A Guide to Scaling ABM for New Markets and Segments

How to Scale Account-Based Marketing (ABM) Successfully in New Markets

Account-Based Marketing (ABM) has earned its place as a powerful strategy for targeting high-value accounts and driving significant ROI.

However, many organisations struggle to replicate ABM success when expanding into new markets or segments. Why? Because scaling ABM isn’t as simple as copying what worked in your home market.

At Revnuu.io, we’ve seen firsthand how nuanced ABM implementation needs to be for startups and growth-focused businesses venturing into uncharted territories.

Every market has its unique dynamics—different buyer behaviours, competitive landscapes, and team capabilities.

This blog offers a step-by-step framework to help you scale ABM programs effectively while avoiding the pitfalls of a one-size-fits-all approach.

Analysing GTM Challenges in New Markets

Before jumping into execution, take a step back and evaluate the unique challenges and opportunities in your target market or segment. This analysis ensures you’re building your ABM strategy on a foundation of data and insight, not assumptions.

Key questions to address:

• What go-to-market (GTM) challenges do we face in this market or segment? Is it brand awareness, a crowded competitive landscape, or low buyer readiness?
• Should we prioritise awareness, expansion, or accelerating stalled deals?
• Does the regional team have the experience and skill set to execute ABM programs effectively?
• How will we gain buy-in and alignment from the local sales and marketing teams?

Pro Tip: This GTM analysis sets the stage for a strategy tailored to the specific conditions of the new market, avoiding missteps caused by not researching local nuances.

Developing a Regional or Segment-Specific ICP

Your Ideal Customer Profile (ICP) may vary significantly from market to market. In new regions, buyer preferences, pain points, and behaviours often differ from those in your core markets. Adjusting your ICP is critical to targeting the right accounts.

Key areas to explore:

• In which clusters do we see strong revenue potential and a clear competitive advantage?
• What are the top regional accounts within those clusters?
• What channels and communities do local buyers engage with most?
• What unique challenges or opportunities exist in the market or segment?

Example: If your domestic ICP focuses on mid-sized SaaS companies, you may find that in new markets, larger enterprises with complex procurement processes provide a better fit.

Aligning Messaging and Content with the New ICP

Effective ABM hinges on the relevance of your messaging. Once you’ve updated your ICP, the next step is to craft messaging and content that speaks directly to your audience in the new market or segment.

Ask yourself:

• What “old ways” are regional buyers using to address their challenges?
• How can we educate them about better solutions (and position ourselves as the answer)?
• What industry or regional trends should we leverage in our messaging?
• How can we differentiate ourselves from local competitors?

Best Practice: Use data-backed insights to guide content creation, such as regional benchmarks, buyer surveys, or competitor analysis. Create content formats that resonate, from case studies and whitepapers to webinars and localised blog posts.

Adapting Playbooks for Local Markets

Copying and pasting your central ABM playbook is a recipe for failure. Instead, adapt it to align with the skills, capacity, and needs of your regional teams.

Key considerations:

• What content, channels, and activities will create the most impact in this region?
• How can we nurture accounts that aren’t sales-ready yet?
• What criteria should we use to select target accounts likely to have a genuine need for our solution?

Pro Tip: Balance consistency and flexibility. While your core playbook ensures a unified brand and strategic approach, local adaptations provide the agility needed to resonate in the new market.

Setting Realistic Expectations and Metrics

When launching ABM in a new market, expecting the same results as in your home market is unrealistic. Metrics should reflect the nuances of your expansion effort, focusing on leading indicators to gauge early traction.

What to define:

• What leading indicators (e.g., engagement rates, pipeline growth) will signal progress?
• What are reasonable expectations for pipeline contribution and conversion rates?
• What reports and metrics should be tracked, and how often should they be reviewed?
• Who will ensure accountability for both sales and marketing teams in achieving program objectives?

Example: In a market where your brand has low awareness, focus initially on engagement metrics like webinar attendance or whitepaper downloads rather than immediate deal closures.

Why ABM Programs Fail to Scale

It’s worth reiterating two common reasons why ABM programs falter when applied to new markets:

• Ignoring Market Nuances: Every market operates under its unique set of challenges, buyer behaviours, and competitive dynamics. A lack of adaptation leads to irrelevant strategies and wasted resources.
• Overlooking Team Dynamics: Regional teams often have varying levels of expertise and resources. Without proper alignment and support, even the best-laid plans can fail in execution.

The key to success lies in balancing your overarching strategy with localised execution, ensuring both teams and tactics are set up for success.

Conclusion

Scaling ABM to new markets isn’t about duplicating what worked in your home market—it’s about tailoring your approach to reflect the unique dynamics of each region or segment.

By analysing GTM challenges, refining your ICP, localising messaging, adapting playbooks, and setting realistic metrics, your ABM program can achieve sustainable success in any market.

At Revnuu.io, we specialise in helping startups and businesses fast-track their growth through innovative solutions like ABM. Whether you’re entering a new market or optimising your existing strategy, we’re here to guide you every step of the way. Let us help you scale smarter, faster, and with more impact.