Account Based Marketing
ABM built inside your revenue infrastructure
Most ABM programs run as a disconnected campaign layer. We build ABM inside the lifecycle model and attribution framework governing your GTM motion — so every account interaction is tracked, measured, and connected to pipeline. Platform-agnostic across HubSpot, Salesforce, and Marketo.
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Accounts with surging intent
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Accounts researching
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Coverage across 675+ targets
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Pipeline from target accounts
Sound familiar?
Common ABM challenges we solve
ABM campaigns that can't prove account-level ROI
Sales and marketing misaligned on which accounts to target
Generic display ads served to broad audiences with no intent signal
No connection between ABM engagement data and CRM pipeline stages
Running ABM as a campaign layer disconnected from lifecycle attribution
Target account lists that never get updated with enrichment or intent data
Intent intelligence
Real-time account intent signals
Track web activity, content engagement, and email signals to prioritize accounts showing the strongest buying intent.
| Account | Web Activity | Content | Email Opens | Intent Score | Stage | Next Action |
|---|---|---|---|---|---|---|
| Vertex Systems | 24 visits | 3 downloads | 68% | 92 | Opportunity | Schedule demo |
| Quantum GTM | 18 visits | 5 downloads | 45% | 84 | Engaged | Send case study |
| Meridian Cloud | 12 visits | 1 download | 72% | 67 | Aware | Nurture sequence |
| Prism Analytics | 31 visits | 4 downloads | 55% | 88 | Engaged | Executive outreach |
| Nova Revenue | 8 visits | 0 downloads | 38% | 42 | Cold | Display ads |
Targeting tiers
Three tiers of ABM engagement
Every account gets the right level of attention based on value, intent, and stage.
T1 Strategic
1:1 personalized
- Custom content
- Executive outreach
- Dedicated plays per account
T2 Targeted
1:Few clusters
- Industry-specific plays
- Multi-threaded engagement
- Personalized ads
T3 Programmatic
1:Many automated
- Intent-triggered campaigns
- Scaled ads
- Automated nurture
What we deliver
Full-stack ABM capabilities
Target Account Strategy
TAL sizing, intent-based prioritization, and enriched account profiles using Clay and intent data providers. Lists that update dynamically, not quarterly spreadsheets.
Multi-Channel ABM Campaigns
Coordinated plays across paid ads, email, LinkedIn, and direct outreach — personalized by tier. T1 accounts get 1:1 plays, T3 accounts get automated intent-triggered campaigns.
Sales-Marketing Alignment
Shared account scoring, unified engagement timelines, and joint playbooks so sales and marketing are targeting the same accounts with the same messaging at the right time.
Account-Level Attribution
Measure influence and velocity at the account level — not just lead-level MQLs. Track engagement across all contacts at a target account through to closed-won, inside your CRM.
Playbooks
Orchestration playbooks by stage
Pre-built engagement sequences tailored to each account's intent level and buying stage.
Cold Activation
- Display ads
- Gated content
- SDR outreach sequences
Conversion goal
Move to Aware
Warm Engagement
- Webinar invites
- Case studies
- Multi-touch sequences
Conversion goal
Move to Engaged
Intent Surge
- Custom landing pages
- Executive outreach
- Demo offers
Conversion goal
Move to Opportunity
Results
What ABM delivers
Pipeline from Target Accounts
Concentrated pipeline from the accounts that matter most — not scattered leads from broad campaigns. Higher deal sizes and better win rates from accounts you chose to pursue.
Faster Enterprise Sales Cycles
Multi-threaded engagement warms up entire buying committees before sales gets involved. Accounts move through the lifecycle faster because every stakeholder is already engaged.
Measurable Account-Level ROI
Full visibility into which accounts are engaging, which plays are working, and how ABM spend connects to pipeline — inside your existing CRM and attribution framework.
Platform agnostic
ABM across the platforms that matter
We build ABM programs on HubSpot, Salesforce, and Marketo — not locked to one vendor.
FAQ
Frequently asked questions
Account-based marketing is a B2B strategy that focuses marketing and sales resources on a defined set of high-value target accounts rather than broad audience campaigns. ABM uses personalized content, multi-channel engagement, and intent data to reach buying committees within specific companies. Effective ABM integrates with your CRM lifecycle stages and attribution model so every account interaction is tracked against pipeline.
Demand generation casts a wider net to generate pipeline across your total addressable market. ABM focuses resources on a specific list of high-value accounts most likely to convert. The best programs run both in parallel — demand gen captures inbound interest at scale while ABM provides concentrated engagement for your most strategic accounts. At Formulytic, we build both as one integrated system.
We measure ABM at the account level — not just individual leads. Key metrics include target account engagement rate, pipeline generated from target accounts, deal velocity for ABM-touched accounts vs. non-ABM, and account-level ROI. All of this is tracked inside your CRM and attribution framework, not in a separate ABM dashboard disconnected from your revenue data.
We're platform-agnostic — we build ABM programs on HubSpot, Salesforce, and Marketo, integrating with intent data providers, Clay for enrichment, and ad platforms like LinkedIn and Google. The orchestration layer lives inside your CRM so account engagement data feeds directly into your lifecycle model and attribution reporting.
Most ABM programs launch within 30-45 days. The first 2 weeks focus on target account list development, tier segmentation, and sales alignment. Weeks 3-4 involve campaign design, content mapping, and ad setup. By week 5-6, campaigns are live and generating account-level engagement data. Meaningful pipeline impact from ABM typically follows within 60-90 days.
Launch an ABM program that drives pipeline
Book a strategy call to build a tiered ABM framework — connected to your lifecycle model and attribution, with full visibility into account-level pipeline impact.