Specific KPIs

To gauge the success of your tiering strategy, set and track KPIs for each account tier. Among the 9 tips for Account Based Marketing, tier-specific performance measurement ensures accurate ROI attribution:

• Tier 1 KPIs: Opportunity creation, deal velocity, average contract value
• Tier 2 KPIs: Engagement rate, pipeline contribution, conversion rates
• Tier 3 KPIs: Email open/click rates, content downloads, nurture response

Analyzing results by tier allows you to fine-tune engagement, adjust content, and optimize your overall ABM strategy.

Tools That Support Tier-Based ABM

Technology plays a vital role in tiering execution. CRMs like Salesforce, ABM platforms like Terminus or Demandbase, and automation tools like Marketo help set rules, trigger actions, and track engagement based on tier.

Among the 9 tips for Account Based Marketing, building automation workflows tied to tier ensures campaigns run smoothly and adapt based on account behavior.