GROWTH
Account-based marketing for complex B2B sales
Account-based marketing focuses your commercial effort on the accounts most likely to move, rather than spreading it across a broad market. We design and run ABM and account growth programmes for B2B businesses with complex, multi-stakeholder sales, connecting account selection, proposition and outbound activity to measurable pipeline.
When this is needed
Signs this might be the right time
Account-based marketing is usually needed when top-of-funnel activity is broad but commercially shallow. There is plenty of marketing output and plenty of prospecting, yet the accounts that genuinely matter are not moving. Target lists exist but were built on convenience rather than commercial potential.
It is also the right approach when a small number of accounts represent most of the achievable revenue, and generic campaign activity cannot do justice to what those buyers need to hear.
- Top-of-funnel activity is inconsistent, underperforming or too dependent on individual effort
- The team is creating activity, but not enough qualified opportunities
- Target accounts are named, but not properly prioritised or worked
- Sales and marketing are not aligned around the same account strategy
- Messaging is too generic for senior buyers or complex buying groups
- Existing accounts have growth potential, but account plans are inconsistent
- The business needs a focused route into a new market, partner ecosystem or priority segment
- ABM has been discussed, but the operating model behind it is unclear
What's included
What we deliver
We help teams build focused account-based programmes with the discipline to sustain them. That covers who to target, what to say to them, how to reach them and how to measure whether it is working, aligned across marketing and sales rather than run by one function.
Target account strategy
Account selection, segmentation and buying group mapping based on commercial potential rather than familiarity, so effort concentrates where revenue realistically exists.
Account planning and growth plays
Practical plans for priority prospects and existing customers, setting out the growth opportunity in each account and the specific plays to pursue it.
Proposition and account messaging
Clear value propositions, pain points and proof points tailored to each account and buying role, so the message lands with the people who actually make the decision.
ABM strategy and enablement
Account-based marketing programmes for priority prospects or customers, coordinating marketing and sales activity around the same named accounts.
Outbound and campaign planning
Messaging, cadence design and qualification criteria for outbound activity aimed at target accounts, so prospecting supports the account strategy instead of running parallel to it.
Content and collateral strategy
Guides, thought leadership, sales decks and webinar content built for the specific accounts and buying roles being targeted, rather than generic marketing collateral.
Nurture and conversion
Programmes that move known prospects and target accounts from early interest to genuine commercial conversation, with defined handover points into sales.
Measurement and reporting
Visibility into meetings generated, opportunities created and account progression, so the programme is judged on pipeline rather than engagement metrics.
Account growth tooling and reporting
Support to define the tools, workflows and reporting that make account-based activity sustainable once the initial programme is running.
Outcomes
What improves
- Clearer focus on the accounts most likely to create revenue
- Sales and marketing working from the same account priorities
- More relevant messaging for senior buyers and buying groups
- Better progression from target account activity into meetings and opportunities
- Existing accounts worked with more structure and commercial intent
- Less wasted effort on low-fit activity
- Clearer visibility into what is creating pipeline and what is not
Where we’ve helped raise the bar
FAQS
Common questions
Is this the same as demand generation?
No. This is not broad campaign activity. Account-Based Growth starts with the accounts, propositions and buying groups that matter most, then builds the right activity around them.
Is this ABM?
It can include ABM, but only where the account focus, proposition, sales ownership and measurement are clear enough to make it useful. ABM is not treated as a magic-wand campaign.
Do you run the activity or design the programme?
We can design the strategy, support the internal team, shape the messaging and build the operating approach. Where execution support is needed, the scope should be defined around clear commercial outcomes.
Is this for new business or existing customers?
Both. The same account-based discipline can support named new logo pursuit, key account growth, partner ecosystems and existing customer expansion.
START HERE
You might also need
Sales Development & Conversion
SDR programmes, outbound prospecting and conversion optimisation that reliably fills and converts the top of funnel.
Go-to-Market Strategy & Planning
Market analysis, positioning, ICP definition and commercial performance planning that connects effort to measurable outcomes.
Revenue Operations & Funnel Design
CRM architecture, pipeline design and reporting that gives leadership teams real visibility into commercial performance.
Focused accounts need more than activity.
A Commercial Performance Diagnostic gives you a clearer view of where account focus, proposition and sales activity need to connect more effectively.