Account-Based Marketing,
in plain language.
Profit Mill runs your paid media. ABM is the wider strategic system that paid media plugs into — how you choose accounts, map the buying committee, orchestrate channels, and measure outcomes. This briefing is the introduction.
Paid ads are one channel. ABM is the strategy.
Traditional demand generation casts a wide net and hopes for leads. ABM flips that on its head — you treat individual high-value accounts as markets of one, concentrating resources where they matter most.
Profit Mill is exceptional at the paid media layer: LinkedIn, programmatic, retargeting, search. ABM is the layer above it — choosing the right accounts, mapping six to ten stakeholders per deal, orchestrating sales and marketing, and measuring by account engagement instead of MQLs.
This site walks Baxter through what a complete ABM program looks like, and what a Baxter-specific application would include.
Two chapters. Read in order.
ABM Foundations
The eight core tenets every serious ABM program is built on — from ICP tiering to intent-driven timing and account-based measurement.
Read the foundations →ABM for Baxter
A practical, Baxter-specific application — IDN tiering, buying committee map, intent signals, tiered plays, content pillars, and measurement.
Read the Baxter playbook →Complex healthcare sales are exactly what ABM was built for.
stakeholders in a typical Baxter buying committee — finance, clinical, IT, end users, procurement, physician leadership.
competitor contract cycles. Knowing when they expire turns intent data into a pipeline trigger.
tiered plays — bespoke for top IDNs, segmented for mid-market, programmatic for the long tail.