Building a Winning Account-Based Marketing Team: Roles and Best Practices

The strength of an account-based marketing (ABM) team can get you ahead of the competition. But how exactly do you craft this powerhouse team? And which roles should take center stage to drive a harmonious and impactful strategy? Let’s find out.

Understanding the Need for an Account-Based Marketing Team

The shift towards a more targeted and personalized approach in B2B marketing has been evident for years. ABM focuses on high-value accounts instead of individual leads, which means it requires more strategic and coordinated efforts. To be successful in this paradigm, it’s essential to have an ABM team that’s both diverse in skill set and singular in vision.

Essential Roles in an Account-Based Marketing Team

To build a powerhouse ABM team, it’s crucial to understand the key players and their roles. Here’s a breakdown of the integral positions:

  • Strategy Lead: This individual sets the direction. They identify target accounts, ensure alignment with sales, and map out the ABM strategy.
  • Content Creators: Given the tailored approach of ABM, personalized content is king. Having a dedicated team or individual responsible for crafting content that speaks directly to target accounts is paramount.
  • Data Analyst: ABM is data-driven. This role ensures that campaigns are measured correctly, and insights are derived to optimize the strategy continually.
  • Marketing Operation Manager: With various ABM platforms and tools available, someone needs to take charge of tool selection, management, and optimization.

Crafting Your Optimal ABM Team: Our Expertise

We assist organizations in assembling an adept ABM team tailored to their specific goals. This specialized team ensures not only precise targeting but also maximizes engagement and ROI. Our prowess in building such teams spans a variety of industries, such as:

Building a robust ABM team is not just about hiring. It’s about ensuring that every member understands the ABM approach’s nuances and can work in tandem to achieve the company’s objectives. With the right roles and adherence to best practices, your ABM team can drive exceptional results. 

Best Practices When Building Your ABM Team

As you assemble your ABM team, it’s vital to instill certain best practices that can set the stage for unparalleled success. Here’s what to prioritize:

Collaboration is Key

Establishing a symbiotic relationship between sales and the ABM team can drive exponential growth. Ensure regular meetings, collaborative brainstorming sessions, and shared goals. This collaborative approach doesn’t just bridge gaps but fosters a united front. A study showed that companies with tightly aligned sales and marketing teams achieved an impressive 20% annual growth.

Continual Learning

The dynamic world of ABM means that today’s strategies could be obsolete tomorrow. Encourage your team to attend workshops, webinars, and conferences. Consider setting aside a budget for professional development and encourage knowledge sharing within the team. Being on top of the latest trends and tools ensures that your ABM strategies remain cutting-edge.


While ABM revolves around personalization, it’s more than just addressing the client by name. It’s about understanding their business model, challenges, and goals. Hosting regular training sessions and workshops can help your ABM team dive deep into the specifics of each target account, ensuring the messaging and approach are always relevant and resonant.

Feedback Loop 

ABM isn’t a ‘set it and forget it’ strategy. Continuous review of ABM campaigns is crucial. Establish periodic meetings to analyze results, derive insights, and adjust strategies as needed. This ensures your team consistently moves in the right direction.

Insights ABM: Leaders in Assembling Expert ABM Teams

Crafting a specialized ABM team requires more than just filling roles; it demands a keen understanding of how each role integrates into the bigger picture. Ready to curate a winning account-based marketing team? Contact Insights ABM today!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.