Stop wasting your marketing budget.
Without a focused strategy, you risk burning through resources on accounts that will never convert, leading to slow growth and missed targets.
This inefficiency creates pressure from leadership, as your team lacks a clear framework to prioritize and engage high-value accounts effectively.
According to G2, a well-executed ABM strategy can be incredibly effective. In fact, they found that 79% of opportunities are attributed to ABM, highlighting its revenue-driving potential.
This is where a structured ABM plan comes in. It helps align your sales and marketing efforts to focus on your most valuable accounts.
In this article, I’ll walk you through my proven process for creating a B2B SaaS account based marketing plan that scales with your company’s growth.
You’ll learn how to build a framework that shortens sales cycles, increases win rates, and proves the ROI of your marketing efforts.
Let’s dive in.
Quick Takeaways:
- ✅ Define an Ideal Customer Profile (ICP) by analyzing best customers’ attributes, ensuring focus on high-value, converting accounts.
- ✅ Align sales and marketing by establishing a shared Service Level Agreement (SLA) for mutual accountability and unified efforts.
- ✅ Develop tailored content for individual stakeholders by understanding their unique pain points, accelerating trust and sales.
- ✅ Map the customer journey to align actions with buyer needs, delivering relevant content and a persuasive narrative.
- ✅ Orchestrate multi-channel campaigns using LinkedIn, email, and paid ads to build trust and shorten sales cycles effectively.
1. Select Strategic Target Accounts
How do you find the right accounts?
Casting a wide net wastes resources on companies that will never buy, slowing your pipeline growth.
This spray-and-pray approach leads to poor conversion rates and a significant amount of wasted spend, a common frustration for many marketing directors.
The CMO shows only about 5% of B2B accounts are actively looking to buy at any given time, making broad efforts highly inefficient.
This is a huge roadblock, but you can overcome it by getting specific with your targeting.
Start by building an Ideal Customer Profile.
An ICP defines the firmographic, technographic, and behavioral traits of your most valuable accounts, ensuring you only target those with high revenue potential.
This profile acts as your north star, guiding every targeting decision you make. It prevents wasted marketing efforts on ill-fitting prospects and unqualified leads.
Analyze your best current customers for common attributes like industry, company size, and technology stack. Your success in creating a B2B SaaS account based marketing plan hinges on this step.
This replaces guesswork with a data-driven strategy.
A well-defined ICP ensures your team focuses its energy on high-value accounts that are most likely to convert and drive predictable revenue.
Ready to ensure your team focuses on high-value accounts and drives predictable revenue? Book a discovery call with Boterns to discuss your B2B SaaS marketing strategy and see how we can help.
2. Align Sales and Marketing Teams
Your teams are not on the same page.
When sales and marketing operate in silos, they create a disjointed experience for target accounts, wasting spend and risking important deals.
This friction leads to finger-pointing and missed revenue. Your ABM efforts will fail before they start without a unified front from both teams.
Forrester found that 56% of marketers expect tighter alignment with sales, showing it is a major industry priority.
Without this synergy, your outreach becomes fragmented, ultimately hurting your pipeline and revenue goals for your SaaS.
You must build one unified revenue team.
True alignment starts with a shared Service Level Agreement (SLA). This document formally outlines the specific commitments and expectations for marketing and sales.
This creates mutual accountability for the entire pipeline. It ensures marketing delivers qualified accounts and that sales follows up on them promptly.
A strong SLA is foundational when creating a B2B SaaS account based marketing plan. It must detail everything from ICP definitions to handoff processes and shared revenue targets.
This contract keeps everyone focused and accountable.
This shared framework eliminates the blame game and focuses both departments on the same ultimate goal: driving predictable growth for your company.
3. Tailor Content for Stakeholders
Are you speaking their language?
A generic message to every stakeholder is a recipe for low engagement and wasted resources.
Each decision-maker has different priorities. Ignoring these unique needs is why many ABM campaigns fail to gain traction, wasting valuable marketing resources and time.
TOPO research shows companies see 68% higher account win rates with strong customer profiles. This proves personalization directly impacts your bottom line.
This generic approach stalls deals. The solution is creating content that resonates with each individual contact.
Focus on value, not volume.
Solve this by creating specific content for each key stakeholder. This simple shift makes your outreach relevant and immediately demonstrates your value.
Start by mapping the buyer committee within your target accounts. Understand each person’s unique pain points and what success looks like for their role.
For example, a CFO needs a case study focused on ROI, while an IT manager wants a technical whitepaper. Part of creating a B2B SaaS account based marketing plan is this granular personalization.
This proves you understand their world.
This personalized approach builds trust and positions you as a strategic partner, not just another vendor. It significantly accelerates the entire sales cycle.
4. Map the Customer Journey
Do you know their buying journey?
Without a clear map, you risk sending the wrong message at the wrong time, jeopardizing deals and wasting marketing spend.
This leads to slow sales cycles and poor conversions. Your team’s efforts become fragmented, failing to build momentum to close key accounts and win bigger deals.
Forrester found 62% report a positive impact from ABM. A clear journey map is foundational to achieving these same results.
This lack of a unified view undermines your ability to nurture accounts and demonstrate campaign effectiveness.
This is where journey mapping comes in.
By outlining each stage, you can align your actions with the buyer’s needs, turning random touchpoints into a coordinated, persuasive narrative.
This map identifies key decision-makers and their specific pain points at each stage. You can then deliver relevant content to them precisely when needed.
For example, you can target awareness-stage content to junior researchers and later send pricing information to budget holders. This approach is central to creating a B2B SaaS account based marketing plan that works.
It transforms your outreach from noise to signal.
This strategic clarity ensures every marketing dollar is spent effectively, moving target accounts closer to conversion and driving predictable revenue growth.
5. Launch Multi-Channel Campaigns
Are your messages reaching the right people?
Relying on one channel limits your reach. Decision-makers are active across many platforms, and this oversight slows your entire pipeline.
This creates a disjointed experience. Your messaging feels incomplete, leaving revenue on the table as competitors capture attention across other, more relevant channels.
Sirius Decisions found ABM delivers 91% higher average deal sizes. You miss this potential without a coordinated, multi-channel presence.
This fractured approach wastes resources and stalls growth. Let’s fix this by launching integrated campaigns for better results.
Orchestrate outreach for maximum impact.
This is where you orchestrate your campaigns. Engage your target accounts with consistent, tailored messaging across LinkedIn, personalized email, paid ads, and direct mail.
The goal is creating a surround-sound effect around each account. This keeps your brand top-of-mind throughout the buying journey you mapped in the previous step.
For instance, run targeted ads to an account while your sales team sends personalized emails to key stakeholders. This integrated approach is vital when creating a B2B SaaS account based marketing plan that converts.
This reinforces your value at every turn.
This multi-touch strategy builds the trust and familiarity that is critical for shortening sales cycles and closing the larger deals you will monitor next.
Ready to build trust, shorten your sales cycles, and close bigger deals with integrated ABM? Book a discovery call to see how our agency can help orchestrate your campaigns for maximum impact.
6. Monitor ABM Performance Metrics
Is your ABM strategy driving revenue?
Without clear metrics, you’re flying blind, unable to justify spend or prove ROI to leadership.
You risk pouring resources into underperforming channels. This leads to wasted marketing spend and puts your entire ABM initiative at risk of being defunded by leadership.
A Sirius Decisions report shows successful programs see an 89% improvement in conversion rates. This highlights the huge opportunity cost when you aren’t tracking.
Failing to measure the right things means you can’t demonstrate this value, making it impossible to optimize your campaigns.
This is where clear metrics come in.
Focus on metrics tied directly to pipeline and revenue, not just vanity metrics like clicks. This is how you prove your ABM’s value.
Track account engagement, pipeline velocity, and customer lifetime value. These metrics show true impact and help you refine your targeting efforts.
For instance, monitor how many target accounts move through the sales pipeline. A key part of creating a B2B SaaS account based marketing plan is tracking:
- Account pipeline velocity
- Average deal size
- Win rate within target accounts
These KPIs connect activity to revenue.
Focusing on these indicators gives you the insights to optimize your strategy, secure future budget, and drive predictable growth for your SaaS company.
7. Scale Strategies for Growth
Scaling your ABM program is the real test.
Replicating initial wins without overstretching your team is a huge challenge for many scaling SaaS companies.
Without a growth strategy, your program can stall. This means wasting valuable marketing spend and failing to deliver the consistent pipeline that leadership expects.
TOPO reports scaled ABM delivers 76% higher ROI. This shows the potential you’re missing without a scalable plan.
This is about building an efficient engine for predictable revenue, not just adding more accounts to your marketing program.
Focus on technology and tiered approaches.
You should leverage ABM platforms to manage campaigns efficiently. This frees your team to focus on high-level strategy, not just tedious manual execution.
This means applying different levels of personalization. For instance, your highest-value targets receive one-to-one attention, while others get optimized one-to-few campaigns.
This tiered model is a critical component when creating a B2B SaaS account based marketing plan that scales, ensuring your resources are always optimized for impact.
This approach makes your growth predictable and sustainable.
By combining smart technology with a tiered strategy, you build a scalable framework that consistently delivers high-value opportunities, proving ABM’s long-term worth.
Conclusion
Your ABM plan needs to deliver.
Without a scalable framework, your efforts stall, wasting budget and failing to deliver the predictable pipeline growth leadership demands from your SaaS.
The opportunity cost is massive. According to Revnew, effective ABM strategies drive an incredible 208% revenue growth for B2B companies. This highlights the huge potential you are leaving behind.
This is where our framework helps.
The seven steps I’ve shared in this article provide a clear, actionable roadmap to move beyond guesswork and build a truly effective ABM engine.
By aligning your sales and marketing teams and personalizing content, you build a solid foundation. The process of creating a B2B SaaS account based marketing plan transforms into a predictable growth driver.
Don’t wait for your pipeline to dry up. Start by selecting your strategic target accounts this week and build your campaign from there.
Drive predictable revenue and prove your ROI.
Ready to drive predictable revenue and prove your ROI for your SaaS? Book a discovery call with me to implement a truly effective and scalable ABM plan.
