4 Quarters of ABM

Over the next few weeks or months, your company will present their GTM goals they want to achieve for 2025.

This may be enterprise expansion, vertical expansion, increase up-sells, etc.

The point to understand is that these are annual GTM goals, not quarterly. So it’s imperative that you focus your ABM strategies throughout on one of these goals throughout the entire year.

Goals aren’t hit in three months.

That’s easier said then done of course.

Let’s take enterprise expansion for example. You’re company needs to go upmarket in 2025, and that’s freaking hard to do for anyone.

The good news is that there are ways you can develop an ABM strategy using specific filters and segments for your enterprise prospect accounts to make this more feasible.

Below is an example of this in practice.

What we’ve done is identified four ways to segment our enterprise accounts based on those that may have churned, had lost opportunities, use a specific partner or live within a vertical.

One of the underlying themes of organizing your accounts this way is that you are focusing prospects that have some sort of previous awareness or engagement with your product. This makes it more likely to create new conversations, book meetings, drive qualified pipeline and revenue.

There is also very specific commonality with each segment of accounts. This narrowed focus will allow you to better refine your messaging, content and outbound conversations. Which is one of the key pillars of ABM success.

You can find nine different examples of these annual calendars in The Ultimate Guide to Building an Account-Based GTM Strategy.

Get started planning your 2025 ABM strategy here

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