We help clients open more conversations by making brands more meaningful through a combination of data-driven lead generation and intelligent lead conversion. Account Based Marketing (ABM) involves simultaneous focus on engaging both our audience and individual accounts

1. ABM success lies in
an integrated approach
As part of our ‘smarter campaign’ approach, we simultaneously focus
on engaging both our (overall) audience and individual accounts –
watering the tree while picking the low-hanging fruit.
Alongside our target audience for any campaign, we work with you to
compile a list/set of criteria for target accounts. When a target account
completes a tracked event, e.g. visits your website, we source
up-to-date decision-maker contacts and execute a highly targeted
ABM campaign to bring forward the handover from Marketing to Sales
and ensure effective interaction with prospective buyers.
Let’s talk business.
ABM is a highly-targeted approach in which decision-makers in specific
accounts are targeted following a defined behavioural trigger.
www.graymatter.co.uk
Building an account-based marketing
(ABM) programme
“Account Based Marketing is an
approach that coordinates
personalised marketing and sales
efforts to open doors and deepen
engagement at specific accounts”
Jon Miller, CEO, Engagio
“Focus on identifying exactly the
prospects you want to do
business with and then you
market very precisely and
narrowly to them directly”
Matt Heinz,
President of Marketing at Heinz
According to Gartner, 75% of B2B technology service providers
with more than $10m dollars in revenue will be adopting ABM
as their primary market model in 2019. So what is it?
3 Overlay
historical
insights
2 Identify
behavioural
insights
4Identify
decision
makers
5Build
lead lists
1Define
lead criteria
5-step
ABM
process