Account-based Marketing Services

Heat up sales pipeline with leads from accounts that matter most

account based marketing graphic

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

Build

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

close

Close

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

find search icon

Find

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

expand

Expand

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

engage

Engage

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

measure

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-many / One-to-few
One-to-many / One-to-few / One-to-one
Enrichment / Expansion
No
Yes
Yes
Customization Level
Low
Medium
High
Email Nurture
No
Only in One-to-many 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.

ABPR Diagram showing Earned and Owned/Paid opportunities

ACCOUNT-BASED MARKETING SERVICES

See the components of our account-based marketing solutions:

Strategy

Develop the right ABM strategy for your unique business case

content creation

Content Creation

Craft custom content following account-based marketing best practices

report icon

Reporting

Analyze & report on account activity to validate impact on pipeline

martech configuration

MarTech Configuration

Identify & set up the required account-based marketing tools

advertising

Advertising

Serve highly relevant, creative digital ads to accounts across ABM and other ad platforms

ABPR icon

ABPR

Surround accounts with highly targeted earned media, events, social and influencers

Paid Media icon

Targeting

Research & develop target account lists (TAL), segment and enrich

email

Email

Nurture account leads and move them down the pipeline with compelling email flows

CRO

CRO

Track account or user behavior, form hypothesis, and A/B test for improved conversion rate

Account-based Marketing Partners

2023 PRSA Silver Anvil Winner for Best Boutique Agency
demandbase partner program badge
Google partner badge
expertise best pr firms in san francisco 2023

Contact us to learn more about how an account-based marketing agency can transform your lead generation

RESOURCES

Google ads for startups

A Startup’s Guide to Google Ads

Learn how to successfully grow brand awareness, generate quality leads, and increase sales in this comprehensive guide to Google Ads, crafted specifically for startups of any startups of any size
FiredUp! Episode 23 How to Implement ABM with Bill Odell

How to Implement ABM with
Bill Odell

Listen in to our FiredUp! podcast episode with Bill Odell as he shares his expertise on implementing account-based marketing strategies.

Firebrand + Demandbase

Firebrand becomes Demandbase Partner

We’re thrilled to partner with the biggest name in ABM and create even more success for our clients.