Account-Based Marketing
Target a specific number of high-potential accounts.
Focus your marketing where it can have the greatest impact.
Account-Based Marketing starts with knowing which companies you want to win and understanding what matters to the people inside those companies.
We build ABM strategies around a dedicated account list, the stakeholders under each account, the Job to Be Done of each person, and the signals that tell you when they're showing intent.
The problem
More leads aren't always the goal.
Traditional demand generation or inbound marketing is built around attracting people to your business—either to your website, to a webinar, or through another marketing strategy designed to capture their information when they're interested.
With ABM, it's the opposite. We go to them.
You already know which companies you want as customers. Instead of waiting for them to discover you, you meet them where they are.
You bring your knowledge, your message, and your value proposition directly to the people inside those accounts.
The difference is simple: inbound waits for discovery. ABM creates the opportunity to engage directly.
What we do
Build ABM around the account, the people, and their intent.
Our approach starts with a dedicated list of companies that fit your ICP and Serviceable Obtainable Market (SOM).
01
Target Account List
A focused list of companies that fit your ICP and are within your Serviceable Obtainable Market (SOM).
These are the accounts you can realistically target and have the greatest potential to win.
02
Personas — P1, P2, P3
We identify three key personas inside each target account:
P1 — Direct Beneficiary
The person who directly benefits from your solution.
P2 — Manager / Supervisor
The person responsible for P1, with greater purchasing influence.
P3 — Executive Decision-Maker
The senior executive who makes the final decision.
We then analyze each persona's responsibilities, pains, fears, and dreams.
03
Jobs to Be Done
We use Jobs to Be Done to understand what each persona is actually trying to accomplish—not simply their job title.
A Job to Be Done can apply to multiple roles within the same organization. This helps us understand what matters to each persona and how your solution can help them accomplish it.
04
Account-Based Messaging
Once we understand the people we're trying to reach and what they're trying to accomplish, we build messaging around their problems, fears, motivations, and desired outcomes.
The result is messaging that speaks to the customer—not simply messaging about the product.
We continuously test, measure, and optimize across accounts, personas, messaging, and channels—using engagement and intent signals to guide every iteration.
What you get
A more focused way to win your target accounts.
Depending on your goals, your ABM strategy can include:
- A prioritized target-account list
- Account and persona research
- Jobs-to-Be-Done analysis
- Account-based messaging
- Personalized content and offers
- Paid media targeting
- Remarketing strategies
- Intent and engagement tracking
- Account-level campaign measurement
- Marketing and Sales alignment
Instead of asking, “How do we generate more leads?” You can start asking:
“How do we move these specific accounts forward?”
Do you know which accounts you want—but not how to reach them?
Let's build an ABM strategy around the companies you actually want to win.
Build Your ABM StrategyFrequently Asked Questions
Account-Based Marketing is a strategy that focuses marketing efforts on a defined group of high-value target accounts rather than treating every potential lead the same.
The goal is to coordinate marketing around the specific companies you want to win and the people involved in their buying process.
No. ABM can work for any B2B company where there is a defined set of accounts that represent meaningful opportunities.
The level of personalization and investment should depend on the value and complexity of the accounts you're targeting.
We start with your ideal customer profile and business priorities to create a focused account list.
The goal isn't to target every company that could theoretically buy from you. It's to prioritize the accounts where focused marketing can have the greatest impact.
We go beyond job titles.
We look at each persona's responsibilities, pains, fears, dreams, motivations, and Jobs to Be Done.
A Job to Be Done can span multiple roles inside an organization. Understanding the job rather than simply the title allows us to build messaging around what people are actually trying to accomplish.
Paid media can be an important part of an ABM strategy.
Once target accounts and relevant audiences are defined, paid campaigns can help reach those people and support the account throughout the buying journey.
Engagement and intent signals can then inform remarketing and future messaging.
With the right tracking and Google Tag implementation, website engagement can provide useful signals about what target accounts and users are interested in.
Those signals can be combined with paid media and remarketing strategies to respond to demonstrated interest.
Not necessarily.
ABM can work alongside broader demand generation. The difference is the level of focus.
Instead of treating every potential customer the same, ABM allows you to dedicate more attention and resources to the accounts that matter most.
Related Services
GTM Strategy
Define your ideal customers, positioning, messaging, and the strategic foundation behind your target-account strategy.
Paid Media
Reach target accounts with the right message and offers based on where they are in their buying journey.
Marketing Analytics
Connect campaign activity, engagement, and conversion data to understand what's happening across your target accounts.
SEO & GEO
Build organic visibility so your target accounts can discover and evaluate your brand throughout their buying journey.