ABM Expert Q & A ( ) Peter Herbert, CMO, FullStory cont’d How can organizations make sure they’re What are the 3 key things that organizations selecting target accounts correctly? need to do to get started with ABM? I recommend a data-driven approach. Take your ICP 1. Start with alignment across your executive definition, use data platforms to build as much of team. I advocate for the CMO to lead the effort your TAM as possible, and mark your high-fit and be the catalyst for collaboration. accounts in your CRM. Segment them by industry 2. Defined ICP that allows you to build your and size, so you can understand which segments database of high-fit accounts and contacts. may be the most valuable and where your best use 3. Invest in a platform that helps you operationalize cases apply. Then use signals such as intent and ABM across Marketing, Sales, and CS. engagement to help you prioritize. Marketing should pull together account lists, then sit down with sales to validate them at regular intervals, Use emerging data to quickly prioritize high-fit accounts that may not be currently be in an active status for targeting. This approach is often referred to as FIRE (Fit, Intent, Recency, Engagement), and it is a killer approach to improving tactics and sales insight that add up to dramatically better account conversion. 49