From ICP to ROI: Insights from Will Vasquez

Account-Based Marketing (ABM) isn't just another B2B tactic—it’s a mindset shift. In this episode of What’s Data and AI Got to Do With It?, Will Vasquez, a marketing leader at 6sense, joins Deirdre Mahon to unpack what it takes to launch, scale, and prove the impact of a mature ABM program.

Whether you're just starting or looking to level up, this episode is packed with practical, real-world advice from someone who's done it—on both sides of the sales-marketing divide.

Start with the End in Mind: Define Your ICP

You can’t scale what you haven’t clearly defined.

Will: “What does good look like? That’s where your ICP comes in.”

Your Ideal Customer Profile (ICP) is the north star of ABM. Will emphasizes the need for alignment across sales, product marketing, and ops to ensure your ICP is data-informed and deeply collaborative.

• Use firmographics, technographics, and intent data to run composition analyses
  
  
• Align around shared criteria to create focused, scalable account segments

Takeaway: A strong ICP = a strong foundation. Without it, ABM becomes guesswork.

Proving ROI: Look Beyond Lead Volume

Measuring ABM success is notoriously tricky—but not impossible.

Will: “Normalize your data. Focus on account-level signals and median deal size—not just averages.”

Deirdre adds that deeper engagement and influence across buying committees often matters more than net-new volume.

• Track penetration across personas and engagement depth
  
  
• Prioritize metrics like conversion rates, influenced pipeline, and average selling price (ASP)

Takeaway: ABM isn’t about getting more leads. It’s about closing the right ones.

ABM for Startups? Start Small, Go Deep

Deirdre: “ABM can be overkill for early-stage companies chasing fast pipeline.”

Will agrees—it’s not all or nothing.

His advice? Pilot ABM within your best-performing segment—maybe it’s a certain vertical, persona, or company size.

• Run micro-campaigns in proven areas
  
  
• Validate the approach before scaling

 Takeaway: You don’t need a full-blown ABM engine from Day 1. Prove value, then expand.

Get Buy-In Early: ABM Starts at the Top

Will: “You can’t just buy an ABM tool and expect it to work.”

Success requires executive sponsorship, a dedicated team, and strong cross-functional comms.

• Share early wins to keep momentum
  
  
• Establish shared KPIs between sales, marketing, and ops

 Takeaway: ABM is a team sport. Without leadership support, it stalls fast.

Clean Your Data—or Pay the Price

Outdated data? A marketer’s worst nightmare.

Will: “One client was using a two-year-old account list. That’s a credibility killer.”

Keep your ICP and target list updated frequently. Intent data is only as good as its recency and relevance.

Takeaway: Clean, current data is non-negotiable. It’s the difference between connection and confusion.

AI in ABM: Scale Smarter, Not Sloppier

AI is no longer a “nice to have”—it’s central to modern ABM.

Will shares how tools like 6sense, ChatGPT, and Gemini help his team move faster and communicate smarter.

Will: “AI helps, but don’t throw it at everything. Pick use cases where it actually helps you scale.”

Takeaway: Use AI to accelerate execution—but always pair it with human strategy and oversight.

It’s a Marathon, Not a Sprint

Will breaks down the timeline for true ABM transformation:

“You’re looking at 12 months—from pilot to performance. It’s storming, forming, norming, performing.”

Change management takes time. Early friction is normal. But once alignment hits, the payoff is real and measurable.

Takeaway: ABM isn’t an overnight win. But with the right people, process, and patience, it becomes a revenue engine.

Final Thoughts: Marketing in Service of Revenue

ABM isn’t a marketing initiative—it’s a go-to-market strategy. When done right, it aligns teams, sharpens focus, and drives real business outcomes.

Ready to dive deeper?
Listen to the full episode of What’s Data and AI Got to Do With It? featuring Will Vasquez from 6sense and hear how the best in the business make ABM work.