B2B SaaS ABM topics
Account-based marketing is a set of decisions: which companies to target, who inside them decides, which channels reach them and how to tell whether it worked. Each topic page answers one of them, with platform rules from the platform's own documentation and numbers from named sources.
Topic pages
What ABM is
What account-based marketing means in B2B SaaS, how it differs from demand generation, when it is worth it and when it is not.
Read the page →TopicTarget accounts
How many accounts an ABM program can serve, how to choose them, how to tier them and how the list fits LinkedIn's minimums.
Read the page →TopicBuying groups
How many people decide a B2B SaaS purchase, which roles matter, how the group changes by deal size and region, and how to map it.
Read the page →TopicABM on LinkedIn
How to run account-based campaigns on LinkedIn: company lists, role targeting, the minimums that apply and where ABM budgets leak.
Read the page →TopicMeasuring ABM
How to tell whether account-based marketing is working: the metrics by tier, the control group test and what engagement scores miss.
Read the page →TopicABM in HubSpot
What HubSpot's ABM tools include, which plans have them, how to set them up and where a dedicated ABM platform adds more.
Read the page →Topics at a glance
| Topic | The short answer | First step |
|---|---|---|
| What ABM is | ABM picks a defined list of companies and markets to the buying group inside each, with sales working the same accounts. | Check average contract value. A judgment call: below about $15,000 a year, ABM rarely pays for its attention. |
| Target accounts | As many as the team can serve. One framework sets 10 to 50 for one-to-one, 50 to 200 for one-to-few and 200 to 500 for one-to-many. | Divide the team's hours per quarter by the number of accounts. Under one hour each, one framework calls the list too long. |
| Buying groups | Forrester's average is 13 people. Published B2B SaaS ranges run from 5 to 8 at smaller contracts to 10 to 15 at $250,000 to $1M. | List the roles in the last five closed deals and compare them with the roles the campaigns actually reach. |
| ABM on LinkedIn | Upload the account list, layer roles on top, exclude the people who do not buy and report on companies, not clicks. | Open the demographics report for one live campaign and check which job functions and seniorities took the spend. |
| Measuring ABM | Opportunities and pipeline from target accounts, compared with a matched group of similar accounts that were not targeted. | Tag every target account in the CRM so that opportunities and revenue can be reported for the list. |
| ABM in HubSpot | Yes, on Professional or Enterprise. HubSpot covers target accounts, tiers, buying roles, reports and LinkedIn company audiences. | Turn on the ABM tools, then set the Target account property on the first list of companies. |
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