Account-Based Marketing

Account-Based Marketing (ABM) is an approach in which marketing and sales teams collaborate to target high-value accounts and win them as customers.

Target key accounts & win best-fit new business

ABM flips the typical sales funnel by starting with a small group of accounts that widens as accounts are nurtured through the funnel. Rather than casting a wide net and trying to attract any and all leads, ABM focuses on targeting specific high-value accounts that are most likely to result in a sale and engaging with them personally.

Old model


New model


Optimising cross-channel engagement

To measure and optimise cross-channel engagement, track performance across different channels and make adjustments as needed, using analytics tools to identify areas for improvement and make data-driven decisions along the way.

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Discover high-value accounts
Using firmographic data and business intelligence we can identify and prioritise high-value accounts based on revenue potential, market influence and profit potential.
Identify the buyers ecosystem
By researching your ideal customers we can identify how target accounts are structured, who the decision-makers and influencers are, and how decisions are made.
Define content & messaging
By understanding the business challenges that target accounts face, we can shape messaging and content that addresses their pain.
Determine channels
Where do target account buyers consume information? Do they prefer to watch, listen or read? At what stage of the buyer’s journey do they engage, and why might they fail to do so? We can help you identify the channels that are likely to be the most effective.
Measure & optimise cross-channel engagement
We will deliver coordinated and personalised cross channel campaigns and set up dashboards for revenue-based analytics to support sales and marketing alignment. 

A guide to Account-Based Marketing

Target and engage ideal customers for optimal results

Read the FREE guide

Getting started with The Growth Plan

For contract manufacturers seeking sustainable growth this is a risk-free three-step process to shape a strategy for scaling your business.

Discover a Pipeline
Growth Strategy
Book a FREE 1-2-1 interactive workshop
Arrange a Brand
Positioning Workshop
Includes a diagnostic review and competitor research
Co-Create a
Strategic GamePlan
Choose the best modules and workshops for your unique situation.