From Target List to Real Engagement: Turning ABM Strategy into Action

By Bob Decker

We’ve been focusing on account-based marketing (ABM) in recent blog posts. If you haven’t read part 1, about what ABM is, or part 2, about why ABM works at both ends of the funnel, start there before continuing with this post. 

Most ABM conversations start with building a target account list. And that’s important, but it’s also where many ABM strategies quietly stall.

Identifying the right semiconductor manufacturers, OEMs, or system integrators is only the first step. The real value of ABM shows up when those accounts begin to engage – when engineers respond to a white paper you’ve produced, procurement asks for follow-up details, or an executive agrees to a first call.

This gap, between conceiving a strategy and actually executing it, is where ABM succeeds (or doesn’t).

Consider a company selling specialized MEMS sensors to the industrial automation and medical device markets. On paper, the target list looks solid: Tier 1 OEMs, systems integrators, and a handful of global manufacturers. But if every one of those accounts receives the same messaging, the same emails, and the same generic “request a demo” call to action, ABM quickly turns into traditional marketing with a smaller audience.

Effective ABM moves beyond selecting a target account and focuses on how you can be most relevant to that account. Here are a few examples: 

• A design engineer evaluating sensor accuracy and environmental tolerance needs application-level content – white papers, performance comparisons, or integration notes – that will convince him or her that your specialized sensors meet their specific requirements.

• A procurement manager cares about supply continuity, lead times, and pricing stability, so your outreach should include clear information on manufacturing capacity, second-source strategies, lifecycle commitments, and predictable pricing models that reduce risk and simplify vendor approval.

• A product manager or VP of engineering is thinking about roadmap alignment, long-term availability, and risk mitigation, which makes executive-level messaging, technology roadmaps, and examples of long-term customer partnerships far more effective than detailed product specs alone.

Turning a target list into real engagement means building touchpoints that reflect those realities. That might include a short technical brief shared by sales, a LinkedIn ad aimed only at engineers inside a specific company, or an executive-level perspective piece that positions your company as a stable, long-term partner, rather than just a component vendor.

ABM works when each interaction feels intentional. When prospects feel like your outreach reflects an understanding of their role, their constraints, and their priorities, engagement follows naturally.

At Redpines, we help core technology companies bridge the gap between marketing and comms planning and execution. With the right structure and focus, ABM becomes less about running campaigns—and more about starting the right conversations with the accounts that matter most.

If your marketing feels like it’s stuck at the list-building stage, let’s talk. We can help you turn strategy into action that drives engagement. Reach out to me by phone at 415-409-0233 to start the conversation. 

Marcom Brief: Why ABM Works at Both Ends of the Funnel

 By Bob Decker 

The other day a colleague asked me whether account-based marketing (ABM) was primarily a "top of funnel" type of tactic for reaching out to customers — in other words, a way of getting on their radars and growing some name recognition — rather than a way to generate an immediate sale.

The answer is that ABM works very well in both situations and it's a technique that lets you work opposite ends of the funnel simultaneously with separate and distinct messaging streams tailored to specific roles within the target organization.

Imagine, for example, that your target is a multinational digital communications technology conglomerate corporation and you're selling a commodity type of component that's essential to one of their key products. Probably upper management isn't going to be interested in hearing about this particular device no matter how superior your product is compared to the competition. But they might very well be interested to read a thought leadership piece from one of your executives that demonstrates that you understand the challenges they face and what kind of company they'd like to partner with as a supplier and why you're that kind of company more than your competitors. And, in fact, even if you can just get them to read the headline, and associate it with your company, that can be enough to make a positive impression.

The great thing about ABM is that you can be having this high-level conversation with the C-suite while you're also having a nuts and bolts conversation with the purchasing team that's needing to figure out how to manage costs and/or ensure an uninterrupted supply of a key component. In this case a very specific, product-level conversation is called for — and ABM is very good at making that happen as well.

At Redpines, we help technology companies translate complex products and markets into marketing strategies that generate measurable growth. One approach we’ve found especially effective—when done with focus and technical fluency—is account-based marketing (ABM).

If your team is ready to go beyond broad awareness campaigns and start targeting the customers who truly matter, we can help. From strategy to execution, we’ll work with you to build an ABM program that aligns with your market realities, supports your sales team, and delivers real traction.

Curious about how ABM could work for your business? Give me a call at 415-409-0233 and let’s discuss the possibilities.

Marcom Brief: Account-Based Marketing for Core Tech Companies: A Smarter Path to Growth

 by Bob Decker

For core technology companies—those building the sensors, silicon, systems, and software that power today’s innovations—the usual B2B marketing playbook doesn’t always cut it. Long sales cycles, complex buying committees, and highly technical value propositions demand a more focused approach.

That’s where Account-Based Marketing (ABM) comes in.

ABM flips the traditional funnel. Instead of broadcasting your message to a broad audience and hoping for the right leads to surface, ABM starts by identifying the right accounts—the ones that matter most to your growth—and then builds highly targeted, personalized campaigns to engage them.

For companies selling specialized technologies—whether it’s embedded sensing, power electronics, industrial automation, or advanced materials—ABM provides a smarter way to:

● Zero in on high-potential customers

● Deliver messaging aligned with technical decision-maker needs

● Align sales and marketing around shared goals

● Create stronger, more relevant touchpoints across the buyer journey

What Makes ABM Different from Traditional Marketing?

Traditional marketing casts a wide net and hopes the right fish will swim into it. ABM is more like spear fishing. It’s a targeted approach where you and your sales team collaborate to identify and pursue high-value accounts with the highest revenue potential or strategic importance. 

Your content and campaigns are customized for each target account, often down to the individual stakeholder level. Your outreach happens across multiple touchpoints – email, social media, digital ads, events, direct mail, you name it – to reach decision-makers at different levels of the organization. You're meeting prospects where they are with highly targeted tactics.

While ABM is often more effective than traditional marketing, there’s no promise it will be easier. ABM demands close coordination between your sales and marketing teams to ensure consistent messaging, timing, and outreach strategies. 

With that said, ABM often outperforms traditional marketing in terms of a higher ROI, more engagement, and a shorter sales cycle. 

Your Step-by-Step ABM Blueprint

Want to give ABM a try? Here's how to build an ABM strategy that works:

Step 1: Identify Your Target Accounts – Start by looking at accounts based on revenue potential or strategic value to your business. Ask yourself: If you could only work with 5, 15, or 50 companies for the next year, which ones would move the needle most?

Step 2: Map Key Stakeholders – Take time to understand the buying committee and influencers within each account. If, for example, that includes engineers, procurement, finance, and C-level executives, each has different concerns and speaks a different language.

Step 3: Develop Personalized Content – Create materials tailored to specific pain points and roles. Your content for a semiconductor company's design engineer should feel completely different from what you show their finance director.

Step 4: Launch Multi-Channel Campaigns – Coordinate your touchpoints across email, social, paid ads, and sales outreach. These might include:

● Custom landing pages or microsites for specific accounts

● Personalized emails from sales and marketing

● Targeted LinkedIn ads for a company-specific audiences

● Executive-level outreach with tailored messaging

● Content or case studies when applicable

● Events or webinars exclusively for selected accounts

Step 5: Measure and Optimize – Track engagement and influence, then refine your strategy. Look beyond opens and clicks to focus on meeting requests, proposal invitations, and actual pipeline progression.

At Redpines, we specialize in helping core technology companies like yours execute marketing that actually moves the needle. We’ve seen how ABM can drive real results—when it's done with precision, deep technical understanding, and seamless coordination between sales and marketing.

If you're wondering whether ABM is right for your company, or how to get started, let’s talk. We’ll help you design an ABM program that fits your market, your team, and your goals—without overcomplicating the process.

Ready to explore what ABM could look like for your business? Reach out to me by phone at 415-409-0233 to start the conversation.