ABM buyer’s guide: when it fits, which platform, which partner and the first 90 days
This guide helps B2B marketing leaders decide whether account-based marketing fits, how to choose between Demandbase, 6sense and a LinkedIn plus HubSpot setup, what to ask an ABM partner, and how to run a 90-day pilot with a comparison group and a clear go or stop decision.
For CMOs, demand generation and ABM leaders. Opens on this page; a written copy follows by email.
What you get in the full guide
- A fit test: when ABM pays back and when it does not
- Platform options compared: Demandbase, 6sense, LinkedIn plus HubSpot
- Questions to ask an ABM partner
- A 90-day pilot plan with pass and stop lines
Does ABM fit? Four questions
- Is your average deal large enough that winning a few named accounts changes the year?
- Can sales agree on a list of target accounts and keep it stable for a quarter?
- Do several people take part in each buying decision?
- Can your CRM show engagement, meetings and opportunities by account?
ABM buyer’s guide: platform, partner and first 90 days
This guide helps B2B marketing leaders decide whether account-based marketing fits, how to choose between Demandbase, 6sense and a LinkedIn plus HubSpot setup, what to ask an ABM partner, and how to run a 90-day pilot with a comparison group and a clear go or stop decision.
Account-based marketing
Campaigns for sales-approved target accounts, by tier and buying role.
About this guide
Is PlanConversion neutral between platforms?
We are an official Demandbase partner and have implemented 6sense for more than five large enterprises, and we also run ABM on LinkedIn and HubSpot. The guide says when each option fits.
How small can an ABM pilot be?
Small enough for sales to follow up every engaged account, often 50 to 200 accounts in one segment.
