Account Based Marketing

Unlock account growth with a strategic sales and marketing approach.

Sustainable value in strategic accounts

We work with clients to tailor an account-based strategy, supporting from account selection and insight, right through to messaging, content creation, multi-channel execution and measurement.

ABM typically involves identifying target accounts, understanding their needs, and creating personalised marketing campaigns that are designed to appeal to those accounts.

Increased ROI
ABM can achieve a higher ROI on your marketing spend by targeting your campaigns more effectively.

Improved customer relationships
ABM can help you to build stronger relationships with your most important customers by understanding their needs and providing them with the information and support that helps them overcome their biggest challenges.

Increased sales
ABM can help you to increase sales by targeting your campaigns to accounts that are more likely to buy from you, driving loyalty and preference.

These are some of the core elements of a strategic ABM program

Target account selection
The first step in ABM is to identify and prioritise the target accounts that you want to focus on. These accounts should be high-value, high-potential, and a good fit for your products or services.

Personalised marketing campaigns
ABM campaigns should be personalised to the specific needs and interests of each target account. This means using different channels, messages and content for each account.

Account profiling
Once you have identified your target accounts, you need to gather as much information about them as possible. This information should include their size, industry, challenges and decision-makers.

Measurement and analysis
It is important to measure and analyse the results of your ABM campaigns so that you can see what is working and what is not. This information can be used to improve your campaigns over time.

The ABM adoption model

Gilroy work with enterprises at all stages of the ABM adoption cycle:

Educate

Budget
Annual

Buy-in
Exec, sales, others

Commit

Partners
Annual

Resources
Annual

Strategy
Exec, sales, others

'Start Up'

Activate

Discovery

Research

Plan

Create

Deliver

Prove

'Scale Up'

Develop

Develop
Attribution, tracking, intent

Align
Structure, teams, roles

Scales
Accounts, regions, sectors, budgets

'Level Up'

Advance

Expand
Enterprise-wide

Optimise
Shared best practice

Approach
ABM-first

Connected Marketing Experiences

Brand Experience

Connected Communications

Marketing Operations