Account-based Marketing Services

Heat up sales pipeline with leads from accounts that matter most

The Evolution of B2B Marketing Strategy

Startup competition is fiercer than ever. B2B tech companies are facing marketing budget scrutiny while being tasked with delivering higher-quality leads to sales teams. The solution? A strategic shift towards Account-based Marketing (ABM).

An account-based marketing strategy targets specific high-value accounts (companies) with customized and compelling campaigns. By aligning marketing efforts directly with sales objectives, ABM not only maximizes the impact of limited resources but also ensures that marketing budget is spent where it matters most – on prospects most likely to convert.

%

of marketers rate ABM as extremely or very important to their business objectives

%

of brands leverage account-based marketing to drive qualified leads for their business

%

of B2B marketers claim the ROI of ABM initiatives outperforms other marketing investments

Account-based marketing requires high effort but unlocks even higher value

Constructing an Account-based Marketing Framework

The account-based marketing process can be complex – from crafting a strategy with the proper tech stack and convincing leadership to commit to a pilot, to identifying account lists and generating customized content.

With the guidance of a dedicated account-based marketing agency, the path to higher-quality leads and accelerated pipeline becomes clear.

6 Pillars of ABM Framework

Build

Combine 1st party and 3rd party data for one view of an account and an account-based foundation.

Close

Use insights from 1st and 3rd party data to increase deal velocity and close more deals.

Find

Indentify and prioritize target accounts with AI-driven models and intent data.

Expand

Use intent and insights to identify cross-sell and upsell opportunities.

Engage

Personalize campaigns and outreach to target accounts and people across engagement channels like web, email, advertising and direct mail.

Measure

Identify and measure the right account metrics across the buyer journey.

Simplify Success: Expert Guidance for Streamlined ABM Strategies

Firebrand has developed a unique set of account-based marketing services that are scalable and flexible, making it accessible for companies of any size – even those with constrained resources.

By adopting a tiered approach, startups can demonstrate the value of ABM to leadership and sales teams, gaining buy-in along the way. As success metrics emerge and confidence in ABM grows, startups can incrementally scale their investment, customizing outreach efforts and leveraging more sophisticated tools. This evolutionary approach – typically starting with a pilot program – not only minimizes initial financial outlay but also ensures that resources are allocated strategically, maximizing the impact of ABM initiatives on lead quality and pipeline acceleration.

Firebrand ABM Tier System

Tier

One

Two

Three

Target Account List (TAL)

1 TAL / 2 Segments max

1-2 TAL / 4 Segments max

2+ TAL / 4+ Segments

Tracks

One-to-many / One-to-few

One-to-many / One-to-few / One-to-one

Enrichment / Expansion

No

Yes

Customization Level

Low

Medium

High

Email Nurture

No

Only in One-to-few track

Yes

ABM Platform

No

Only Ads portion

Yes

Investment

Low

Medium

High

Multiply Your Impact with Account-Based PR

Go beyond traditional ABM and fully “surround” prospective buyers with a highly targeted PR program.

Large buying groups and long sales cycles mean it’s vital you remain visible to target accounts. Firebrand’s PR experts work hand-in-hand with our ABM team to pinpoint earned channels of most relevance to decision-makers and develop PR campaigns that address their specific needs and concerns. By combining media coverage, events, social and influencers, Firebrand helps clients “surround” accounts to drive engagement and conversion.