Andrei Zinkevich LinkedIn Posts

Your SDR that works with you on ABM just hit their KPIs: 200 calls. 500 emails. 50 LinkedIn messages.
Pipeline generated? Zero.

But hey, at

What is ABM?
Our industry completely messed it.

It all started with ABM platforms selling the enterprise pipeline miracle:

-Buy an ABM platform
-Get a list of

Sales Rep to Marketing: "Do you want me to track the account engagement because you don't trust me?"
The trust is not the problem;

You launch your ABM pilot with big expectations.
Marketing's excited. Sales is skeptical. Leadership wants results. Then reality hits...

"We need one hour a day

VP Marketing: We are going to use AI to deploy and accelerate ABM.
Reality: ChatGPT-created meh content, outbound emails, and ads.

The hype around AI

The easiest thing to improve your pipeline in the 2nd half of 2025 is not a new AI tool or agent. It's by

CEO to a new VP of Marketing: We expect you to generate marketing-sourced revenue and leads. Product: $150k+ deal size, 12-16 month sales

ABM is NOT:

≠ account-based ads + outreach to target accounts
≠ a substitute for demand generation

Here are eight pillars of ABM:

1. 𝐀𝐁𝐌 𝐠𝐨𝐚𝐥𝐬

There are

Marketing: "We're totally aligned with sales on ABM."
Sales: "Marketing finally gets it - they're supporting our target accounts."
The reality: You're running two completely

Accounts that fit your ICP ≠ buying intent. Instead of wasting SDRs' time and ads budget, segment your accounts into three lists:

1. CLUSTER

"We can't get to 1:1 or 1:Few ABM campaigns as an ABM team. Marketing is asked to figure out how to automate personalization

Here is the spreadsheet I use to budget and plan ABM program.


(The template with more details on planning and budgeting: https://lnkd.in/dn6pEQCi)

1. TIER SEGMENTATION.

-

Just giving marketing and sales a $280M annual revenue goal and telling them to work together never works. You need to make cultural

My bet: Only B2B teams that can build an audience and community, stand out, and create cross-functional revenue alignment will win. Here are

Here is how we track and run signal-based engagement with the target accounts:

1. DEFINE CLEAR ICP CRITERIA.

Your ICP criteria should include:

-Firmographics (industry, location,

The reality of ABM (and B2B marketing) is very different from what you see on LinkedIn (much more rotten):

- Small teams that want

Here is how we went from "it's not going to work" sales skepticism to "ABM is driving discovery calls with our enterprise accounts"

We have interviewed 3 senior enterprise AEs. Here are the 5 critical areas they believe marketing should help with 👇

2025 is a really tough time for B2B CMOs.

They are in between two fires:

CEO, CFO, Sales on one side and Buyer Needs on

Marketing planning doesn't have to be complicated and sophisticated. It should include 2 levels:

1. 𝐑𝐄𝐆𝐔𝐋𝐀𝐑 𝐌𝐀𝐑𝐊𝐄𝐓𝐈𝐍𝐆 𝐎𝐏𝐄𝐑𝐀𝐓𝐈𝐎𝐍𝐒.

80% of your resources (team, budget, time)