Account-based marketing treats high-value target accounts as markets of one — delivering personalised, coordinated campaigns across every channel your buyers use. B2B companies running ABM programs see 208% higher revenue from marketing compared to non-ABM approaches. Lumo builds end-to-end ABM programs that align marketing and sales around your most valuable opportunities.
Traditional B2B marketing casts wide nets — content marketing, SEO, webinars, and trade shows — hoping the right buyers find you. For most B2B companies, 80% of revenue comes from 20% of customers, yet most marketing budgets are spread evenly across all audience segments. ABM flips this allocation: concentrate your marketing investment on the accounts with the highest revenue potential, with campaigns personalised to the specific people making the buying decision.
The sales and marketing alignment problem is where most B2B programs break down. Marketing generates leads that sales dismisses as unqualified. Sales complains about lead quality; marketing complains about follow-up. ABM eliminates this tension by starting with the accounts sales actually wants to win — building marketing programs around those specific targets rather than hoping inbound channels attract the right profile.
Lumo's ABM programs combine target account identification (data-driven ICP scoring across your prospect universe), multi-channel engagement (coordinated LinkedIn, display retargeting, content, outbound email, and event strategies), and closed-loop attribution that measures marketing's contribution to pipeline and revenue at the account level. Marketing and sales share the same target list and the same success metrics.
Data-driven ICP scoring to identify your highest-value target accounts — firmographic fit, intent data signals, technographic data, and account-level research to prioritise your top 100–500 accounts.
Tier-based ABM strategy (1:1 for top accounts, 1:few for clusters, 1:many for broader ICP) with campaign playbooks defining messaging, channels, cadence, and success metrics for each tier.
Company and contact-level LinkedIn targeting — Sponsored Content, Message Ads, and Lead Gen Forms targeted at specific job titles within target accounts — with personalised creative and offer by account segment.
IP-based and cookie-based display advertising serving personalised ads to individuals at target companies across the open web — maintaining brand visibility between direct outreach touchpoints.
Account-specific content (landing pages, case studies, industry-relevant offers) and personalised email sequences coordinated with sales outreach — ensuring every touchpoint is relevant to the specific account's context.
Pipeline and revenue attribution at the account level — tracking which marketing touchpoints influenced each account's progression through the funnel, with closed-loop reporting connecting ABM investment to won revenue.
Define ICP criteria, score your prospect universe, identify top target accounts by tier, conduct account-level research, and build account profiles for personalisation — agreed with sales before any campaign begins.
ABM tier strategy, messaging architecture per account segment, channel selection, content and creative requirements, outreach cadence, and handoff protocols between marketing and sales.
Launch coordinated multi-channel campaigns — LinkedIn, display, email, and direct mail where applicable — with personalised content per account tier and daily monitoring for engagement signals.
Weekly account engagement scoring, pipeline influence reporting, account-level intent signal tracking, and monthly attribution review — optimising channel mix and messaging based on which approaches are moving accounts through the funnel.
ABM programs are viable at almost any scale. 1:1 ABM (deeply personalised campaigns for your top 10–25 accounts) requires intensive resources but delivers the highest deal size impact. 1:few ABM (clustered campaigns for 50–200 accounts by industry or segment) is the most common entry point for mid-market B2B companies. 1:many ABM (programmatic ABM for 200–1,000+ accounts) is closer to targeted demand generation. Lumo recommends starting with 1:few for most clients and expanding as the program matures.
Traditional B2B marketing starts with channels (let's do content marketing, let's run LinkedIn ads) and hopes the right people find it. ABM starts with specific accounts (these are the 200 companies we want as customers) and builds campaigns specifically designed to engage the decision-makers at those companies. The sequence is reversed: accounts first, channels second. This also means ABM success is measured at the account level (pipeline influenced, accounts engaged) rather than at the lead level.
Lumo uses a combination of: firmographic data (company size, industry, revenue, location matching your best customer profile), technographic data (technologies the company uses that indicate fit), intent data (signals that specific companies are actively researching your category), and account-level engagement history (companies already visiting your website or engaging with your content). We combine these signals into a composite ICP score and prioritise accounts by expected revenue potential.
ABM works on longer timelines than demand generation because it targets enterprise accounts with multi-month sales cycles. Account awareness and engagement metrics are visible within 60–90 days. Pipeline influence (accounts progressing to opportunity stage with documented ABM touchpoints) typically appears at the 3–6 month mark. Closed revenue attributed to ABM campaigns is typically measured at the 6–12 month mark, matching your average sales cycle length.
ABM requires tight sales-marketing alignment — which Lumo establishes in the strategy phase. This includes: a shared target account list agreed between marketing and sales, agreed definitions of what constitutes 'account engagement' that triggers a sales outreach, a handoff protocol defining which marketing signals prompt sales to reach out, and a joint review cadence (bi-weekly or monthly) where marketing and sales review account engagement data and adjust strategy together.
Get a free ABM audit — we'll assess your current ICP definition, target account list quality, and multi-channel readiness, then show you what a coordinated ABM program would look like for your top accounts.
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