How To Set Up Account Based Marketing (ABM) In Marketo

Account-Based Marketing (ABM) is a game-changing strategy for B2B companies. Instead of casting a wide net and hoping to catch a few leads, ABM is like spear fishing—it focuses all your sales and marketing energy on a specific list of high-value accounts that are most likely to buy.

This approach treats each target company as a “market of one,” delivering personalized experiences that speak directly to their needs. It’s especially powerful for businesses with long, complex sales cycles that involve multiple decision-makers. In this guide, we’ll break down what ABM is, why it works, and how to set it up step-by-step in Adobe Marketo Engage.

How ABM Flips the Traditional Marketing Funnel flipped_out:

The easiest way to understand ABM is to compare it to traditional lead generation by picturing a funnel.

Traditional Funnel (The Net): You start wide, using content, SEO, and social media to attract the largest possible audience. From this big pool, you generate leads, nurture them, and qualify them based on their individual actions. At the end, a small number of Marketing Qualified Leads (MQLs) are handed off to sales. The focus is on generating a high quantity of individual leads.
ABM Funnel (The Spear): ABM flips this process upside down. It starts by identifying a specific list of high-value companies first. Then, you expand within those companies to find the key decision-makers. Only then do you start engaging them with highly personalized content and campaigns. The focus shifts from generating more leads to engaging the right leads at the right companies.

This flipped model works because businesses don’t sell to a single person; they sell to a buying committee. An MQL from a marketing manager is useless if the CFO and CTO aren’t engaged. ABM solves this by targeting the whole committee at once.

Why Sales and Marketing Alignment is the Key to ABM Success 🤝

ABM isn’t just a marketing campaign; it’s a complete business strategy built on deep alignment between sales and marketing.

In traditional models, marketing and sales often work in separate silos. Marketing generates leads and throws them “over the fence” to sales, which often leads to friction over lead quality and follow-up.

ABM dismantles that fence. Success depends on sales and marketing working as a single, unified revenue team. They collaborate from the very beginning to choose target accounts, define goals, and develop strategy.

Sales brings deep customer knowledge: They know the challenges, politics, and business goals of target accounts.
Marketing uses that intel: They craft personalized content and campaigns that are incredibly relevant and speak directly to customer needs.

This teamwork ensures every interaction with a potential customer is consistent, coherent, and valuable, building trust and positioning your company as a strategic partner.

The Business Case for ABM: Why Make the Switch?

The shift to ABM is driven by one thing: superior results. It consistently delivers a higher Return on Investment (ROI) than other marketing strategies. Here’s why:

Optimized Resources: ABM stops you from wasting money on a broad, uninterested audience. Every bit of time, budget, and creative energy is focused on accounts with the highest potential.
Shorter Sales Cycles: By engaging the entire buying committee from the start, you bypass the early prospecting stages. Sales can have more meaningful conversations sooner, closing deals faster.
Bigger Deal Sizes: A personalized, value-first approach builds deeper relationships. This trust often leads to larger, more strategic deals because customers see you as a partner solving their specific problems.
Better Customer Relationships: ABM is built on a deep understanding of the customer. This fosters incredible trust and credibility, leading to stronger partnerships, better retention, and more opportunities for upselling and cross-selling.

Building Your Data Foundation 🏗️

Before you touch any software, your ABM program’s success depends on the quality of your data and strategy. This is the most important part of the process.

Step 1: Define Your Ideal Customer Profile (ICP)

Your Ideal Customer Profile (ICP) is the blueprint for your entire strategy. It’s a super-specific, data-driven definition of the perfect company for your product or service.

To build it, look at your best existing customers—the ones with the highest revenue and strongest relationships. Analyze them to find common traits:

Firmographics: Company size, annual revenue, industry, and geographic location.
Technographics: What technology do they already use? Knowing their CRM, ERP, or other complementary tech can be a strong signal.
Behavioral Data: How did they engage with you during their buying journey? How long was their sales cycle?

Crucially, this can’t just be a marketing exercise. The sales team’s real-world knowledge is essential to create an ICP that’s grounded in reality.

Step 2: Build Your Target Account List (TAL)

The Target Account List (TAL) is where your ICP becomes an actionable hit list. It’s the official roster of companies that sales and marketing agree to focus on together.

To build a strong TAL, pull data from multiple sources:

Your Own Data: Filter your CRM and marketing database to find existing prospects that fit your ICP.
Third-Party Intent Data: This is a game-changer. Intent data providers track which companies are actively researching topics related to your solutions, helping you prioritize accounts that are showing buying signals right now.
Sales Team Intel: Your sales reps have on-the-ground knowledge that no system can capture. Their input is vital.
Competitor Analysis: Looking at your competitors’ customer lists can reveal qualified companies you should be targeting.

Creating this list together acts as an agreement between sales and marketing. Marketing commits to focusing resources on these accounts, and sales commits to following up on the engagement.

Step 3: Tier Your Target Account List

It’s not practical to give every account on your TAL the same level of attention. Tiering helps you segment your list to allocate resources intelligently. A common structure has three tiers:

Tier 1 (One-to-One ABM): These are your “crown jewel” accounts. This small group gets a deeply personalized, bespoke experience with custom content, dedicated outreach, and executive-level engagement. The investment is high, but so is the potential reward.
Tier 2 (One-to-Few ABM): This tier includes small groups of accounts that share common traits, like being in the same industry. They receive “lightly customized” campaigns, such as a webinar or whitepaper tailored to their industry’s specific challenges.
Tier 3 (One-to-Many ABM): This is the broadest group of good-fit accounts. Engagement here is driven by technology and automation, using programmatic ads and personalized email nurtures at scale.

Step 4: Enrich Data and Map Stakeholders

A list of company names isn’t enough. The next step is to enrich your TAL with contact information for the key people inside each account—the buying committee.

Go beyond just one or two contacts and aim to identify the different personas involved:

Decision-Makers: The executives with budget authority.
Influencers: People whose opinions heavily impact the decision.
End-Users: The team members who will use your product daily.
Technical Evaluators: IT or engineering staff who check for compatibility.

Continuously updating your TAL with real-time intent data transforms it from a static directory into a dynamic priority map of who is ready to buy now.

Setting Up ABM in Marketo ⚙️

With your strategic foundation in place, it’s time for the technical setup in Adobe Marketo Engage. These steps assume you have the Target Account Management (TAM) add-on, which provides the necessary account-centric tools.

Prerequisite: Understanding Marketo Engage vs. the TAM Add-on

Marketo Engage (Base Platform): At its core, Marketo is built around a database of individual people. It’s fantastic for lead scoring, email marketing, and campaign automation but lacks true account-level tools.
Target Account Management (TAM) Add-on: This module transforms Marketo into a true ABM platform. It adds crucial features like Named Accounts, Account Lists, Lead-to-Account Matching, and Account Scoring. This guide assumes you are using the TAM add-on.

Establishing Named Accounts

A Named Account is the central object in Marketo’s ABM world. It’s the record that represents a company on your TAL, and all associated people and activities will be linked to it.

The best way to do the initial setup is a two-step process:

Import your TAL via CSV: This is the most efficient way to bulk-create all your target accounts at once.
Use the “Discover from CRM” feature: After importing, find those same accounts in the CRM discovery grid and formally link them. This hybrid approach leverages Marketo’s most robust matching rules.

The Linchpin: Lead-to-Account (L2A) Matching

Lead-to-Account (L2A) matching is the single most critical technical process. It’s the engine that automatically finds individual people in your database and connects them to the correct parent Named Account.

If L2A matching isn’t accurate, your entire system fails. Account scores will be wrong, targeting will be off, and your reports will be useless.

Marketo’s L2A uses “fuzzy logic” to match people based on:

Email Domain
Company Name from IP Address
Company Name field on the person’s record

While the automated matching is powerful, you must have a process to regularly audit it. Check the “Potential People” tab for each account to confirm weak matches and manually associate anyone the system missed.

Creating and Managing Account Lists

Account Lists are how you group and segment your Named Accounts for campaigns.

Static Account Lists: These are manually curated lists. You’ll use these to manage your tiers (e.g., “Tier 1 Strategic Accounts,” “Tier 2 – Financial Services”).
Dynamic Account Lists: This powerful feature syncs a list in Marketo with an “Account View” from your CRM (like a Salesforce List View). For example, you could create a dynamic list for “All Target Accounts with an Open Opportunity” that updates automatically.

Quantifying Engagement with Account Scoring

With your account structure in place, it’s time to measure engagement at the account level. Account Scoring aggregates the scores of all individuals within a company to create a single, unified score. This score helps you identify a Marketing Qualified Account (MQA).

What is a Marketing Qualified Account (MQA)?

An MQA is the ABM version of an MQL. It’s a target account that shows enough collective engagement to be ready for a sales conversation.

An MQL is one person downloading a whitepaper.
An MQA is five people from that same company, including two VPs, visiting your pricing page in the same week.

An MQA is a far more reliable signal of buying intent. A sudden spike in an account’s score often means an internal evaluation is underway, creating a perfect moment of opportunity for your sales team.

How to Set Up Account Scoring in Marketo

Account scoring in Marketo works by rolling up existing person-level scores. This means you must have a solid person-level scoring model in place first, which should include:

Demographic Score: How well a person fits your ICP (job title, industry, etc.).
Behavioral Score: How much a person is engaging with your marketing (email clicks, web visits, form fills).

Once that’s running, configuring the account score is simple:

Go to Admin > Target Account Management > Scoring Fields.
Create up to five different Account Score fields (e.g., an overall score, or product-specific interest scores).
For each Account Score, map the person-level score fields that should contribute to it.

Marketo will then automatically calculate the Account Score by summing the scores of every person matched to that Named Account. Remember, the accuracy of this score is completely dependent on your L2A matching.

Activating Your ABM Campaigns 🚀

Now it’s time to build the Marketo campaigns that will deliver your personalized experiences.

Design a Custom ABM Program Channel

In Marketo, Channels define the progression statuses for your programs. For ABM, you should create a custom channel that reflects your account-based funnel. This is the backbone of your ABM reporting.

An example ABM Channel might have these statuses:

Member: Belongs to a target account.
Targeted: Marketing outreach has begun.
Engaging: First meaningful interaction from anyone at the account.
Deeply Engaged: Multiple people engaged or a high-value action was taken.
MQA: The Account Score hits the MQA threshold.
Sales Accepted: Sales team accepts the account for pursuit.
Opportunity Created: Success! The engagement resulted in a sales pipeline.

Target with Account Smart Lists

To build your campaign audiences, use Account Smart Lists. Unlike regular smart lists, they let you filter using both account-level and person-level criteria.

For example, you could create an audience of:

All Named Accounts in your “Tier 1 Accounts” list (Account Filter)
AND in the “Financial Services” industry (Account Filter)
WHERE at least one matched person has a job title containing “Vice President” (Matched Person Filter).

You use this Account Smart List within a regular Smart Campaign by using the filter “Member of Account Smart List.” This tells Marketo to pull in every individual person from the accounts you’ve targeted.

Bridging the Gap to Sales 🌉

Your ABM program is only successful if it provides the sales team with timely, actionable intelligence. The best tool for this in Marketo is the Interesting Moment.

The Power of “Interesting Moments”

An Interesting Moment is a flow step in a Smart Campaign that logs a significant activity and makes it highly visible to sales in their CRM.

The key is to avoid the “firehose” of data. Sales reps don’t want to see every email open. Interesting Moments filter the noise and show only the most sales-worthy interactions.

Collaborate with sales to define what’s truly “interesting.” Examples include:

Someone visiting the pricing page.
Someone downloading a late-stage piece of content (like a case study).
A C-level executive from a target account engaging for the first time.
A person submitting a “Request a Demo” form.

When you configure the Interesting Moment, write a clear, concise description using tokens to provide context (e.g., “Visited the pricing page for {{trigger.Web Page}}”).

For high-priority events, you can also add a “Send Alert” flow step to send a real-time email notification to the account owner, enabling immediate follow-up.

Measuring ABM Success 📈

You can’t measure ABM success with the same metrics as traditional lead gen. You must shift the conversation from lead volume to account engagement and revenue impact.

The conversation needs to change from “How many leads did we get?” to “How deeply did we penetrate our target accounts, and how did that influence the pipeline?”

Key ABM Metrics to Track

Coverage & Reach:
- Target Account Reach: What percentage of your TAL have you successfully reached?
Engagement:
- Account Engagement Score: The overall activity level of an account.
- Account Penetration: How many people in the buying committee have you engaged? (e.g., 7 out of 10 known contacts = 70% penetration).
Influence & Velocity:
- Marketing Qualified Accounts (MQAs): How many target accounts have hit the engagement threshold?
- Pipeline Velocity: How fast are target accounts moving through the sales pipeline?
- Win Rate: What percentage of opportunities at target accounts are you winning?
Revenue Impact:
- Average Deal Size: Is the average revenue per deal increasing for target accounts?
- Customer Lifetime Value (CLV): Are ABM customers staying longer and spending more?
- Return on Investment (ROI): The ultimate bottom-line metric.

Use your CRM as the source of truth for all pipeline and revenue data, and integrate it with Marketo’s engagement data to build a complete picture of your program’s performance.

Common ABM Pitfalls and How to Avoid Them ❌

Implementing ABM is a big project, and there are common traps that can derail your efforts. Here are the biggest ones to watch out for.

Strategic Pitfalls

Treating ABM as a Tool, Not a Strategy: Buying ABM software without doing the foundational work (ICP, sales alignment) is a recipe for failure. Technology enables your strategy; it is not the strategy itself.
Poor Sales and Marketing Alignment: This is the #1 reason ABM programs fail. If sales and marketing don’t agree on goals, targets, and processes, the program is doomed.
Not Getting Executive Buy-In: ABM is a major shift that requires investment and process changes. You need support from leadership to get the resources you need.

Data & Process Pitfalls

Starting with Unclean Data: Garbage in, garbage out. Building your program on a messy CRM database will lead to misdirected campaigns and wasted resources. Clean your data first!
Insufficient Personalization: Sending generic, one-size-fits-all content defeats the purpose of ABM. Do the research to make your outreach truly relevant.
A “Set It and Forget It” Mentality: Your TAL, content, and tactics must be continuously reviewed and optimized based on performance data.

Marketo-Specific Pitfalls

Misunderstanding L2A Matching: Failing to properly configure and validate L2A matching will corrupt all of your ABM data. This is a critical technical step to master.
Overusing Interesting Moments: Creating too many low-value alerts will cause sales to ignore them. Curate your moments carefully with sales input to ensure they remain valuable.
Not Building Custom Program Channels: Using default channels makes it impossible to accurately report on your ABM funnel. Take the time to build a custom channel that reflects your unique ABM stages.

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