Service · Demand Generation
Account-based marketing for the technical Mittelstand.
In many technical markets, only a few hundred companies are genuinely possible customers. Account-based marketing focuses marketing and sales on exactly these accounts and engages their buying committee in a targeted way.
In short
Account-based marketing (ABM) works a defined list of target accounts together with sales. It includes selecting and prioritising accounts, account research, content per role in the buying committee, campaigns via LinkedIn, Google and email, and coordinated sales outreach. Success is measured by engagement in target accounts, meetings and pipeline.
Definition
Account-based marketing is an approach in which marketing and sales treat a jointly defined list of target companies as individual markets. Content, campaigns and outreach are tailored to these accounts and their buying committee.
01 · Starting point
Why ABM fits technical B2B so well.
Classic campaigns try to filter the few interested parties out of a large market. In technical B2B the market is often small and known. It is clear which companies are possible customers.
ABM turns this logic around. Marketing and sales agree on a list of target accounts and work it together. Each role in the buying committee receives content that matches its question.
The greatest benefit often lies in the alignment itself. When marketing and sales work the same list, many discussions about lead quality disappear.
Prerequisites
- A clear ideal customer profile
- A sales team that supports the account list
- Content that answers questions of the buying committee
- A CRM in which accounts and activities are visible
- Patience for a buying process lasting several months
02 · Scope
Six building blocks of an ABM programme.
ABM works as 1:1, 1:few or 1:many. The tier depends on the number and value of accounts.
- Block 01
Account selection
Selection and prioritisation of target accounts based on ICP, potential, existing relationship and signals.
- Block 02
Account research
Research on organisation, projects, technology and contacts. Mapping of the buying committee per account.
- Block 03
Content per role
Messages, case studies and offers per role and per account cluster.
- Block 04
Campaigns
LinkedIn campaigns on account lists, retargeting, direct mail and email within the legal framework.
- Block 05
Sales alignment
Shared account plans, signals to sales, coordinated sequences and a weekly check-in.
- Block 06
Measurement
Engagement per account, buying committee coverage, meetings, pipeline and closed deals.
03 · Approach
How an ABM programme starts.
-
01
Account list
Joint selection with sales based on the ICP. Division into tiers and clusters.
- Prioritised account list
- Tiers and clusters
-
02
Research and mapping
Research of the accounts and mapping of the buying committee.
- Account profiles
- Buying committee maps
-
03
Content and campaigns
Creating content per cluster and setting up the campaigns.
- Content per role
- Campaign set-up
- Sequences for sales
-
04
Execution
Campaigns, signals to sales and a weekly check-in.
- Weekly account overview
-
05
Review
Review by account engagement, meetings and pipeline. The list is adjusted each quarter.
- ABM dashboard
- Quarterly review
04 · Deliverables
What you have in hand at the end.
| Deliverable | Format | Everyday use |
|---|---|---|
| Target account list | List with tiers | Shared focus for marketing and sales |
| Account profiles | Short profiles per account | Preparation for conversations |
| Buying committee maps | Diagram per account or cluster | Engagement of all relevant roles |
| Campaigns and content | Live campaigns, assets | Visibility in target accounts |
| ABM dashboard | Dashboard in the CRM | Steering by pipeline |
Guideline scale: 1:1 around 5 to 20 accounts, 1:few around 20 to 100 accounts, 1:many several hundred accounts.
Frequently asked
Frequently asked questions about account-based marketing.
From how many accounts is ABM worthwhile?
Do we need dedicated ABM software?
How does ABM work with our sales team?
When do first results show?
Further reading
Relevant next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.