Resources Guide
Account-Based Selling Done Right
A practical guide to account-based selling: when to use it, a simple formula for success, and how to build targeted account plans with multi-channel campaigns that actually land.
About this resource
Account-based selling sounds great in theory. Focus your effort on a small number of high-value accounts, personalise everything, and close bigger deals. In practice, most ABS programmes fail because teams skip the fundamentals: they don't define clear account selection criteria, they create generic "personalised" content, and they treat ABS as a marketing campaign rather than a sales motion.
This guide takes a different approach. It starts with when ABS actually makes sense (it's not for everyone), then introduces a simple formula for building an ABS programme that works. The formula connects account research to persona-specific challenges to your product's value, ensuring every touchpoint is genuinely relevant rather than superficially personalised. From there, it covers how to build targeted account plans, create account-specific assets, and design multi-channel campaigns that reach the full buying committee.
The examples are practical and drawn from real programmes: account-specific microsites, personalised events, custom content for different stakeholders, and direct mail that cuts through the noise. If you've tried ABS and found it didn't deliver, this guide shows you what was probably missing.
What you'll take away
- When account-based selling makes sense (and when it doesn't)
- A simple formula connecting account research, persona challenges, and product value
- How to build account plans that drive real engagement, not just activity
- Multi-channel campaign design for reaching the full buying committee
- Practical examples of account-specific assets that actually work
Who this is for
Sales leaders at mid-market or enterprise B2B companies who want to run an account-based motion alongside (or instead of) broad outbound. Also useful for anyone who's tried ABS and found it didn't live up to the promise.