Real ABM inverts the model: you start with named accounts, not personas or keywords, and every channel — ads, content, sales outreach — is built around that specific list and the stakeholders inside it. If your “ABM program” is really a demand gen campaign with a filter applied, it’s not ABM, and it won’t perform like it.
Account Identification & Tiering
We build your target account list using intent data, technographic fit, firmographic scoring, and — critically — direct input from sales on who they actually want to close. Output: a tiered account list (Tier 1/2/3) with clear criteria for why each account made the cut.
Buying Committee Mapping
For each target account, we identify the likely stakeholders — economic buyer, champion, technical evaluator, blocker — and build messaging tracks for each role. Selling to a CFO and a VP Engineering on the same deal requires different messages, not the same email with a different name field.
Multi-Channel Campaign Execution
- LinkedIn ABM ads (account-targeted, not just lookalike audiences)
- Programmatic display targeted to named accounts
- Personalized direct mail for Tier 1 accounts
- 1:1 and 1:few email sequences written for specific roles and triggers
- Website personalization for known target accounts visiting your site
- Sales enablement content (battlecards, account briefs, talk tracks)
Intent Data & Signal Monitoring
We set up and manage intent data tools (6sense, Bombora, ZoomInfo, or your existing stack) to flag when target accounts show buying signals — so outreach happens when accounts are actually in-market, not on a fixed calendar.
Sales & Marketing Orchestration
Shared account scorecards, defined MQA (Marketing Qualified Account) criteria agreed with sales in advance, joint account planning sessions, and a cadence for reviewing which accounts are progressing and which are stalled.
Reporting on What Matters
Account engagement scores, pipeline generated from target accounts, win rate on target vs. non-target accounts, sales cycle length comparison. Not just cost-per-lead.
Why ABM for B2B companies
What size company/deal is ABM actually worth it for?
Generally, if your average deal size is under $10-15K or your sales cycle is under 60 days, the personalization overhead of true ABM isn’t worth the cost per account. Programmatic (one-to-many) ABM can work at lower deal sizes; one-to-one ABM rarely does.
How long before we see pipeline results?
Expect 60–90 days minimum before meaningful account engagement translates into pipeline, and longer for closed revenue given typical enterprise sales cycles. We won’t promise faster — anyone who does is optimizing for signing you, not for your results.
Do you require a minimum contract length?
ABM programs generally need 6 months minimum to show real pipeline/revenue impact given sales cycle length. Shorter engagements mostly measure activity, not outcomes.
What do you need from us to get started?
Access to your CRM data, a sales stakeholder who will actually engage in account planning (not just marketing), and existing customer/win data if available. Programs where sales opts out of participation underperform regardless of how good the marketing execution is — this is the single biggest failure point in ABM engagements industry-wide, and we’ll flag it early if we see it happening.
(Flip the Funnel. Target What Matters)
The account intelligence and strategy that B2B leaders use to identify, engage, and convert
their highest-value accounts.
