Stop Marketing to Everyone. Start Winning the Accounts That Actually Matter.
Account-Based Marketing flips the traditional lead generation model. Instead of generating as many leads as possible and hoping the right companies are in there, ABM starts with a defined list of your ideal target accounts and coordinates every marketing and sales touchpoint around winning those specific companies. The result is fewer, higher-quality opportunities — at deal values that justify the focused investment. Digitly builds ABM programmes that surround your target accounts with coordinated LinkedIn Ads, Google Ads, direct outreach and content — building awareness, generating interest and creating pipeline within the accounts you've chosen to win.
87%
B2B Marketers Report ABM Delivers Higher ROI
150+
B2B Brands Under Management
$30M+
Ad Spend Managed
21
Independent Agency Awards
18
Countries With Active Clients
What Is Account-Based Marketing — And When Is It the Right Strategy?
Account-Based Marketing (ABM) is a B2B growth strategy that concentrates marketing and sales resources on a clearly defined set of target accounts — treating each account as a market of one. Rather than generating broad lead volume and qualifying down, ABM identifies the specific companies you want as clients and builds coordinated campaigns to open doors, build relationships and create pipeline within those accounts.
ABM is not right for every business. It is most effective when your addressable market is defined (you can name the companies you want), your average deal value is high enough to justify focused investment (typically £20K+ ACV), your sales cycle is long enough that nurture matters and your sales team can manage a focused set of high-value opportunities rather than high volume.
The Three Tiers of ABM — Which Is Right for Your Business?
One-to-One ABM (Strategic ABM)
Fully personalised programmes for 5–50 named accounts — each with bespoke content, personalised outreach and dedicated ad campaigns. Highest investment, highest deal value. For enterprise sales with £100K+ ACV targets.
One-to-Few ABM (ABM Lite)
Personalised by account cluster — groups of 50–200 accounts with shared characteristics targeted with semi-personalised content and coordinated outreach. For mid-market B2B with £20K–£100K ACV.
One-to-Many ABM (Programmatic ABM)
Scaled targeting of 200–5,000 named accounts using IP-based ad targeting, LinkedIn company targeting and automated outreach sequences. For high-volume B2B with defined ICP and £10K–£50K ACV.
End-to-End ABM Programme Management — Strategy to Pipeline.
ABM Strategy & Account List Development
The foundation of every ABM programme — defining the target account universe, tiering accounts by opportunity value and building the account intelligence needed to personalise engagement.
- Target account list development — ICP-based criteria applied to total addressable market
- Account tiering — Tier 1 (strategic), Tier 2 (scalable), Tier 3 (programmatic)
- Account intelligence gathering — company profile, stakeholder mapping, intent signals
- Buying committee mapping — all stakeholders by role
- Account scoring — propensity to buy based on firmographic and intent data
LinkedIn Ads for ABM
LinkedIn's Company targeting capability makes it the primary paid channel for ABM — allowing ads to be shown exclusively to employees at specific named companies.
- Company list upload — up to 300,000 named accounts
- Job function and seniority overlay — reach buying committee only
- Sponsored Content — account-specific creative where appropriate
- Lead Gen Form — within LinkedIn for high-friction offer capture
- Account engagement tracking — which accounts are engaging
Google Ads for ABM
IP-based targeting and Customer Match lists in Google Ads allow Display and Search remarketing to be directed at employees of specific target accounts — extending ABM reach beyond LinkedIn.
- Customer Match upload — email list from target account contacts
- Display remarketing — account-specific creative for website visitors from target accounts
- Search campaigns — category terms bid aggressively for target account visitor sessions
ABM Content Strategy
ABM requires content that speaks to the specific pain points of each account tier — not generic thought leadership. We develop account-relevant content assets that serve as outreach hooks, ad offers and meeting triggers.
- Account-specific case studies — same industry, same challenge
- Tier-specific content assets — reports, guides, assessments
- Personalised email sequences — account context in every message
- Direct mail integration — for Tier 1 accounts
Outreach Coordination
ABM works best when paid advertising and direct outreach are coordinated — so a prospect sees your ad and then receives a LinkedIn message referencing something relevant, or reads a personalised email after seeing your content multiple times.
- LinkedIn outreach sequencing — timed to ad exposure
- Email sequence — account-personalised
- Sales development rep enablement — templates, call scripts, objection handling
- Meeting booking — qualification and handoff
ABM Measurement & Pipeline Reporting
ABM success is measured differently from traditional lead generation — account penetration, engagement rate by account, pipeline created within target accounts and account-level deal progression.
- Account engagement tracking — ad impressions, website visits, content downloads
- Pipeline contribution — opportunities from target accounts
- Account progression — unaware → engaged → opportunity → closed won
- Revenue attribution — ABM spend to closed revenue
- Quarterly ABM business review
Advanced ABM — Beyond Standard Account Targeting.
Intent Data Integration
Layer intent data signals onto your ABM account list — prioritise outreach to accounts showing active research behaviour in your category. Focus budget and sales attention on accounts that are currently in-market.
Personalised Landing Pages
Account-specific or tier-specific landing pages that reflect the target company's industry, challenges and use case — increasing conversion rates from ABM ad traffic and outreach clicks.
Direct Mail for Tier 1
Physical direct mail campaigns for highest-value strategic accounts — personalised packages, handwritten notes and premium collateral that cut through digital noise and create memorable touchpoints.
CRM Account Scoring
Automated account scoring within your CRM based on engagement signals — ad impressions, website visits, content downloads and outreach responses — surfacing the hottest accounts for sales follow-up.
Multi-Threaded Outreach
Reaching multiple stakeholders within the same target account simultaneously — the economic buyer, the technical evaluator and the champion — each with messaging tailored to their role and concerns.
Executive Engagement Programmes
C-suite engagement strategies for Tier 1 accounts — executive roundtables, exclusive content, peer-to-peer introductions and thought leadership positioning that builds trust at the highest level.
Why Digitly's ABM Programmes Create Enterprise Pipeline — Not Just Account Lists.
Most agencies define ABM as 'targeting a list of companies with LinkedIn Ads.' That's account-based advertising — not account-based marketing. True ABM requires coordinated strategy, multi-channel execution, sales alignment and pipeline-level measurement.
Account-First Strategy
We start with your target account list — not a broad audience. Every campaign decision is made through the lens of which accounts you want to win and what it takes to engage them.
Sales Alignment Built-In
ABM only works when marketing and sales are coordinated. We work with your sales team from day one — aligning on target accounts, qualifying criteria and handoff processes.
Multi-Channel Coordination
LinkedIn Ads, Google Ads, outreach and content are managed as one coordinated system — not independent channels. A prospect sees your ad, receives a relevant message and encounters your content in sequence.
Pipeline Value Reporting
We report on pipeline created within target accounts, account engagement progression and ABM spend to closed revenue — not impressions, clicks or generic lead volume.
ABM Results That Traced to Enterprise Pipeline.
Kotak Securities — UK Indian Diaspora
Financial Services | 8 months | ABM + LinkedIn AdsChallenge: Reach high-net-worth Indian diaspora professionals in the UK with tailored investment proposition. Highly defined target audience in a competitive category.
What Digitly Did
- ICP — Senior professionals, UK-based Indian diaspora, £150K+ household income proxy signals
- ABM account list — 300 target companies with Indian diaspora employee concentration
- LinkedIn Ads — Sponsored Content targeting by company + job seniority
- LinkedIn outreach — connection sequences to individual target profiles
- Lead nurture — investment education content sequence
Results
CIR-Q Tech
B2B Technology · SaaS | 9 months | ABM + LinkedIn OutreachChallenge: Needed to penetrate specific enterprise accounts in the technology sector. ABM component layered onto LinkedIn outreach programme to increase multi-stakeholder engagement within target accounts.
What Digitly Did
- Target account list — 150 enterprise technology companies
- Account tiering — Tier 1 (25 accounts) with personalised outreach, Tier 2 (125 accounts) with scaled targeting
- LinkedIn Ads — Sponsored Content to all employees at Tier 1 accounts
- Multi-threaded outreach — CTO, VP Engineering and Head of Product contacted within each account
- Content — account-relevant case studies as outreach hooks
Results
Why B2B Companies Choose Digitly for ABM
Account-First Methodology
Every programme starts with your target account list. We don't generate broad leads and hope — we focus on the accounts you've identified as highest value.
Multi-Channel Coordination
LinkedIn Ads + Google Ads + outreach + content — managed as one coordinated system, not independent channels.
Sales Team Integration
We work directly with your sales team to align on accounts, define qualification and close the feedback loop between engagement and pipeline.
Account-Level Reporting
Pipeline created within target accounts, account engagement progression and ABM spend to closed revenue — not vanity metrics.
Buying Committee Mapping
We map all stakeholders in the buying unit — economic buyer, technical evaluator, champion — and address each with relevant messaging.
Global Enterprise Experience
18 countries. Enterprise to mid-market. Technology, finance, legal, manufacturing and more. ABM that works across borders.
How Digitly Builds Your ABM Programme — Step by Step
Account List Development
Week 1–2ICP criteria applied to total addressable market. Target account list built and tiered by opportunity value. Account intelligence gathered — company profiles, stakeholder maps, intent signals.
Account Tiering & Strategy
Week 2Accounts tiered into Tier 1 (strategic), Tier 2 (scalable), Tier 3 (programmatic). Engagement strategy defined for each tier. Budget allocated by tier priority.
Channel Setup
Week 2–3LinkedIn Ads company list uploaded. Google Ads Customer Match configured. Outreach sequences built. Content assets developed for each tier.
Content & Messaging
Week 3Account-relevant content created — case studies, guides, assessments. Outreach messaging personalised by tier. Ad creative developed for each account cluster.
Launch & Coordination
Week 4All channels launched in coordination — ads, outreach and content timed to create multi-touchpoint engagement. Sales team briefed on active accounts.
Pipeline Reporting & Optimisation
Month 2+Account engagement tracked. Pipeline contribution measured. Account progression monitored. Messaging refined based on response data. Quarterly ABM business review.
ABM Across Every Enterprise Industry.
Technology & SaaS
SaaS, cloud and technology — CTO, VP Engineering targeting within named accounts.
Financial Services & BFSI
Banking, insurance and fintech — compliance-aware ABM for enterprise accounts.
Legal & Professional Services
Law firms and advisory — partner-level engagement and account penetration.
Manufacturing & Industrial
Industrial B2B — procurement and engineering decision-maker targeting.
Consulting & Advisory
Management consulting — C-suite targeting within defined account lists.
Healthcare & Pharma
Healthcare technology and pharma — regulatory-compliant ABM programmes.
Real Estate & Property
Commercial real estate — investor, developer and occupier targeting.
Education & EdTech
EdTech and education — institutional buyer and partnership ABM.
Frequently Asked Questions — Account-Based Marketing
Find Out Whether ABM Is the Right Strategy for Your Revenue Target. Free.
Book a free 30-minute ABM strategy audit. We'll review your target market, assess ABM fit based on your deal value and sales cycle, and show you what a coordinated ABM programme would deliver for your specific business.
Not every business is right for ABM. If a different approach — LinkedIn outreach, intent data or broader lead generation — would deliver better results for your situation, we'll tell you honestly.
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