Account Based Marketing (ABM)

If you sell high-value B2B solutions, the volume of leads matters far less than the quality of the account. You don’t need 10,000 visitors; you need engagement from the 50 companies that can actually afford your product.

Account Based Marketing (ABM) is a precision strategy designed to focus your budget and effort solely on the accounts that move the needle, ignoring the rest of the market.

We stop "fishing with nets" and start "fishing with spears." We engineer campaigns that surround specific decision-makers at specific companies, ensuring your brand is present long before Sales makes the first call.‍

Who We Partner With (The ICP)

This strategy is built for B2B companies with high-ticket offers (€50k+ ACV) where the "Spray and Pray" approach is burning budget without results.

Typically, you fit this profile:

• The Deal: You have a high Average Contract Value (ACV) and long sales cycles (6-12+ months).
• The Target: You know exactly which companies you want to win (e.g., "The Top 20 Automotive Manufacturers"), but you can't get a foot in the door.
• The Friction: Your sales team is wasting time filtering through low-quality inbound leads that will never convert.
• The Complexity: Your deal involves a Buying Committee (CFO, CTO, User), not just one person.

The Situation: The Problem with Broad Targeting

Teams usually pivot to ABM when:

• Standard B2B Lead Generation brings volume, but the leads are too small or unqualified.
• Sales representatives are frustrated because they spend more time disqualifying than selling.
• You are spending budget to reach "everyone" on LinkedIn, rather than just the Decision Makers.
• Cold outreach feels increasingly difficult because prospects have no prior awareness of your brand.

At this stage, more traffic is not the answer. You need Target Account Selling precision.

The Risk: Burning Capital on Noise

The risk isn't just low conversion. The real risk is Opportunity Cost.

• Your sales team ignores inbound leads because they expect them to be bad.
• You burn 80% of your ad budget on people who are not in a position to buy.
• Competitors with focused ABM strategies build relationships with your dream clients while you are still blasting generic emails.

In high-stakes B2B, being "everywhere" is expensive. Being "everywhere that matters" is profitable.

Why Standard Marketing Fails for High-Ticket Sales

Most agencies apply B2C logic to B2B problems:

• Volume Obsession: Optimizing for clicks instead of account penetration.
• Generic Messaging: Showing the same ad to a CEO and a Junior Engineer.
• Disconnect: Marketing throws leads over the wall, and Sales ignores them.

The failure point is simple: They treat a complex enterprise sale like an impulse purchase.

What We Do: Precision Account Orchestration

We build an engine that targets accounts, not just demographics.

In practice, this means:

• Target Account List (The "Dream 100"): We work with Sales to define exactly which companies we are hunting.
• List Engineering: Building the contact layer (names, emails, LinkedIn profiles) of the Buying Committee within those accounts.
• Orchestrated Outreach: Synchronizing LinkedIn ABM ads with direct sales outreach.
• Personalized Assets: Creating specific content (e.g., "Solutions for [Industry X]") that speaks directly to the target's pain.
• Engagement Tracking: Alerting sales the moment a target account visits the website, even if they don't fill a form.

What we don’t do: We don’t run "Brand Awareness" campaigns with no measurement. Every dollar is tied to a specific target list.

How This Reduces Friction for Sales

ABM changes the sales dynamic because:

• Cold calls become "Warm Calls"—the prospect already knows your brand and value proposition.
• Marketing budget is spent only on prospects Sales actually wants to talk to.
• The sales conversation starts at a higher level of trust.
• You shorten the sales cycle by multi-threading (reaching multiple stakeholders at once).

This isn't just marketing. It is Sales Orchestration.

Who This Is Not For

This engagement is not a fit if:

• You sell low-cost products (under €5k) where volume is the only way to scale.
• Your Total Addressable Market (TAM) is millions of small businesses.
• You don't have a Sales team ready to follow up on engagement.
• You need instant results tomorrow (ABM is a relationship-building play).

How We Usually Start: Target Account Strategy

We typically begin by defining the Target Account List and the Tiering Strategy (Tier 1 vs Tier 2 accounts). The goal isn’t to launch ads immediately. The goal is to ensure we are aiming at the right targets before we pull the trigger.

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