Brynne emphasizes that true ABM requires complete alignment with sales on target accounts. "At its core, ABM is true alignment with sales," she explains. The disconnect between sales and marketing leaders is the biggest pitfall she sees in organizations attempting ABM.

Despite her background at Terminus, Brynne maintains an intentionally lean tech stack centered around HubSpot for both marketing automation and CRM. She advises marketers to avoid the trap of overcomplicating their tech stack, noting that "you can do a lot with a simple tech stack" and additional tools often become "time wasters."

For priority accounts, Brynne's team conducts extensive research, sometimes even incorporating aspects of the prospect's own marketing messaging into their campaigns. They investigate which organizations prospects belong to, what events they attend, and where they're engaging - creating highly targeted approaches.

"Never sleep on messaging," Brynne advises. Her team constantly vets how their messaging lands in the market, almost on a weekly basis. She considers messaging validation crucial even though it's "regularly a heavy lift."

Rather than replacing creative work, Brynne leverages AI to handle repetitive administrative tasks, freeing her team to focus on strategic and creative thinking. She also uses AI for market trend capturing and to train models on their specific brand tone.

Unlike traditional marketing departments, Brynne's team prioritizes direct relationships with customers - visiting sites, taking customers to dinner, and connecting with their communications teams. This approach provides valuable insights and creates stronger connections with executive decision-makers.

"Thought leadership or classic marketing levers are great, but only valuable if they drive adoption, feedback, or revenue." This ruthless prioritization helps her small team focus efforts where they matter most.