# How to make your channels play together like an orchestra

> Account Based Marketing often sounds like a heavy strategy. But in practice, it’s about getting all the parts to play together. Just as a solo musician can never sound like a full orchestra, marketing and sales need to i

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Publicerad: 2025-09-08T08:05:31

<h3 class="wp-block-heading">Account Based Marketing often sounds like a heavy strategy. But in practice, it’s about getting all the parts to play together. Just as a solo musician can never sound like a full orchestra, marketing and sales need to interact to create an impact. With the right practice, structure, and signals, it becomes both easier and more accurate.</h3>

<h2 class="wp-block-heading">In brief</h2>

<ul class="wp-block-list">
<li>ABM is not an extra process – it is the way to coordinate existing efforts.</li>

<li>When channels play together, every action is amplified.</li>

<li>The orchestra metaphor: first chaos, then interaction, finally music.</li>

<li>Small steps every week build momentum.</li>

<li>External support can take over production so that salespeople can sell.</li>
</ul>

<h2 class="wp-block-heading">Why ABM is often misunderstood</h2>

<p class="wp-block-paragraph">Many believe that ABM is just another campaign on the list. But ABM is actually the opposite – it’s taking what you already do in different channels and letting them reinforce each other.</p>

<p class="wp-block-paragraph">A LinkedIn post, a personal video, and a tailored landing page can each be "okay" on their own. But when they are played in sync, targeted at the same account, the effect is greater than the sum of the parts.</p>

<h2 class="wp-block-heading">The orchestra metaphor – how it works in practice</h2>

<p class="wp-block-paragraph"><em>A lone trumpet sounds flat. But when strings, percussion, and brass join in, it becomes music.</em></p>

<p class="wp-block-paragraph">It's the same with ABM:</p>

<ul class="wp-block-list">
<li><strong>The Trumpet:</strong> Sales sends personal outreach.</li>

<li><strong>The Strings:</strong> Marketing runs campaigns in the channels.</li>

<li><strong>The Percussion:</strong> Data and micro-signals dictate when the next action is taken.</li>
</ul>

<p class="wp-block-paragraph">When all parts play together – and practice week after week – the result is meetings and deals.</p>

<h2 class="wp-block-heading">4-week schedule – from chaos to harmony</h2>

<p class="wp-block-paragraph"><strong>Week 1</strong>: Choose 30 accounts. Create a simple plan for which channels to use.</p>

<p class="wp-block-paragraph"><strong>Week 2</strong>: Start the interaction. Sales sends personal intro videos, marketing publishes posts targeted at the same industry.</p>

<p class="wp-block-paragraph"><strong>Week 3</strong>: Listen to the signals. Clicks, opens, and replies determine who gets extra focus.</p>

<p class="wp-block-paragraph"><strong>Week 4</strong>: Summarize like a concert. Which accounts engaged? Which need more practice?</p>

<h2 class="wp-block-heading">Actions that deliver impact</h2>

<ul class="wp-block-list">
<li><strong>1:1 page</strong> with a relevant case study.</li>

<li><strong>Short intro video</strong> that humanizes the salesperson.</li>

<li><strong>Posts in the channels</strong> that build recognition.</li>

<li><strong>Follow-up on micro-signals</strong> – clicks, likes, opened emails.</li>
</ul>

<p class="wp-block-paragraph">Many teams get stuck in the final piece, the production itself. This is where an external sprint team can provide support. With ready-made 1:1 pages, graphics, and video in place, salespeople can focus on the dialogues. Just like hiring extra musicians makes the orchestra sound complete.</p>

<h2 class="wp-block-heading">Common mistakes</h2>

<ul class="wp-block-list">
<li>Playing solo: marketing runs its campaign, sales runs theirs.</li>

<li>Overproducing: you don't need perfect pages, you need tempo.</li>

<li>Forgetting to practice: ABM only gets good when it's done over and over again.</li>
</ul>

<h2 class="wp-block-heading">Summary and conclusion</h2>

<p class="wp-block-paragraph">ABM is not a new channel – it’s a new way to get existing efforts to play together. When sales and marketing act as an orchestra, the effect arises. At first it feels messy, then the interaction improves, and after a few weeks, it sounds like a cohesive whole. That’s when three meetings in thirty days is not just possible – it’s expected.</p>

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