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B2B Account-Based Marketing Generation

Fewer accounts, deeper relationships.

Spreading a marketing budget thinly across a broad audience rarely wins the accounts that matter most. Account based marketing takes the opposite approach, concentrating effort on a defined list of high value businesses and treating each one as its own market.

We build account based marketing strategies that identify your most valuable target accounts, then coordinate marketing and sales around winning them specifically, rather than casting a wide net and hoping the right buyers respond.

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What account-based marketing means in B2B

Account based marketing is a strategy that flips traditional marketing on its head. Instead of generating a broad pool of leads and qualifying them down, it starts by identifying a specific list of target accounts, businesses that represent genuine strategic value, and builds tailored campaigns aimed directly at the people within those organisations who influence the buying decision.

This matters in B2B because a small number of accounts often represent a disproportionate share of potential revenue. Winning one major account can matter more commercially than converting multiple smaller leads. Account based marketing recognises this and directs resources accordingly, treating each target account with the attention a significant piece of business deserves.

The sectors we work in suit this approach particularly well. Defence, aerospace, the built environment, automotive, and health and safety often involve a relatively small number of large organisations making significant purchasing decisions, with multiple stakeholders involved in each one. This is exactly the environment account based marketing was built for.

Our approach to account-based marketing

We identify accounts worth the investment

Not every large organisation makes a good target account. We work with your sales team to build a list based on genuine strategic fit, considering factors like existing relationships, commercial potential, and likelihood of conversion, so effort goes towards accounts with a realistic path to winning.

We map the people who influence the decision

Large B2B purchases rarely rest on a single decision maker. We identify the specific individuals within each target account, from technical evaluators to budget holders, and build messaging tailored to what matters to each of them.

We build campaigns around the account

Standard campaigns rarely resonate with the depth an account based approach requires. We create tailored content and messaging specific to each priority account, reflecting their particular challenges, priorities, and position in the market.

We align marketing and sales around the same target

Account based marketing only works when marketing and sales are working towards the same accounts with a shared understanding of progress. We build this coordination into the strategy from the outset, so both teams are focused on moving the same relationships forward.

Three and a half decades of winning strategic accounts

Understanding how a large, complex organisation actually makes a purchasing decision takes real sector experience. We’ve spent over 35 years working with businesses in complex, regulated markets, learning how procurement processes work inside major organisations and who genuinely holds influence over a decision.

That experience shapes every account based marketing strategy we build. We understand how to navigate the layered decision making common in sectors like defence and aerospace, so campaigns aimed at your priority accounts reach the people who actually matter.

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Backed by recognised standards in the industry

Our experience in specialist sectors is formally recognised by multiple bodies. We’re proud to be part of the Agency Collective, a network of independent agencies who care about raising standards across the industry. The Royal Aeronautical Society’s recognition reflects years spent working within aerospace and defence, industries where major accounts often involve lengthy, multi stakeholder decisions.

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