Account-based marketing: win the accounts you choose.
You name the companies you want as customers. We reach the buying committee in each one, together with your sales team, and report meetings and pipeline per account in your CRM.
How an ABM programme starts.
- 01
Choose the accounts.
We build the target list with your sales team, from the deals you won and the deals you lost.
- 02
Prepare.
Research, messages and content for each group of accounts. Account views and reports are set up in your CRM.
- 03
Run a pilot.
One group of accounts, worked by sales and marketing together, with a weekly review.
- 04
Decide.
You see meetings and pipeline per account, and decide what to scale.
What you get.
A list of accounts your sales team agrees with.
Built from your won and lost deals, and sorted by fit and potential.
The people to reach in each account, and what each of them cares about.
Messages and content for each group of accounts.
Written for you, in English, German, French and Polish.
Meetings and pipeline, reported per account in your CRM.
One complete programme, from target list to pipeline.
Plan your ABM programmeIdeal customer profile
Based on the deals you won and the deals you lost.
Target account list
Named accounts, sorted into tiers by fit and potential.
Buying committee map
The roles to reach in each account.
Messages and content
Per account for the top tier, per segment for the other tiers.
Coordinated campaigns
Outbound, content and paid campaigns aimed at the same accounts.
Reporting per account
Engagement, meetings and pipeline in your CRM.
Using HubSpot? We set up target accounts, buying roles and account reports in your portal.
HubSpot services →Questions about account-based marketing (ABM)
What is account-based marketing (ABM)?
Account-based marketing (ABM) means that you choose the companies you want as customers and work to win each one. Sales and marketing work the same list of accounts, and pipeline is reported per account.
When does ABM make sense for a B2B company?
ABM works when deals are large, several people take part in the buying decision, and the list of possible customers is limited. For low-value products sold to many companies, lead generation costs less per customer.
How is ABM different from lead generation?
Lead generation attracts many companies and then qualifies them. ABM starts with a list of chosen companies and works to win each one.
How many accounts should an ABM programme target?
As many as your sales team can work well. The top tier is worked account by account. Larger tiers are worked per segment.
How do you measure ABM results?
Per account: engagement of the buying committee, meetings and pipeline. The numbers come from your CRM.
How long does it take to see results from ABM?
A pilot with one group of accounts runs for 6–10 weeks. It shows which accounts engage and take meetings. Pipeline depends on the length of your sales cycle.
How much does ABM cost?
The cost depends on the number of accounts, the channels and the languages. We agree the scope of the pilot with you after the first call.
Can you run ABM in HubSpot?
Yes. HubSpot has target accounts, buying roles and account-level reports. We set them up and run the programme in your portal.
See what your target list should look like.
Bring your last twenty won and lost deals. We show you the pattern in them, and what a target account list would look like for your team.
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