Based on the new ABM competency framework we have developed with the sixteen global companies represented on our ABM Leadership Forum, successful account-based marketers need a strategic blend of technical marketing expertise and essential soft skills. Here are the must-have capabilities that will set you apart:
Technical marketing skills
1. Create actionable insight from every data point
Master the art of leveraging first, second, and third-party data to identify market trends, map industry dynamics, conduct competitor analysis, and build detailed profiles of your key accounts and priority stakeholders. Use primary research methods to uncover new insights and analyse data from all sources to create timely, actionable intelligence around account drivers and priorities – and their perceptions of your company.
2. Design a marketing strategy that drives growth
Identify and prioritise opportunities for growth whilst confirming the best solutions from your company and its partner portfolios. Define target market segments and build your desired competitive positioning to align with your objectives and big bets.
3. Develop key messages that resonate
Create tailored messaging to position your company appropriately in stakeholders’ minds. Craft differentiated, targeted value propositions addressing audience priorities and their desired business outcomes. Build cohesive proposition hierarchies ensuring the account messaging aligns with and enhances your corporate brand.
4. Plan and activate multi-channel campaigns
Define the most effective mix of content and communications channels to engage stakeholders. Select and tailor existing marketing assets creatively, create new account-specific personalised content, and orchestrate online and offline engagement with target audiences seamlessly.
5. Manage marketing performance like a pro
Set SMART objectives for ABM accounts, manage your marketing ecosystems including agency partners, and control budgets effectively to execute ABM activities with positive ROI. Use AI and martech tools to track campaign performance, report progress, and adapt approaches to maximise impact.
Essential soft skills
6. Master cross-team collaboration
Build relationships across teams to achieve objectives, give and receive feedback to improve performance, and use open questions to encourage team members to share expertise. Take a customer-centric view, bringing together the whole company for the benefit of the customer.
7. Develop commercial acumen that counts
Understand your company’s strategy, business model, and commercial success levers. Grasp the business models and drivers of your ABM accounts, especially the implications of current trends on their future performance. Understand sales processes and operations and speak the language of the business.
8. Excel at stakeholder management
Communicate with impact and influence stakeholders at all organisational levels. Combine data and storytelling effectively to engage different audiences, demonstrate empathy with active listening to build rapport, and employ negotiation skills to create win-win solutions.
9. Adopt an agile work style
Stay proactive and naturally curious whilst adopting adaptable and agile approaches to your work. Become an organised multi-tasker with strong project management skills and bring creativity to problem-solving challenges.
10. Develop AI literacy for the future
Understand where to use AI tools and agents throughout the ABM process. Work collaboratively with AI, experiment with prompting to achieve the best outcome, and always maintain an ethical and secure approach.
The bottom line: ABM success today means mastering both the technical marketing and soft skills that drive sustainable, profitable growth with your top accounts. If you’d like to complete our full competency assessment to identify your own strengths and areas for development, contact alison@inflexiongroup.com.
