Instead of cold calling, ask a target executive for a 10-minute interview for an article you're writing on an industry topic. This non-salesy approach grants access, positions you as an expert, and initiates a relationship on collaborative, not transactional, terms.

The world of Fortune 500 executives is a small, interconnected community. Rather than casting a wide marketing net, focus all energy on securing one key 'lighthouse' customer. Over-deliver value for them, even if the deal isn't profitable. Their endorsement and introductions to peers are more effective than any marketing channel.

Avoid pursuing prosumer and enterprise motions simultaneously. The optimal sequence is to first build massive bottoms-up love and brand trust with individual users. This creates internal champions within target companies, providing crucial momentum and turning a cold B2B sale into a pull-based motion.

Go beyond an Ideal Customer Profile (ICP) by creating a documented list of specific individuals, by name, you want to be introduced to. This shifts prospecting from an abstract exercise targeting companies to a tangible, actionable plan targeting people.

Think of consistent brand building—through thought leadership and storytelling—as preparing the soil. It lays a foundation of trust and recognition. When a targeted ABX campaign is launched, it lands with a warmer, more receptive audience, rather than feeling like a cold, disjointed outreach.

Sales professionals should think beyond individual relationships and intentionally cultivate a collective culture among their customers. This involves creating shared experiences and fostering connections between clients, turning a portfolio of disparate accounts into a unified community.

Many firms reduce Account-Based Marketing (ABM) to tactics like direct mail or targeted ads. True success requires treating ABM as a comprehensive go-to-market operating model. This means aligning the core sales process and strategy first, before implementing any technology or specific campaigns.

Successful ABX programs are not just about generating pipeline. They should be framed as an extension of the brand's purpose into the buying group's journey. This shifts the focus from chasing short-term transactions to building authentic, long-term relationships and trust.

Instead of a direct "just following up" message, tag your prospect in a relevant industry post on LinkedIn. This provides value, gives them visibility, and serves as a subtle reminder, positioning you as a helpful resource rather than a persistent seller.