ABM leadership for B2B SaaS

Simon Hawtin · B2B SaaS Marketing Director / Head of Marketing · London, UK

I run account-based marketing as part of a marketing leadership remit — not as a separate vanity programme. ABM only works when sales and marketing share the account list, the signals and the pipeline definition.

How I run ABM with sales

ABM is prioritisation with intent. Pick the accounts that match ICP, agree signals with sales, then concentrate content, outbound and ads on that list. I did this as a consultant for a web3 SaaS business: pipeline from target accounts grew 10X in six months. That sits alongside broader demand gen — paid, inbound, events, nurture — under one Marketing Director / Head of Marketing who partners with sales.

What good looks like

Shared target account list with sales
Signals that change outreach priority
Pipeline and meetings from those accounts on same cadence as demand gen
Willingness to stop activity that doesn’t move target-account pipeline

When ABM fits — and when it doesn’t

Fits mid-market/enterprise B2B SaaS clear ICP + sales ready for named list.

Doesn’t fit spray-and-pray lead gen with no sales capacity, or pure PMM with no pipeline owner.

Helpful resources (ABM)

LinkedIn Business on ABM