ABM Lead Generation in 2026: Omnichannel Strategies That Convert

Introduction

Is your outreach fragmented across channels, with sales reps cold-calling while marketing blasts emails, all without a unifying strategy? If so, you’re not alone—many B2B teams struggle with disjointed outreach that leaves potential deals on the table. High-value prospects are bombarded by random acts of marketing and sales that don’t connect into a cohesive message. The result? Prospects tune out and your team wastes effort. We need a better way to engage those dream accounts consistently and meaningfully. Enter omnichannel ABM lead generation: a coordinated playbook for targeting the right accounts with the right message across email, LinkedIn, phone, and more.

Traditional lead gen often throws darts in the dark—sending one-off emails or running isolated ad campaigns and hoping something sticks. In contrast, an account-based lead generation approach aligns your efforts around a curated list of high-value accounts, delivering personalized touches across multiple channels in concert. It’s the difference between a scattershot blast and a carefully sequenced campaign. No wonder omnichannel ABM outreach leads to 234% faster pipeline progression compared to single-channel campaigns (1). In this playbook, we’ll show you step-by-step how to execute an omnichannel ABM strategy that turns fragmented outreach into a symphony of engagement.

What is ABM Lead Generation?

ABM lead generation is a targeted approach that focuses sales and marketing efforts on a defined list of high-value accounts rather than broad lead volume. Instead of capturing individual leads, ABM engages multiple stakeholders within priority accounts using personalized, coordinated outreach. The goal is to generate sales-ready opportunities from accounts that closely match the ideal customer profile and have the highest revenue potential.

What Is Omnichannel ABM Lead Generation?

Omnichannel ABM lead generation combines the focus of Account-Based Marketing (ABM) with the reach of multi-channel engagement. In simple terms, ABM means concentrating your sales and marketing efforts on a defined set of target accounts (often those with the highest potential value) and personalizing campaigns to resonate with each account. “Omnichannel” means you deliver those campaigns through every relevant channel—email, social media (LinkedIn, especially), phone calls, targeted ads, content, events, you name it—in a coordinated way. Every touchpoint is planned as part of a unified strategy to move the account closer to a deal (9).

Instead of treating leads as one-off contacts, omnichannel ABM treats each target account as a “market of one,” engaging the multiple stakeholders within that company through various mediums. For example, a single ABM campaign might involve:

• An introductory email sequence sharing a tailored insight or case study.
  
• A follow-up LinkedIn touch, such as connecting with the prospect and sharing valuable content.
  
• A timely phone call from a Sales Development Representative (SDR) to discuss the prospect’s specific pain points.
  
• Targeted ads or retargeting that ensure your brand stays top-of-mind whenever those account members browse online.
  
• An invite to a webinar or a piece of thought leadership content addressing exactly the challenge that account faces.
  

All of these touches are orchestrated to complement each other. The key is consistency and personalization: the message on LinkedIn references the email they saw; the phone call builds on the webinar they attended; the case study you share speaks directly to their industry and role.

Why Omnichannel ABM Outperforms Single-Channel Approaches

Focusing on one channel—be it cold calling, mass emailing, or generic LinkedIn ads—just doesn’t cut it for today’s B2B buyers. High-value prospects are complex buying committees that require multiple impressions. In fact, recent research shows the average B2B buyer engages in 62+ touchpoints across at least three channels before signing a deal (8). Relying on a single channel means you’ll miss many of those touchpoints and likely fail to involve all the key decision-makers.

Single-channel outreach often results in one-dimensional interactions. You might get an email reply, but meanwhile the same prospect ignores your social media or never sees your ad. Or you connect on LinkedIn, but other stakeholders at the account remain unaware of your value. By contrast, omnichannel ABM ensures your campaign finds the buyer wherever they prefer to research and communicate (7). One prospect might respond to a thoughtful email, while their colleague only engages after seeing your brand’s content on LinkedIn and an invite to a webinar. With an omnichannel approach, you cover all bases in a synchronized way.

Importantly, the data backs it up. Account-based campaigns that span multiple channels consistently outperform single-channel efforts:

• Higher ROI: 81% of marketers report that ABM delivers higher ROI than any other marketing strategy (2), thanks to its focus on quality over quantity.
  
• Faster Sales Cycles: Target accounts engaged through coordinated ABM close 67% faster on average than those approached with traditional one-size-fits-all tactics (3).
  
• Better Pipeline Quality: When sales and marketing align on an ABM approach, 61% of companies report improved pipeline quality and win rates (1). Focusing on the right accounts means your funnel isn’t clogged with unqualified leads.
  
• Deeper Engagement: Multi-channel outreach isn’t about being everywhere randomly—it’s about being everywhere that matters, with purpose. Each channel reinforces the other, creating a consistent, trusted presence. Prospects who see coordinated messages are more likely to recognize the problem you solve and view your company as a partner.
  

In short, omnichannel ABM lead generation outperforms single-channel outreach because it mirrors how real B2B buying happens: through multiple, reinforcing touches that build familiarity and confidence. It’s a strategy built for high-value account engagement, not just lead volume. Now, let’s dive into how you can execute this effectively.

Step-by-Step Framework for Executing an Omnichannel ABM Campaign

To implement omnichannel ABM, you need a clear plan. Here’s a step-by-step framework to build and run your account-based lead generation campaign across channels. We’ll break down each step in detail:

Step 1: Identify and Tier Your Target Accounts

Every successful account based lead generation program starts with choosing the right accounts. Instead of casting a wide net, define a Target Account List (TAL) comprised of high-value companies that truly match your Ideal Customer Profile (ICP). Collaborate with both sales and marketing leadership to select these accounts based on factors like industry, company size, known need for your solution, and revenue potential. We recommend using a tiered ABM approach:

• Tier 1: Your dream accounts (strategic, high-value). These get the most personalized, resource-intensive outreach.
  
• Tier 2: Important accounts with good potential, but slightly less value than Tier 1. These receive a semi-personalized approach.
  
• Tier 3: Larger volume of lower-priority target accounts. These get a lighter touch, more automated campaigns.
  

Why tiering? It ensures you allocate resources efficiently—your sales team can’t deeply personalize outreach for 500 accounts, but they can for 20. According to Demandbase, Tier 1 accounts warrant highly personalized campaigns with dedicated teams, Tier 2 a more standardized approach, and Tier 3 a lighter automated touch (9). In practice, this might mean Tier 1 accounts get one-to-one ABM (custom messages, bespoke content), Tier 2 get one-to-few (personalization by segment or persona), and Tier 3 get one-to-many (programmatic outreach with minimal personalization).

Pro tip: Use both firmographic data and intent data to build your list. Firmographics (e.g. industry, size) ensure fit, while intent signals (like topics they’re researching or recent buying behavior) ensure timing. If a Tier 2 account suddenly surges in intent (e.g. viewing content related to your product category), consider “upgrading” it for more focus. Regularly revisit and adjust your TAL and tiers. We cover more on segmentation strategy in a later section. For an in-depth guide on building a targeted account list, check out our ABM list building guide which offers proven tactics for compiling high-quality account lists.

Step 2: Align Your Team and Gather Account Insights

ABM is a team sport. Before launching any campaigns, get sales and marketing on the same page regarding goals, messaging, and processes. Establish a shared definition of what qualifies as an ABM lead or opportunity. Set up regular syncs to discuss target accounts. This alignment is critical—studies show misalignment between sales and marketing is one of the top reasons ABM efforts falter, affecting lead generation for 44% of companies (7). On the flip side, organizations with tightly aligned sales and marketing see 24% faster growth and higher retention rates through ABM (3).

Next, deep-dive into account research. For each target account (especially Tier 1 and 2), gather insights that will fuel personalized outreach. This includes: key decision-makers and their roles, recent news or triggers (e.g. leadership changes, product launches, funding rounds), pain points relevant to their industry, and any prior touchpoints with your company. Leverage account-based marketing data from your CRM, marketing automation, LinkedIn, and third-party intent providers. (Our account-based marketing data guide explores how to enrich account profiles with technographic and intent data to sharpen your targeting.)

Use these insights to create an account brief or dossier for each Tier 1 account (and perhaps Tier 2 clusters). Document the account’s strategic importance, what they care about, and a hypothesis of the value proposition that will resonate. This prep work enables truly personalized messaging in the next steps. It also helps identify which channels might work best—e.g. if a target account’s CMO is very active on LinkedIn but rarely responds to emails, you’ll prioritize LinkedIn touches for that persona.

(Remember: ABM orchestration requires data unity. Make sure your tools are talking to each other—CRM, email sequencer, LinkedIn Sales Nav, etc.—so that everyone has a single source of truth on account status. If marketing sees engagement but sales doesn’t, you risk embarrassing overlaps or missed follow-ups.)

Step 3: Craft Personalized Messaging and Content

With target accounts defined and insights in hand, plan out the messaging and content you’ll use for your campaigns. This step is about answering, “What are we going to say, and what value can we offer, to engage these accounts?”

Start by developing your core value proposition for each account (or segment). Why should this account consider your solution? Tie your value to the specific challenges or goals you know the account has. For each key persona (economic buyer, technical evaluator, user champion, etc.), frame the message in terms of what they care about. For example, for a high-value account in the finance industry, your message to the CFO might focus on ROI and risk reduction, while your message to the IT Director at the same company highlights integration and security features.

Personalization is paramount. Nearly 80% of buyers say they are more likely to respond to outreach that is personalized to their business (4). This goes beyond “Hi NameNameName”: reference the company’s strategy, comment on a recent quote from an executive, or mention a specific pain point. Show that you’ve done your homework. As David Meerman Scott (marketing thought leader) reminds us, B2B marketing is still about building relationships (1)—make your content feel like it was tailor-made for the reader.

Develop a content plan aligned to the buyer’s journey stages for your accounts:

• Top of Funnel (Awareness) – Thought leadership that educates on the broad problem (e.g. industry trend reports, whitepapers). Here you’re building credibility. For instance, you might send a “Benchmark Report for [Their Industry]” via email or promote it through LinkedIn ads.
  
• Mid Funnel (Consideration) – Solution-focused content that positions your company as the answer (e.g. case studies, ROI calculators, webinars). Perhaps invite stakeholders to a webinar addressing a challenge you know they have, or share a case study of a similar account’s success.
  
• Bottom of Funnel (Decision) – Personalized offers and interactions (e.g. a custom demo, a tailored proposal, free audit/consultation). At this stage, one-on-one communication from sales takes the lead, backed by very targeted content (like a proposal deck highlighting exactly how your solution meets their stated needs).
  

By mapping content to stages, you ensure you’re always moving the account forward. If an account hasn’t shown awareness of the problem, hitting them with a product demo request (decision-stage content) is too much too soon. Conversely, if an account has engaged with lots of your mid-funnel content, it may be time for a more direct sales outreach or decision-stage offer.

Finally, decide on the format and channel for each content piece. Some content is best as an email attachment, some as a LinkedIn post, some as a downloadable from a targeted ad. Weave the content into your channel strategy next.

Step 4: Orchestrate Multichannel Outreach (Email, LinkedIn, Phone, etc.)

Now it’s go time – time to reach out across channels in a coordinated sequence. Your goal in this step is to create a seamless omnichannel experience for the target account. That means every interaction – whether it’s an email, a LinkedIn touch, a phone call, or an ad impression – feels like part of one narrative, not isolated blasts.

Design your outreach cadence: a timeline of touchpoints mixing different channels. For example, a 4-6 week sequence for a Tier 1 account might look like:

• Week 1: Send a personalized email introducing a key insight (Day 1), plus a LinkedIn connection request from the rep (Day 2). If they accept, like or comment on one of their posts by Day 4.
  
• Week 2: Follow up with a phone call attempt (Day 8) referring to the email insight (“I sent you a report on XXX, wanted to see your thoughts”). If no answer, leave a voicemail that mentions you’ll share a case study. On Day 10, send a second email with that promised case study, tailored to their industry.
  
• Week 3: Deploy a targeted LinkedIn ad or retargeted display ad that this account will likely see, reinforcing the value proposition (e.g. “[Industry] leaders like TargetCompanyTarget CompanyTargetCompany use YourSolutionYour SolutionYourSolution to achieve KeyBenefitKey BenefitKeyBenefit”). Meanwhile, the SDR pings the prospect on LinkedIn with a friendly message referencing a recent company news (“Congrats on the product launch…”).
  
• Week 4: Organize a webinar or virtual roundtable invite on a topic relevant to that account (and similar accounts) – send invite via email and LinkedIn message (Day 22). Continue phone outreach attempts to get a live conversation, referencing all the value and content shared so far.
  
• Week 5+: Send a final personalized video message or direct mail (if budget allows) as a breakup/”last attempt” touch, reiterating how you can solve a known challenge of theirs. Also, consider a Facebook or Google retargeting ad if applicable, to keep your company top-of-mind.
  

Throughout this sequence, ensure each channel’s message builds on the last. For instance, don’t send the exact same generic message via email and LinkedIn. Instead, maybe your LinkedIn message says, “Hi, just following up on that email I sent about BusinessIssueBusiness IssueBusinessIssue—we actually helped another industryindustryindustry firm reduce that problem by 40%. Happy to share more if you’re interested.” The prospect sees a cohesive story developing.

Let’s break down the major channels and how to best use each in ABM:

Email Outreach in ABM

Email is often the workhorse of outbound lead generation, and it remains key in ABM—but with a twist. In ABM, your emails must be ultra-relevant to the specific account and persona. Forget generic templates. Use your research to craft an email that speaks directly to their business. Some best practices:

• Personalized, compelling subject lines (e.g. “Name, idea for TargetCompany’s [metric/goal]”).
  
• Hyper-custom first sentences (“I noticed TargetCompany is expanding into IoT, and thought you might be facing scaling challenges—many of our clients in the manufacturing space struggle in this area.”).
  
• Provide value in every email – whether it’s a statistic, insight, or resource. ABM emails often include attachments or links to content tailored for the account (e.g. a mini audit, relevant article, or custom slide deck).
  
• Call-to-action should feel natural, not pushy. For early touches, it might be asking a question or offering info (“Would a case study on how we helped X help your evaluation?”). Later, a direct ask for meeting if interest shown.
  

Remember, with ABM you might have multiple email threads to different personas in the same account. Coordinate internally so one contact isn’t getting all the emails. For example, marketing might email a high-level whitepaper to a CMO while an SDR emails a technical case study to a Director of IT at the same company. Plan these to complement each other.

LinkedIn and Social Touches

LinkedIn is the holy grail of B2B social outreach. It’s invaluable for ABM because it allows direct, professional engagement and content sharing with target buyers. Here’s how to leverage LinkedIn in omnichannel ABM:

• Connect with key stakeholders at target accounts (with a personalized note mentioning a common group, event, or a congratulatory note on recent news). Often do this early (Day 1 or 2 of sequence) so they start seeing you in their network.
  
• LinkedIn Messages (InMail): Use sparingly and thoughtfully. Don’t pitch hard on first message. For example, reference the content you emailed: “Hi Name, as promised in my email, here’s that case study on topic. Thought you’d find the results interesting given your role in area.”
  
• Engage with their content: Signal that you’re interested in them, not just pushing your agenda. Like and comment on their posts if relevant, or share an article with a tag if it genuinely provides value.
  
• LinkedIn Feed Posts: Share content (from your company page or personal profile) that is highly relevant to common challenges of your target accounts. If you know many target accounts are in SaaS, for instance, post something like “5 Ways SaaS Companies Can Improve ProblemProblemProblem in 2025.” Over time, some of your targets will see and possibly engage with this content, reinforcing your authority.
  
• LinkedIn Ads: Use LinkedIn’s targeting to run sponsored content or message ads to the exact companies on your ABM list. You can target by company name, industry, and even job title. This can ensure your thought leadership content (webinars, eBooks, case studies) appears in their feed. It’s a powerful way to scale personalized outreach—e.g. show a carousel ad featuring testimonials from companies in the same industry as your target account.
  

According to McKinsey, B2B customers now use an even mix of traditional, remote (email/phone), and self-service (digital) channels to inform purchase decisions (7) LinkedIn covers that digital self-serve aspect: many buyers will quietly consume your LinkedIn content or profile before ever replying to an email. So keep your profile and company page polished for social proof.

Phone Calls and Voicemail

Phone outreach (yes, even cold calling) is experiencing a renaissance in ABM, but it’s more targeted and informed than the old “smile and dial” days. Use calls as a strategic complement to your other touches:

• Warm up before calling: Ideally, the prospect has seen your name via email or LinkedIn before you call. Mention that in your opener: “Hi NameNameName, we connected on LinkedIn recently / I emailed you last week about topictopictopic. I thought I’d try you live for 5 minutes to share an idea for TargetCompanyTarget CompanyTargetCompany.”
  
• Have a reason to call: Calling just to “touch base” is a waste. Call with a purpose: a specific insight to share, an invitation (e.g. to an exclusive event or to deliver some personalized findings), or a direct question that requires dialogue.
  
• Voicemail: If no answer, leave a concise, intriguing voicemail. Reference your other touches (“I’ll shoot you an email with the case study I mentioned”) so it’s all connected. Don’t try to fully pitch in voicemail; aim to pique curiosity and state your call-back number clearly.
  
• Direct dials vs switchboards: Use direct numbers when possible (tools like ZoomInfo or Lusha can help find these). Also consider calling multiple stakeholders in the account around the same time—if you reach one, you can gather intel about the buying team.
  

Surprisingly, phone is far from dead. In complex sales, a well-timed call can humanize your outreach and differentiate you from competitors hiding behind screens. SDRs that engage prospects with three touchpoints see a 28% improvement in MQL-to-SQL conversions over traditional two-channel methods (10). The takeaway is clear: calling as part of a cadence works because it creates a personal connection and urgency that async channels lack. Just be sure every call is informed by context from your other interactions (nothing is worse than a rep calling and clearly not knowing their colleague already emailed the same person yesterday!).

Content Syndication & Paid Media

Content syndication refers to distributing your content through third-party platforms or networks to reach target accounts. In ABM, this could mean working with a media partner to get your whitepaper in front of specific companies or job titles. For example, you might sponsor a targeted email blast or newsletter in your industry, but only to contacts at the companies on your ABM list. The benefit is scale – you can warm up accounts by showcasing valuable content in channels they already trust (industry publications, etc.).

Additionally, paid advertising such as display ads, search ads, or social ads can be leveraged in an ABM fashion:

• Retargeting Ads: When someone from a target account visits your site (or engages with your content), cookie them and serve display ads reminding them of your solution. These ads “follow” the account’s users as they browse news sites or social media, keeping your brand top-of-mind. This is great for awareness and nurture.
  
• IP Targeting: Some ad platforms allow targeting by IP address range or company name, meaning your ads show only to people from those companies. Imagine your top 50 accounts each see a banner ad in their feed that aligns with your email messaging – it reinforces your story.
  
• Account-Based Network Platforms: There are ABM ad tools (like Terminus, 6sense, Demandbase, etc.) that specialize in serving ads to a list of target accounts across various websites and channels. These can automate a lot of the heavy lifting of orchestrating ads as part of your campaign.
  

The key with paid media in ABM is to ensure the ad creative and content offers are relevant to the target. Use the company’s industry or challenge in the ad copy if possible, and drive them to a dedicated landing page that speaks to them (don’t just send to generic homepage). If you invite them to download a guide, have that guide customized for their sector.

Paid channels can significantly boost your account reach: while your emails or calls might only engage one or two known contacts, ads can indirectly touch other influencers at the account who haven’t been on your radar yet. For instance, a target company’s CFO might not be on your email list, but sees your LinkedIn ad and asks her team about your company—suddenly new champions can emerge.

Webinars & Virtual Events

Hosting webinars, workshops, or virtual events can be a game-changer in ABM. These events serve as both an engagement tactic and a lead nurturing tool:

• Personalized Invitations: For top accounts, personally invite them to a webinar that addresses a known pain point. Even better, create small roundtables or invite-only executive briefings just for your target accounts. (E.g. “Exclusive CIO Roundtable: Tackling Cybersecurity in Fintech – Featuring best practices from peers.” If you invite the CIOs of your 10 top fintech target accounts, you’re offering value and networking, not a sales pitch.)
  
• Webinar Content Strategy: Use webinars to showcase your expertise and subtly your product. Perhaps include a customer from a similar account as a guest speaker to share success stories. The idea is to educate and build trust, not to do a hard sell. If target accounts attend, you gain 30-60 minutes of their engagement and rich insight (from Q&A or polls).
  
• Follow-up is crucial: Webinar attendance (or even registration) is a strong buying signal. Immediately follow up with those attendees from target accounts. Send a thank you email with the recording and an offer to continue the conversation about how the webinar topic relates to their business. This follow-up can segue into a meeting nicely: “Hi NameNameName, glad you could join our webinar on topic. Since <TargetCompany> is also dealing with <problem discussed>, our solutions architect and I would love to offer a free consultation on steps you could take. Are you available next week?”
  
• On-Demand Content: Even if they don’t attend live, sending the on-demand recording to key contacts at the account can re-engage them. “I know you registered but couldn’t make it – here’s the recording, and I’ve timestamped the section where we discuss a use case similar to your industry.”
  

Webinars have the advantage of scaling personalization: you can speak to multiple target accounts at once if they share common interests. Just be sure to keep the content broad enough to apply to all in the session, yet with insights that each attendee feels were useful. Also, note which accounts attend and what questions they ask—that’s gold for tailoring your next one-on-one outreach.

Coordinating the Sequence

Executing an omnichannel cadence like the above can be complex. This is where sales enablement tools and good old-fashioned teamwork come in:

• Use an ABM software or sales engagement tool (like Martal’s AI SDR platform, HubSpot sequences, Salesloft, Outreach.io) that lets you build sequences mixing email, task reminders for calls, LinkedIn tasks, etc. Some advanced ABM tools will even adjust the next step based on account behavior (e.g. if they clicked an ad or visited the pricing page, trigger an immediate alert to sales).
  
• Create a campaign playbook internally that outlines who does what. For example, marketing might handle LinkedIn ads and content creation, SDRs handle email/LinkedIn outreach and calls, execs might be tapped to send a personal note to executive counterparts at key accounts (a CEO-to-CEO email can be very effective for Tier 1 accounts). Everyone should know the timeline and their role.
  
• Ensure messaging consistency by using templates or snippets that can be tweaked for personalization but keep core points uniform. If one rep calls out a certain stat in email, make sure another rep isn’t contradicting it in their LinkedIn message. Brand voice and value proposition should resonate across channels.
  
• No channel operates in a silo. Track all touches in your CRM. If a prospect replies to an email, maybe pause the ad campaign for that account or switch the messaging to “thanks for connecting.” If a certain persona opts out of emails, maybe try reaching them via phone or LinkedIn instead. This agile adjustment is the essence of orchestration.
  

A well-orchestrated multichannel campaign feels to the prospect like a helpful, persistent presence rather than a nuisance. You’re educating them in bits and pieces and showing up in their world in various forms—digital and human. Done right, they won’t even realize how coordinated it is behind the scenes; they’ll just feel like your company is everywhere in a relevant way. As one marketing leader put it, “Omnichannel ABM is not about being everywhere, it’s about being present with purpose” (1).

And if all of this sounds like a lot of work—it is! ABM isn’t a “set and forget” automated blast; it’s an active pursuit. But the rewards in engagement and pipeline are worth it, especially when chasing big deals.

Step 5: Measure, Learn, and Optimize

After and during your omnichannel marketing campaigns, it’s critical to measure results and refine your approach. ABM success is not just closing one deal—it’s about creating a repeatable machine for engaging top accounts. Here’s how to approach measurement and optimization:

• Define success metrics upfront: Unlike traditional demand gen which might focus on MQL volume, ABM’s metrics are more focused on quality and progression. Key metrics include pipeline generated from target accounts, deal win rate for ABM accounts, sales cycle length, and account engagement level. Account engagement can be quantified by things like number of touches responded to, web pages viewed by the account, attendees from the account in a webinar, etc. In fact, 84% of companies report pipeline increases from ABM and track metrics like pipeline growth, win rates, and account-level engagement as primary KPIs (5).
  
• Use account-centric measurement: Instead of leads, think in terms of accounts. For example, “engaged accounts” (what percentage of your target accounts did at least one meaningful action, like replied or had a meeting?), or account progression (how many target accounts moved to proposal stage this quarter). Track coverage as well: did you engage multiple stakeholders in the account? Metrics such as “contacts per account engaged” or “percent of buying committee reached” can show depth.
  
• Monitor channel effectiveness: Break down which channels are yielding the most interactions. Perhaps 60% of your email opens come from just 5 accounts – why those? Or maybe LinkedIn messages have a higher reply rate than email for VPs but not for managers. These insights let you tweak your mix (for instance, doubling down on LinkedIn for exec-level contacts if it outperforms email there). Keep an eye on conversion points: e.g., did the accounts that attended a webinar move faster to pipeline? If yes, maybe invest in more webinars.
  
• Regular team reviews: Conduct weekly or bi-weekly ABM stand-ups with sales and marketing to review account status. Discuss what’s working or stuck for each Tier 1 account. These meetings surface anecdotal feedback (e.g., “Prospect from AccountAccountAccount mentioned they saw our case study on LinkedIn and loved it”) that you can’t get from metrics alone.
  
• A/B test and iterate: Although ABM deals are few and targeted, you can still experiment. Try different email subject lines or call scripts on a small subset, test two ad creatives to see which gets more engagement from your list, or experiment with the sequence timing (maybe your audience responds better to weekly touches than bi-weekly). Given that measuring ABM success is a top challenge for 35% of programs (7), approaching it with a testing mindset helps. When in doubt, lean on the metrics that matter most – pipeline and revenue. If an account didn’t turn into pipeline, dig into the why: Did we not reach the right people? Was our value proposition off? Use that to adjust your strategy for the next similar account.
  
• Account feedback loop: After an ABM deal closes (won or lost), debrief with the sales team (and even the client or prospect if possible). Learn which touches they found most compelling and which were overkill. This qualitative feedback is gold for refining your playbook. It might reveal, say, that “the customer mentioned our consistent LinkedIn presence made them trust us” – reinforcing investment in that channel.
  

One final piece of the optimization puzzle is technology. If you haven’t already, consider using an ABM analytics dashboard or tools that consolidate engagement data across channels. Many ABM platforms offer “account dashboards” that show all interactions and influence in one view (e.g., how much pipeline is each channel influencing per account). This can simplify measurement.

In summary, measurement in ABM is about quality and progression, not just quantity. By keeping a close eye on how accounts move from initial engagement to closed deal, and continuously learning from each campaign, you’ll make your omnichannel efforts more precise and effective over time. Remember, ABM is a long game of continuous improvement. With each campaign, your team gets smarter about what resonates with high-value accounts – and that’s a competitive advantage that compounds.

Channel Deep Dive: How to Leverage Email, LinkedIn, Phone, and More in ABM

We’ve touched on the channels above in the step-by-step, but let’s do a deeper dive into each major channel in the omnichannel ABM toolkit and how to sequence them effectively. Each channel has its strengths; orchestrating them well is like conducting an orchestra – every instrument (channel) plays its part at the right time.

Email – Personalization at Scale

Role in ABM: Email is great for sharing detailed content and messages directly to a person’s inbox where they can digest on their own time. It’s often the first touch in an ABM sequence and a consistent thread throughout.

Best Practices:

• Keep emails short, focused on one main idea or offer. Prospects at target accounts are busy; a concise email that speaks directly to a problem of theirs will stand out.
  
• Use rich media or attachments wisely (for warm contacts). E.g., a one-page ROI summary PDF for their industry can be a compelling attachment.
  
• Scale personalization with templates and merge fields: You can templatize parts of the email but always customize at least 20-30%. For instance, a template might have a slot for a custom intro paragraph about their company specifically.
  
• Schedule emails strategically: often mid-week, mid-morning for executives, or tailored to when you know that persona is active. And don’t bombard daily; give a few days between touches unless responding to an action.
  

Sequencing Tip: Send an intro email (Day 1), follow up email (Day 5-7) referencing the first (“As I mentioned earlier this week…”) and perhaps a third after another week if no response. If an account goes dark, re-engage a few weeks later with new information (don’t just forward the same email asking “did you see this?” repeatedly). For example, after a break, send an email sharing a newly released case study or a relevant news tie-in: “Hey Name, since we last spoke I thought you might find this new case study on <painpoint> interesting…”
Here are some healthcare email examples you can review

LinkedIn – Social Proof and Networking

Role in ABM: LinkedIn shines in building familiarity and trust. It provides social proof (through your profile, company page, content) and a direct line to engage professionally. It’s great for touches that humanize your outreach beyond formal emails.

Best Practices:

• Optimize your LinkedIn profile to be client-centric (if you’re an SDR/rep). If a target account person clicks your profile, they should see a helpful tagline and content, not a bare-bones profile.
  
• Leverage LinkedIn Sales Navigator to monitor target accounts: get alerts on job changes, posts, company news, etc., and engage accordingly.
  
• Be respectful in DMs; try to give value before asking for anything. For instance, sending a relevant article link saying “Thought you might find this valuable given our last conversation” can be well-received.
  
• Encourage your leadership or subject matter experts to connect with target execs and share content. Sometimes a connection request from a VP or CEO to another executive has a higher acceptance rate than from a sales rep.
  

Sequencing Tip: Use LinkedIn alongside email: e.g., connect around the same time as your first email, then send a brief message a couple days after an email (not identical content, but related). If someone goes cold on email, try engaging with their posts on LinkedIn for a few weeks to warm the relationship, then circle back. Sometimes the light touch on social keeps you in their radar without the formality of email.

Phone Calls – Direct and Personal Touch

Role in ABM: Calling is your personal touch and often the fastest way to gather information or get a real conversation. It’s especially useful once an account has shown some engagement (opens/clicks, etc.) or as a breakout move to reach someone who hasn’t responded digitally.

Best Practices:

• Plan call times when prospects are likely available (e.g. around 8–9am or 4–5pm can be good for reaching executives, or just after the hour when meetings end).
  
• Use a local presence dialing if possible (some dialers let your number appear local to the prospect, which may increase pickup rates).
  
• Have a mini script or bullet points ready, but be ready to pivot to a conversation. Don’t just read a pitch; ask questions and listen.
  
• If you reach a gatekeeper or executive assistant, treat them with respect and see if you can enlist their help (or gather intel). Sometimes saying “Perhaps you can help me – I’m calling because I sent VPNameVP NameVPName some information on ValuePropositionValue PropositionValueProposition last week, and I wanted to follow up personally. Do you know if that’s something that falls under her initiatives?” can get the EA to open up or even get you a referral to the right person.
  

Sequencing Tip: After a sequence of digital touches, a call can break through. For instance, after two emails and a LinkedIn touch, a phone call attempt is natural. Also, if an account clicked your email link but didn’t reply, definitely trigger a call soon after—interest is indicated. Conversely, if you’ve left voicemails with no response, don’t call every day; maybe drop back to email or involve another colleague to call a different contact at the account.

Content Syndication & Ads – Air Cover and Awareness

Role in ABM: Think of these as air cover. While your reps do the ground work (emails, calls, social), ads and syndicated content provide a background presence. They can warm up cold accounts and reinforce messaging for warm ones.

Best Practices:

• Use consistent visuals and messaging in ads as in your direct outreach. Brand recognition in ABM is key. If your emails talk about “Engaging High-Value Accounts,” maybe your ads carry that theme with a visual twist.
  
• Set frequency caps on ads so you don’t overdo it – seeing your banner 5 times a day might annoy prospects. Balance is key.
  
• For content syndication leads (if you get contacts who downloaded a whitepaper via a third-party), ensure quick follow-up while the content is fresh in their mind. Approach those touches gently: “Hi NameNameName, I saw you downloaded our guide on Topic through PartnerSite. I was the co-author and wanted to thank you – hope it was useful! If you have any questions about TopicTopicTopic, I’d be happy to help.” This can open a door without a direct sales pitch.
  
• Retarget website visitors from target accounts by pixeling your site. If someone from a target account visits, even anonymously, you can serve ads to that account later (some ABM ad tools do this by matching IP or cookies to account).
  

Sequencing Tip: Run ads concurrently with your campaign timeline. Start the ads a bit before heavy outreach (to build awareness), and keep them running through the campaign. If an account becomes engaged (e.g. books a meeting), you might tweak the ads to more product-specific messages for that account or even pause to save budget (since now sales is actively in conversation).

Webinars & Events – Engagement and Education

Role in ABM: These are high-engagement plays to educate and build trust at scale. They often sit in the middle of the funnel – converting interest to intent. Events can also be used as pretext for outreach (“I’m inviting you to an event”) and as a follow-up point (“Glad you attended”).

Best Practices:

• Choose topics that align with the concerns of multiple target accounts. Panel discussions or fireside chats with industry experts tend to attract your prospects more than a product demo disguised as a webinar.
  
• Use interactive elements – polls, Q&A, shout-outs. If a target account attendee asks a question, make note and tailor your next outreach to answer or elaborate on it.
  
• Don’t underestimate the power of in-person events (when feasible). Small private lunches or executive dinners for local target accounts can create strong relationships quickly. If your accounts are geographically concentrated or you’re attending a big industry conference, try to set up exclusive ABM meetups.
  
• Record and repurpose: every webinar should become on-demand content you can share. Also consider making snippets (e.g. a 2-minute highlight video or an infographic of key insights) to send to those who didn’t attend.
  

Sequencing Tip: Use events as major milestones in your cadence. For example, early in a quarter you might invite all Tier 1 and 2 accounts to a flagship webinar. Those who register/attend get a fast-track sequence (they’re clearly interested), those who don’t register get a different path (maybe more nurturing content first). After the event, do a special follow-up sequence primarily focused on attendees: reference the event, perhaps offer a one-on-one “workshop” to apply the learnings to their business (this is a subtle way to do a sales discovery call). Essentially, events can segment your audience by engagement level so you can tailor next steps.

Direct Mail & Gifting – Standing Out Tactically

(Bonus channel!) In an increasingly digital world, physical mail or gifts can surprise and delight target accounts. This isn’t for every account or every campaign (due to cost), but for a handful of C-level prospects at key Tier 1 accounts, it might be worth it.

Examples & Best Practices:

• Send a relevant book with a personal note (e.g. “Hi Name, I enjoyed BookTitle on <topic>, and thought of your initiatives at CompanyCompanyCompany. I’ve highlighted a few sections that might spark ideas. Enjoy!”). A follow-up call or email referencing the gift often gets a response (“Hope the book arrived – curious to hear your thoughts on chapter 3, it reminded me of the conversation around <painpoint> in your industry.”).
  
• Branded swag or useful items (quality, not junk) with a clever message can work. For instance, a mini boxing glove with a note “Knocking out ProblemProblemProblem is tough – here’s how we can be in your corner.”
  
• Ensure any gift is compliant with corporate policies (usually under a certain value). Often something like a $10 coffee gift card with a note referencing “let’s have a virtual coffee and chat” is a small touch that can humanize the outreach.
  

Sequencing Tip: Use direct mail as a pattern interrupt when digital fails. If you’ve tried everything and the key stakeholder remains unresponsive, a small gift or letter can sometimes do the trick. Time it so that it lands during a quiet period in your cadence (e.g., after you’ve sent emails and calls, then go silent for a week, then the mail arrives, then you call/email referencing it). It shows effort and can make your company more memorable. Even if it doesn’t immediately win a meeting, you’d be surprised how often, later on, the prospect recalls “Oh yeah, you’re the ones who sent that interesting package.”

In summary, each channel in omnichannel ABM has a role: email drives direct communication, LinkedIn builds social trust, calls create personal connection, ads/content syndication provide background presence, events engage and educate, and even direct mail can add a wow factor. The magic happens when they all work together. For instance, a prospect sees your ad (awareness), then gets your email (interest), joins your webinar (consideration), and finally takes your call (decision) – all spaced out in a comfortable rhythm. That’s the journey we want to create.

ABM Strategy and Segmentation: Aligning Campaigns to Buying Stages and Account Tiers

A one-size-fits-all approach doesn’t work in ABM. The beauty of account-based marketing is the ability to segment and tailor your strategy based on what you know about the account. Two critical ways to segment are by account tier (importance/value of the account) and by buying stage (where that account is in its journey with you). Let’s unpack how to align your campaigns using these dimensions:

Tiered Account Strategies (Account-Based Lead Generation by Tier)

We introduced the concept of Tier 1, 2, 3 accounts earlier. Now we’ll detail how your strategy differs across these tiers. Essentially, as account tier goes down, volume goes up and level of personalization goes down:

• Tier 1 (Strategic ABM – “Top 10” accounts): These accounts receive white-glove treatment. Develop individual account plans for each. Often you’ll assign dedicated SDRs or account execs to just a handful of these accounts. Campaigns are extremely personalized – e.g. creating a custom slide deck or microsite for the account, involving your CEO or senior execs in outreach, maybe even on-site visits or personalized events. Channels: use every channel available that’s appropriate. You might even do things that don’t scale, like bespoke research reports for that one account. The goal is to land a big, strategic win, so the extra effort is justified. Martal Group often deploys bespoke omnichannel campaigns for such high-value accounts – for example, by combining email, LinkedIn, and phone touches in a highly coordinated way, Martal ensures “the right message hits the right lead at the right time”.
  
• Tier 2 (Scale ABM – one-to-few clusters): These accounts get a lighter personalization touch, often grouped by similarities. For example, you might have 30 accounts in the cybersecurity industry that are Tier 2; you can create one campaign framework for all, with personalization tokens (industry, job title, company name) inserted. Still, you’ll personalize more than a generic campaign – perhaps by segment (e.g. slightly different messaging for finance industry accounts vs healthcare accounts if both are Tier 2). Channels: focus on the ones that are most effective broadly – likely email, LinkedIn, and targeted ads, plus selective calls. You might not do fancy gifts or CEO outreach for Tier 2 except for those showing high promise. The approach is efficient but targeted.
  
• Tier 3 (Programmatic ABM – one-to-many): This is ABM at scale. Hundreds of accounts, minimal human personalization. These often run like a traditional marketing campaign but with account-specific targeting. You rely on marketing automation heavily. For instance, sending out an email campaign that addresses common pain points of your ICP, driving them to a generic yet targeted landing page, and nurturing them via automated workflows. Channels: email marketing, broad social ads, perhaps content syndication. Sales might only engage these accounts reactively when they hit certain qualification criteria (e.g. responded or requested info). Tier 3 is often managed by marketing with little individual sales involvement until a lead “pops up” as hot. The engagement is more automated and data-driven – e.g., “if account did X, send Y”. It’s still ABM because you started with a specific account list and tailored the message to that segment, but it’s much less hands-on per account.
  

Here’s a comparison table for clarity:

(Note: The above numbers and tactics can vary by company size and resources, but the pattern holds: as you go from Tier 1 to 3, the focus shifts from hyper-personalization to scalability.)

Crucially, account tiering allows you to prioritize without neglecting lower-tier accounts. You’re still marketing to all tiers, but you’re investing proportionate to potential ROI. As Demandbase highlights, account tiering maximizes efficiency by focusing more resources on highest potential accounts while still nurturing the rest (9).

Aligning to Buying Stages and Buyer Journey

Apart from tier, the buying stage of each account is the other axis of segmentation. An account just learning about you should get different treatment than one deep into evaluation or already in discussion.

Consider the typical stages an account might go through in an ABM context:

1. Targeted (Unaware) – they fit your ICP but haven’t meaningfully engaged yet. Your efforts here are to make them aware of the problem and your existence. Tactics: thought leadership content, industry insights, light touches (soft emails, ads). Measurement: are they engaging at all? If not, they remain in this stage.
   
2. Aware (Engaging) – the account has shown some interest (opened emails, visited site, downloaded content). Now they know who you are. At this stage, focus on educating and building credibility. Tactics: invite them to webinars, send them more tailored content, maybe a friendly call to offer help. The messaging is still value-focused, not “call me for a demo!” yet (unless they explicitly request).
   
3. Interested (Solution Exploration) – the account has engaged deeply (attended a webinar, responded to outreach, or even had an initial call). They are actively exploring a solution for the problem you solve. Here, personalization goes even deeper. Tactics: provide customized demos, share case studies relevant to their use case, connect them with a subject matter expert. Align content with their specific questions or objections they’ve raised. Also, rally your Account Executive if not involved yet; sales should be heavily involved in stage 3 and beyond.
   
4. Evaluation (Mid Funnel) – they’re in a formal evaluation of you (and possibly competitors). At this stage, ABM becomes almost deal support. Tactics: involve executive sponsors (e.g., your VP sends their VP a note of commitment), offer to do a pilot or detailed workshop, provide ROI calculations tailored to their data, and keep engaging other influencers at the account (to build consensus). Essentially, use ABM to surround the account with confidence in choosing you. Marketing can help by delivering additional proof points (like reference calls, additional content addressing any gaps).
   
5. Decision (Late Stage) – final negotiations or close is imminent. Outreach here is delicate – primarily led by sales. Marketing’s role might be minimal direct outreach, but perhaps targeted ads or content that reinforce positive messaging (for example, an ad saying “#1 in Customer Satisfaction” or “Trusted by [Industry] Leaders” might subtly influence any stragglers). You might also pause broad outreach to avoid any new info that could derail things. Instead, highly focused support: for instance, sending a “business case” document to the champion to help them convince their finance team.
   
6. Post-Sale (Customer expansion) – ABM doesn’t stop at the sale. You should have a strategy for new customers (especially Tier 1 accounts) to expand usage or cross-sell other solutions. This could involve marketing sending onboarding content, invitations for customer-only events, etc. While not the focus of this lead gen guide, remember that account-based marketing includes retention and expansion—treat those customers with the same personalized love to generate more revenue and advocacy.
   

Now, how do you know what stage an account is in? It requires sales-marketing communication and possibly intent data. Signs like repeated website visits to your product pages, specific content downloads, or direct interactions (like a meeting) indicate progression. An ABM platform or even just a shared Google Sheet can track this: each account with a status that both teams update.

Align your campaigns to stage by adapting content and call-to-actions:

• For early-stage accounts, your emails might not ask for a meeting at all—just offer value and ask a question to start dialogue. Ads will be educational (e.g. promote a guide, not “Buy Now”). LinkedIn touches might be just engaging with their posts.
  
• For mid-stage accounts (they showed interest), start introducing more about your solution. Emails can share how you solve the problem, invite them to see it in action, or compare approaches. Perhaps show them an ABM case study to illustrate outcomes (our internal ABM statistics resource has numerous data points that can be used to reinforce why a coordinated approach works).
  
• For late-stage accounts, coordinate closely with the assigned sales rep. Marketing should ask, “What do they need to see to push them over the line? A specific testimonial from a similar client? A security whitepaper for their IT team?” Then deliver that. Every touch at this stage should address a known concern or requirement.
  

Segmentation by buying stage ensures you don’t treat a cold prospect like a hot lead or vice versa. It prevents mistakes like pitching a demo to someone who hasn’t even acknowledged the introductory email (which can feel pushy), or conversely, continuing to send generic “did you know?” content to someone who is actually asking detailed pricing questions (which wastes their time).

One effective approach is to create an “ABM engagement score” or stage score for accounts, akin to lead scoring but at the account level. For example, visiting the pricing page = +10 points, attending a webinar = +15, responding to an email = +20, etc. Once an account crosses, say, 50 points, you mark it as Stage 3 (Interested) and alter the playbook accordingly. This can be automated in some CRM systems or done manually in a weekly review.

To wrap this section up: ABM strategy is all about the right focus at the right time for the right accounts. Use segmentation by tier to decide how much effort and personalization to invest, and segmentation by stage to decide what message and approach to use currently. Combined, you’ll always be executing campaigns that are finely tuned to both the account’s value and their readiness to engage.

Avoid the common pitfall of treating your ABM list as a monolith. Each account is on its own journey and has its own weight in your pipeline. By aligning campaigns to where they are and what they’re worth, you maximize your efficiency and impact—spending the most time where it counts and meeting each prospect where they are in the buying process.

Common Omnichannel ABM Mistakes (and How to Avoid Them)

Even seasoned marketers make mistakes when rolling out ABM for the first time. Here are some common pitfalls in omnichannel ABM lead generation and tips on how to avoid them:

• Mistake 1: Fragmented Team Efforts – Running ABM as a purely marketing or purely sales initiative in isolation. This leads to duplicate or contradictory outreach (e.g., marketing sends a nurture email while sales calls with a different pitch). How to avoid: Establish a joint ABM task force or regular sync meetings. Share calendars or use a unified sequence tool. Ensure every touch is logged centrally. Sales and marketing should collaborate on messaging and target list from day one. Essentially, align on strategy and stay aligned – remember that companies with strong sales-marketing alignment see much higher success in ABM (6).
  
• Mistake 2: One-Size-Fits-All Messaging – Sending generic content on all channels (the same email text blasted to 100 accounts, or a LinkedIn message that clearly reads like a template). ABM is about personalization; if your targets sense they’re part of a mass campaign, you lose credibility. How to avoid: Do your homework on each account. Use snippets that are tailored (at least the intro and value prop). Mention specifics: e.g., “When I spoke with other healthcare CMOs, they noted X – is that true for you at HospitalNameHospital NameHospitalName?” This shows it’s not a spray-and-pray. Leverage data from account-based marketing data enrichment to mention things like their tech stack or recent company news, proving you are focused on their context.
  
• Mistake 3: Overloading (Bombarding Prospects) – Omnichannel doesn’t mean hit them from all angles all at once. Some eager teams make the mistake of over-communicating – five emails in a week plus daily LinkedIn messages plus multiple calls – which can annoy and repel targets. How to avoid: Think orchestration, not spamming. Space out touches and vary the mediums. A good rule of thumb is no more than 2 touches per week in the early phase, and mix channels so it feels more organic. Also monitor responses: if a prospect is engaging, you might slow down other outreaches to let the conversation breathe. Use intent signals; if they went quiet, maybe they’re just busy – don’t immediately triple your outreach frequency, instead try a different tact or pause and resume after a short cooling period.
  
• Mistake 4: Ignoring Account Segmentation – Treating a Tier 3 account the same as a Tier 1, or vice versa. Not all accounts warrant sending a fruit basket or a bespoke whitepaper. Conversely, not all accounts should be left to automated emails if they have huge potential. How to avoid: Implement a tiering system (as discussed earlier) and clearly document what treatment each tier gets. Train your team on this. For instance, ensure everyone knows “For Tier 1 accounts, we personalize every touch and involve a senior exec by touch 5; for Tier 3, we don’t do calls unless they engage first,” etc. This prevents under or over-investing effort.
  
• Mistake 5: No Clear Metrics or Feedback Loop – Launching an ABM campaign and then “flying blind” without tracking outcomes per account. This often results in not knowing what worked or having anecdotal guesses. How to avoid: Define your ABM KPIs upfront (e.g., number of meetings from target accounts this quarter, pipeline created, engagement score increase, etc.). Use dashboards or at least spreadsheets to log outcomes. And importantly, conduct post-mortems: e.g., at the end of a campaign, review each target account – did we achieve penetration? If not, why? Maybe the contact was wrong or timing was off. Create a culture of continuous learning so each ABM wave gets smarter.
  
• Mistake 6: Treating ABM as a Short-Term Campaign – Some treat ABM like a one-off project (“We’ll do an ABM pilot for Q1 and then move on”). ABM, especially for high-value accounts, is often a long game. Enterprise deals can take 6-12+ months. If you give up after one quarter because none closed, you might be abandoning deals that were actually warming up. How to avoid: Set realistic expectations with leadership that ABM is an ongoing strategy, not a quick fix. Look for early leading indicators of success (engagements, meetings) rather than immediate closed deals. Keep nurturing – if Q1’s outreach didn’t land a deal, analyze what did it achieve (maybe 5 out of 10 target accounts are now actively talking to you – that’s progress!). Then iterate and continue the conversation in Q2 and beyond. Having a long-term mindset and patience is key.
  
• Mistake 7: Relying Solely on Automation – While tools and automation are crucial to scale, ABM can’t be fully automated. You can’t “set and forget” an ABM sequence and assume it will feel personal. Over-automation leads to gaffes like sending the wrong name or irrelevant content because a field was missing. How to avoid: Use technology to augment, not replace, the human touch. For example, automate the initial identification of intent signals (like tool alerts when a target account visits your site), but have a human craft the actual follow-up message using those insights. If you do use templates or bulk sends, double-check personalization tokens. Also, consider pulling back automation when engagement starts – e.g., once a rep is in conversation with an account, ensure they or marketing turn off any automated drips to that same account to avoid conflicting communications.
  
• Mistake 8: Not Equipping Sales with the Right Content – Sometimes marketing will run a brilliant multi-channel campaign, generate interest, then sales gets on the call and doesn’t have the depth of content or answers to push the opportunity forward. Or vice versa, marketing sends shallow content that doesn’t actually help sales’ conversations. How to avoid: Develop a content repository specifically for ABM: case studies by industry, technical one-pagers, ROI templates, competitive battle cards, etc. Train the sales team on where to find and how to use these. When planning the campaign, think ahead: “If the CIO of Target Account asks for more info on integration, do we have a brief ready for that?” If not, create it before it’s needed. ABM is about orchestration not just externally but internally – all customer-facing roles should be singing from the same songbook with the resources to back them.
  

By being aware of these pitfalls, you can navigate around them. ABM done right is immensely powerful, but ABM done poorly can waste resources and even damage your reputation with top prospects. If you avoid these mistakes—stay aligned, personalize genuinely, pace your outreach, segment smartly, measure diligently, commit long-term, balance automation with human touch, and empower your team with content—you’ll greatly increase your odds of ABM success.

(One more bonus: Mistake 9: Forgetting to Celebrate Small Wins. ABM can be a grind. Don’t forget to acknowledge when an account finally books that first meeting, or when you get positive feedback from a prospect about your approach. Celebrating these builds momentum and keeps the team motivated to push through the long cycles.)

Real-World Examples: Omnichannel ABM in Action

To cement these concepts, let’s look at a couple of case examples that demonstrate how omnichannel ABM lead generation delivers results in practice. These examples include scenarios where Martal Group applied the strategies outlined above to engage high-value accounts:

Example 1: Software Company Lands Enterprise Clients through Coordinated Outreach
A B2B software provider wanted to break into Fortune 1000 accounts but had struggled with traditional outbound. Martal Group implemented a comprehensive ABM campaign targeting 15 strategic accounts in their niche. We started by heavily researching each account (identifying key initiatives from annual reports and LinkedIn insights) and then launched a 6-week omnichannel cadence:

• Email: Personalized emails to multiple stakeholders per account, each addressing a pain point relevant to their role.
  
• LinkedIn: Connection requests and direct messages from our reps sharing insights (e.g., a short video demo addressing a challenge that company faces).
  
• Phone: Calls scheduled after engagement spikes (like clicking links) to discuss the content shared.
  
• Webinar: Mid-campaign, we hosted a live webinar “roundtable” with an industry expert, and specifically invited these target accounts. Several attended, giving us an opening for follow-up calls.
  

The result? One of the target accounts’ directors mentioned on a call, “I feel like you folks really understand our industry—your emails and even the webinar hit on exactly what we’re dealing with.” That account moved to a pilot and eventually closed a six-figure deal. In total, the campaign succeeded in engaging 10 of the 15 accounts, with multiple stakeholders at each, leading to 5 in-depth sales opportunities. As a Martal client noted, our team “generated plenty of phone calls with new potential clients” – delivering 15 qualified sales leads in a short period through this coordinated effort. It was the multi-touch persistence and tailored content that cracked open doors previously shut.

Example 2: MSP (Managed Service Provider) Achieves Consistent Pipeline with Multichannel ABM
A Managed Service Provider in the IT space needed to reach CIOs and IT Directors at mid-market companies. Spray-and-pray emailing had yielded few results. Martal Group took over their outbound efforts and applied an omnichannel ABM approach. We tiered their target accounts into 3 tiers, focusing most on 20 high-value ones. For those Tier 1s, we did things like:

• Created mini whitepapers branded for each target (e.g., “IT Modernization Opportunities for TargetCompanyTarget CompanyTargetCompany”), which we delivered via email and LinkedIn InMail to key contacts.
  
• Ran a targeted ad campaign on LinkedIn specifically naming the challenges in their industry, so our brand became familiar.
  
• Used phone calls not just for selling, but for information gathering – if a call attempt reached an assistant or lower-level contact, we would ask intel (like company structure, decision-maker info) which we then used to refine our approach.
  
• Implemented direct mail for 5 very high-value accounts (a tech gadget with a note, which got some buzz internally).
  

Over the course of 3 months, the MSP saw a dramatic uptick in engagement. Previously cold accounts were now visiting their website, consuming content, and agreeing to meetings. One Business Development Manager from the client remarked that “every quarter, the sales team has provided over 20 sales-qualified leads with booked appointments” coming from Martal’s omnichannel outreach. This was a huge improvement from their baseline. Not only did we get more meetings, but the quality was higher – those prospects came in well-informed (often referencing our content on the calls) and thus moved faster to pipeline. The MSP went on to close several deals out of this pipeline, attributing the success to the tailored, multi-pronged campaign that kept them top-of-mind across channels until prospects were ready to talk.

Example 3: Martal Group’s Own Omnichannel Engine (Meta, I know!)
As a final illustration, consider how Martal Group itself approaches lead generation for our clients. We apply a 5-step process that embodies omnichannel ABM principles:

1. Configuring the Blueprint: We align on ICP and goals with the client (strategy setting, much like you should internally).
   
2. Decoding the Market: Research and data gathering (account insights and segmentation).
   
3. AI Prospecting: Using tech to build targeted prospect lists matching the ICP (enhancing our list building with data signals).
   
4. Orchestrated Multichannel Outreach: This is the core ABM execution – “launching coordinated campaigns across email, LinkedIn, phone, etc., to maximize engagement and ensure the value proposition reaches prospects wherever they are”.
   
5. Delivering Sales-Ready Leads: After nurturing and qualifying via those channels, we pass on highly qualified leads to the client’s sales team.
   

This approach has repeatedly proven effective across industries, from tech startups to established enterprises. For instance, a tech firm partnering with Martal saw a faster pipeline growth; by focusing on in-market prospects and engaging them at the right time, Martal ensured they could outperform competitors. The “secret” is no secret: it’s the disciplined, multi-channel orchestration and relentless focus on the right accounts with the right message.

In all these examples, the common thread is clear: success came from a strategy of consistent, personalized presence. None of these wins happened from a single email or a lone cold call. It was the cumulative effect of touches across different mediums, each reinforcing the last, that built trust and interest.

For your organization, you can replicate these outcomes by following the blueprint we’ve outlined. It often helps to start with a pilot on a smaller set of accounts, learn and refine, then scale up. Consider leveraging partners like Martal Group as an ABM solution for lead generation if you need extra bandwidth or expertise—our on-demand teams and proven playbooks can accelerate these kinds of results.

Key Metrics to Measure Omnichannel ABM Success

In account-based campaigns, traditional volume metrics (like raw lead count) take a backseat to quality and engagement metrics that better reflect ABM impact. To ensure your omnichannel efforts are paying off, closely monitor the following key metrics:

• Account Engagement Score: Develop a scoring model that tallies how engaged each target account is. For example, assign points for activities (email opens/clicks, website visits, content downloads, event attendance, meeting held, etc.). This score helps identify which accounts are heating up. A rising engagement score is often a leading indicator of pipeline. If an account’s score jumps significantly, it may be time for sales to pounce. According to ABM statistics, tracking account-level engagement is a hallmark of top programs (6).
  
• Meetings/Opportunities per Account: Instead of leads, count meaningful interactions. How many target accounts have you managed to get a meeting with? How many have turned into sales opportunities or demos? For example, if out of 50 target accounts, 10 scheduled meetings, that’s a 20% conversion to first engagement. That ratio is important for gauging ABM effectiveness. Over time, you want to increase the percentage of target accounts that move to serious conversations.
  
• Pipeline and Revenue from Target Accounts: This is the ultimate metric – how much pipeline (potential revenue) have your ABM accounts generated, and how much have closed? Track pipeline created per tier as well (you might expect Tier 1 accounts to generate large pipeline but in smaller quantity, Tier 3 might generate smaller deals but a few more of them, etc.). If 84% of companies report pipeline increases from ABM (6), you’ll want to quantify yours. For instance, “Our ABM program influenced $5M in pipeline this quarter, of which $1M has closed so far.” Compare this to baseline or non-ABM efforts to see the ROI.
  
• Win Rate and Sales Cycle: Do accounts in the ABM program have a higher close rate and faster cycle than non-targeted leads? Often, they do, thanks to the pre-nurturing. If your typical win rate is 20% for leads, but ABM opportunities are closing at 35% – that’s a big success indicator. Similarly, maybe the average sales cycle is 6 months, but ABM deals are closing in 4 months (because you engaged multiple stakeholders early and addressed concerns proactively). Keep an eye on these metrics as ABM matures. Studies have shown ABM can improve close rates and shorten cycles due to better alignment and qualification (1) (7).
  
• Multi-Touch Attribution: Look at which channels and content are influencing deals. For each closed deal (or opportunity), trace back touches: did they attend a webinar, click an ad, respond to an email? You can do this qualitatively through CRM notes or more quantitatively if you have marketing attribution software. The idea is to see what combination of channels tends to lead to success. Maybe you’ll find that accounts who engaged on 3 or more channels are far more likely to become customers. That insight can justify expanding channel usage. If accounts only engaging on one channel never convert, you know you need to diversify your approach for them.
  
• Contact Coverage and Penetration: Measure how deep you’ve gone into each account. For example:
  
  • Contacts added per account: Do you have 5+ relevant stakeholders from each target account in your database? If you’re only engaging one person at an account, that’s a risk. Set a goal (e.g., “engage at least 3 personas per account”).
    
  • Response rate per persona: Maybe you get lots of manager-level responses but no C-suite traction – that’s useful to know and adjust for (perhaps by altering your message or channel for execs).
    
  • Account coverage percentage: If an account has 10 people in the buying committee and you’ve engaged 4, that’s 40% coverage. Increasing this means more champions and smoother consensus.
    
• Content Engagement Metrics: Since ABM is content-heavy, track metrics like:
  
  • Whitepaper downloads by target accounts,
    
  • Webinar attendance rates (and which accounts attended),
    
  • Email open/click rates for your personalized campaigns (likely higher than generic emails – if not, tweak subject lines and content).
    
  • Ad engagement (CTR from target accounts on your LinkedIn ads, etc.).
    
• These can highlight what content resonates. For example, if hardly anyone from your target list registers for a webinar on topic X but many engage with a case study on topic Y, it guides your content strategy.
  
• Sales and Marketing Feedback: Not every metric is numeric. Include qualitative KPIs like sales team satisfaction or feedback on lead quality (some ABM practitioners even measure “account team satisfaction” as ITSMA suggests (7)). If your sales team feels the ABM program delivers highly qualified, informed prospects, that’s a success in its own right (and often correlates with higher close rates). You might capture this via a brief internal survey or periodic check-in meetings.
  

To track these metrics, you may need to set up custom reports in your CRM or analytics tools. If you have an ABM platform, it likely has an “account analytics” section. If not, even a manual spreadsheet where marketers and sales update progress on each account can work when numbers are small. For larger scale, invest in connecting data sources (CRM, marketing automation, web analytics) so you can tie activities to accounts.

One pro tip: create a dashboard specifically for ABM that leadership can view. Include a mix of the metrics above: e.g., “Target Accounts: 50 | Engaged: 30 | Meetings: 15 | Pipeline: $X | Closed Won: $Y | Top Engaged Channels: Email 40%, LinkedIn 30%, Webinar 20%, etc.” This helps demonstrate the impact of the program at a glance and keeps your team accountable.

In conclusion on metrics – measure what matters for ABM, and what matters lives at the account level. By keeping a close eye on engagement and progress by account, you’ll not only prove the value of your omnichannel efforts, you’ll get actionable insight to improve. As the saying goes, “What gets measured, gets managed.” In ABM, that means you’ll be managing relationships and deals, not just MQLs and click-throughs, which is exactly where you want to be.

Conclusion: Orchestrate Your ABM – and Reap the Rewards

Fragmented outreach is a thing of the past. Today’s B2B growth leaders know that coordinated, omnichannel ABM lead generation is the key to unlocking high-value accounts. We’ve explored how a synchronized strategy across email, LinkedIn, phone, content, ads, and events can dramatically improve engagement and conversion for your most coveted prospects. By focusing on quality over quantity – aligning your team, tailoring your message, and meeting buyers on their terms – you not only generate more leads, but better leads that turn into lasting customers.

Implementing an omnichannel ABM playbook isn’t trivial – it requires planning, creativity, and consistent execution. But as we’ve seen, the payoff is substantial: higher ROI, faster deal cycles, and stronger relationships. Remember to segment your accounts, personalize ruthlessly, leverage every channel intelligently, and keep optimizing based on data. Avoid the common pitfalls, and don’t be afraid to think outside the box with touches that surprise and delight your prospects.

If all this sounds exciting but a bit overwhelming, we’re here to help. At Martal Group, we specialize in orchestrating precisely these kinds of multi-channel ABM campaigns. With our on-demand sales teams, proprietary data, and proven outreach frameworks, we take the heavy lifting off your plate while you reap the results. Our omnichannel approach has helped companies like yours fill their pipeline with sales-ready opportunities fast – often delivering in weeks what might take in-house teams months or years.

Ready to transform your lead generation and start winning high-value deals consistently? Let’s talk. Work with a trusted ABM agency to customize an ABM-driven outbound strategy for your business. We’ll work together to identify your dream accounts and design a playbook to engage them across email, LinkedIn, phone, and more – turning cold targets into warm opportunities and, ultimately, new customers.

Don’t let your ideal clients slip away to competitors due to scattershot outreach. With omnichannel ABM, you can engage, nurture, and convert them with precision. It’s time to conduct the orchestra of channels in unison and watch your revenue hit high notes. Let’s make your marketing and sales sing – and close those high-value deals.

Ready to see results? Book your consultation with Martal Group now and let’s build your next success story.

References

1. Only-B2B Blog
2. Demandbase
3. RollWorks 
4. McKinsey & Company
5. Momentum ITSMA & ABMLA
6. Martal Group – ABM Statistics
7. Atlassian
8. Coalition Technologies
9. Demandbase – Account Tiering  – ABM Strategy
10. Zoominfo