TL;DR: ABM tools let you target specific accounts. Messaging determines whether those accounts respond. Most ABM programmes fail not because of targeting — they fail because the message sent to the target account is generic. Personalised targeting with generic messaging is an expensive way to be ignored.
Why do most ABM programmes underperform?
The ABM industry sells a compelling story: identify your ideal accounts, deliver personalised content, and watch the pipeline fill. Platforms like Demandbase, 6Sense, and Terminus make targeting precise. But targeting is the easy part.
The hard part is what you say to the accounts once you’ve identified them. And here’s where most ABM programmes break down: the « personalised » content is a first-name merge tag on a generic email. The landing page mentions the account’s industry but delivers the same value proposition used for every other segment. The « tailored » ad creative swaps one stock photo for another.
This isn’t account-based marketing. It’s spray and pray with a shorter mailing list.
What does messaging have to do with ABM effectiveness?
Everything. ABM works when the target account feels understood — not just identified, but genuinely understood. That requires messaging that speaks to their specific situation, challenges, and decision criteria.
True ABM messaging operates at three levels.
Industry-level messaging. A financial services firm and a manufacturing company have different regulatory environments, technology stacks, and buying processes. The messaging should reflect this — not just in vocabulary, but in the value proposition itself. « Reduce compliance risk » resonates in banking. « Minimise production downtime » resonates in manufacturing. Same product, different messaging frame.
Account-level messaging. Within the same industry, each target account has specific initiatives, competitive pressures, and strategic priorities. A company undergoing a digital transformation cares about different things than one optimising existing operations. This level requires research, not just data.
Persona-level messaging. The CTO, the CFO, and the end-user within the same account need different messages. The CTO cares about architecture and integration. The CFO cares about TCO and time-to-value. The end-user cares about usability and daily workflow impact. One message doesn’t fit all three.
How do you build messaging that makes ABM actually work?
The WHO/WHAT/DIFF/VALUE framework applies to ABM with one critical adaptation: the WHO axis becomes multi-layered. Instead of one persona, you’re addressing multiple stakeholders within each account, each with their own version of the messaging.
Step 1 — Build the core messaging. Start with the universal value proposition using the 4-axis framework. This is the foundation — the message that works regardless of account or persona.
Step 2 — Create industry variants. For each target industry, adjust the VALUE axis with industry-specific proof points and the WHO axis with industry-specific personas. The DIFF stays the same — your differentiation doesn’t change by industry.
Step 3 — Research target accounts. For tier-1 accounts (your top 10-20), build account-specific messaging maps. What are their published strategic priorities? What challenges has their CEO mentioned in earnings calls? What competitors are they losing to? This intel shapes the account-level messaging.
Step 4 — Map personas within accounts. For each key stakeholder in the target account, create a messaging variant that addresses their specific concerns. The core value proposition stays consistent — the framing shifts to match the stakeholder’s priorities.
Yes, this is more work than uploading a list to a platform. That’s why it works.
FAQ
How many target accounts should an ABM programme start with?
Start with 10-20 tier-1 accounts with deep, personalised messaging. It’s better to do genuine ABM for 15 accounts than fake ABM for 500. Scale once the messaging-to-account framework is validated and repeatable.
Can you do ABM without a dedicated ABM platform?
Yes. The messaging and research work is platform-independent. A well-researched account briefing with tailored messaging delivered through existing channels (email, LinkedIn, direct mail) outperforms a generic campaign on an expensive ABM platform.
How does Fast Growth Advisors support ABM messaging?
We build the core messaging framework, then help create the industry and persona variants needed for genuine account-based personalisation. The marketing optimisation service specifically addresses Sales-Marketing alignment for ABM programmes.