Lead Generation · ServiceMOFU
Account-based marketing (ABM) for the accounts that matter
The short answer
When your entire market is a few hundred companies, you don't need reach — you need depth. Account-based marketing flips the traditional funnel: choose the accounts first, then reach every relevant person inside them with messaging specific to their role, their company and their situation.
PMG runs ABM with sales as a full partner — because ABM that marketing runs alone is just expensive targeted advertising.
The three tiers of ABM
- One-to-one — a handful of strategic accounts, each with bespoke content, research and outreach
- One-to-few — clusters of similar accounts (same industry or problem) with tailored messaging
- One-to-many — hundreds of target accounts reached with segment-level personalisation and account-targeted ads
How ABM works
- Select accounts with sales — fit, intent signals and deal value.
- Map buying committees — who decides, who influences, who can block.
- Research each account or cluster — priorities, triggers and pain points.
- Advertise to named accounts on LinkedIn and programmatic ABM platforms.
- Personalise content by industry, role or account — landing pages, case studies, briefings.
- Coordinate outreach so sales contact reinforces what marketing has shown.
- Measure account-level engagement and pipeline, not lead counts.
What makes ABM fail
- Account lists chosen by marketing without sales agreement
- Personalisation that stops at inserting a company name
- Measuring MQL volume instead of account progression
- No sales follow-up on engaged accounts
- Expecting results in weeks when enterprise cycles run for months
ABM programme components
- Target account list agreed with sales
- Buying committee mapping — roles and priorities
- Personalised content by industry or account
- LinkedIn and display campaigns targeted to account lists
- Sales outreach coordinated with marketing touches
- Events, roundtables and executive briefings
- Account engagement scoring
- Pipeline reporting by account
ABM metrics
| Metric | Why |
|---|---|
| Account coverage | Share of target accounts reached |
| Account engagement | Depth of interaction across roles |
| Meetings and opportunities | Sales progress |
| Pipeline value and velocity | Commercial impact |
| Win rate and deal size vs non-ABM | ABM effectiveness |
ABM by company type
| Company | ABM approach |
|---|---|
| Enterprise software | One-to-few programmes for key accounts |
| Mid-market SaaS | One-to-many with industry segmentation |
| Professional services | Relationship-led programmes |
| Manufacturers | Distributor and key-account targeting |
A worked example
A software company chose 150 target accounts with sales, ran LinkedIn ads to buying committees, sent personalised content and alerted sales when accounts engaged. Meetings with target accounts increased, and the sales team prioritised better.
Before ABM
- Target account list agreed with sales
- Buying-committee roles mapped
- Personalised content plan
- CRM tracking of account engagement
Why teams choose PMG for Account-Based Marketing
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run Account-Based Marketing
We manage Account-Based Marketing for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for Account-Based Marketing.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How many accounts should an ABM programme target?
Tiered: a handful at one-to-one, dozens in one-to-few clusters, and hundreds at one-to-many.
Is ABM only for large enterprises?
It suits any business whose best customers are a definable, limited set of companies — including mid-market B2B.
What budget does ABM need?
It varies by tier. One-to-many programmes can start modestly on LinkedIn; one-to-one work is more time-intensive than media-intensive.
How is ABM different from lead generation?
Lead generation attracts many individuals and filters them; ABM starts with the accounts you want and engages their decision-makers.
What tools are needed for ABM?
A CRM, LinkedIn Campaign Manager, account-level analytics, and optionally intent data and ABM platforms for larger programmes.
How long before ABM shows results?
Engagement can show within weeks; pipeline and revenue typically take one to two sales cycles.
Does ABM replace inbound marketing?
No — it complements inbound by focusing effort on the highest-value accounts.
Can ABM work without intent data?
Yes — account lists, engagement tracking and sales feedback are enough to start.
How many accounts can one programme handle?
From a handful (one-to-one) to hundreds (one-to-many).
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
Works best alongside
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