Account-based marketing for B2B tech companies
Account-based marketing (ABM) focuses marketing and sales on a defined list of companies you want to win. Our ABM Program engages the people in each account's buying committee and measures progress in meetings, pipeline, and revenue per account.
Part of X Demand Generation
What is account-based marketing?
Account-based marketing (ABM) is a B2B approach where marketing and sales agree a list of target accounts, then run coordinated campaigns built for those companies and their buying committees. Progress is measured per account, not per lead, so budget follows the accounts moving toward a deal. Here is how it differs from broad demand generation.
Which go-to-market models ABM fits
ABM is a decision about your market. It works when the companies you can sell to are few enough to name.
Enterprise, sales-led
Large deals, long cycles, and several people in every buying decision. ABM is the primary program.
Defined segments
A finite list in specific industries, regions, or company sizes. ABM covers the named list and the Funnel Program covers the rest.
Partner and channel-led
When a small number of partners or resellers open the market, ABM can treat them as target accounts.
Product-led and self-serve
Many small deals and short cycles do not justify account-level investment. Start with the Funnel Program and add ABM later for your largest accounts.
A strong fit if you
Not the right start if you
Three levels of ABM, matched to account value
Investment follows account potential. Most clients start with Strategic accounts, or Strategic and Lite together.
Strategic
1 to 5 accountsEngagement personalized to each stakeholder in the buying committee. For the accounts that can change your year.
Lite
5 to 50 accountsClusters of accounts that share an industry, a problem, or a buying trigger, each engaged with one tailored story.
Programmatic
50 to 500 accountsSegment-level campaigns to a qualified list of named companies, building familiarity before sales reaches out.
How Saxestory runs an ABM Program
Two stages, two separate decisions. You approve the plan before anything goes live.
ABM Foundation
Standalone, typically 4 to 6 weeksWe select the accounts, learn what drives them, and design the plan. The depth scales with your sales cycle.
ABM Program
Ongoing, minimum 6 monthsWe run the approved plan with your sales team, account by account, and scale what works to the next level.
Kick-off and prioritization
Agree the scope, select the accounts, and assign them to levels.
Account insight
Understand what drives each priority account and who sits in its buying committee.
Messaging
One clear proposition per account or buyer type that sales can deliver with confidence.
Campaign and engagement plan
Channels, sequence, and the roles of marketing and sales for every account.
Execution and optimization
Launch, track account signals, review with sales every month, and scale.
Content production and media spend are scoped separately, once the Foundation shows what is needed. How our pricing works
How ABM success is measured
ABM is measured account by account. Engagement signals usually appear in the first months. Pipeline typically follows within three to six months, depending on your sales cycle.
That is why the ABM Program runs for a minimum of six months, and why every report shows which accounts are moving and which are not.
Led by a former B2B tech CMO
Every ABM Program is led by our founder, Petros Tritsinis. He has spent more than 15 years in B2B tech marketing, as CMO of MarineTraffic and Entersoft, selling to enterprise buying committees with long sales cycles.
Petros Tritsinis, FounderRead more on the Our founder page
Where ABM fits with our other solutions
X Demand GenerationABM is one of the two configurations of X Demand Generation, alongside the Funnel Program.Explore X Demand Generation
Funnel ProgramCovers the part of your market no account list reaches, reported separately from ABM.See the Funnel Program
X Product MarketingSharpens the positioning and messaging your ABM campaigns carry to each account.Explore X Product Marketing
What is the difference between ABM and demand generation?
ABM is a form of demand generation built around named accounts. Broad demand generation reaches an audience defined by job titles and industries. ABM reaches a list of companies you choose and engages several people inside each one.
How many accounts do we need for ABM?
Strategic ABM can start with one to five accounts. Lite covers five to 50, and Programmatic covers 50 to 500. The ABM Foundation decides the right list and levels for your market.
How long until ABM produces results?
Engagement signals usually appear in the first months. Pipeline typically follows within three to six months, depending on your sales cycle. That is why the ABM Program runs for a minimum of six months.
Why does the ABM Foundation come first?
ABM invests effort per account, so the wrong accounts or the wrong message waste it. The Foundation selects the accounts and designs the plan, and you approve it before anything launches.