Account-Based Marketing
Coordinated marketing and sales plays for the accounts that matter most.
What it is
Part of Lead Generation. Delivered inside your subscription alongside every other service.
When a small number of accounts represent most of your potential revenue, broad marketing is the wrong shape. Account-based marketing focuses budget, content and outreach on named accounts, coordinates every touchpoint between marketing and sales, and measures engagement at the account level rather than the individual lead.
We build ABM programmes in tiers: one-to-one plays for the handful of accounts worth bespoke effort, one-to-few for clusters with shared needs, and one-to-many for the wider target list.
What the team actually does.
Account selection & tiering
Target accounts chosen on fit, value and signals, and tiered by the effort they justify.
Account intelligence
Research on the buying committee, priorities and triggers for each account.
Personalised content & campaigns
Pages, ads, emails and materials built for the account or cluster.
Multichannel orchestration
Ads, outreach, events and direct mail sequenced around the sales conversation.
Sales enablement
Briefs, talk tracks and materials so sales enters every account informed.
Account-level measurement
Engagement, coverage and progression tracked per account.
How it runs.
From the first week to the ongoing rhythm.
Select
Target list agreed with sales and tiered.
Research
Buying committees mapped, insights gathered.
Activate
Coordinated plays launched per tier.
Review
Account engagement and progression reviewed with sales every fortnight.
Who it is for
- Enterprise and mid-market sellers with a defined target list
- Companies with long, multi-stakeholder buying cycles
- Businesses where a handful of wins makes the year
What we measure
- Target account engagement and coverage
- Meetings with buying-committee members
- Opportunities created in target accounts
- Deal velocity in ABM accounts versus others
- Pipeline and revenue from the target list
Works well with.
Services that usually run alongside it.
Questions about account-based marketing.
How many accounts should we target?
Fewer than most first lists. The right number is what sales can genuinely work and marketing can genuinely personalise for — often tens, not thousands, in the top tiers.
Does ABM replace inbound?
No. Inbound keeps feeding the wider funnel; ABM concentrates effort where the value is. The two share content, tools and data.
What tools are required?
A CRM and, ideally, a way to target and measure at the account level — LinkedIn, intent data or an ABM platform. We work with what you have and recommend additions only when they pay for themselves.
Ready to talk about account-based marketing?
Tell us what you are trying to achieve. We will say honestly whether this is the right lever, and what else it needs around it.
Or call +357 99 222662