Run account-based marketing for top accounts

Account-based work starts with choosing the right accounts and knowing them well, before any campaign goes out.

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The idea, in one paragraph

Target account selection is the process of identifying and prioritizing the specific accounts that will be the focus of ABM efforts — using firmographic data, intent signals, and strategic value to build a curated account list. This approach underpins successful ABM. Summit Partners frames ABM around target-account identification, prioritization, and execution. selecting the right accounts is critical. effective execution combines: firmographic data (industry, company size, revenue, geography), technographic data (technology stack), intent signals (research activity), and strategic value (deal size, growth potential). the strongest implementations processes are: data-driven (using multiple data sources), collaborative (involving sales input), and dynamic (refreshed regularly). A well-selected target account list ensures ABM resources are focused on accounts most likely to convert.

From Account-Based Marketing & Enterprise Growth, volume 29 of the Marketing library. Search the free layer on the Knowledge Hub.

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2 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.

MSGKB-V2-29-002-03 · vol 29, Account-Based Marketing & Enterprise Growth

Target account selection

To select target accounts:

define your ideal customer profile (ICP) criteria
gather firmographic, technographic, and intent data
score accounts by fit and strategic value
collaborate with sales to validate and refine
build a tiered account list (Tier 1, Tier 2, Tier 3)
set account penetration goals
refresh the list quarterly
track account engagement and conversion

Example for target account selection: a software team uses firmographic and intent data to build a list of 100 target accounts — 20 Tier 1 (highest fit and intent), 30 Tier 2, and 50 Tier 3 — enabling focused ABM execution.

Sources: SRC-B06-855DDCD

MSGKB-V2-29-006-03 · vol 29, Account-Based Marketing & Enterprise Growth

Account research

To implement account research:

gather firmographic and technographic data
monitor news and announcements (earnings, leadership changes, initiatives)
analyze financial data (public filings, funding)
profile stakeholders (roles, priorities, connections)
research competitive landscape
identify account pain points and opportunities. Next
synthesize findings into account insights
share insights with sales and marketing teams

Sources: SRC-B06-855DDCD

The product, answering

Asked of the Copilot

From a recorded, licensed run on 15 September 2026. The answer is quoted as the engine returned it, opening paragraphs only; each tag is the library volume a claim is cited to.

Question

How should an agency run an account-based marketing programme for a client's top target accounts?

Answer

To run an account-based marketing programme for a client's top target accounts, an agency should start by selecting target accounts using the client's Ideal Customer Profile (ICP) and intent data vol 29. The agency should then map the buying committee for each account, identifying all decision-makers and influencers vol 58.

Next, the agency should develop personalized content for each account, which is the highest-ROI ABM tactic vol 59, and plan multi-channel engagement, including ads, direct mail, email, events, and sales outreach vol 58. The agency can also use AI to improve ABM outcomes, with AI earning a 7.3/10 effectiveness score vol 59.

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