ABM Programs That Perform
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.
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Drive Measurable Results at Your Target Accounts
Fairway helps brands build high-performance ABM programs that connect with decision-makers and drive measurable results at your target accounts. Our approach combines advanced data intelligence, multi-channel orchestration, and sales enablement to create programs that perform.
Traditional marketing casts a wide net hoping to catch the right prospects. ABM flips that model—focusing resources on the accounts that matter most to your business. By aligning marketing and sales around named accounts, you create personalized experiences that resonate with decision-makers and accelerate pipeline velocity.
Whether you're targeting dozens of strategic accounts or thousands of companies in your addressable market, the right ABM strategy delivers higher conversion rates, shorter sales cycles, and stronger customer relationships than traditional demand generation approaches.
ABM Strategy Overview
The most effective ABM programs use a tiered approach that balances personalization depth with market coverage. Your strategy should reflect account value, organizational capacity, and go-to-market objectives.
One-to-One
Highly personalized approach targeting approximately 39 strategic accounts with customized content and dedicated resources.
Best for enterprise deals with high lifetime value requiring executive-level engagement and bespoke marketing programs.
One-to-Few
Targeted campaigns for about 177 accounts with similar attributes, challenges, or industry verticals using semi-customized messaging.
Ideal for mid-market segments where accounts share common pain points and buying patterns.
One-to-Many
Scaled approach addressing 6,000+ accounts with personalization at industry or segment level, balancing reach and relevance.
Effective for creating awareness and capturing demand across your total addressable market.
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, allocating resources proportionally across tiers based on potential return.
The Four Pillars of High-Performance ABM
Building a successful ABM program requires four interconnected capabilities that work together to identify, engage, and convert target accounts. Each pillar supports the others, creating a foundation for sustainable growth.
01
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.
02
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.
03
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.
04
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.
Marketing teams spend budget reaching accounts that lack interest, budget, or timing—while high-intent prospects go unnoticed because they don't fit rigid demographic criteria.
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.
Dynamic segmentation ensures your program focuses resources where they'll have the greatest impact, continuously prioritizing accounts as signals change.
Intent Data Signals
Track research activity and content consumption patterns that indicate buying interest across third-party networks and your owned properties.
Technographic Profiling
Identify technology stacks that suggest compatibility with your solutions and reveal gaps you can fill.
Firmographic Qualification
Filter by industry, size, revenue, growth trajectory and other fit indicators that align with your ideal customer profile.
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—not just the first person who downloads a whitepaper. B2B purchases involve multiple decision-makers across functions, each with distinct priorities and influence levels.
Comprehensive contact enrichment provides direct dials, verified roles, and accurate reporting relationships to map influence paths within target organizations. This intelligence transforms generic outreach into contextual conversations that acknowledge each stakeholder's role in the buying journey.
Beyond basic contact information, advanced enrichment captures mobile numbers for direct access, LinkedIn profiles for social selling, and title verification to ensure you're reaching current decision-makers—not outdated contacts who've moved to other roles or companies.
Omni-Channel Brand & Demand Programs
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.
Content Syndication
Distribute high-value content to target accounts through third-party platforms with account-based filtering to reach prospects where they conduct research.
Targeted Email
Deploy personalized, compliance-focused email campaigns to buying committee members with account-specific messaging that resonates with their challenges.
Paid Media
Leverage account-targeted display, social, and search advertising with customized creative for each account tier to maintain visibility throughout the buying journey.
Lead Nurture
Implement account-aware nurture programs that coordinate messaging across the buying committee, adapting content based on engagement and account stage.
Traditional demand generation treats each channel independently, creating disjointed experiences for buyers. ABM orchestration ensures every touchpoint reinforces your value proposition and moves accounts toward conversion, with messaging that evolves based on engagement across all channels.
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.
The gap between marketing qualified accounts and sales conversations often derails ABM programs. Even with engaged accounts, sales teams struggle to prioritize outreach and personalize conversations without deep context about account activity and stakeholder interests.
Enriched Contact Profiles
Mobile numbers, LinkedIn URLs and role context for every buying committee member
Engagement Insights
Content consumption and interaction history showing what resonates with each stakeholder
Custom Conversation Prompts
AI-generated talking points aligned with account strategies and recent engagement
Buying Committee Maps
Relationship visualizations for navigating complex accounts and identifying champions

Sales Enablement Impact
Organizations with mature sales enablement see 49% win rates on forecasted deals compared to 42.5% for those without, according to CSO Insights research.
ABM Campaign Focus Areas
The most effective ABM programs blend these focus areas based on account lifecycle stage, with personalized strategies for prospects, opportunities, and existing customers. Your program should allocate resources across objectives that align with business priorities.
New Contact Acquisition: Businesses primarily focus on identifying and attracting new contacts within target accounts, expanding their sphere of influence across buying committees.
Existing Contact Conversion: Organizations work to engage and convert known contacts through targeted engagement strategies that move prospects through the sales cycle.
Cross-Sell & Upsell: Fewer businesses focus on nurturing and expanding existing customer accounts through ABM programs, representing an untapped opportunity for revenue growth.
Source: Data adapted from Ascend2, 2020 ABM Benchmark Report. Percentages indicate proportion of businesses focusing on each area as their primary ABM objective.
Ready to Transform Your ABM Approach?
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.
Data quality determines program success
Invest in account intelligence, contact enrichment, and buying committee mapping as foundational elements.
Omni-channel coordination creates impact
Coordinate messaging across channels while maintaining strict account focus to maximize engagement and conversion.
Sales enablement closes the loop
Provide sales teams with contextual insights and personalized prompts to convert marketing engagement into meaningful conversations.
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. The most successful implementations start with a pilot program focused on high-value accounts, then scale proven tactics across broader account tiers.