Opening sales conversations across your target market
Generating sales meetings with new accounts starts with knowing which businesses fit your offer, who is involved in the decision and what could make the conversation timely.
Our account-based demand generation approach is designed to engage decision-making units across thousands of accounts. We connect market research, buying group insight, content, media and targeted outreach around your commercial objective. We establish where the opportunity lies, give the right people reasons to engage and use what we learn to shape the next step.
Find the opportunity within your market
Your ideal customer profile (ICP) provides a starting point. We research the serviceable market behind it, identifying relevant accounts across verticals and market segments, then mapping the decision-making units within them.
We combine firmographic, technographic, intent and HR signals, among other sources, with the knowledge held by your team. The research follows what matters to your offer: which accounts fit, what could create a need and when the discussion may be relevant. Where existing datasets leave important gaps, we investigate further.
Account selection, segmentation and tiering help us decide where to focus and how the approach should vary. The result is a target account list with a clear rationale behind it.
Campaign evidenceLooking beyond the visible signals
In one programme, the client was targeting new accounts with the overall goal of generating sales meetings around a major upgrade to core business software. Understanding the systems those businesses already used was important to the relevance and timing of the approach.
We managed and conducted surveys to investigate backend systems that could not be identified through front-end technology signals. This gave us context that was missing from the available purchased datasets.
The findings revealed substantial market segments we assessed as underserved by competitors, giving the client new opportunities to pursue with a much stronger understanding of account fit.
Understand the people behind the decision
Different stakeholders have different concerns, needs and challenges. We research the decision-making unit (DMU) to understand who is involved, what matters to each person and how they influence the decision.
The art is matching the message and content to those priorities while keeping the wider account strategy connected. Someone responsible for day-to-day operations may be looking for a solution to a practical problem; another stakeholder may be focused on cost, risk or the wider business case.
Mapping the DMU also gives us a foundation for measurement. It helps us understand where engagement is building, how far it extends across the buying group and which stakeholders still need attention.
Connect the channels around the account
We plan how each interaction can support the next. Advertising can introduce an idea, content can help someone explore it, and targeted outreach can develop the conversation as we learn more about their interest.
The mix depends on the audience, the opportunity and the programme. Paid social and programmatic advertising can work alongside retargeting, targeted email and content syndication. Messages can vary by department, seniority and response, with different follow-up for people who explore relevant content without taking the next step.
Content gives those interactions substance. We can work with your existing assets or develop content where the programme needs it, matching the material to the audience and the conversation.
This is where our connected demand portfolio comes together: the account and its decision-making unit provide the focus, while the channels work together to reach and engage them.
Use engagement to make the next conversation relevant
We use intent and engagement signals throughout the life of the campaign. Third-party signals help inform account selection, prioritisation and active media targeting. First-party responses reveal how people engage with your content and outreach, helping us shape retargeting, nurture and follow-up.
As new signals emerge, we refine audiences, adjust messages and identify where a more direct conversation could be useful. Account fit, stakeholder role and the pattern of engagement give those signals context. Their purpose changes as the programme develops.
Qualification helps establish the challenge, relevance and timing before the next sales step. Where direct follow-up is appropriate, we coordinate it around what has been learned about the account and its stakeholders, with a clear purpose for the conversation.
Understand engagement across the decision-making unit
We look at the type, depth and frequency of engagement, how it develops over time and how far it reaches into the decision-making unit. A pattern of interest across several relevant stakeholders tells a different story from repeated activity by a single contact.
We build custom data models to bring reporting from different channels into an account-level view wherever possible. Contact, domain and available IP matching help connect activity to accounts; DMU mapping adds the context of role and department. Together, these show where engagement is concentrated, where it is broadening and where there are gaps.
This gives your team a clearer understanding of the strength and breadth of engagement within each buying group, and a better basis for deciding what to do next. We make platform and matching limitations clear, keeping engagement signals distinct from confirmed buying intent and commercial outcomes.
Account coverage
Which target accounts and relevant roles are we reaching? Where are the gaps?
Meaningful engagement
Who is responding, what interests them and what does that suggest we should explore next?
Commercial progress
Which responses become qualified conversations or meetings, and what follow-up is needed?
Precision at scale
Managing campaigns across thousands of accounts becomes complex quickly. Different audiences need different messages, activity runs across multiple channels, and engagement develops at different rates. Keeping that coordinated requires a clear account-level view.
In practiceHow we keep precision at scale
We build custom data models to bring engagement from different channels back to the account wherever possible. This shows how activity develops across departments within each decision-making unit, helping us manage the programme and make informed decisions about targeting, content and follow-up.
Accounts are grouped around relevant business characteristics and shared operational needs. Companies in different industries can have similar requirements, while department, job title and seniority shape the messaging for individual stakeholders.
Throughout the programme, we test messages, vary content and adjust channel investment as engagement develops. The account-level view keeps those decisions connected, allowing us to maintain relevance across thousands of accounts.
Adapt as the market responds
We build flexibility into every account-based demand generation programme. Market conditions, buying signals and channel performance can change during delivery, and the plan needs to accommodate that.
Our account-level view helps us recognise when to act. We can adjust targeting, messaging, channel mix or investment as new opportunities emerge or delivery constraints become clear.
These are data-driven decisions, guided by what we see across the programme and focused on your commercial objective.
Topics: Account-based demand generation Account research Buying groups
