The situation
You want to engage a large group of accounts, but your team can’t give every business its own campaign. Perhaps your existing ABM program covers a handful of strategic accounts while a much larger opportunity sits outside it. Or you know which markets you want to reach and need help identifying the businesses and people within them.
You still want the focus of an account-based approach. Content should reflect the audience’s priorities, campaigns should reach the people involved in buying decisions, and the leads you receive should come from accounts you actually want to engage.
Making that happen takes data, content, technology and ongoing campaign management. Your team may have some of those resources already. Bringing them together across hundreds or thousands of accounts is where you need support.
Where account-based demand generation can help
Account-Based Demand Generation is our one-to-many ABM approach. It combines account selection, content personalization and coordinated campaigns to generate engagement and qualified leads across a large target account list.
We work with your existing strategy, assets and audience knowledge, then develop what’s needed to deliver the program. You can bring a defined account list or ask us to build one around your ideal customer profile.
Personalization centers on the priorities shared by groups of accounts and the roles within their buying teams. That gives us a practical way to make content relevant at scale, with more focused support where the brief calls for it.
Technology carries more of the delivery in this programmatic ABM approach. We can provide and operate that technology, so you don’t need to buy an ABM platform or build an internal team to manage it before getting started.
How it applies in practice
We build the audience around your account priorities
We turn your commercial goals and customer knowledge into criteria we can research and apply across the market.
That can include company size, financial performance, existing technology, business changes and intent signals. First- and third-party data help establish the available audience, while additional research fills gaps and checks the details that matter to your campaign.
If you already have a target account list, we review it against the brief. Suppressions and input from your account team help protect existing opportunities and keep activity focused on the businesses you want to reach.
Within those accounts, we identify the relevant buying roles. The aim is to increase account penetration by engaging more of the decision-making unit, with coverage shaped around the people who influence, evaluate and approve the purchase.
We personalize content around the audience
We make as much use as possible of the content you already have. Reports, guides and case studies give us a starting point; audience insight helps determine what to adapt, what to emphasize and where new material would add value.
A report might need an industry-specific introduction, more relevant examples or a different selection of findings. We also use supporting data and secondary research to connect the content with the audience’s situation. A well-chosen data point can demonstrate that you understand the pressures affecting their business.
Messaging then changes with the buying role. Finance, IT and Operations may all be involved in the same decision, but each needs a reason to pay attention. We carry those differences into emails, advertising and landing pages, alongside changes to the assets themselves.
Where further segmentation would materially improve the campaign, we can develop that with you. The level of personalization follows the audience, the available evidence and the scope of the program.
We coordinate the channels around the campaign
The channel mix follows the people you need to reach and the engagement you want to create. It can include paid social, programmatic advertising, content syndication and targeted email, alongside direct mail, personalized mail campaigns, events, webinars and coordinated sales outreach. Activities such as direct gifting can also form part of the program where they suit the brief and budget.
We connect those activities through the audience, messaging and content plan. Someone encountering an ad and later receiving an email should recognize a relevant, consistent proposition.
Alongside campaign delivery, we manage the agreed lead capture, verification and handover process. Your team receives leads in the required format, with account, contact and engagement information, plus any agreed profiling responses.
Qualification can go further where the program requires it. Follow-up calls, workshop participation or other agreed steps can help establish what a buyer wants to explore and how your team should respond.
We show your team where engagement is building
Reporting connects individual responses to the accounts behind them. You can see which businesses are engaging, which buying roles you’ve reached and where gaps remain.
That gives your team more context for follow-up. Several responses from one department may suggest a different next step from engagement spread across Finance, IT and Operations. Questions raised during a call can also reveal what content or expertise would make the next conversation useful.
We support your account team in interpreting those signals. Where deeper sales support forms part of the program, that can include account intelligence, prospect research, relevant value propositions and messaging for individual conversations.
Evidence from campaign work
How we helped an IT services firm reach an industrial audience
An IT services firm wanted qualified engagement from senior decision-makers in European industrial businesses. It knew which markets were relevant to its services but needed a defined ICP and a target account list to turn that direction into a campaign.
For the industrial segment described here, we developed a list of approximately 2,000 accounts. Selection considered company size, financial information, existing technology and buying signals, alongside account exclusions and checks to avoid interfering with live opportunities.
We built the buying audience around senior IT, Operations and Finance roles, including people responsible for enterprise resource planning. Supplied gated assets formed the content base, supported by email and advertising personalized around buying role and seniority. Content and landing pages were also lightly customized where possible.
The campaign connected content engagement with follow-up calls and workshop participation. Reviewing the resulting call notes helped establish whether prospects wanted to attend, what they hoped to learn and which subjects they wanted to discuss.
For engaged prospects entering pipeline, we provided further account and contact research. This included account-specific value propositions and sales messaging for direct and LinkedIn conversations, giving the account team material relevant to the people it was engaging.
What success looks like
You should be able to see demand developing across the accounts you intended to reach.
Lead volume matters, particularly when your team has an agreed delivery target. Account-based reporting adds the context: how many target businesses are responding, which buying roles are involved and whether engagement is spreading through their decision-making units.
As follow-up progresses, the questions buyers ask and the next steps they accept provide further evidence. A call that reveals a specific need, an accepted workshop invitation or a request to involve a colleague gives your team something useful to work with.
| What you want to understand | What we look at |
|---|---|
| Are we generating the agreed leads? | Verified leads from target accounts that meet the campaign’s role and qualification criteria. |
| Are we reaching more of the buying group? | Engaged contacts across relevant roles and departments, alongside remaining coverage gaps. |
| Is the content earning relevant interest? | Responses by audience and asset, including topics raised during follow-up. |
| Is engagement progressing? | Accepted next steps, workshop participation, sales conversations and opportunity updates shared by the client. |
The measures depend on what you want the program to achieve. A campaign building a marketable audience will have different immediate goals from one designed to generate qualified sales conversations.
In either case, you gain a clearer view of the accounts responding and the people within them, helping you decide where to continue nurturing, where to expand coverage and where sales should become more involved.
Is this right for your campaign?
If you need to engage hundreds or thousands of accounts with relevant content and qualified lead generation, this approach gives you a managed way to do it.
You may already have an account list and a library of assets, or you may need help building both. We can work from that starting point to establish the audience, shape the content and deliver the campaign, with visibility into the engagement it creates.
Explore our Account-Based Demand Generation service or tell us what you want to achieve across your target accounts.
