B2B Account Based Marketing
Services that grow your revenue

Our strategic approach, coupled with strong execution and campaigns open up your target accounts to your sales teams to ensure leads are delivered consistently. 


Leverage our considerable expertise to deliver a targeted ABM strategy

B2B is rushing towards ABM, to gain as much from key accounts as possible, and the impact is visible. 

We use HubSpot in conjunction with a tech stack and digital tactics to clearly carve out and pursue the accounts that can have the biggest impact on your bottom line. 

Real-World experience

Our experts have the real-world industry and commercial experience to build you an ABM strategy with the bottom line in mind

No marketing fluff. We get straight to the heart of your challenges to deliver 1:1, 1:few and 1:many ABM results quickly

We unlock stalled growth enabling your key accounts to expand to help your business scale quickly

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"One thing I've been really impressed by is that Incisive Edge are highly, highly organised."
Tom Ricca-McCarthy

Defining ABM for your business

Account Based Marketing is a strategic marketing approach that allows you to target only the companies that matter most to you, with messaging and content that is tailored just for them.

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Inspiring your accounts

At its core, ABM is about inspiring your target accounts with a vision of what is possible to solve their challenges and filling them with confidence that you are the right partner to take them on their journey.

Understand your named accounts

Understanding your audience and the accounts you want to target are at the core of ABM. We undertake detailed audience insight research to fuel your strategy and provide account-based intelligence to inform your account selection, personas, playbook and campaigns.

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Personas for hyper-personalisation

Show your clients you truly understand their business by creating a detailed Ideal Client Profile and personas that empower account-level engagement and enable you to build a robust account plan around which your sales and marketing team can align.

Our highly detailed buyer personas help you to understand their pain points and challenges, strategies and priorities of the role, success metrics and change drivers. Achieve hyper-personalisation so your messaging resonates with your personas.

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Data is your engine

Data is the engine of your ABM programme. We profile data against criteria which include job title, seniority, function and industry sector to enable targeting of decision-makers, influencers and stakeholders to ensure your programme speaks to all critical personnel.

Our commercial leader

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Intent

But there’s more to data than demographics. Understanding the intent of your buyers can seriously increase pipeline velocity and find those personas and companies that are in-market – today. Using intent data, we target the low hanging fruit to ensure we drive results quickly.

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Journeys to map your assets

Trying to shoe-horn your prospects into your sales process is the quickest route to the failure of your ABM programme. Your prospects will follow their own buying and decision-making process. By understanding their journey in detail, your content and assets can be mapped to marry with their journey to increase engagement and pipeline velocity.

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Messaging and content which speaks to your audience

To achieve personalisation your messaging platform must speak directly to your audience. Whether it’s individual messages for a 1:1 approach or core themes for 1:few and 1: many, we will create a platform that both resonates and engages your personas.

Content creation to engage

Different assets engage in different ways and at different stages of your personas’ journey. From education and information at the start of their journey to hard data points at the end, we create content assets that nurture your prospects down your funnel – quickly. eBooks, Guides, thought leadership, checklists, videos, infographics, the list is endless. We will craft content to speak to your audience.

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A campaign playbook to drive results

Finding the right mix of content, channels, touch-points and tactics will depend on your objectives, budgets and success metrics. We will design your cross-channel campaign playbook, personalised to your ABM approach and your audience, whether existing or new.

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Fast-track delivery

We know our clients and they want to move quickly. Whilst strategy is key, it needs to be turned into action fast. We talk a lot about fast-track delivery to get our clients in market rapidly. Whether it’s with your initial pilot, a phased roll-out or multi-faceted campaigns, we will drive your marketing campaigns so they drive sales.

Optimisation to increase marginal gains

As a performance marketing agency, we live or die by meeting our clients’ metrics – and meeting them. We create your KPIs/ OKRs and reporting framework to measure your performance on an ongoing basis and continually optimise your messaging and campaigns to drive increased performance month on month.

Your tech stack

We will advise and guide you on your tech stack to drive your ABM performance. But it’s important to remember this. Technology definitely has a role to play but it can’t replace strategic thinking, creativity and execution excellence.

Team collaboration to drive revenues

Whether your Account Based Marketing programme is executed by the sales team or by the marketing department, it’s important that both groups are fully involved in the goal setting and planning stages and aligned and integrated to drive performance.

What is an Account Based Marketing approach?

Account Based Marketing turns the traditional funnel on its head and begins with a list of target accounts. Typically, marketing teams will work together with the sales team to identify high value accounts that can make a meaningful impact on the business’ commercial objectives, then find commonalities amongst those accounts.

Your Account Based Marketing strategy can vary depending on the resources you have available to you. We work with customers on campaign activation where we take a 1:1 relationship between campaign and target accounts, 1:few and 1:many approaches, targeting groups of specific accounts with campaigns that appeal strongly to the selection.

No matter the level of focus and targeting used within your Account Based Marketing efforts, the key theme is personalised content which triggers a reaction and engagement from the account. We can achieve this together, through thorough planning and identification of the things which really make your target account list tick.

Reap the benefits from top to bottom of funnel

One of the reasons why employing an ABM strategy has caught on like wildfire amongst B2B marketers, is the support it gives beyond traditional lead generation and into the sales process. Account Based Marketing campaigns influence open opportunities, existing customers as well as top of funnel leads. This means that for companies who run a “farming” sales strategy or a “land and expand” approach, ABM campaigns allow the marketing and sales teams to win on multiple fronts with the same budget and the same time allocation.

ABM for B2B

Great use of customer data is critical to delivering the right message, at the right time to your target account list. The beauty of this is that it does not put a strain on your marketing budget as your marketing is highly personalised to your target audience.

Marketing channels like email and physical mail have become unfashionable, often seen as old-hat compared to newer or sexier methodologies. However the reality is different, and using the correct technologies and channels to identify accounts, measure engagement using intent data and then deliver the right messages, can separate your business from the competition in a major way.

ABM makes use of your existing customer data, whether that is in-depth customer success metrics, or simple data such as contact details and account profiles. Using the information held by your sales and marketing teams to get both departments on the same page is the key to a successful ABM process.

Our strategic process helps you build a framework for data collection that supports effective Account Based Marketing. And the key to effective database marketing is good, clean data.

Squeeze all the value out of your customer data

Great use of customer data is critical to delivering the right message, at the right time to your target account list. The beauty of this is that it does not put a strain on your marketing budget as your marketing is highly personalised to your target audience.

Marketing channels like email and physical mail have become unfashionable, often seen as old-hat compared to newer or sexier methodologies. However the reality is different, and using the correct technologies and channels to identify accounts, measure engagement using intent data and then deliver the right messages, can separate your business from the competition in a major way.

ABM makes use of your existing customer data, whether that is in-depth customer success metrics, or simple data such as contact details and account profiles. Using the information held by your sales and marketing teams to get both departments on the same page is the key to a successful ABM process.

Our strategic process helps you build a framework for data collection that supports effective Account Based Marketing. And the key to effective database marketing is good, clean data.

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How can Incisive Edge help you with ABM?

Our team of experts will work together with you to understand your business priorities, and devise, then execute, a plan to generate pipeline from within your top target accounts.

Within our plan we will take into consideration your existing marketing, access to customer data, and the criteria used to select your important accounts list. Through a combination of inbound marketing best practices and content syndication, we will then begin to target and reach out to the businesses that are most important to you.

The right Account Based Marketing approach for you

Depending on your business, the market you serve and the scale of your internal marketing, we will work together to choose the right ABM approach for you – whether it’s 1:1, 1:few or 1:many.

It’s proven true for many of our clients that Account Based Marketing strategies have a higher revenue potential than traditional marketing tactics.

We work together with our customers to ensure that a strategic marketing approach includes tactics to deliver short term results along the way to the bigger picture wins. We choose execution matches both your short, medium and longer term objectives. We do this by setting the scene before campaign execution begins, to align marketing with key stakeholders throughout the business and clearly document the path to engaging with targeted accounts.

NickiCho_ret
“As a fast growing tech startup, we rely on powerful content to drive our lead generation engine. The experience and expertise of the Incisive Edge team has been invaluable in helping us to refine our strategy, plan campaigns and automate processes.”
nicki cho
head of content
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ABM assessment call

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Your assessment session will be with tech marketing expert, Julia Payne.