Account-Based Marketing
Account-Based Marketing Services
Pineapple Digital Marketing helps UK B2B businesses identify their target accounts, understand the decision-makers inside them and build coordinated campaigns across content, email, LinkedIn, CRM and sales outreach.
Services
Our Account-Based Marketing Services
Take the whole programme, or the parts you need alongside what you already run in-house.
ABM Strategy & Planning
Define the target audience, objectives, account-selection criteria, messaging and overall campaign approach.
Ideal Customer Profile Development
Establish which types of businesses represent the strongest opportunities, industry, company size, geography, business model and commercial fit.
Target Account Identification
Build focused lists of organisations matching the agreed Ideal Customer Profile and campaign objectives.
Decision-Maker Research
Identify relevant people within target organisations and understand the stakeholders who may influence a purchasing decision.
Account & Contact Data
Support the creation, organisation and enrichment of the account and contact data your campaigns rely on.
Personalised Messaging
Messaging built around the challenges, priorities and context of the target audience rather than the same generic note sent to everyone.
Email & LinkedIn Outreach
Coordinated outreach across the channels that suit your market, to reach decision-makers and build familiarity over time.
ABM Content
Industry content, case studies, landing pages, guides, LinkedIn content, sales materials and campaign assets.
Campaign Tracking & Reporting
Track account engagement, outreach activity, responses and opportunities so you can see which accounts and approaches are gaining traction.
Process
Our Account-Based Marketing Process
Eight steps from defining who you want to win, through to following up with the accounts that engage.
Define the Ideal Customer Profile
Establish what a good-fit organisation actually looks like for your business.
Build the Target Account List
Identify the businesses that match the agreed criteria.
Identify Decision-Makers
Map the relevant people and roles within each organisation.
Research & Segment
Understand the accounts and group them by industry, challenge, opportunity or other meaningful criteria.
Develop Messaging & Content
Create relevant messaging and supporting content for the target audience.
Launch Coordinated Campaigns
Use the appropriate channels: email, LinkedIn, content and sales outreach: together rather than in isolation.
Track Engagement
See which accounts and contacts are responding and engaging.
Refine & Develop Opportunities
Use what the campaign tells you to improve targeting, messaging and follow-up.
How it fits together
Bringing Your ABM Activity Together
Account-Based Marketing is not simply cold email or LinkedIn outreach. Its value comes from coordinating targeting, messaging, content, CRM and sales activity around the same priority accounts.
Account Research
Who the accounts are, what they do and what matters to them.
Messaging & Content
What you say, and the material that supports it.
Email + LinkedIn + Website + Sales Activity
The channels the message lands through.
CRM & Engagement Tracking
Where account activity is recorded and visible.
Sales Follow-Up
The conversations that come out of engagement.
Opportunities
Accounts that develop into genuine commercial conversations.
Connecting Marketing With Sales
Account-Based Marketing works best when marketing and sales are working towards the same target accounts. In practice that means both sides can answer the same set of questions at any point in the campaign.
- Which companies are we targeting?
- Why are they a good fit?
- Who are the relevant decision-makers?
- What do we already know about them?
- Which accounts are engaging?
- Who should sales follow up with?
- What content could support the conversation?
- Which messages are generating responses?
- Which accounts are developing into genuine opportunities?
Outcomes
What a Clear ABM Strategy Can Give You
No guarantees on pipeline numbers, but these are the practical changes businesses notice once targeting, messaging and follow-up are properly joined up.
- A clearer target market
- Better-defined Ideal Customer Profiles
- More focused prospect lists
- Better understanding of buying committees
- More relevant outreach
- Stronger coordination between marketing and sales
- Better visibility of target account engagement
- Less time spent marketing to poor-fit businesses
- A repeatable approach to targeting priority accounts
- Better use of marketing resources
Related
Services that support ABM campaigns
HubSpot Implementation
For managing target accounts, contacts, opportunities, campaign activity and sales follow-up.
Email & Outreach Systems
For structured outbound campaigns and managing prospect communication.
GEO & AI Search
For content that supports target accounts through their research and buying process.
Website Design & Development
For campaign landing pages, lead capture and conversion journeys.
Creative Design & Assets
For campaign assets, sales materials, guides and supporting content.
Want to focus your marketing on the businesses you actually want to win?
Tell us about your target market, how you currently generate leads, how your sales team follows up and which accounts you'd like to be in front of. We'll give you an honest view on whether Account-Based Marketing is the right fit, and what a first campaign could look like.
Discuss Your ABM Strategy
A 30-minute call about your market, your target accounts and your current outbound activity.
Book a callTell us about your target market
A few details and we'll come back with times for a call.
FAQ