Account-Based Marketing Agency

ABM or Account-Based Marketing is a way of designing your go-to-market strategy around your highest priority, most valuable target accounts.

Over the past ten to fifteen years, ABM has become more and more popular, due to the commercial results it delivers for organisations. 56% of B2B firms use ABM: not surprising, given that 80% of marketers say ABM offers better ROI than other types of B2B marketing initiative. ABM can help you generate bigger deal sizes, increase brand awareness within your target market, shift brand perception, shorten sales cycles and more.

An experienced Account-Based Marketing agency has experience in running complex B2B campaigns. That knowledge helps you shortcut the process rather than wasting time and budget on trial and error.

A full, end-to-end ABM agency will offer services including ABM workshops, help with account selection, data builds, program design, strategy, value proposition and messaging, stakeholder mapping, ABM roadmap creation, creative concepts, asset creation, go-to-market rollout and ABM ROI analysis and measurement.

An Account Based Marketing agency helps you develop a cohesive ABM campaign suitable for your team and your target market. In many instances, organisations are confused about where to start and how “big” they have to go for their ABM campaign.

An experienced account-based marketing agency generally has the processes and knowledge to define ABM for your organisation, help you design your ABM pilot campaign and create a roadmap to scale your ABM efforts. An account-based marketing agency is also a great mediator that can bring the sales and marketing team together to assist in executing an ABM campaign.

Absolutely not! Here at xGrowth we work on ABM programs for organisations ranging from ‘tier 1’ large enterprises through to smaller, midmarket firms.

We’ll always design your ABM program to capture any potential quick wins, but ABM should be seen as a long-term strategy. A typical timeframe might be 6 months from initial workshops through to analysis and program retrospective. However, because ABM targets your budget at the best opportunities, the returns should be greater than the results seen in shorter, ad hoc programs.

To measure ABM success, it’s important to set clear, commercial goals up front. At xGrowth we don’t focus on the type of vanity metrics that mean little to anyone outside of marketing. Instead, we work with you on meeting, pipeline or revenue goals. We create an ABM dashboard based on your objectives and report back on it regularly – so that, in turn, you can report to your SLT or board on the postive impact ABM is having on your business.

ABM only works if sales and marketing are aligned. At xGrowth, our in-house commercial and business development expertise means we understand what sales teams need and how to design programs that create enthusiasm and momentum across the front office. When we work on ABM programs with clients we help ensure sales teams are bought into account-based marketing in various ways. We design and deliver kick-off workshops that give sales colleagues an opportunity to understand the aim of ABM and input to the strategy. We help define objectives and KPIs that work for both teams, so sales and marketing are aligned behind the same goals. We keep all teams regularly updated, with opportunities for feedback and course correction from both sales and marketing, to keep the program on track and focused on the right areas. Finally, we make sure both sales and marketing are involved at important review milestones, to feed learnings into new program iterations.