In today’s crowded B2B landscape, casting a wide net with generic campaigns wastes precious time and budget. Account-Based Marketing (ABM) flips the script by concentrating your efforts on a defined list of high-potential accounts. Instead of chasing every lead, you’ll double down on engaging the key companies and decision-makers that truly move the needle. Here’s why ABM is a game-changer for B2B and B2G companies:
Higher ROI and Deal Values: ABM is proven to deliver exceptional return on investment. 91% of companies using ABM have increased their average deal size, with 25% seeing deal values grow by more than 50%. By tailoring your approach to each account, you close bigger contracts and maximize revenue from each customer.
Improved Sales and Marketing Alignment: ABM requires tight collaboration between marketing and sales. and that’s a good thing. When these teams work in unison on a shared target account list and strategy, efficiency soars. 67% of companies say their ABM program led to better sales/marketing alignment, which in turn boosts win rates and speeds up sales cycles. We facilitate regular communication and shared KPIs so everyone is rowing in the same direction.
Personalized Campaigns That Break Through: With ABM, every message and offer is personalized to the account and even the individual stakeholder. This level of relevance is impossible in one-size-fits-all campaigns. It pays off in engagement. 72% of marketers reported a substantial boost in customer engagement after implementing ABM strategies. Our team develops account-specific content and experiences that make your prospects feel understood and valued.
Efficient Use of Resources: Instead of your sales team wasting time on unqualified leads, ABM ensures you focus on accounts with the highest likelihood to convert. Did you know only ~5% of B2B companies are actively in a buying cycle at any given time? ABM identifies those in-market prospects and nurtures the rest until they’re ready to buy. The result: no more scattershot marketing. every dollar and hour spent is aligned to revenue.
In short, ABM lets you do more with less by zeroing in on opportunities that matter most. It’s a highly strategic approach ideal for companies with complex B2B sales, longer deal cycles, or niche markets (like government contracts). Rather than dumping leads into a funnel and hoping for the best, ABM treats each target account as a “market of one” with a customized playbook to win their business.
Via Marketing is the optimal B2B ABM agency to partner with. We plan and execute end-to-end ABM programs so you can focus on running your business. Our approach is hands-on and data-driven at every step. We start by understanding your growth goals, ideal customer profile, and sales process, then design a tailor-made ABM strategy to meet those needs. From initial account selection to multi-channel campaign execution, we manage the details while keeping you closely involved. Here’s how our account-based marketing services set you up for success:
Effective ABM begins with choosing the right targets. We work with you to define your Ideal Customer Profile (ICP), the firmographic and behavioral traits that define your best customers. Using data and insights, we build a prioritized target account list focusing on high-value prospects in your niche. (Organizations with a strong ICP achieve up to 68% higher win rates, so this step is critical!) By understanding your targets inside-out, we can allocate resources where they’ll have maximum impact.
Our team creates a comprehensive ABM plan for engaging each account (or clusters of similar accounts) with personalized content and outreach. We map out the key decision-makers and influencers at each target company and develop messaging that speaks to their specific needs and pain points. The strategy will outline which channels to use, what content offers to deliver, and the touchpoints, customized for each account. This isn’t generic demand gen, it’s a bespoke approach for each high-potential client.
Successful ABM meets prospects where they are. We execute coordinated campaigns across the channels most likely to grab your targets’ attention. Whether that’s LinkedIn and email, targeted ads, account-based retargeting, personalized landing pages, direct mail, or even curated events and webinars. Our experience in B2B demand generation means we know how to leverage each channel effectively. Every interaction is timed and tailored to move the account further along the buying journey. (For example, we might start with thought leadership ads to warm the account, then follow up with an invite to a VIP demo for key stakeholders.)
Via Marketing’s creative team develops high-impact content assets for your ABM campaigns. This includes account-specific email sequences, case studies highlighting relevant success stories, whitepapers or guides addressing the account’s industry challenges, and personalized videos or microsites that make your solution shine. All content is crafted to be insightful and actionable, positioning your company as the partner that truly understands and can solve the target account’s challenges. By educating and building trust, we pave the way for easier sales conversations.
What truly sets our ABM services apart is the level of alignment we build with your sales team. From day one, we establish shared goals, define clear hand-off points, and maintain open communication. Marketing will keep sales informed on account engagement (e.g. when target companies visit your site or interact with content), and sales provides feedback from conversations to refine the campaign. This closed-loop collaboration ensures no opportunity falls through the cracks. Our ABM strategists can even help facilitate joint planning workshops and regular stand-ups between sales and marketing. When your teams act as one, prospects enjoy a seamless experience from first touch to signed deal.
As part of our engagement, we can train your sales and marketing teams on ABM best practices. We’ll establish shared ABM KPIs, develop ideal customer profiles together, and ensure everyone understands the campaign playbooks. This advisory element means your organization isn’t just getting an outsourced service, it’s expanding its own internal capabilities. Our goal is to build a long-term ABM center of excellence within your business. (If you’re also investing in broader growth initiatives, consider our B2B growth consulting services to complement your ABM program
One size does not fit all in marketing, and ABM is no exception. Via Marketing specializes in tailoring ABM strategies to different types of organizations, from agile startups to enterprise B2B firms to those targeting government accounts. We understand the nuances of each and adjust our approach accordingly:
When you’re an emerging business or scaling startup, every marketing dollar counts. ABM can be a startup’s secret weapon to compete with bigger players by focusing on a narrow list of dream clients and giving them white-glove treatment. We help startups identify the strategic accounts that will fuel long-term growth. For example, landing that first Fortune 500 client or a key channel partner. Our team knows how to run ABM on a lean budget by prioritizing low-cost, high-impact tactics (like personalized LinkedIn outreach or thought leadership content) to get on an account’s radar. We act as your growth partner, advising on everything from refining your value proposition for enterprise buyers to timing your outreach around funding cycles or product launches. The result: your small team can punch above its weight, opening doors to marquee customers and accelerating your path to revenue.
For established B2B companies, especially in tech, finance, or professional services, ABM is critical for engaging complex buying committees and standing out in a competitive market. We have deep experience working with enterprise sales teams to support long sales cycles that involve multiple stakeholders (C-suite, technical evaluators, procurement, etc.). Our ABM services for B2B firms include highly orchestrated campaigns that deliver relevant content to each stakeholder persona. For instance, ROI calculators for CFOs, integration guides for IT managers, and case studies for end-users. By addressing each person’s unique concerns, we build consensus among the group. We also align our account plans with your account executives or account-based sales reps, ensuring marketing activities complement one-to-one sales efforts like account planning or executive briefings. Enterprise B2B deals can take months or years, but ABM keeps your brand engaged throughout that journey, shortening sales cycles and increasing win rates by nurturing trust at every touch. It’s no surprise that companies attribute 73% of their total revenue to ABM efforts when executed well. It becomes a cornerstone of enterprise growth.
Whether your’e targetting startups, commercial B2B, or government markets, Via Marketing will tailor the ABM playbook to your needs. Our team’s versatility across industries and company stages means we bring relevant insights to your specific situation. The common thread is a commitment to driving growth: we treat your goals like our own and apply ABM creatively to achieve them.
When it comes to account-based marketing agencies, we know you have options. Here’s what sets Via Marketing apart as the ideal partner for your ABM journey:
Proven B2B Growth Expertise: We live and breathe B2B marketing. Our strategists have a track record of driving growth for tech startups, SaaS companies, and established B2B brands alike. We understand complex sales funnels and have implemented successful ABM, inbound, and demand gen programs across industries. This broad experience allows us to quickly grasp your business model and craft strategies that deliver results. We’re not learning on your dime. we’re applying battle-tested tactics and innovative ideas from day one.
Hands-On, White-Glove Service: When we say we become an extension of your team, we mean it. You won’t get a generic playbook or cookie-cutter campaign from us. Our approach is boutique-style: senior experts intimately involved in your account, a dedicated team that knows your industry, and frequent collaboration to refine tactics. We take a high-touch approach to managing ABM campaigns, from personally writing outreach messages to tweaking ads and reviewing account intel with your sales reps. This level of care and attention translates into campaigns that truly resonate with your target accounts. We’re as invested in winning those deals as you are.
Data-Driven and Transparent: At Via Marketing, data drives every decision. We set clear metrics at the outset and hold ourselves accountable to performance. You’ll always know how your ABM campaigns are tracking. we provide detailed dashboards and updates showing account engagement, pipeline, and ROI. If something isn’t working, we pivot quickly based on the data. Our commitment to transparency means you see exactly where your marketing budget is going and what impact it’s having. No smoke and mirrors, just real results guiding continuous improvement.
Full-Funnel Perspective: ABM doesn’t happen in a silo. We ensure your ABM program integrates with your broader marketing and sales efforts. Our team will align ABM campaigns with your inbound marketing, content strategy, and sales outreach sequences for a unified go-to-market approach. By leveraging our expertise in areas like demand generation and B2B growth consulting, we make sure ABM is part of a cohesive strategy to drive awareness, engagement, and conversion. This holistic view prevents the common pitfall of ABM working at cross-purposes with other marketing. instead, everything works in concert to maximize growth.
Approachable and Collaborative: We pride ourselves on being approachable partners. Marketing jargon and flashy buzzwords aren’t our style. clear communication and practical execution are. You’ll find our team is friendly, down-to-earth, and genuinely excited about helping your business grow. We welcome your input and domain knowledge, and we make the ABM process transparent so you can learn alongside us. Many clients say we feel like part of their in-house team, and that’s exactly the partnership approach we strive for.
When you choose Via Marketing, you gain a strategic ABM partner committed to your success. We don’t just run campaigns; we help you build a sustainable account-based strategy that can transform your pipeline and fuel revenue for years to come. Our growth-oriented mindset means we’re always looking for opportunities to optimize, experiment, and scale what works. And unlike some agencies that might oversell and underdeliver, we let the data speak for itself and focus on tangible wins.
Your highest-value prospects are out there, and it’s time for you to reach them effectively with Account-Based Marketing. Don’t settle for scattershot leads when ABM can deliver more pipeline from the customers you care about most. Whether you’re aiming to win enterprise deals, break into a new vertical, or secure government contracts, our ABM experts are here to help you hit those goals faster.
Ready to kickstart your ABM journey? Let’s talk. Contact us today to schedule a consultation and see how Via Marketing can design a custom ABM program for your business. We’ll discuss your growth targets, ideal accounts, and current challenges, and give you a roadmap of how we can partner to achieve measurable results.
It’s time to put a laser focus on the accounts that matter and create marketing that truly resonates. With Via Marketing’s ABM services, you’ll build stronger relationships, close bigger deals, and drive sustainable B2B growth. Get in touch with our team now, and let’s win your dream clients together.
Contact us to learn how we can support your B2B Multi-Channel ABM Strategy and growth journey.
B2B Account-Based Marketing (ABM) is a go-to-market approach that aligns marketing and sales to pursue a curated list of high-value accounts, treating each company as a “market of one.” Teams start by defining an Ideal Customer Profile (ICP), selecting target accounts that meet that profile, mapping the full buying committee inside each firm, and then serving hyper-personalized campaigns across channels-email, ads, social, events, direct mail, and SDR outreach-to move those stakeholders through the funnel in a coordinated sequence. Data and intent signals guide timing and messaging, so every touchpoint is context-relevant, ultimately lifting win rates and average contract value.
Traditional demand generation and inbound marketing cast a wide net to attract as many qualified leads as possible, then score and nurture them. ABM flips that funnel: you pre-select a finite set of ICP-matched accounts and proactively engage them with personalized outreach. Inbound relies on content to earn attention from anyone researching a topic; ABM relies on 1-to-1 or 1-to-few personalization that speaks to each account's exact pain points, budget, and buying committee dynamics. The result is deeper engagement from a smaller audience rather than lighter engagement from a broad one.
ABM pays off when:
If you sell lower-ticket offerings at scale, or if product-market fit is still shaky, classic demand gen may deliver better ROI than a full ABM build-out. Many firms start with an “ABM-lite” pilot for their top accounts while keeping traditional funnels running in parallel.
Replace lead-volume vanity metrics with account-centric KPIs:
| Funnel Stage | Core KPI | Why it Matters |
|---|---|---|
| Awareness | % of target accounts reached | Shows initial coverage |
| Engagement | Account Engagement Score, Buying-Committee Coverage | Gauges depth of interest |
| Pipeline | Marketing-Qualified Accounts (MQAs), Opp-creation rate | Links engagement to sales motion |
| Revenue | Win rate, deal size, pipeline velocity | Ties ABM to bookings |
| Expansion | Net Revenue Retention | Proves long-term value |
Dashboards should segment by account tier and compare ABM vs non-ABM cohorts to isolate lift. Mature programs track a median 27 % higher win rate and 30 % larger deals than traditional funnels, making ROI straightforward to defend in board meetings.
Via Marketing, a Full-Service B2B Fractional Marketing Agency.
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