How global organizations turn buyer intent into revenue

Account-based marketing (ABM) is a strategic approach to business marketing in which an organization targets specific high-value accounts or customers rather than pursuing a broader, more general market. Instead of casting a wide net, ABM focuses data-driven insights and resources to create personalized marketing campaigns designed to resonate with target account businesses and their key decision-makers. ABM requires strong sales and marketing alignment on a unified outreach strategy to meet the unique needs of each account and drive demand and pipeline.

Buying group decision-makers are often cross-functional teams made up of people from IT, finance, sales, and marketing.  Each member has a unique buying journey experience based on their role and decision-making authority. They research solutions independently across multiple channels throughout the entire sales cycle, with most research occurring away from direct vendor interactions.

A multi-channel approach ensures your brand and messaging remain consistently visible to these key stakeholders on the sites where they are most active and the platforms they frequent for research and content consumption. By enhancing visibility, ad frequency, and touchpoints across channels like display advertising, content syndication, Connected TV, audio advertising, and LinkedIn, you strengthen brand presence, drive preference, and boost engagement across your other channels such as website, email, and sales connections to eventually drive conversions.

Target account lists are tiered based on factors like potential revenue, account fit, engagement signals, research activity, and buying intent. High-priority accounts with significant value are targeted with 1:1 personalized campaigns, mid-tier accounts receive tailored 1:few campaigns, and lower-tier accounts are engaged through 1:many scalable efforts.

Starting with two channels is a good baseline to generate meaningful results. Our clients have seen 2x increase in engagement rate and 2.6x increase in conversion rate when using content syndication and retargeting accounts with display advertising. When Connected TV ads are combined with content syndication programs, our clients have seen 2x increase in their brand awareness and brand research. When CTV is added as part of a multi-channel approach, brand awareness and research increased by nearly 90% among all target accounts.

A successful ABM campaign relies on clear alignment between sales and marketing, a well-defined target account list, and personalized messaging tailored to each account’s needs. Leveraging intent data and insights to engage decision-makers across multiple channels ensures relevance and impact. Success is further driven by continuous monitoring, optimization, and using KPIs like engagement, pipeline contribution, and revenue impact to refine the strategy and achieve measurable results.