Delivering always-on execution for your named accounts through smarter targeting, richer data, and compliant workflows—enhanced by prompt engineering to power global, sales-ready outreach.
Fairway helps brands build high-performance ABM programs that connect with decision-makers and drive measurable results at your target accounts.
ABM Strategy Overview
One-to-One
Highly personalized approach targeting approximately 39 strategic accounts with customized content and dedicated resources.
One-to-Few
Targeted campaigns for about 177 accounts with similar attributes, challenges, or industry verticals using semi-customized messaging.
One-to-Many
Scaled approach addressing 6,000+ accounts with personalization at industry or segment level, balancing reach and relevance.
The right ABM approach depends on your organizational resources, strategic goals, and target account value. Most enterprises implement a blended strategy to maximize both depth of engagement and market coverage.
The Four Pillars of High-Performance ABM
Account Intelligence & Segmentation
Build account lists based on intent data, technographics, and firmographic signals to identify in-market accounts and focus on the right buying centers.
Data Enrichment & Org Chart Mapping
Enrich contacts with mobile numbers, LinkedIn URLs, and title verification, then map buying committees to understand decision-makers and influencers.
Omni-Channel Engagement Programs
Deploy coordinated content syndication, nurture campaigns, paid media, and targeted email—all tied directly to named accounts, never spray-and-pray.
1:1 and 1:Few Sales Enablement
Equip sales teams with engagement insights, content consumption data, and contextual prompts to drive personalized, high-impact follow-up conversations.
Account Intelligence & Segmentation
The Challenge
Static account lists waste resources on companies that aren't ready to buy. Traditional firmographic targeting alone misses critical buying signals and intent indicators that reveal true opportunity.
The Solution
Apply multi-signal intelligence to identify which accounts are actively in-market and segment them into actionable tiers based on buying propensity, fit, and engagement history.
Intent Data Signals
Track research activity and content consumption patterns that indicate buying interest.
Technographic Profiling
Identify technology stacks that suggest compatibility with your solutions.
Firmographic Qualification
Filter by industry, size, revenue, growth trajectory and other fit indicators.
Data Enrichment & Org Chart Mapping
"ABM fails when you can't connect to the full buying committee. Success requires mapping the entire decision-making unit, not just generating random leads within target accounts."
Effective ABM requires reaching all stakeholders in the buying process. Comprehensive contact enrichment provides direct dials, verified roles, and accurate reporting relationships to map influence paths within target organizations.
Omni-Channel Brand & Demand Programs
Content Syndication
Distribute high-value content to target accounts through third-party platforms with account-based filtering.
Targeted Email
Deploy personalized, compliance-focused email campaigns to buying committee members with account-specific messaging.
Paid Media
Leverage account-targeted display, social, and search advertising with customized creative for each account tier.
Lead Nurture
Implement account-aware nurture programs that coordinate messaging across the buying committee.
Every channel should be anchored back to your account list, ensuring marketing spend never leaks outside your ABM focus. Coordinated messaging across channels creates a consistent buying experience and accelerates account progression.
1:1 and 1:Few Sales Enablement
Effective ABM doesn't stop at generating leads—it transforms how sales teams engage with target accounts. Advanced sales enablement connects marketing insights with sales execution to create personalized, high-impact follow-up.
Enriched contact profiles with mobile numbers, LinkedIn URLs and role context
Engagement insights showing content consumption and interaction history
Custom conversation prompts aligned with account strategies
Buying committee relationship maps for navigating complex accounts
ABM Campaign Focus Areas
68%
New Contact Acquisition
Businesses primarily focus on identifying and attracting new contacts within target accounts
53%
Existing Contact Conversion
Organizations work to engage and convert known contacts through targeted engagement strategies
32%
Cross-Sell & Upsell
Fewer businesses focus on nurturing and expanding existing customer accounts through ABM programs
Source: Data adapted from Ascend2, 2020 ABM Benchmark Report. Percentages indicate proportion of businesses focusing on each area as their primary ABM objective.
The most effective ABM programs blend these focus areas based on account lifecycle stage, with personalized strategies for prospects, opportunities, and existing customers.
Implementation Framework
1
Month 1: Foundation
Define ABM strategy & account selection criteria
Build initial account list and tier structure
Establish baseline metrics and KPIs
2
Months 2-3: Data & Intelligence
Enrich contact data for target accounts
Map buying committees and influence paths
Deploy intent monitoring infrastructure
3
Months 4-5: Activation
Launch omni-channel campaigns by tier
Implement sales enablement workflows
Begin targeted outreach to priority accounts
4
Month 6+: Optimization
Analyze engagement patterns by account
Refine targeting and messaging strategy
Scale successful tactics across account tiers
This phased implementation approach ensures proper foundation-building before scaling ABM programs. Each phase builds on the previous, creating a sustainable program that delivers increasing returns over time.
Key Takeaways & Next Steps
1
ABM is a strategy, not just a technology
Successful programs align marketing, sales, and data teams around a shared account-focused approach before implementing tools.
2
Data quality determines program success
Invest in account intelligence, contact enrichment, and buying committee mapping as foundational elements.
3
Omni-channel coordination creates impact
Coordinate messaging across channels while maintaining strict account focus to maximize engagement and conversion.
4
Sales enablement closes the loop
Provide sales teams with contextual insights and personalized prompts to convert marketing engagement into meaningful conversations.
Ready to transform your ABM approach? Begin by assessing your current account strategy, evaluating data quality, and identifying gaps in your sales enablement process to build a roadmap for ABM excellence.