— ACCOUNT BASED MARKETING AGENCY

Win the accounts that actually matter.

Account based marketing allows you to stop casting wide and start winning the specific companies and people you most want as clients. You’ll get a focused programme around a defined list of priority accounts and decision-makers, built by an account based marketing agency that then expands into the adjacent buyers worth reaching as it proves out. The right people get the right message, across every channel they pay attention to.

You’ll get a focused programme built around a defined list of priority accounts and decision-makers, run by an ABM agency that reaches the right people with the right message, across every channel they pay attention to.

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8 / 10 client spots filled

── The challenge

Broad marketing misses the accounts you actually want

Most marketing work casts a wide net, then spends time qualifying out the wrong-fit enquiries it attracts. But if you have a specific, high-value set of target customers, that’s a slow and expensive way to grow. With ABM, however, you start with the accounts you want and build around them.

This service is for you if you have a clear sense of the accounts worth winning, if your sales cycle involves multiple decision-makers, and if you want a focused programme that builds real relationships with the right people.

Most marketing work casts a wide net, then spends time qualifying out the wrong-fit enquiries it attracts. But if you have a specific, high-value set of target customers, that’s a slow and expensive way to grow. With ABM, however, you start with the accounts you want and build around them.

You know exactly who you want to win

You have a defined set of companies and people you’d love as clients, but no deliberate plan to actually reach and influence them.

A defined list, but no deliberate plan to reach them.

Your buyers are a committee, not a person

In complex B2B companies decisions involve several people across procurement, technical and leadership, and marketing that speaks to one of them, or to nobody in particular, doesn’t move the deal.

Marketing that speaks to one of them doesn’t move the deal.

Generic outreach gets ignored

If your targets are senior and busy, templated, irrelevant outreach just won’t get through. Reaching them takes genuine relevance and a consistent presence.

Templated, irrelevant outreach is invisible to senior, busy targets.

── What is involved

What an account based marketing agency actually does

Our approach is focused around six areas of work that turn a list of target accounts into a real pipeline. Each area is overseen by senior specialists, joined up around your account to deliver the best possible results.

Running more than one channel?

Most of our clients combine several of these under one integrated programme. One team, one strategy, one set of numbers.

Integrated Growth

Defining your ideal accounts

It usually starts with a buyer persona workshop, where together we pin down your ideal customer profile (your ICP): who you’re for and who’s worth winning. From there you get a named list of specific companies and people, chosen by sector, size, fit and opportunity.

Mapping the buying group

Within each account we identify the real decision-makers and influencers, procurement, specifiers, technical leads and senior stakeholders, so nobody who matters to the deal is missed.

Messaging built for them

You’ll speak directly to each account and role, with value propositions and messaging tailored to their world and what matters to them.

Multi-channel engagement

Your presence across LinkedIn, email, content and the events your targets actually attend gets coordinated, so your brand shows up consistently.

Intent signals and research

You’ll know when an account is ready to engage. Hiring activity, funding rounds, leadership changes and content engagement all get tracked, so your outreach lands when they’re most receptive.

Sales and marketing aligned

ABM only works when marketing and sales pull together, so we align the messaging, targeting and follow-up so effort isn’t wasted and momentum isn’t lost.

── WHERE TO START

Start with an ABM audit and roadmap

If you know the accounts you want to win, but not how to reach the people inside them, this is where we start.

We begin with a business and buyer immersion session to understand who you’re targeting and why. Then we build your ideal account and contact list, map where those people spend time online and offline, and review your CRM and existing data for opportunities falling through the cracks. It all feeds into one prioritised roadmap.

For clients who work with us ongoing, this is month one: it lays the foundations everything else builds on. It also works as a standalone project, with a roadmap you can take away and run yourself.

If you know the accounts you want to win, but not how to reach the people inside them, this is where we start.

For clients who work with us ongoing, this is month one: it lays the foundations everything else builds on. It also works as a standalone project, with a roadmap you can take away and run yourself.

ABM Audit & Roadmap

  • Business and buyer immersion session
  • Target account and contact list
  • Where your buyers spend time, online and offline
  • CRM and data review
  • Prioritised roadmap and summary deck
  • Walkthrough with a senior specialist

Quoted to your business

From £3,500

Get Started

── How we work

Four phases. Cycled, not completed

ABM is a programme, not a campaign, and we work in continuous cycles so the priority list, messaging and plays evolve as fresh evidence comes in from real accounts.

01

Discover

Your business, your sales process and the accounts you want to win all get properly understood first: refining your ICPs, researching priority companies and mapping the buying groups inside them before any outreach is sent.

02

Foundations

You get the messaging, value propositions and the assets each role in the buying group needs. We also set up the channels, tracking and signal capture so the programme runs on evidence from the moment it goes live.

03

Plan

You get a prioritised roadmap of plays across LinkedIn, email, content, events and PR, sequenced to the accounts and roles that matter most. Sales and marketing share one plan, one list and one set of signals.

04

Grow

As the priority core proves out, we widen deliberately into the broader target audience. We execute, learn and refine throughout, feeding what we learn back into the programme to continuously improve.

── The Approach

Focused first, expanded deliberately

The strongest ABM starts narrow and grows with evidence, so we concentrate on the accounts that matter most, prove the approach, then widen.

Priority accounts

This is a tight core of the specific companies and people you most want to win. This is where the deepest personalisation and the most senior attention goes.

The wider target audience

Relevant content and presence reach out to the broader set of buyers in related spaces who fit the profile, so you become a recognised name in their world.

Expansion over time

As the programme proves out, we widen into adjacent accounts and roles worth reaching, rather than over-committing before the model is working.

Book a discovery call

Every retainer is scoped to your business. The fastest way to see what yours could look like is a 30 minute call with a senior specialist.

── Selected Work

Results across specialist sectors

  • 500%

    A live programme, end to end

    For an electrical engineering firm we have gone from persona workshop to a named list of target accounts to LinkedIn and email plays now running in market, starting conversations with exactly the right people.

  • 25%

    Outreach that opens doors

    Targeted LinkedIn outreach for a software company, built on a defined list of priority accounts: a tightly scoped project to prove the approach before widening out.

  • 3years

    ABM beyond the inbox

    For two clients we have mapped which events their priority accounts actually attend and planned the conversations worth having there. Account-based thinking, applied offline as well as on.

  • No1

    We use it ourselves

    Our own new business runs on the same playbook: named accounts, a capped roster and no broad-net marketing.

View all case studies

We’re not able to share all details publicly, but we‘re happy to share specific case studies on request.

── Selected work

ABM work we are proud of.

Here are a handful of recent engagements where focused ABM work made a significant impact for our clients.

    ── The team

    The specialists behind your account based marketing agency

    • Smiling man with beard in white shirt, Managing Director at a B2B marketing agency

      Matt kohli
      Managing Director

    • Black and white portrait of a bearded man, B2B marketing agency team member, on transparent background

      SAM BUTTERWORTH
      Senior Content Marketer

    • Black and white portrait of a bearded man in glasses and white shirt, B2B marketing agency team member.

      MATT HEARNDEN
      Senior BizOps Specialist

    • Professional B2B marketing agency team member in white shirt and round glasses, black and white portrait

      SABBIR AHMED
      Senior Web Developer

    • Smiling bearded man in turban and denim shirt, team member at a B2B marketing agency

      SUKH SINGH
      Senior Organic Growth Specialist

    • Black and white headshot of a bearded man, team member at a B2B marketing agency

      RIYAD REDA
      Senior Web Developer

    • Smiling B2B marketing agency team leader in white button-up shirt, black and white professional headshot portrait

      RALPH DU PLESSIS
      Senior Organic Growth Specialist

    • Smiling professional woman with round glasses and white shirt, team member at a B2B marketing agency

      Miranda Clare-Antony
      Senior Graphic Designer

    • Smiling bearded man in white t-shirt, B2B marketing agency team member portrait in black and white

      JOHN ROONEY
      Senior Content Marketer

    • Bald man in white shirt smiling, B2B marketing agency team member professional headshot on white background

      JOseph barlow
      Senior CRO Specialist

    • Smiling B2B marketing agency team member in white sweater, black and white professional headshot portrait

      Jemma Pentney
      Senior Graphic Designer

    • Smiling B2B marketing agency team member with long dark hair wearing a white turtleneck sweater and blazer

      HOLLIE HINES
      Senior Organic Growth Specialist

    • Smiling woman with braided hair wearing white collared shirt and turtle pendant necklace, black and white portrait

      HEIDI VOIGTLANDER-MAINGOT
      Senior Events Coordinator

    • Smiling female B2B marketing agency team member in white knit sweater, black and white portrait

      EMMA WALLOND
      Senior Digital Strategist

    • Black and white portrait of bearded man in suit, team member at B2B marketing agency

      DREW LUCAS
      Senior BizOps Specialist

    • Professional headshot of a B2B marketing agency team member in a dark suit and glasses

      DHRUV DIXIT
      Organic Growth Specialist

    • Smiling bearded man in white t-shirt, team member portrait at a B2B marketing agency

      BRAD REESON
      Senior Paid Media Specialist

    • Smiling female B2B marketing agency team member with long hair, black and white professional headshot portrait

      BETHANY WEATHERHEAD
      Senior Organic Growth Specialist

    • Smiling bearded man in cap and glasses, team member at a B2B marketing agency

      Andy Frobisher
      Senior Organic Growth Specialist

    • Smiling bearded man in glasses and white t-shirt, team member at a B2B marketing agency

      André Fairweather
      Senior Web Developer

    Book a discovery call

    Want to meet the people who would run your ABM?

    ── Testimonials

    • “They led the complete migration of our company website, handling the transition seamlessly, to the point where my own team were unaware it had happened. The team’s creativity and strategic thinking has inspired my own team.”

      Kelly Govier, Director, MD Govier

    • “Fortitude Marketing’s work on our marketing has been excellent. The team is organised, efficient, and always comes up with new, interesting ideas. They keep track of new trends and techniques and make sure our strategy is always up to date and as effective as possible.”

      James Rein, Chief Customer Officer, Montala

    • “Matt and Seb were great to work with on technical SEO throughout our website migration. They caught things that our development agency did not… and we improved site speed by 50%! They were highly organized, communicative, and responsive.”

      Marcela Heywood, VP of Marketing, Replicant

    ── The toolkit

    Proprietary tools behind the work.

    This is the same in-house tooling that powers our SEO and GEO programmes, tuned for the way ABM needs to be researched, executed and measured.

    Fortitude HQ

    This is your live dashboard, which tracks engagement across the priority account list, surfaces buying signals from the right people and shows the pipeline contribution from ABM next to the rest of your marketing.

    Fortitude ID8

    This is our content workflow engine, which produces the tailored messaging, account briefs and role-specific assets the buying group actually needs, all briefed and reviewed by senior specialists.

    Fortitude LNX

    This is our research and warming agent, which surfaces account intelligence, signals and the journalists, events and communities your target accounts pay attention to.

    ── FAQs

    Common questions.

    Here are the questions we get asked most often about ABM. If you want to know something else, just ask us on your discovery call.

    ABM works best when you sell something considered, with a defined set of high-value accounts and a buying group of several people involved in each decision. If you can name the companies you want to win and the kinds of people within them, ABM is usually the most effective way to reach them.

    This depends on deal size, sales capacity and how distinct each account is. For most clients we start with a tight priority core, often 20 to 50 accounts where personalisation is deepest, and a wider target audience around that. The shape is set together with sales, not imposed.

    Firstly, the real buying group inside each account gets identified, then we reach them through the channels they actually pay attention to: LinkedIn, email, content, events and earned media. All messaging is tuned to their role and their world, rather than generic value propositions.

    Closely. ABM only works when marketing and sales share one account list, one set of signals and one follow-up plan. With this in mind we define the cadence with your sales team up front so engagement is followed up properly and nothing gets dropped.

    Engagement signals from the right people often appear in the first few weeks. Then meetings and qualified pipeline usually build over a quarter or two as the programme compounds. Obviously this can be longer in markets with very long buying cycles.

    Yes. Most of our clients have specialist propositions, considered buying cycles and audiences that generic marketing can’t reach, and ABM is often the best way to grow in these spaces.

    ── Get in touch

    Ready to talk about your ABM?

    If you have a clear sense of the accounts you want to win and you need a focused programme to actually reach them, we should talk. Book a discovery call today and we’ll tell you honestly where the best opportunities are.

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