WIN HIGHER-VALUE ACCOUNTSALIGN MARKETING AND SALES
Account-Based Marketing
for Irish
B2B
Companies
Focus your marketing effort on the organisations most likely to become valuable
customers. Our account-based marketing programmes combine account research, personalised content, targeted
campaigns and sales alignment to engage the buying committees behind complex B2B decisions.
From
target account selection and intent data to LinkedIn campaigns, email outreach, personalised landing pages
and sales enablement, we coordinate the journey around the accounts that matter. The aim is not to generate
a larger volume of unqualified leads. It is to create better engagement, stronger opportunities and a more
connected path from first interaction to closed deal.
Turn the right accounts into meaningful opportunities.
Account-Based Marketing
Foundations
Account-based marketing, or ABM, is a B2B marketing approach that treats selected organisations as
individual markets. Instead of sending the same message to a broad audience and waiting for leads to
qualify themselves, marketing and sales agree which accounts matter, understand the people involved and
coordinate relevant activity around them.
The Process
The process usually starts with an Ideal Customer Profile, a target account list and account tiers
based on potential value, fit and the level of personalisation justified. Research may include
firmographic and technographic data, intent signals, existing CRM information and the knowledge held
by the sales team.
Performance Drivers
Performance depends on the quality of the account selection, the accuracy of contact and company data,
the relevance of the message, the buying committee coverage, the consistency of the channels and the
ability to follow up when engagement occurs. ABM is a coordinated operating model between marketing
and sales.
Irish B2B Strategy
For Irish B2B companies, the strategy should reflect the size of the addressable market, the value and
complexity of the offer, the length of the sales cycle and the relationships required to win
enterprise business. When the foundations are sound, ABM can help teams spend more time on the
opportunities that have a credible path to revenue.
01
What Is Account-Based Marketing?
ABM is a coordinated approach to B2B marketing and sales that focuses on specific, high-value
organisations. The campaign is planned around the account’s business context, the stakeholders involved
and the actions that can move the opportunity forward.
Flipped funnel: Start with a defined set of
valuable accounts rather than relying only on broad lead volume.
Key account focus: Prioritise organisations
that match your commercial and operational requirements.
Shared account plan: Give sales and marketing a
common view of the audience, message and next step.
02
Why ABM Matters
A focused programme can reduce the effort spent on poor-fit leads and make enterprise activity more
relevant. It gives teams a structure for coordinating content, advertising, outreach and sales
conversations around a smaller number of accounts with greater potential value.
Higher-value opportunities: Concentrate
attention on accounts that fit the offer and economics.
Better buying-committee coverage: Engage more
than one contact when a decision involves several roles.
Less disconnected activity: Link marketing
touches with sales follow-up and account progression.
03
Account Identification
We work with your sales and marketing team to define the Ideal Customer Profile, build the account list
and assign practical tiers. Account research can include industry, size, location, technology, business
priorities, existing relationship and evidence of active interest.
ICP definition: Describe the organisations most
likely to benefit and buy.
Intent data: Use relevant research signals as
one input into prioritisation, not as a substitute for judgement.
Account tiering: Decide where one-to-one,
one-to-few or one-to-many personalisation is commercially justified.
Who We Help
Industries We Transform With Account-Based Marketing
ABM is most useful
when the value of a customer justifies a considered sales and marketing effort. We adapt the strategy to
your market, deal size, sales cycle, buying committee and ability to serve the accounts you want to win.
E-commerce and Retail
Engage enterprise retailers, marketplace operators and strategic partners with
account-specific messaging around scale, integration, customer experience and commercial value.
SaaS and Technology
Build coordinated campaigns for technology buyers, including CTOs, CIOs, VPs of
Engineering, operations leaders and commercial stakeholders involved in a complex software decision.
Healthcare and Medical
Reach hospital groups, health systems and other decision-making organisations with
careful account research, relevant education and a multi-stakeholder approach suited to considered
procurement.
Financial Services
Develop trust-led programmes for institutional buyers, technology leaders, risk
teams and senior executives. Thought leadership and useful proof can support a longer evaluation process.
Hospitality and Tourism
Engage hotel groups, travel operators, venue businesses and corporate travel
stakeholders with proposals that reflect operational priorities, guest experience and commercial outcomes.
Real Estate
Build relationships with developers, property groups, investors and service
partners through account research, targeted content and outreach aligned with high-value property
decisions.
Education and eLearning
Reach universities, education groups, procurement teams and corporate learning
leaders with messaging tailored to programme value, platform capability, implementation and stakeholder
needs.
Manufacturing
Engage plant managers, procurement teams, engineering leaders and operations
executives with technical, practical and ROI-focused communication that respects the buying process.
Professional Services
Win enterprise retainers by building relevance across legal, finance, operations,
procurement and executive stakeholders rather than relying on a single contact.
Fitness and Wellness
Target gym groups, corporate wellness buyers, health networks and franchise owners
with personalised outreach that connects the offer to member experience, operations and commercial growth.
Beauty and Cosmetics
Engage retail-chain buyers, distributors, wholesalers and strategic partners with
account-specific campaigns that reflect product range, supply capability, brand position and route to
market.
Enterprise B2B
Coordinate full-funnel ABM for businesses selling high-value products or services
to large organisations with multiple stakeholders, longer sales cycles and meaningful account potential.
Our Complete Arsenal
Comprehensive Account-Based Marketing Services
Target Account Selection
Using intent data and firmographics to build your dream client list.
ICP Definition: Collaborating with sales to define your Ideal Customer Profile
using firmographic and technographic data.
Account Tiering: Categorising accounts into Tier 1 (1-to-1), Tier 2
(1-to-few), and Tier 3 (1-to-many) for resource allocation.
Buying Committee Mapping: Identifying every stakeholder, champion, and blocker
within target organisations.
Intent Signal Monitoring: Tracking which accounts are actively researching
your solution category.
LinkedIn ABM Campaigns
Running highly personalized ads targeting specific companies and job titles on LinkedIn.
Company-Level Targeting: Uploading matched account lists for precision ad
delivery to target orgs.
Persona-Based Creative: Distinct ad sets for C-Suite, VP, and Director
audiences within the same account.
Sponsored Content & InMail: Combining awareness and direct outreach for
multi-touch engagement.
Lead Gen Form Optimisation: Native LinkedIn forms pre-filled to maximise
conversion rates.
1-to-1 Personalisation
Creating bespoke landing pages and content customised for individual enterprise targets.
Custom Landing Pages: Unique pages addressing each account's specific pain
points and industry.
Dynamic Content Insertion: Swapping headlines, logos, and case studies based
on the visitor's company.
Personalised Video Outreach: Account-specific video messages from your team to
key stakeholders.
IP Targeting & Display
Serving banner ads specifically to the office IP addresses of target accounts.
IP Address Mapping: Identifying and targeting the corporate network of each
account on your list.
Programmatic Display: Running brand awareness campaigns across premium
publisher networks.
Cross-Device Targeting: Following decision-makers from office desktop to
mobile and home devices.
Direct Mail Integration
Sending high-value physical packages to cut through digital noise and land on desks.
Premium Gift Packages: Branded, personalised gifts that create memorable first
impressions with executives.
Handwritten Notes: Personal touches at scale that dramatically boost meeting
acceptance rates.
Digital + Physical Coordination: Timing mailers to arrive alongside email and
LinkedIn touchpoints.
Sales Enablement
Providing your sales team with the content, insights, and triggers they need to close deals.
Battle Cards & Playbooks: Arming reps with competitive intelligence and
objection-handling guides.
Account Engagement Alerts: Real-time notifications when target accounts visit
key pages or download assets.
Custom Case Studies: Industry-specific proof points tailored to each account's
sector and challenges.
Intent Data Utilisation
Using platforms like Bombora, ZoomInfo, and 6sense to target companies actively researching your
solutions.
Topic Surge Detection: Identifying accounts consuming content about your
solution category right now.
Prioritised Outreach: Ranking accounts by buying stage to focus effort where
it matters most.
Competitive Displacement: Targeting accounts researching your competitors for
timely intervention.
Cold Email Outreach
Highly personalised, account-specific outbound email sequences that book meetings.
Hyper-Personalised Copy: Each email references the account's specific
challenges, tech stack, and recent news.
Multi-Step Sequences: Automated 5-7 touch cadences with smart follow-up logic
and A/B testing.
Deliverability Optimisation: Domain warm-up, SPF/DKIM configuration, and inbox
placement monitoring.
Executive Ghostwriting
Building thought leadership content for your founders to engage target executives and drive inbound
interest.
LinkedIn Thought Leadership: Weekly posts and articles positioning your CEO as
an industry authority.
Guest Contributions: Bylined articles in trade publications read by your
target accounts.
Strategic Engagement: Commenting on and engaging with target account
executives' content for visibility.
CRM Configuration
Setting up HubSpot, Salesforce, or your CRM specifically for Account-Based tracking and reporting.
Account-Level Properties: Custom fields for tier, engagement score, buying
stage, and deal velocity.
Lead-to-Account Matching: Automatically associating new leads with their
parent target account.
Workflow Automation: Triggering sales tasks and alerts based on account
engagement thresholds.
Multi-threading Strategy
Engaging multiple decision-makers within the same company simultaneously to build consensus.
Stakeholder Mapping: Identifying all influencers, champions, and budget
holders in the buying committee.
Role-Specific Messaging: Tailored value propositions for each persona — CTO,
CFO, VP Ops, etc.
Parallel Outreach: Coordinated touchpoints hitting multiple contacts within
the same timeframe.
Retargeting Cadences
Keeping your brand top-of-mind for accounts that have shown initial interest but haven't converted yet.
Website Visitor Retargeting: Re-engaging target accounts who visited pricing
or product pages.
Content-Stage Sequencing: Serving progressively deeper content based on
engagement level.
Cross-Platform Retargeting: Following engaged accounts across LinkedIn, Google
Display, and Meta.
Pipeline Reporting
Total transparency into account engagement scores, pipeline velocity, and revenue attribution.
Account Engagement Dashboards: Visual heat maps showing engagement depth
across all target accounts.
Executive Summaries: Board-ready reports with clear ROI metrics and strategic
recommendations.
How We Work
Our Proven Account-Based Marketing Blueprint
ABM works best
when marketing and sales agree on the target accounts, the message, the handoff and the way progress will be
measured. Our process creates that shared structure before activity is scaled across channels.
M1
Alignment and Targeting
We define the ICP, review commercial priorities, select target accounts and assign tiers. We also map
the buying committee, existing relationships, account context and the signals that may influence
timing.
M2
Content and Creative
We develop the messages and assets required for each account tier. Depending on the programme, this
may include landing pages, LinkedIn creative, email sequences, executive content, sales materials,
direct-mail concepts and account-specific proof.
M3
Campaign Execution
We launch the agreed combination of digital advertising, outreach, content, retargeting and sales
activity. Channel activity is coordinated around the same account list, audience logic and next-step
plan.
M4+
Measure and Handoff
We review account engagement, stakeholder coverage, meetings, opportunities and pipeline movement.
When an account reaches the agreed stage, the handoff to sales is clear, recorded and supported with
the context needed for a relevant conversation.
True ROI
Measure account progress, not just lead volume
ABM measurement needs to reflect how enterprise buying actually works. A single form fill may not represent
meaningful progress, while several interactions from different people at the same organisation can indicate
that an account is becoming more engaged.
We agree account-level definitions with your team and connect marketing activity with sales stages where the
systems and data allow. Reporting should show which accounts are active, which roles are engaged, what
actions have occurred and whether that activity is moving towards a commercial opportunity.
Account Engagement Score
Combine relevant
account activity into a useful view of engagement, with the scoring logic agreed in advance.
Pipeline Velocity
Track how target
accounts move through stages and where progress slows or accelerates.
Average Deal Size
Compare the value of
opportunities associated with the target account strategy.
Marketing Qualified Accounts (MQAs)
Identify accounts that
meet the agreed engagement and fit criteria for sales attention.
Close Rate
Review how effectively
engaged target accounts become won business, using a consistent definition and time period.
Reporting
support: The purpose of reporting is to improve decisions. We separate account activity from
meaningful pipeline progression, explain what the data supports and identify where targeting, messaging,
channel mix or sales follow-up should change.
The ABM Advantage
A coordinated approach to enterprise sales and marketing
A team that understands enterprise buying, account-level engagement and the practical work required to build
pipeline.
ABM creates value
when it gives marketing and sales a common view of the accounts they want to win. The strongest programmes
connect account insight with relevant communication and timely human follow-up rather than treating every
interaction as an isolated lead.
For Irish B2B companies, the approach can be particularly useful
when a small number of high-value opportunities matter more than a large volume of low-fit enquiries. The
strategy should match the size of the market, the sales capacity and the level of personalisation the team
can sustain.
01
Personalised Messaging
Create content and campaigns around the account’s business context, likely priorities, role-specific
concerns and stage in the buying journey.
02
Omnichannel Outreach
Coordinate LinkedIn, email, display, direct mail, executive content and sales activity so the buying
committee encounters a consistent and relevant story.
03
Sales and Marketing Alignment
Agree account ownership, engagement definitions, alerts, follow-up expectations and pipeline reporting so
both teams can act on the same information.
Our Tech Stack
The systems behind coordinated account-based marketing
Tools should improve coordination and visibility, but the strategy still depends on accurate data, relevant
messaging and consistent sales follow-up.
HubSpot
Organise account activity, campaigns, lifecycle stages, workflows and reporting within the wider marketing
and sales process.
Salesforce
Connect account records, opportunity stages, ownership, activity history and pipeline information for
sales visibility.
6sense
Use
account intelligence and intent signals as inputs into prioritisation, timing and campaign decisions.
ZoomInfo
Support account research, contact discovery and firmographic understanding, subject to data quality and
responsible use.
Bombora
Review topic-level research signals to help identify accounts that may be showing relevant interest.
LinkedIn Campaign Manager
Deliver and assess account-aware advertising to suitable professional audiences.
Demandbase
Coordinate account intelligence, advertising, personalisation and measurement where the platform is
appropriate to the programme.
Apollo.io
Support prospect research and outreach workflows with agreed data, messaging and governance.
Terminus
Assist with account-based advertising, engagement and reporting across selected target audiences.
Proof of Performance
Account-Based Marketing Case Studies
€1.8M
Enterprise Software — Dublin
Generated €1.8M in pipeline from a list of 40 Tier 1 target accounts within four
months, led by executive content and targeted outreach.
SOFTWARE
60%
Professional Services — Cork
Achieved a 60% meeting rate with target corporate clients using a multi-channel
campaign combined with highly relevant direct mail.
PROFESSIONAL SERVICES
5 New
Manufacturing Supply — Belfast
Secured 5 new enterprise distribution agreements by aligning sales and marketing around
a unified target account strategy.
MANUFACTURING
Latest Insights
Account-based marketing strategies and insights
Practical guidance for B2B companies deciding which accounts to target, how to coordinate channels and how
to connect marketing activity with enterprise pipeline.
Answers to common account-based marketing
questions
What is ABM in marketing?
ABM, or account-based marketing, is a B2B strategy that focuses
marketing and sales effort on selected organisations rather than treating every lead the same. The team
researches target accounts, maps the people involved and coordinates relevant messages and actions around
the account’s buying journey.
Why might an Irish B2B company need account-based marketing?
ABM can be useful when your business sells high-value products or
services to a defined set of organisations, has a longer sales cycle or needs to engage several stakeholders
before a decision is made. It helps focus effort on accounts that fit your commercial priorities and can
support closer sales and marketing alignment.
How much does an ABM programme cost in Ireland?
Cost depends on the number of accounts, level of personalisation, data
and technology requirements, content production, channel mix, outreach volume and sales enablement scope. A
one-to-many programme typically requires less preparation than a one-to-one programme. We recommend defining
the account strategy and tiering before setting a suitable budget.
How long does it take to see results from ABM?
ABM is usually a longer-term strategy than broad lead generation. Early
signs may include account engagement, content interaction and stakeholder responses, while meetings,
opportunities and closed revenue generally depend on the sales cycle and follow-up process. The timeframe
varies by market, account quality, offer and programme execution.
Do we need a large target account list?
No. The appropriate list depends on the market, deal value, sales
capacity and level of personalisation. Some programmes focus on a small number of Tier 1 accounts, while
others use one-to-few or one-to-many activity across a wider group of well-matched organisations.
What results can a business expect from ABM?
Results vary according to account fit, message relevance, market
conditions, sales execution, data quality and the time required for a decision. ABM may support stronger
account engagement, more qualified meetings, improved pipeline quality, larger opportunities or better
alignment between teams. No responsible provider can guarantee a fixed pipeline value or close rate.
How do you measure the ROI of account-based marketing?
We track agreed account-level and commercial measures such as engaged
accounts, stakeholder coverage, meetings, marketing qualified accounts, pipeline velocity, average deal
size, opportunity progression, close rate and revenue attribution where reliable data is available.
What is included in account-based marketing services?
The scope can include ICP development, target account selection,
account tiering, buying-committee mapping, intent data review, personalised content, LinkedIn campaigns,
email outreach, display, direct mail coordination, CRM configuration, sales enablement, retargeting and
pipeline reporting.
Can you work with our existing CRM and sales process?
Yes. We can review your existing CRM structure, account records,
opportunity stages, ownership, reporting and handoff process. The programme should complement your sales
operation, improve the visibility of account activity and make it easier for sales to act on useful
engagement signals.
How does ABM integrate with our existing sales process?
ABM is designed to work alongside sales, not operate as a separate
marketing campaign. We agree target accounts, ownership, engagement definitions, alerts, follow-up actions
and reporting with the sales team, then provide the account context and materials needed for relevant
conversations.
What are the ongoing deliverables for ABM?
Deliverables may include updated account engagement reports, target
account and contact research, new personalised creative, LinkedIn campaign management, email sequence
optimisation, sales enablement materials, CRM updates and regular strategy reviews. The exact programme
depends on the agreed channels and account tiers.
Can ABM work without intent data?
Yes. Intent data can be useful, but it is only one input. Account fit,
sales knowledge, existing relationships, business events, website behaviour, customer research and
commercial priorities can all inform account selection and timing. The strategy should not rely on a single
signal.
What makes an account-based marketing agency different from a general marketing team?
An ABM-focused approach connects account selection, personalisation,
multi-channel activity, buying-committee coverage, CRM visibility and sales follow-up. It is judged by
account and pipeline progression rather than lead volume alone. The right model may combine an external
specialist with your existing marketing and sales team.
Does our website affect ABM performance?
Yes. Target accounts need a relevant, credible destination after
engaging with a campaign or sales message. Clear service information, account-aware landing pages, useful
proof, strong calls to action and a straightforward contact path can all influence whether interest becomes
a conversation.
Can a smaller Irish B2B company benefit from ABM?
Yes, if it has a clear market, a focused account list and an offer
with enough value to justify account-level attention. A smaller programme can begin with a carefully
selected group of accounts and a manageable set of personalised actions before expanding.
Ready to build a targeted pipeline?
If you want to
focus your marketing effort on the accounts that matter most, we can help you structure the strategy, create
the assets and run the campaigns.
