Target Your Best-Fit Accounts. Close Them Faster.
A systematic ABM programme that aligns marketing and sales around a defined list of high-value target accounts. Personalised campaigns, multi-channel engagement and coordinated sales outreach to move the right accounts through the pipeline.
What is Account-Based Marketing?
Account-based marketing (ABM) is a B2B growth strategy that concentrates marketing and sales resources on a defined list of high-value target accounts rather than pursuing broad lead generation. Instead of generating individual leads and hoping the right company converts, ABM treats each target account as its own market: building intelligence on the buying committee, personalising campaigns to that account's specific context, and coordinating outreach across multiple channels simultaneously. The result is higher average deal values, shorter sales cycles and stronger alignment between marketing and sales around shared account-level goals.
Signs You Need Account-Based Marketing
- Your sales team can name the 50-200 companies they want to close but marketing is generating leads from an entirely different set of companies.
- You have a high average contract value but your pipeline is dominated by small deals that consume disproportionate sales resource.
- Deals stall because you have one champion inside the account but no visibility into or relationship with the broader buying committee.
- Marketing sends the same generic content to everyone and sales ignores the leads because they are rarely from the right companies.
- You sell into complex organisations with 3 to 8 stakeholders involved in the buying decision and your outreach currently only reaches one of them.
Who This Is For
B2B Companies with Long Sales Cycles
Companies with 3 to 12 month sales cycles benefit most from ABM because the programme sustains engagement with target accounts between touchpoints, keeping the buying committee warm while procurement, legal or IT review proceeds.
Enterprise SaaS Vendors
SaaS companies targeting enterprise accounts with ACVs above GBP30,000 use ABM to penetrate named accounts at multiple stakeholder levels simultaneously, shortening deal cycles that would otherwise depend on a single champion.
Professional Services with Defined Target Markets
Consultancies, law firms and advisory businesses with a narrow, defined target market of 100 to 500 accounts use ABM to build sustained presence within those accounts before any RFP or procurement process begins.
Companies Entering New Markets
Businesses expanding into a new geography, sector or product category use ABM to build awareness and pipeline in a new market without waiting for inbound to develop, targeting the specific accounts that matter most in the new territory.
What You Get
- Target Account ListA tiered account list built using firmographic, technographic and intent data, validated with your sales team before any campaign activity begins.
- Buying Committee MapsDocumented stakeholder maps for each Tier 1 account, identifying economic buyers, champions, influencers and blockers with contact data and LinkedIn profiles.
- Account Intelligence BriefsResearch documents covering each Tier 1 account: recent news, strategic priorities, technology stack, pain points and existing relationships to inform personalised outreach.
- Personalised Campaign AssetsEmail sequences, LinkedIn outreach, ad creative and landing pages tailored to each account tier, with Tier 1 assets personalised to the individual account's context.
- Intent Data MonitoringContinuous monitoring of target accounts for buying intent signals via Bombora and 6sense, triggering sales alerts when accounts are actively researching relevant topics.
- Account Engagement ReportsWeekly account-level reporting showing engagement by stakeholder, channel attribution, pipeline progression and which accounts are showing readiness signals for sales outreach.
- Sales-Marketing PlaybooksDocumented plays coordinating marketing and sales actions by account stage, ensuring every sales outreach is timed to marketing engagement signals rather than following a generic cadence.
What ABM Covers
Account Selection
We work with your sales team to identify and tier high-value target accounts using firmographic, technographic and intent data.
Account Intelligence
Research on each target account, buying committee mapping, pain points, recent news and existing relationships.
Personalised Campaigns
Multi-channel campaigns tailored to each account tier, across LinkedIn, email, paid and content.
Sales Alignment
Coordinated plays between marketing and sales so every outreach is timed and relevant to account signals.
The Koldconvert Account Acceleration Framework
Most ABM programmes fail because they are built around content production rather than account intelligence. Koldconvert's Account Acceleration Framework inverts this: we invest the first two weeks in building intelligence on each Tier 1 account before a single campaign asset is created. We map the buying committee, identify the economic buyer and the likely blocker, research the account's current strategic priorities and technology landscape, and only then design a campaign that speaks directly to what that account needs to hear. This intelligence layer means our personalisation is grounded in real context, not first-name-plus-company-name substitution. Sales teams are briefed on every account before they outreach, coordinating their timing to marketing engagement signals rather than working in parallel silos.
How ABM Works
Account Selection
Define and tier your target account list, typically 25-100 accounts for Tier 1 and broader clusters for Tier 2.
Intelligence Build
Research accounts, map buying committees, identify champions and economic buyers, uncover pain points.
Campaign Build
Create personalised messaging and campaign assets for each tier, across LinkedIn, cold email and paid channels.
Activate and Optimise
Launch campaigns, monitor account engagement signals, route hot accounts to sales and refine based on pipeline data.
Tools & Technology
6sense and Bombora provide intent data that tells us which target accounts are actively researching relevant topics, triggering campaign activation at the right moment. Demandbase and Terminus serve account-targeted ads across display and social. Clearbit enriches account data for precise segmentation in HubSpot or Salesforce. Mutiny personalises website landing pages dynamically when a target account visits. Notion documents account intelligence briefs and coordination plays shared between marketing and sales.
How We Work Together
Tier 1 Accelerator Programme
Full one-to-one ABM for 25-100 named accounts. Includes buying committee mapping, bespoke campaign assets per account, coordinated multi-channel activation and weekly pipeline reporting. Minimum 4-month engagement.
Tier 2 Segment Programme
One-to-few ABM for 100-500 accounts segmented by industry, size or buying stage. Personalised by segment rather than by individual account. Suited to companies scaling ABM beyond an initial Tier 1 cohort.
ABM Strategy and Playbook Sprint
An 8-week engagement producing your target account list, buying committee templates, channel playbook and measurement framework. Suited to teams that want to own execution internally with a proven framework to build from.
What Clients Achieve
Account-Based Marketing Outcomes
Account-Based Marketing for Your Industry
SaaS & B2B Software
Enterprise SaaS companies use ABM to penetrate target accounts at multiple stakeholder levels simultaneously, engaging the IT buyer, the business unit head and the CFO with different messaging in a coordinated sequence rather than hoping a single champion can sell internally.
FinTech & Payments
FinTech companies targeting large financial institutions or corporate treasury teams use ABM because these accounts involve 5 to 10 stakeholders and buying processes that span 6 to 18 months. ABM sustains presence across the buying committee throughout the cycle.
Professional Services
Consultancies and advisory firms use ABM to build relationships within target accounts ahead of any active buying process, positioning themselves as the default choice when a project or retainer requirement emerges.
HR Technology
HR tech platforms targeting enterprise HR and People teams use ABM to reach CHROs, Heads of People and IT simultaneously, addressing the technical, operational and strategic concerns of each stakeholder with distinct messaging.
Healthcare & Pharma
Healthcare technology companies running ABM into NHS Trusts or pharmaceutical groups use intent data to identify which accounts are actively reviewing solutions, then time coordinated outreach to procurement and clinical leads accordingly.
Manufacturing & Industrial
Industrial suppliers and B2B manufacturers use ABM to penetrate large enterprise customers where procurement, engineering and operations all influence supplier selection, running separate messaging tracks for each stakeholder function.
Real Estate & PropTech
PropTech companies targeting large commercial real estate firms or housing associations use ABM to build executive-level relationships over 3 to 6 months before a formal procurement process, ensuring they are on the shortlist before the RFP is issued.
Legal Services
Law firms and LegalTech companies targeting FTSE 500 legal teams use ABM to reach General Counsels and Legal Operations leads, providing targeted content on specific legal topics relevant to each account's sector before pitching for a panel appointment.
EdTech
Corporate learning platforms targeting large employers use ABM to reach L&D Directors, HR Business Partners and CFOs simultaneously, building the business case across multiple stakeholders rather than relying on a single training manager to champion the investment internally.
InsurTech
InsurTech platforms entering large insurance carriers or Lloyd's syndicates use ABM to navigate complex buying structures involving underwriting, actuarial, IT and compliance stakeholders, running coordinated content and outreach tracks for each function.
Marketplaces & Platforms
Two-sided marketplaces recruiting enterprise supply-side partners use ABM to engage procurement, operations and commercial leads within target supplier organisations, building the partnership case at multiple levels before formal partnership discussions begin.
Media & Publishing
B2B media companies running ABM target advertising and sponsorship decision-makers within their top 100 accounts, using account intelligence to time outreach to budget cycles and campaign planning windows specific to each account.
Koldconvert vs In-House ABM
| Factor | Koldconvert | In-House ABM |
|---|---|---|
| Time to First Campaign | 2-3 weeks from onboarding to activation | 3-6 months to hire, tool up and launch |
| Intent Data Access | 6sense and Bombora included in programme | Separate six-figure tool contracts required |
| Cross-Channel Execution | Email, LinkedIn, paid and content coordinated | Often siloed by channel owner or team |
| Account Intelligence | Structured research brief per Tier 1 account | Inconsistent, depends on individual effort |
| Sales-Marketing Alignment | Shared playbooks and coordinated signal routing | Requires ongoing management overhead |
| Measurement | Account engagement and pipeline influence tracked weekly | Often defaults to campaign-level metrics |
| Fixed Cost | Monthly retainer, no tool or headcount overhead | Headcount plus tool stack plus management time |
"ABM fails when it is treated as a marketing campaign with a shorter target list rather than a fundamentally different operating model. The key difference is that ABM is measured at the account level, not the campaign level. We see companies running 'ABM' that celebrate a high open rate on an email blast to 200 named accounts. That is not ABM, it is list-based email marketing with a new name. Real ABM means you can name every stakeholder at every Tier 1 account, describe their specific concern with your category, and show what engagement actions you have taken with each of them in the last 30 days. Anything less is just targeted marketing, not account-based marketing."
Koldconvert Strategy Team
Questions to Ask Any ABM Agency
- How do you build and validate the target account list before the programme starts? A rigorous answer covers the data sources used for account selection, how intent signals are weighted, and how the list is validated with the sales team before campaign investment begins. A weak answer is "we use your existing account list."
- How do you map buying committees, and what do you do with that information? Buying committee mapping is only valuable if it translates into distinct messaging tracks for different stakeholders. Press the agency on exactly how committee intelligence changes the campaign rather than sitting in a spreadsheet.
- What does account-level personalisation actually look like in practice? Request examples of Tier 1 campaign assets for a specific account. If the personalisation amounts to inserting the company name into a template, the agency is not running real ABM.
- How do you coordinate marketing and sales activity within target accounts? ABM requires genuine coordination between marketing engagement and sales outreach timing. A strong agency will describe specific plays: for example, how a sales call is triggered when an account's intent score exceeds a threshold.
- What metrics do you report on and at what frequency? ABM reporting should be account-centric: engagement by stakeholder, account stage progression and pipeline influenced. Agencies reporting on impressions and click-through rates as primary metrics are not measuring the right outcomes for ABM.
Glossary
- Target Account List (TAL)
- A Target Account List is the defined set of companies that an ABM programme focuses on. It is typically built using firmographic criteria, intent data and sales input, and is divided into tiers based on the level of personalisation each account warrants.
- Buying Committee
- A buying committee is the group of individuals within a target account who influence or make the purchase decision. It typically includes an economic buyer, a technical buyer, a champion and one or more blockers, each requiring distinct messaging.
- Intent Data
- Intent data is behavioural signal data showing which companies are actively researching topics related to your product or service category. Providers like Bombora and 6sense aggregate this data from third-party content consumption across the web.
- 1-to-1 ABM
- 1-to-1 ABM is the highest personalisation tier of account-based marketing, where each account receives fully bespoke campaign assets, messaging and outreach tailored to that account's specific context, priorities and buying committee. It is typically reserved for 25-100 accounts.
- Account Engagement Score
- Account engagement score is a composite metric measuring the level of interaction a target account has had with your marketing activity across channels, including website visits, email opens, ad clicks and content downloads, aggregated at the account level rather than the contact level.
- Pipeline Influenced
- Pipeline influenced is the total value of deals where ABM marketing activity played a documented role in advancing the opportunity, even if the deal was not directly sourced through a marketing channel. It is the primary revenue metric for ABM programme evaluation.
Account-based marketing, answered
Account-based marketing (ABM) is a B2B strategy that concentrates marketing and sales resources on a defined list of high-value target accounts rather than broad lead generation. Each account receives personalised, coordinated outreach across multiple channels designed to engage the full buying committee, not just a single contact.
No. ABM works well for any B2B company with deals above GBP10,000. The higher your average contract value, the stronger the case for investing in account-level personalisation rather than broad demand generation.
Tier 1 (fully personalised, one-to-one) works best with 25-100 accounts. Tier 2 (segment-personalised, one-to-few) can scale to 250-500. We recommend beginning with a focused Tier 1 list and expanding once the approach is proven with pipeline data.
ABM supplements rather than replaces broad marketing. It runs in parallel with demand generation for inbound leads, with ABM focused specifically on named accounts that sales has identified as high-priority opportunities.
Account engagement rate, pipeline influenced, deal velocity and average contract value growth are the primary ABM metrics. We set baselines before the programme starts and track progression by account rather than by campaign.
Koldconvert ABM programmes start from GBP2,500 per month for a Tier 1 account programme covering account selection, intelligence, campaign build and activation across one to two channels. Pricing scales with account volume and channel mix.
Most programmes show meaningful account engagement within 60 days and influenced pipeline within 90 days. Deal acceleration in existing warm accounts can appear faster, within the first 30 days of programme launch.
In-house ABM requires dedicated headcount across content, paid media, sales coordination and data operations. An agency accelerates time-to-programme by bringing a proven framework, existing tool access and the ability to run across channels without hiring a full team.
Koldconvert uses 6sense and Bombora for intent data, Demandbase and Terminus for account targeting, LinkedIn Ads for paid engagement, Clearbit and HubSpot for enrichment and CRM, and Mutiny for website personalisation. Tool selection is adapted to the client's existing stack.
Koldconvert runs ABM programmes for SaaS, FinTech, professional services, HR technology, manufacturing and any B2B company with a deal size that justifies account-level investment. Programmes are adapted to the typical buying committee structure and sales cycle length of each sector.
Standard lead generation casts wide to capture any qualified contact and passes them to sales individually. ABM focuses all energy on a defined account list and coordinates engagement across the full buying committee, targeting the account as a whole rather than individual leads within it.
Yes. Koldconvert produces personalised campaign assets, landing pages, email sequences and LinkedIn ad creative as part of the programme. For Tier 1 accounts, we develop bespoke content specific to the account's pain points, industry and current priorities.
Ready to target your best-fit accounts?
Book a strategy call. We will define your Tier 1 account list and outline a personalised ABM programme to accelerate pipeline.