Daniel & Friends / Services / ABM & intent marketing
ABM & intent marketing
You know exactly which companies you want to win. Now you need them to know you before they start shortlisting vendors.
Account-based marketing (ABM) flips the funnel. Instead of broad advertising you target specific companies from your ICP and engage the whole buying committee. Intent data reveals which companies are researching your topic right now, and that's where the budget goes.
When to call us
You sell B2B with deals from around $10,000 a year and have a clear list of target companies.
The buying committee has five or more people and your rep knows one of them.
Broad advertising brings in leads that never close.
What we'll do for you
- Target account selection and tiering by ICP
- Intent data and signals: job postings, LinkedIn activity, website visits and buying intent
- Website visitor de-anonymisation and alerts for sales the moment a target account shows interest
- Programmatic campaigns and personalised content for the whole buying committee
- Marketing and sales orchestration: triggers into your CRM and Slack
- Measurement on pipeline and closed-won deals
- Bombora,
- 6sense,
- TheirStack,
- Teamfluence,
- Clay,
- BizMachine,
- amplemarket,
- RB2B,
- Warmly,
- Dealfront
How it works
The work runs in three steps: account selection, first meetings, pipeline.
- Account selection: ICP and intent signals.
- First meetings: in 4 to 8 weeks.
- Pipeline: measurable within a quarter.
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Result: Pipeline from accounts that are actually in-market.
What you get out of it
- Budget focused on companies dealing with the topic right now
- Sales knows who to contact and when
- The whole buying committee knows you before vendor selection starts
- Pipeline you can measure to the cent
What it costs
We bill the programme setup and first campaigns at a blended rate of $90/h, ongoing work as a monthly fee based on the number of accounts. We pick intent tool licences by what makes sense for you.
The Daniel & Friends team has delivered over 750 projects in 15+ countries and helped clients generate over $19M in revenue.
Frequently asked questions
What is intent buying?
Buying media and engaging companies based on purchase signals: what they research, what content they consume, who they hire. Budget goes only to accounts actively in-market.
Who is ABM for?
B2B companies with deals from around $10,000 a year and a definable ICP. For an e-shop with a $30 basket, ABM is nonsense, and we'll say so upfront.
How long until ABM feeds the pipeline?
You can't cheat the enterprise buying cycle: first meetings in 4 to 8 weeks, pipeline effect within a quarter. But it's measurable to the euro.
How does ABM differ from lead generation?
Lead generation collects enquiries from a broad audience and qualifies them afterwards. ABM starts with a list of chosen companies and targets their whole buying committee, so the budget only goes to accounts you want to win.
What does an ABM programme cost?
We bill the programme setup and first campaigns at a blended rate of $90/h, ongoing work as a monthly fee based on the number of accounts. We pick intent tool licences by what makes sense for you.
Further reading: How to find out which companies visit your website →