Account Based Marketing
Account-Based Marketing for B2B growth
Account-Based Marketing (ABM) is a powerful B2B marketing strategy that aligns sales and marketing to target and engage high-value accounts with precision. Instead of casting a wide net, ABM focuses your efforts where they will have the greatest impact on decision-makers within key organisations.
At equNorth, we specialise in account-based marketing for B2B clients who want to generate stronger pipelines, close larger deals, and build lasting customer relationships. Our approach combines strategy, content, advertising, and analytics to deliver personalised, journey informed experiences that drive measurable results.
Why account-based marketing matters for B2B success
In complex B2B sales environments, traditional lead generation often leads to wasted spend, long sales cycles, and low conversion rates. ABM flips the funnel, prioritising quality over quantity and targeting accounts that truly matter.
Without a structured ABM strategy, businesses risk:
With equNorth’s account-based marketing services, we build more meaningful content, and targeted campaigns that resonate with the right people, at the right companies, at the right time.
Our B2B account-based marketing approach
Our B2B account-based marketing (ABM) approach is tailored to your goals and sales cycle, combining strategy, personalised content, targeted ads, and sales alignment. We identify high-value accounts using firmographic and behavioural data, craft content for specific personas, and run multi-channel campaigns using intent signals. Sales teams are supported with insights and outreach tools, while real-time analytics ensure ongoing optimisation.
We deliver ABM services as part of a unified, journey-based marketing strategy. Whether you’re piloting ABM or scaling an enterprise program, we tailor our approach to your goals, customers, and sales cycle.
We start by defining your Ideal Customer Profile (ICP) based on firmographic, technographic, and behavioural data. Then, we identify and tier your target accounts, segmenting by factors such as revenue potential, readiness, and strategic value.
- Ideal customer profiling
- ABM tiering based on their strategic value and the level of personalisation they receive:
- 1:1 ABM: Highly personalised marketing for individual high-value accounts, often involving bespoke content and direct collaboration with sales.
- 1:Few ABM: Targeted campaigns tailored to small clusters of similar accounts (by industry, challenges, or size).
- 1:Many ABM: Scalable marketing to a broader set of accounts using light personalisation, often powered by automation and data.
- Account scoring and prioritisation plan
- Buying centre and persona mapping
We start by defining your Ideal Customer Profile (ICP) based on firmographic, technographic, and behavioural data. Then, we identify and tier your target accounts, segmenting by factors such as revenue potential, readiness, and strategic value.
- Ideal customer profiling
- ABM tiering based on their strategic value and the level of personalisation they receive:
- 1:1 ABM: Highly personalised marketing for individual high-value accounts, often involving bespoke content and direct collaboration with sales.
- 1:Few ABM: Targeted campaigns tailored to small clusters of similar accounts (by industry, challenges, or size).
- 1:Many ABM: Scalable marketing to a broader set of accounts using light personalisation, often powered by automation and data.
- Account scoring and prioritisation plan
- Buying centre and persona mapping
FAQs
Our client partners
We work with ambitious, success-focused organisations — helping them connect with customers, drive growth, and build lasting loyalty.
We work with ambitious, success-focused organisations — helping them connect with customers, drive growth, and build lasting loyalty.
Why choose equNorth as your account-based marketing agency?
