Market to the accounts that matter most.

Account-based marketing, often called ABM, is a B2B approach that treats specific target companies as markets of one. Instead of attracting as many leads as possible, marketing and sales agree a list of high-value accounts, understand the people involved in each buying decision and run coordinated, personalised campaigns to engage them. ABM concentrates effort where revenue is most likely, which makes it especially effective for businesses with larger deal sizes and longer sales cycles.

An ABM agency plans and runs account-based programmes for B2B companies. At Vertical that covers strategy, target account selection, buying group mapping, messaging, content, LinkedIn campaigns, personalised outreach, CRM setup and reporting. We work closely with your sales team throughout, so marketing activity is aligned with how deals are actually won. You get one partner for the whole programme rather than separate suppliers for media, content and outreach.

We start with your best existing customers and look for what they have in common, from size and sector to technology, growth and challenges. We then combine that profile with firmographic data, intent signals and your sales team's knowledge to build a list of accounts worth pursuing. Accounts are usually grouped into tiers, with the most personalised attention reserved for those with the highest potential value and best fit.

LinkedIn lets you target specific companies, roles and seniority levels, which makes it one of the most useful channels for ABM. We run campaigns that keep your brand in front of the right people at each target account, with thought leadership, case studies, event invitations and offers matched to their stage. LinkedIn activity is coordinated with email and sales outreach, so the same people see a consistent story across every touch.

It depends on the tier and value of each account. For the most important accounts, outreach and content may be written specifically for that company and the individuals involved. For larger groups of accounts, messages are tailored by industry, role or shared challenge. The goal is always relevance: showing each person that you understand their situation. AI agents help us research and draft at speed, while our team makes sure every message is accurate and genuinely useful.

Alignment is the heart of ABM. We agree target accounts, messages and handover points with your sales team, share account plans and hold regular reviews. Marketing warms up accounts and surfaces engagement signals, while sales follows up at the right moment with the right context. Because everything is tracked in your CRM, both teams see the same picture and can act on it together, rather than working from separate lists.

ABM is a longer-term approach, because it targets considered B2B decisions that often involve several people and long sales cycles. Early signals such as engagement from target accounts and new conversations usually appear within the first couple of months. Pipeline and revenue build over the following quarters as accounts move through the buying process. We agree realistic goals with you upfront and report on progress at every stage.

We measure ABM at the account level rather than by individual leads. That means tracking how many target accounts are engaging, how many people within each account are involved, meetings booked, opportunities created, pipeline value and revenue won. We also look at deal speed and size compared with other activity. These measures show whether the programme is moving the accounts that matter, rather than generating clicks that never become business.

We use AI agents to research target accounts, monitor engagement and intent signals, map buying groups and draft personalised messages and briefs for sales. That lets us personalise for more accounts and respond faster when an account starts warming up. Every message, list and recommendation is reviewed by our team before it is used, so AI speeds up the research and drafting while experienced people make the judgements about who to approach and what to say.

ABM tends to suit B2B businesses with a clearly defined market, higher deal values and sales that involve several decision makers. If a relatively small number of customers drives most of your revenue, focusing effort on the right accounts usually pays off. For businesses selling lower-value products to very broad markets, other approaches may work better. We will give you an honest view of whether ABM fits, and how it could work alongside your existing marketing.