ABM Agency

xGrowth’s process starts with learning about your business and goals. Once we ensure that our agency is a good fit, our ABM services help brands define key parts of their strategy, including:

• Ideal customer profiles (ICP)
• Priority industries and segments
• Target account criteria
• High-value account lists
• Account tiers (1:1 for top accounts, 1:few for clusters by sector or pain point, and 1:many for wider lists)

By clearly defining these aspects, brands can more easily understand who they’re trying to reach and how to target those accounts.

Our account-based marketing agency helps identify the individuals involved in the decision-making process within high-value accounts, including key decision-makers, influencers, product users, and those who may block the decision.

After identifying these people, we’ll dive deeper into what their pain points, priorities, and buying triggers are to find the best way to market products and services to them.

xGrowth helps businesses develop a roadmap that covers every part of your ABM strategy, including the following key areas:

• Campaign strategy
• Offers
• Messaging
• Content requirements
• Targeting
• Channel selection

Targeting specific high-value accounts requires unique messaging to resonate with each buying committee. xGrowth can help personalise all aspects of ABM execution, including ads, landing pages, sales enablement content, email messaging, direct mail, and campaign assets. Our content is always linked to the campaign theme to effectively reach the right accounts.

xGrowth ensures coordination across multiple B2B channels, which can include LinkedIn, paid media, emails, account-specific landing pages, microsites, events, retargeting, sales outreach, webinars, and direct mail. Channels will be selected and planned for target accounts only, ensuring your efforts aren’t wasted on the wrong audience.

Focusing only on one channel will limit your ability to reach target accounts. Stakeholders have already heard the same stories from various sales calls, so traditional outreach doesn’t set brands apart. Multi-channel campaigns elevate the experience, such as starting with an ad to build awareness, using personalised content to strengthen the case, and then moving forward with sales conversations to build trust with accounts that are already interested. The whole buying group will get to know who you are with a strong ABM campaign.

Want to prove it before you scale? We can help you set up your pilot program with our SDRs, following up with the accounts your campaign has already warmed.

With all the above defined and planned, xGrowth helps measure ABM performance by tracking the following:

• Account engagement
• Meetings and opportunities
• Pipeline
• Deal progression
• Revenue

xGrowth’s ABM campaigns never focus on vanity metrics. Instead, you’ll see real pipeline impact. Our senior teams check key performance indicator dashboards daily through our in-house reporting tools. You can take these metrics back to your own team while xGrowth helps adjust strategies based on results.

Reaching high-value companies might result in a lot of dead ends if the executives you need won’t take your calls. ABM offers a carefully planned solution for companies looking to target a small group of carefully selected accounts rather than casting a wide net.

When buying committees frequently change, it becomes tricky to connect with key decision-makers. Rather than just connecting with one lead in a company, ABM strategies consider everyone who influences decisions since purchasing decisions are typically made as a team rather than by a single person.

If lead volume is up but pipeline isn’t, that means you aren’t reaching the right accounts. Traditional methods are often too broad and may target accounts that aren’t relevant or high-earning. ABM approaches focus on quality, conversion, and sales relevance when reaching new accounts.

Even if sales teams already have a list of target accounts, deals may stall between the first meeting and closed-won without proper tactics. A B2B ABM agency can help sales and marketing teams develop a structured approach for reaching and influencing the accounts they’re focused on.

If vendors keep filing your business under only one feature, such as “the security tool” or “the reporting add-on,” you’ll get stuck on a single budget line rather than being considered for strategic decisions. ABM fixes this by tying messaging to account priorities rather than just listing features, opening your brand to bigger, multi-product deals.

An effective strategy starts with a deep understanding of the business and audience. We learn about your business, targets, and competitive landscape to fully understand who you are and how to reach your audience.

It’s important to us that your business and our agency align on strategies. We’ll meet with you to discuss goals and share case studies to confirm if it’s the right fit.

Once we know it’s the right fit, we’ll develop an ACE roadmap that includes a finalised pilot program account list, a pilot program blueprint, and onboarding to align with sales.

We’ll use the initial roadmap to create messaging, stakeholder mapping, content, activation, and optimisation that suits your target account and goals.

There’s room for refinement with every ABM strategy. We’ll use metrics and results to analyse what worked, what didn't, and where to increase focus next.