Question 1

What is account-based marketing?

Accepted Answer

Account-based marketing focuses marketing and sales on a defined group of businesses you want to win.

Instead of sending the same campaign to a broad audience, you build the messages, content and activity around the accounts and people involved in those buying decisions.

Question 2

When is it worth using an account-based marketing agency?

Accepted Answer

When a relatively small group of accounts represents a meaningful share of your growth opportunity and those deals are valuable enough to justify more focused marketing.

It is particularly useful when several people are involved in each buying decision.

Question 3

How is ABM different from normal demand generation?

Accepted Answer

Demand generation looks for people and businesses that might buy.

ABM starts with the businesses you already know you want to win, then builds marketing and sales activity around them. Most businesses can use both.

Question 4

How do you choose which accounts to target?

Accepted Answer

We look at which businesses fit what you sell, the size of the opportunity, what you already know about them and how realistic it is to win them.

The goal isn’t the biggest possible list. It’s knowing where extra effort is worth it.

Question 5

How many accounts should an ABM programme target?

Accepted Answer

It depends on how personalised the activity needs to be.

A handful of major accounts can justify highly tailored campaigns. A larger group of similar businesses may share sector or role-based messaging.

We choose the level of personalisation around the value of the opportunity.

Question 6

Do you personalise ABM for different people inside the same company?

Accepted Answer

Yes. A finance lead, technical buyer and end user can all be part of the same decision while caring about completely different things.

We build the case around those differences rather than sending everyone the same message.

Question 7

Do we need to create completely new content for ABM?

Accepted Answer

No. Existing case studies, presentations, research, product material, sector content and sales collateral can often be adapted for particular accounts, roles or industries.

We create something new when there is a genuine gap, not because ABM needs another pile of content.

Question 8

Which channels can you use for ABM?

Accepted Answer

Whatever makes sense for the accounts and people you need to reach.

That can include LinkedIn and other paid media, email, personalised landing pages, content, events and direct sales outreach.

The channel comes after the account and buying group, not before it.

Question 9

Do you work directly with our sales team?

Accepted Answer

Yes. ABM works better when sales and marketing are working from the same target accounts, messages and signals.

We build that coordination into the programme rather than leaving marketing to hand over a lead at the end.

Question 10

Can ABM work with our existing CRM?

Accepted Answer

Yes. Your CRM can help connect account activity with the people sales is already working with.

If the data, tracking or CRM setup makes that difficult, FutureGroup’s CRM and revenue operations team can help fix it.

Question 11

How do you measure whether ABM is working?

Accepted Answer

We look at what happens inside the accounts you are trying to win: who is engaging, which accounts are becoming more active, whether conversations and opportunities are being created and what eventually turns into revenue.

Reach and clicks can help explain what happened, but they are not the final result.

Question 12

How much does account-based marketing cost?

Accepted Answer

It depends on how many accounts you want to target, how personalised the programme needs to be and how much content, media and sales support is involved.

We’ll agree the scope and cost before the programme starts.

Win more of the accounts that matter

Your best accounts shouldn’t get the same marketing as everyone else

Is the problem bigger than ABM?

Build around the
accounts worth winning

Account selection and research

Buying-group messaging

Account campaigns and content

Account engagement reporting

How FutureGroup runs account-based marketing

One account plan

One joined-up case

Act on what the account does

Why FutureGroup

Marketing and sales work from the same account list

Flexitallic

Crowdcube

Get more from every account

CRM and revenue operations

Sales enablement

Search engine optimisation

More on account-based marketing

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Account-based marketing FAQs

Still have questions?

Win more of the accounts already on your list