Common questions from reps, leadership, and channel partners about the ABM program. Add to this page as new questions surface.
The ABM program is paid air cover for named target accounts per rep, run by the MarketBridge demand marketing team. Reps submit accounts. Marketing runs LinkedIn ads, paid search, and content syndication. Reps watch for engagement signals and follow up. The whole point is to make existing outbound land warmer, not to replace it.
Tuesday, May 26, 2026. Sales submits account lists by EOD Friday May 22. MarketBridge scopes audiences over the weekend. First wave goes live the same day the Momentum release hits the wire.
No. ABM is air cover. Your outbound work is the ground game. Paid puts a warm impression on your buyer before you reach out and tells you when your buyer is paying attention. Your outbound work converts that attention into a meeting. The whole program is designed around the assumption that reps still do the prospecting work, with better signals to act on.
25 to 50 per rep is the working range. Fewer than 25 and we cannot build statistically meaningful audiences. More than 50 and the focus gets diluted across too many contacts and we lose the targeting precision that makes ABM work. Pick the accounts you would most want to influence over the next quarter.
Account name, domain, primary contact name and title, secondary contact if known, territory, and any notes. Drop it in your tab of the target accounts sheet. If you would rather paste into #marketing in a different format, that works too. The data team will clean and load it.
Submit it anyway. Marketing will enrich and load anything missing. The bottleneck is not data ops; it is knowing which accounts you actually want paid spend on. That signal only comes from you.
Yes. The list refreshes on the first Monday of every month. The Friday May 22 deadline is just for the initial wave. After that, add accounts in your tab any time and the next refresh pulls them in.
LinkedIn paid campaigns targeting the named accounts and the buying committee roles within them. Paid search around AI SOC, agentic security, and the specific terms buyers actually search. Content syndication into industry lists and publications. Retargeting on accounts that engage but do not convert on first touch.
MarketBridge demand marketing is producing the LinkedIn ad creative and content rotations. The creative library will be visible in Campaign Central once the first wave is live so reps can see what their accounts are being shown.
No. MarketBridge has a PR side (Ted Weismann, Danielle Ostrovsky, Michelle McNaughton on PR) and a demand marketing side (Michelle McNaughton and Brenna Dobbins are the leads on demand). The demand side is new for us and is what is running ABM. The PR side continues running media relations and pitching.
Seven metrics, reported monthly: engagement rate on target accounts, contacts engaged per account, meetings booked vs. control accounts, pipeline created in the first 90 days, win rate lift on ABM accounts vs. non-ABM, time-to-first-meeting, and cost per meeting and cost per pipeline dollar by territory. First report lands June 8. Trends will be clearer after two months of data.
We diagnose it together in the monthly review. The first thing we look at is the account list itself. Wrong accounts, wrong contacts, or a buying committee that does not match what we expect will all produce low engagement. The fix is usually adjusting one of those, not blaming the channels.
Pipeline created from ABM-treated accounts is the headline number for leadership. Cost per meeting and cost per pipeline dollar is the efficiency story. Win rate lift on ABM accounts vs. non-ABM is the proof of compounding value. All three roll up quarterly.
Flag it in your submission as do-not-target. It will be excluded from paid audiences across LinkedIn, search, and syndication. Common reasons to flag: active customer in expansion conversation, sensitive channel partner overlap, recent loss where we want a cooling period, or a contact who explicitly opted out previously.
Flag the partner relationship in your notes. The paid creative will not conflict with partner messaging. If the partner is mid-deal, the right move is usually to amplify rather than compete. We can coordinate with partner marketing if needed.
Be straight. "Yes, we are running paid against named accounts in your industry. It is targeting decision-makers like you because we want to make sure when you are evaluating agentic security, we are in your consideration set." Most CISOs respect the directness. The honest answer is better than dodging.
Two answers. First, ABM and sales hires are not substitutes. ABM makes the reps we already have more efficient. Second, the program will be measured on cost per pipeline dollar from day 90. If the spend is not returning, we cut it. If it is, the math will show that buying engagement-driven meetings is cheaper than hiring incremental SDR capacity to chase the same meetings cold.
Yes. The creative library page goes live the week of May 25, once the first wave is in motion. You will be able to see LinkedIn ads, paid search copy, content placements, and landing pages all in one place, filtered by what is running against your territory.
New question from the field? Post in #marketing and we will add it to this page.