Account-based marketing (ABM) flips the funnel: instead of casting wide and filtering, you pick the accounts worth winning and orchestrate marketing and sales around them. This checklist covers readiness, the target account list, the buying committee, plays, orchestration, and measurement. It is the ABM checklist we run for B2B SaaS clients at PipeRocket Digital.
It is interactive. Tick each item as you finish it, your progress saves in your browser, and you can download the whole thing as a PDF.
How to use this checklist
ABM fails without sales alignment, so start there. Work top to bottom: get aligned, build the list, map the committee, then run coordinated plays. Treat it as an ongoing program, not a campaign.
The ABM Checklist for 2026
Everything to launch account-based marketing for B2B SaaS: readiness, target accounts, the buying committee, plays, orchestration, and measurement. Tick items off as you go. Your progress saves automatically, and you can download the whole thing as a PDF.
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1. Readiness & alignment
2. Target account list
3. Buying committee
4. Plays & channels
5. Orchestration
6. Measurement
Confirm you are ready
Before any spend, align sales and marketing on goals, target accounts, and definitions. Confirm ABM actually fits (high average contract value, a finite set of accounts, a committee-based purchase), agree how you will tier accounts, and set up the tooling: CRM, ad platform, intent data, and reporting.
Build the target account list
The list is the strategy. Build it from ICP fit rather than gut feel, layer intent and engagement data to prioritise in-market accounts, and assign accounts to tiers with the right level of personalisation. Get sales sign-off before you spend a rupee or a dollar.
Map the buying committee
B2B SaaS deals are won across a committee, not with one champion. Map the roles in each account, source accurate contact data for them, and build persona-level messaging so the user, the economic buyer, and the blocker each hear something relevant.
Run coordinated plays
Run plays across LinkedIn ads, email, and SDR outreach that reinforce each other, create account or industry-specific landing pages and content, and personalise deeply for tier-1 while scaling personalisation for tier-2 and tier-3. Retarget engaged accounts across channels so your brand stays present.
Orchestrate and measure
Sequence marketing and sales touches so they build on each other, trigger SDR follow-up on engagement signals, and keep messaging consistent everywhere. Then measure ABM the right way: account engagement and coverage, pipeline created and influenced in target accounts, and deal velocity versus non-ABM accounts, not raw lead volume.
Go deeper
This is one of the checklists in our marketing checklists hub . Pair it with the LinkedIn Ads checklist for account targeting and the SaaS go-to-market checklist for the wider motion.
How we use this at PipeRocket Digital
We run ABM as a joint sales-and-marketing motion aimed at pipeline in named accounts. If you want a senior team to build and run an ABM program for your best-fit accounts, talk to us .
Frequently Asked Questions
What is an ABM checklist?
An ABM checklist is a structured list of the steps to launch and run account-based marketing: aligning sales and marketing, building a tiered target account list, mapping each account’s buying committee, running coordinated multi-channel plays, orchestrating sales and marketing touches, and measuring by account engagement and pipeline rather than leads.
When does ABM make sense for a SaaS company?
ABM fits when you sell high-value deals to a finite set of identifiable accounts through a buying committee, typically mid-market and enterprise SaaS. If you have a low price point and a huge addressable market, broad demand generation is usually more efficient than account-based marketing.
How do I build a target account list for ABM?
Start from your ICP and score accounts on fit, then layer intent and engagement data to find the ones in-market now. Assign accounts to tiers so you can match effort to value, and get sales to sign off on the list before you invest, since alignment is what makes ABM work.
What is the difference between ABM and demand generation?
Demand generation creates and captures interest across a broad market, then filters for fit. ABM starts with the specific accounts you want to win and orchestrates marketing and sales around them. Most B2B SaaS teams run both: demand gen for volume, ABM for the highest-value target accounts.
How do you measure ABM success?
Measure account engagement and account coverage, pipeline created and influenced within target accounts, and deal velocity and win rate versus non-ABM accounts. Lead volume is the wrong metric for ABM because the goal is winning specific high-value accounts, not maximising raw lead count.
