An Expert B2B Account Based Marketing Agency

Account-based marketing is a B2B strategy that works to align sales, marketing, and business goals, and then focused marketing efforts on a defined list of high-value accounts rather than broad audiences. These campaigns use firmographic and persona-based targeting criteria to serve curated content developed specifically for each reader type, and works to connect, engage, and drive sales within specific accounts.

A B2B ABM agency plans and executes targeted campaigns, aligning business goals, sales opportunities, and marketing to focus on prospects with strategic value. The agency typically manages cross-channel efforts – including inbound and outbound marketing tactics – generating visibility through digital and content impressions and well as developing curated user experience funnels that drive leads and sales. Firms that specialize in account-based marketing for B2B audiences often have specialized approaches that address long sales cycles, complex audience targeting, and attribution models to help track performance and impact.

Account-based marketing services are based on each unique client plans, but often include strategic audience targeting, budget and channel planning, persona-to-value proportion mapping, creative asset development, paid media planning, content creation, sales funnel planning, website landing page development, data tracking, and performance reporting. Often these campaigns leverage many marketing channels – including social media, search engines, trade media, and email – to reach highly-specific audiences, making them complex and nuanced, especially for B2B audiences.

Account based marketing campaigns for B2B audiences require detailed planning and improve data tracking, given the variety of motivators that impact unique audiences, as well as long lead-to-sale conversion timelines. A B2B ABM campaign should include strategic lead attribution tracking – identifying what channels, content, and tactics resulted in first touch engagement all the way through to lead-to-sale conversion when possible.

Account-based lead generation prioritizes quality over volume by focusing on engagement within key target accounts rather than capturing larger numbers of leads across prospect types. ABM-specific B2B campaigns often work to generate leads within a specific set of target companies, buyer types and job functions, aligning marketing content with each target.

Yes. An ABM agency for manufacturers understands long sales cycles, technical buyers, and multi-stakeholder decision processes, making ABM highly effective for industrial organizations. Given the broad array of customer types manufacturers work to reach, an account-based approach can focus efforts and resources on prospects with the highest potential for return and growth.