Account-Based Marketing
Account-Based Marketing for B2B Tech
Focus your marketing on the accounts that matter — coordinated ABM programmes that turn target accounts into pipeline.
Build Your ABM ProgrammeABM concentrates your marketing resources on a finite list of high-value target accounts — treating each account as a market of one. When deal values are high and the buyer list is finite, ABM consistently outperforms broad demand generation on pipeline quality and win rates.
What Is Account-Based Marketing?
Account-based marketing is a B2B strategy that flips the traditional funnel. Instead of casting wide, generating leads, and hoping the right accounts convert — ABM starts with the accounts you want to win and works backwards to design programmes that engage the buying committee at each target company.
ABM makes sense when your average contract value is high enough to justify account-level investment, when your ICP is defined and the list of qualifying companies is finite, and when sales and marketing can align on shared target account lists and coordinated outreach.
ABM vs. Broad Demand Generation
Broad demand gen optimises for volume — more leads, more MQLs, lower CPL. ABM optimises for penetration — deeper engagement with fewer, higher-value accounts. The right approach depends on your deal size, sales motion, and ICP breadth. Most B2B tech companies benefit from running both in parallel: ABM for strategic accounts, demand gen for the wider addressable market.
Our ABM Services
Target Account List Development
We build and prioritise target account lists using intent data, firmographic fit scoring, and sales input — ensuring your ABM investment is focused on accounts with the highest probability of closing.
LinkedIn ABM Campaigns
Named account targeting on LinkedIn reaches the buying committee at your exact target companies — delivering tailored messaging to the right people regardless of whether they've visited your site.
Personalised Content Creation
Account-specific content — personalised landing pages, tailored case studies, and segment-relevant thought leadership — that signals you understand each account's specific context and challenges.
Sales Outreach Coordination
ABM only works when marketing and sales are synchronised. We coordinate paid media timing with sales sequences so accounts experience consistent, reinforcing outreach from both channels simultaneously.
Account-Level Reporting
Monthly reporting on account engagement rate, pipeline penetration, and deal velocity from ABM-touched accounts — the metrics that reflect ABM's strategic intent rather than broad lead volume.
Intent Data Integration
We integrate intent data signals to identify which target accounts are actively researching your category — enabling real-time prioritisation and outreach timing that catches accounts mid-evaluation.
Ready to focus your marketing on the accounts that will drive your biggest deals? Let's map out an ABM programme built around your target account list.
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Our ABM Philosophy
We treat ABM as a joint sales-marketing programme, not a marketing-only initiative. ABM that isn't coordinated with sales sequences delivers engagement without conversion — warm accounts that never get followed up. We build the operational bridge between marketing and sales from the start: shared account lists, coordinated outreach timing, shared pipeline dashboards. The result is an ABM programme that both teams are invested in and that actually generates closed revenue, not just account-level impressions.
How We Build Your ABM Programme
- 01
Target Account List
We work with your sales team to define, score, and tier the target account list — identifying the 50–500 companies where winning a deal would be most valuable. Firmographic fit, intent signals, and historical win data all inform prioritisation.
- 02
Buying Committee Mapping
For each account tier, we map the buying committee — identifying the personas involved in the purchasing decision, their likely concerns, and the content that moves them. ABM at the account level requires understanding the people within it.
- 03
Personalised Content & Landing Pages
We create account-specific or segment-specific content assets — personalised landing pages, tailored case studies, industry-specific thought leadership — that demonstrate relevance and understanding at the account level.
- 04
Campaign Activation
LinkedIn Ads with named account targeting, Google remarketing, and display campaigns reach the buying committee with the right message — regardless of whether they've visited your site or responded to outreach.
- 05
Sales Sequence Coordination
We synchronise paid media activity with sales outreach cadences — so the accounts experiencing your LinkedIn ads are also receiving coordinated sales outreach, creating multiple reinforcing touchpoints in the same window.
- 06
Account-Level Measurement
Monthly account engagement reports track which accounts are showing engagement signals, which are progressing to pipeline, and which need adjusted messaging or timing — enabling continuous programme refinement.
ABM delivers the strongest returns when deal values are high and the target account list is well-defined. Let's talk about whether ABM is right for your growth stage.
Talk ABM StrategyWhy B2B Tech Companies Choose Stefka for ABM
Sales-Marketing Alignment
We build the coordination layer between marketing and sales from day one — shared account lists, aligned outreach timing, and shared reporting that keeps both teams pulling in the same direction.
LinkedIn ABM Expertise
LinkedIn's named account targeting capabilities are central to our ABM programmes. We understand the platform's B2B targeting mechanics deeply and run campaigns that reach the specific people at specific companies you want to engage.
Content That Signals Understanding
Personalised ABM content isn't just adding a company name to a template. We create content that demonstrates genuine understanding of each account segment's specific challenges, making your brand feel like it's built for them specifically.
Intent Data Integration
We integrate intent data signals that identify when target accounts are actively researching your category — enabling outreach timing that catches accounts during active evaluation windows rather than hoping to reach them at the right moment.
Account-Level ROI Tracking
Our reporting connects ABM investment to account-level pipeline outcomes — showing deal penetration, pipeline velocity, and win rates from ABM accounts vs. inbound, demonstrating clear commercial return on ABM investment.
Staged Programme Design
We build ABM programmes that start with a manageable account list and scale as you prove ROI — not requiring massive upfront investment before you know the programme works for your specific ICP and deal motion.
Frequently Asked Questions
What is account-based marketing and when does it make sense?
ABM concentrates marketing resources on a specific list of target accounts rather than broad audiences. It makes most sense when your average deal value is high (typically €50k+ ACV), your ICP is well-defined with a finite qualifying company list, sales and marketing can align on target accounts, and you have content and channel capabilities to personalise outreach. ABM complements rather than replaces broader demand generation.
What does a Stefka ABM programme include?
Our ABM programmes include: target account list development and prioritisation, LinkedIn Ads campaigns targeting specific named accounts, personalised content for priority account segments, coordination with sales outreach sequences, account-level reporting on engagement and pipeline progression, and quarterly account list review to adjust priorities based on engagement signals and sales feedback.
How do you measure ABM success?
ABM metrics differ from broad demand gen: we track account engagement rate (percentage of target accounts showing engagement signals), pipeline penetration (percentage of target accounts with an active opportunity), average deal size from ABM accounts vs. inbound, and sales cycle length for ABM-touched accounts. These metrics reflect ABM's strategic intent — deeper engagement with fewer, higher-value accounts — rather than volume.
How many accounts should be on a B2B ABM target list?
This depends on your deal size, sales capacity, and budget. For high-ACV enterprise ABM, 50–200 accounts is typical — small enough to personalise meaningfully, large enough to generate sufficient pipeline. For mid-market ABM, lists of 200–1,000 accounts are common, with personalisation at the segment level rather than individual account level. We help you determine the right list size and tiering structure based on your specific goals and resources.
Turn Your Highest-Value Accounts into Pipeline
Coordinated ABM that aligns marketing and sales around the accounts that matter most.
Build Your ABM Programme