guide

How to Run Account-Based Marketing

A practical, step-by-step guide to running account-based marketing. Follow the process from strategy and planning through activation to analysis and closure, keeping marketing and sales aligned at every step.

2026Published

Lizzie Lavan, Mo WorksAuthor

29 pagesLength

Free download · PDFFormat

What's inside

A step-by-step walkthrough of the ABM process as run by Mo Works, from your first planning session to a reusable playbook you can scale.

01Step 1, Strategy and planning: set goals, ICPs and value props, run competitor analysis, build personas and map the customer journey and sales flow
02Step 2, Activation and engagement: segment accounts, get your sales champions ready and run coordinated multi-touch outreach
03Step 3, Campaign analysis and closure: report and analyse across the MQL to SQL to closed-deal journey
04Step 4, Scale and next steps: turn what worked into a reusable ABM playbook that is ready to grow

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