B2B Account-Based Marketing Agency
Account-based marketing services for B2B companies with a named list of accounts to win. We research each account and its buying committee, and build the outreach and material that open conversations with them.
ABM services built on account research
Account-based marketing works in reverse to broad marketing. It starts with the companies you most want as customers, then decides what each one needs to hear. For a sales team with a finite list of target accounts, it puts every hour and every dollar where revenue is most likely.
Research is the foundation. For each account, that means its priorities, the people on the buying committee, what they already use, and why your offer matters to them now. Outreach and ads built on that research read as if they were written for each person who receives them.
VWO was building an ABM and outbound program from scratch and vetted seven vendors before choosing SeeResponse. We ran primary and secondary research on each named account, built sales and marketing battlesheets and contact data for every buying committee member, and set up a way to share findings in real time. VWO's team pitched from that material, and 40% of its named accounts opened a conversation.
How our ABM agency runs a program
A senior consultant leads the program with your sales team. Specialists handle research, data, outreach and ads, and you keep one point of contact.
Select
Research
Engage
Measure
Account-based marketing services we include
Eight parts of an ABM program, scaled to the size of your account list.
Target account selection
Account research
Buying committee mapping
Sales battlesheets
Personalized outreach
ABM advertising
Account content
Account reporting
ABM within a wider B2B program
ABM covers the accounts sales most wants. These practices cover the rest of the market.
Demand generation
Outbound marketing
HubSpot and marketing ops
Account-based marketing, from strategy to results
What ABM is, how to build an ABM strategy, and when it is the right approach.
What account-based marketing is
Account-based marketing treats each target company as a market of one. Instead of attracting as many leads as possible, it picks the accounts most worth winning and coordinates research, outreach, ads and content aimed at each of them.
It suits B2B companies with high contract values, a defined list of possible customers, and a sales team that can work closely with marketing.
Building an ABM strategy
An ABM strategy answers four questions: which accounts, how many tiers, what each tier receives, and how success is measured. The top tier might get individual research and personal outreach, while a larger second tier gets industry-level content and targeted ads.
The list has to be agreed with sales before anything launches. An account list that sales does not believe in produces engagement nobody follows up.
One-to-one, one-to-few and one-to-many ABM
One-to-one ABM gives a handful of strategic accounts their own research, messages and content. One-to-few groups similar accounts, such as companies in one industry, and personalizes by group. One-to-many applies account targeting to a larger list with lighter personalization.
Most programs mix the three, with the depth of research matched to the value of each account.
Account-based marketing examples
A software company targeting 50 enterprise accounts might research each one, write battlesheets for its sales team, run LinkedIn ads to the buying committee, and send personal outreach referring to each company's situation. For a larger list, the same company might group accounts by industry and build one case study and one sequence per group.
VWO's program is a working example: account-level research and battlesheets that led to conversations with 40% of its named accounts.
VWO case study →ABM for SaaS companies
SaaS companies moving up the market use ABM to reach enterprise accounts that won't sign up for a trial on their own. The buying committee is larger, so the research covers security, IT and finance as well as the team that will use the product.
Your existing customers are a good source for the list. Accounts that look like your best customers, in size, industry and the problem they solve, are the ones most likely to buy.
SaaS marketing →Measuring account-based marketing
ABM is measured by account, beyond lead counts. The useful numbers are how many target accounts are engaged, how many opened a conversation, and the pipeline and revenue from the list.
A lead from outside the list can still be good business, but it doesn't count as ABM success. Keeping the two separate shows whether the program is working.
Report by tier as well as in total, so the top accounts get a closer look than the rest of the list.
ABM work we can name
An account-based program, and what it delivered.
Account-based marketing agency questions
Six questions, specific to account-based marketing.
How much do account-based marketing services cost?
Most of our retainers start between $2,500 and $7,500 a month, set by how many accounts are in the program and how deep the research on each one goes. A one-off project, such as researching a target list and writing battlesheets, can cost less. Ad spend is on top of the retainer.
There is no minimum term, and it starts with a call.
What does an ABM agency do?
An ABM agency helps you pick the target accounts, researches each one and its buying committee, and runs the outreach, advertising and content aimed at them. It gives your sales team the account context to pitch from, and reports on engagement and pipeline by account.
Some ABM agencies also resell software or intent data. We work with the tools you already have, and recommend a platform only when the program needs one.
How many accounts should an ABM program include?
As many as your sales team can follow up properly. A small team might focus deeply on 20 to 50 accounts; a larger one can add a second tier of a few hundred with lighter personalization.
Start smaller than you think, prove it works, then add accounts.
What is the difference between ABM and demand generation?
Demand generation reaches a broad target market and builds interest across it. ABM focuses on a named list of accounts and the people inside each one. Most B2B companies use both: ABM for the accounts sales most wants, and demand generation for everyone else.
Do we need special ABM software?
Not to start. Account research, a well-organized CRM, LinkedIn targeting and email outreach cover most programs. Dedicated ABM platforms add intent data and account-level advertising, and they are worth considering once the program has proven itself.
Buying a platform before the account list and the research exist is an expensive way to delay starting.
Can ABM work alongside our sales team's own outreach?
It should. ABM works best when sales and marketing agree on the list, share the research and coordinate who contacts which person. For VWO, the research was shared in real time so the sales team could act on it straight away.