Account-Based Marketing in two phases: first decide whether an account belongs on your list, then build the strategy to go after it. Select a section to begin.
Start with Phase 01 — select a section to begin
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Name the account and summarise the opportunity in two or three sentences. What makes this account worth the focused effort of an ABM approach?
Account-based marketing is not a tactic. It is a decision about where to apply your best thinking. Most commercial teams spread themselves across too many accounts, doing mediocre work everywhere and excellent work nowhere. The ABM Canvas forces a different question: not how many accounts can we cover, but which accounts deserve the kind of preparation that actually changes outcomes.
The canvas is divided into two phases because selection and strategy are separate disciplines, and confusing them is expensive. Phase 01 asks whether this account belongs on your list at all. Phase 02 asks what you will do once it does. The most common failure in ABM is jumping to strategy before selection is complete, building elaborate plans for accounts that should never have cleared the filter in the first place.
The Value Case and First Move are the outputs that matter most in practice. A sharp account insight without a value case is interesting but not commercial. A value case without a first move is a plan without an action. The three elements compound: the sharper the insight, the more credible the hypothesis; the more specific the hypothesis, the more targeted the first move. Work through the canvas in order. The last two sections will tell you whether the first four were done with enough rigour.
Enter your email to generate a structured PDF report of your ABM Canvas. The report includes both phases, your account brief, and a readiness analysis.
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