How to Choose the Right Accounts for ABM (and Avoid the Ones That Waste Time)

Most ABM campaigns don’t fall apart because of creative or channels. They fail earlier, when teams pick the wrong accounts.

A lot of people rush the process. They pull a list based on industry or headcount, run a few campaigns and hope something lands. When it doesn’t, they blame the strategy.

But ABM only works if you’re targeting the right companies in the first place. Not just ones that match your ICP on paper, but ones that actually have a reason to buy.

Here’s how to tighten your approach so you spend time on accounts that are worth it—and skip the ones that will slow you down.

Don’t Start With a List

Start with a definition. What does a good-fit account actually look like for your team?

It’s not just company size or industry. That might get you in the right ballpark, but it won’t tell you who’s most likely to close. You need to go deeper.

Ask questions like:

• Do they have a clear problem we solve?

• Are they using tools we integrate with?

• Are they in a vertical where we’ve had real traction?

• Do they look like customers who stick around?

This shouldn’t be a solo marketing exercise. Bring in sales, customer success, product—anyone with real perspective on who wins and why. That’s how you build a list that reflects reality, not assumptions.

Fit Isn’t the Whole Story

You can have a perfect-fit account that’s in the wrong place at the wrong time.

That’s where intent signals come in. Look for signs that a company is active, curious or showing signs of a shift. You’re trying to spot timing, not just potential.

Signals might include:

• Multiple people from the same company visiting your site

• Job listings related to your category

• Recent funding, M&A or leadership changes

• Tech installs or removals that open the door

Some of these signals come from third-party intent data, but a lot of what you need is right in front of you, especially if you’re using HubSpot. Their updated lead scoring lets you combine firmographic data with engagement from your own marketing. You can set scores based on job title or industry, then add in actions like page views, email clicks or form fills.

It won’t track job listings or outside behavior, but it’s a solid way to surface accounts that both fit your ICP and are showing signs of interest.

(If you want help setting that up, check out our HubSpot Helper video on lead scoring.)

Moral of the story? Fit gets you in the ballpark. Engagement tells you who’s ready to swing.

Sales Input Isn’t Optional

One of the fastest ways to tank an ABM program is to build your target account list in a marketing silo. You run the data, pull a list that looks solid on paper, and hand it off to sales only to hear, “We’ve already talked to them” or “They’re in a long-term deal” or “We’re not touching that one."

Just like that, your momentum disappears.

ABM isn’t just about smart targeting. It’s about coordination. And the account list is where that starts. If marketing and sales aren’t aligned on who you’re trying to reach, nothing else will work—no matter how polished your messaging or how sharp your creative is.

Instead of handing off a list, build it with them. Set up a working session. Bring a draft and get their take. Ask what accounts are already in motion, which ones are worth revisiting, and which ones are better left alone. Pay attention to deals that have momentum and accounts that match past wins.

This also gives you a chance to ask questions that data alone can’t answer:

• Are there internal champions at this company?

• Is there a blocker we can work around?

• What kind of timeline are they on?

• Does the rep feel like this deal is realistic?

When sales helps shape the list, they’re more invested in the results. Outreach happens faster. Feedback loops open up. And you avoid the awkward mismatch of marketing pushing one direction while sales is running another.

Tier Your Accounts

Once you’ve got your list of target accounts, don’t treat them all the same. That’s one of the fastest ways to waste resources and lose momentum.

Some accounts are worth rolling out the red carpet. Others need a thoughtful touch but don’t justify hours of customization. And a decent chunk of your list probably just needs to know you exist until the timing’s right. That’s where tiering comes in.

You don’t need a complicated scoring model or multi-page matrix. Just give your team a clear way to prioritize effort based on value and readiness.

Tier 1

These are your high-priority accounts. They’re a strong fit, they show signs of interest and they could have a major impact on revenue if they close.

This group gets the white-glove treatment:

• Personalized outreach from both marketing and sales

• Custom content or messaging tailored to their pain points

• Targeted ads or direct mail designed just for them

• Regular internal reviews to track progress

Aim for a manageable number here. Think 10 to 20 accounts per quarter—enough to matter but few enough to do it well.

Tier 2

These accounts are still a strong fit but maybe don’t show as much urgency or revenue potential. They might not need full one-to-one engagement, but they’re worth your time.

For these, run one-to-few plays like:

• Industry or persona-based campaigns

• Semi-custom emails or lightly personalized content

• Targeted LinkedIn outreach or nurture ads

The goal here is to stay relevant without stretching your team thin.

Tier 3

These accounts meet your basic criteria, but you don’t have strong signals yet. Maybe they’re in the right vertical or tech stack, but they haven’t engaged much.

Keep these in your mix through scalable plays like:

• Programmatic display or social ads

• General nurture emails

• Web personalization that adjusts by segment

Tiering helps your team focus on what matters and avoid burnout. It keeps your resources aligned with opportunity, not just activity. And it gives sales and marketing a shared language for how much effort each account deserves—no confusion, no overkill.

Know When to Let Go

Sometimes a company looks perfect. Right industry, right size, great logo. On paper, it’s a dream account.

But after a few emails, a couple pieces of content, maybe even a click or two, nothing happens. No replies. No movement. No signals that anything’s coming.

That’s not a cue to double down. It’s a sign to step back.

Not every good-fit account is a ready-to-buy account. Maybe the timing’s off. Maybe there’s no budget. Maybe they’re locked into a long-term contract. Whatever the reason, some accounts just aren’t going to engage right now—and chasing them too hard only drains your team.

This is where account tiering and clear exit rules help. If an account shows no meaningful activity after a few thoughtful touches, move it to nurture. Keep them in your ecosystem, but take them off your active list so your team can stay focused on the ones that are actually moving.

ABM only works when you stay focused. That means knowing when to walk away, even from the shiny logos.