When you need help Getting ABM started

The situation

You want to introduce ABM to your business, but you’re not sure how to get started. Perhaps you’ve identified a valuable niche or a group of accounts that deserve more attention. You may be exploring a new approach to marketing or leading your company’s first ABM program.

You may also have tried ABM without the results you expected. This time, you want agency support to establish an approach your in-house team can use with confidence.

Getting there involves several connected decisions: selecting accounts, understanding their priorities, developing relevant value propositions and building the right marketing mix around them. You also need a way for marketing and sales to coordinate activity and assess progress.

ABM Logic helps you shape and deliver that program. We combine your team’s account knowledge with research, strategy and campaign support, giving you the expertise to get started and practical help putting the plan into action.

Where ABM can help

We work with what you already have and develop the areas where you need support.

That might begin with your ICP and account selection. Or you may have an established account strategy and need help turning it into propositions, personalized content and coordinated campaigns.

We use account data, research and your team’s insight to assess where investment is justified and how much attention each account should receive. The resulting pilot might focus on individual accounts through one-to-one ABM or a small group with shared priorities through one-to-few ABM. Account value, relationship strength, sales cycles, goals and available resources guide that recommendation.

Our role can include planning and delivering the pilot, or developing the strategy, materials and ongoing guidance your internal team needs to run it. Either way, your account managers gain marketing support built around the businesses they want to win and grow. For more ways to apply the approach, explore our ABM campaign examples.

How it applies in practice

We turn account knowledge into a campaign brief

We start with your commercial goals and the insights held by the people closest to your accounts.

Through focused workshops, we explore the account’s priorities, the people involved in decisions, your current relationships and how your business is perceived. Product and marketing colleagues contribute positioning, capabilities and previous campaign experience. Sales and account managers help test that picture against actual conversations.

We build on information already recorded in your CRM, account plans and discovery notes, then investigate gaps through further research.

This gives us a brief grounded in the account: what you want to achieve, who you need to engage and what could make the relationship more valuable. It also gives the account team a clearer view of how marketing can support its next conversations.

We help you select and understand the accounts

Whether you have a shortlist or need help building one, we assess the potential value of each relationship alongside your strength within the account.

We define selection criteria, score the accounts and validate the picture with internal and external data. That includes the relevance of your offering, the account’s priorities, your existing relationships and the opportunities your team can realistically pursue.

Existing customers can be useful pilot candidates because account managers already have access to people and insights. Where new accounts are the priority, we build the additional research and relationship development into the approach.

The selected accounts then receive deeper research and stakeholder mapping, helping your team understand both the people it already knows and those it needs to reach.

We develop the proposition and marketing mix

We turn the account insights into a value proposition and messaging that reflect what matters to the business and its stakeholders.

Alongside that, we review your existing content, channels and technology. This helps us identify useful assets, opportunities to personalize them and gaps that need new material.

The marketing mix considers how the offering is positioned and presented, which channels and experiences suit the account, and how people, supporting evidence and the buying process contribute to engagement. Where relevant, it also considers the commercial proposition and pricing approach.

We translate those decisions into a campaign plan, with briefs for content, creative and media activity. Your team gets a practical connection between the account insight, the message and the work that will reach the people involved.

We put the plan to work alongside sales

We help produce and adapt the agreed campaign materials, then coordinate delivery with your internal team or manage activation for you. For account managers, that can mean a message house, personalized sales assets and support preparing for conversations, all connected to the proposition being used across the campaign.

As those conversations progress, we review what the account team is hearing alongside campaign engagement to help plan the next interaction. A meeting might reveal a concern that needs supporting evidence, another stakeholder to involve or an opportunity to introduce a different part of your offering.

We work through those decisions together at an agreed cadence, giving account teams regular access to the research, content and campaign support they need as opportunities develop.

Evidence from campaign work

What success looks like

When your sales cycle runs for months, revenue alone won’t tell you whether an early-stage ABM pilot is on the right track. You need to recognize progress while those opportunities are still developing.

We look at three areas: reputation, relationships and revenue. Reputation concerns how an account understands and perceives your business. Relationships concern who you’re engaging, the access you’re gaining and how those conversations develop. Both can provide earlier signs of progress toward your revenue goals.

Together, we choose measures that reflect your objectives and the signals available at that stage. For an existing customer, a better understanding of your capabilities might show up in a sales meeting that now includes stakeholders from another department or a conversation about an additional service.

For a new account, progress could mean more engaged email responses, accepted meeting invitations or a first conversation developing into a series of meetings. After a well-timed direct gifting campaign, for example, the useful signal is the conversation it opens and where that conversation goes.

We establish a starting point and review the selected measures with your team. For longer sales cycles, this gives you a way to track changes in account perception and engagement alongside the commercial opportunities taking shape.

Those reviews also inform the next investment decision. You can see where deeper account support is justified, which messages and materials are earning a response, and what needs to change before extending the approach. If your goal is to develop ABM in-house, your team has a working program to build on, with account plans, messaging and campaign materials already in use.

Is this right for your campaign?

If you want to introduce ABM, revisit an unsuccessful attempt or establish an approach your in-house team can develop, we can help you work out a suitable starting point.

You bring your ambitions and what your team knows about its accounts. We bring the ABM expertise, research and campaign support to turn that knowledge into a program and help you deliver it.