Account-Based Marketing

The B2B Demand Generation Guide for SaaS CMOs

How to Use This Guide

For those who are unfamiliar with the world of Account-Based Marketing (ABM)—welcome! We’re glad you’re here. In this guide, you will peek under the hood of ABM to see how it all works, while gaining practical how-to knowledge around implementation, strategy, and more.

While ABM may feel like an intuitive next evolution of your marketing and sales strategy, success for your brand will require a significant investment. So if you’re looking for a bootstrapped, growth-hacking approach, this may not be for you. That said, we do point out some key strategies that can result in quick wins for you and your organization.

This guide is broken out into four main sections:

  • An ABM primer that serves as a quick introduction to important core elements
  • The four steps to create, implement, and measure your ABM program
  • A bonus section that goes into more detail about marketing technology (MarTech) for ABM
  • A case study that shows real-world ABM application for a SaaS company

Throughout this guide, you’ll also notice special callouts for how to incorporate MarTech into your program, and helpful quotes and stats that will lend context to the ABM strategy.

Now that you are up to speed, let’s get started!

Graphic showing 4 parts of PMG's guide for Account-Based Marketing

ABM Primer

Account-Based Marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.

– Engagio


ABM is a B2B demand generation strategy that enables your team to effectively prioritize resources based on the anticipated return of an account.

It’s all about getting the most impact through strategic, targeted campaigns. Simply put, resources are used to implement a unified, relationship-building program built specifically for a clearly defined set of target accounts within a market.

By default, ABM brings high-value accounts front and center for the Sales and Marketing teams to approach in unison. At its core, ABM provides a multi-touch, personalized campaign to engage your highest priority accounts.

Why ABM?

  • Faster, cost-effective customer acquisition process

  • Shorter B2B sales cycle

  • Transparent path to ROI

  • Precise targeting to reach the right leads at precisely the right time

Flip the Funnel

When it comes to ABM, it’s important to distinguish between “accounts” and “people.” The entire goal of an ABM campaign is to introduce a target company to your company’s offerings in a clear and actionable way. This often means creating content resources and relationship-building initiatives that target an entire segment of an organization. For instance, in larger enterprise-centric organizations, buying decisions are made by a group of people—not just by the highest-ranking C-level executive.

Engaging this cluster of decision-makers involves creating a series of touchpoints that are custom-tailored for multiple influencers within a targeted account. This steers your brand’s key buyer personas (and their circle of decision-maker influence) into your dynamic repository of inbound marketing content.

By using personalized campaigns designed around a target account’s business needs and pain points, the ABM model effectively flips the traditional sales funnel.

Graphic showcasing the effects of traditional sales funnel from account based marketing strategies

– Adapted from Terminus

Blended Approach

The highest-performing companies take what’s called a “blended approach” to penetrating target markets and accounts. This allows for distinct strategies and tactics to reach three tiers of prioritized accounts, resulting in a more efficient resource allocation and broader scale of results. A blended approach also incorporates elements of brand awareness into your demand generation program.

Almost 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach, with 42% citing significantly higher returns.


Graphics about the different types of Demand Generation (1:1 ; 1:Few ; and 1:Many).

– Adapted from DemandBase

Core Principles

Implementing an ABM campaign requires an understanding and appreciation of the level of effort and investment required to arrive at success. These campaigns involve an intricate level of collaboration and communication between your Sales and Marketing teams, as well as the folks managing the necessary MarTech tools.

Overall program costs vary in accordance with the initiatives your company chooses to implement, as well as the value of the accounts you’ll target. However, core principles are applicable across the board, regardless of the size of your ABM program:

  • Create tight alignment between Sales and Marketing
  • Focus on long-term customer success, not just initial purchase
  • Personalize the experience using customer insights
  • Combine digital and in-person tactics
Graph showcasing the top benefits of account based marketing according to account-based marketers

– Adapted from DemandBase

Metrics that Matter

When it comes to developing your ABM strategy, it’s easy to focus on vanity metrics. These generally include any and all marketing metrics that provide little or no insight into your lead-nurturing efforts within your ABM framework. We won’t distract you with those (we’ll do a deeper dive on holistic measurement a little later), instead, we’ll walk you through four key metrics you and your team should rally around.

PMG graphic of a bar graphw with a line graph above
  • Marketing Qualified Accounts (MQAs): It’s likely the MQL has long been an integral part of your marketing efforts. Now that you’re evolving to an ABM approach, it’s time to embrace the MQA—an innovative marketing metric that will give you a complete picture of your ideal target account. In basic terms, an MQA should fit your parameters or standards of engagement with that particular account.
  • Account Reach: This will tell you how many net-new contacts you are reaching within your ABM campaign. This is data that you can fine-tune within your MarTech stack that will give you direct insight into the core decision-maker group you are trying to reach, and the efficacy of your engagement within that group.
  • Campaign ROI: While this seems like a no-brainer, many Account-Based Marketers get this wrong. This is largely due to the complex nature of an ABM-based strategy. In other words, there are no quick and easy ROI wins if your ABM lifecycle is months in the making. As a general rule, you should wait the length of your average sales cycle (or have some predictive sales analytics in place) before you start reporting on ABM ROI.
  • Customer Retention Rate (CRR): Churn is the bane of every sales professional’s existence, but that’s also why your CRR is such a powerful metric. It ultimately proves that your ABM strategy pays off in the form of repeat business.

Four-Step ABM Framework

Your ABM program can be as simple or as complex as you want. Regardless of the scale you choose, it’s easiest to get started by using the following framework with has four phases. Each element is completely flexible and can be dialed up or down depending on available resources and relative priority. Our framework is comprised of four distinct steps.

Graphic showing the 4 steps in an account based marketing framework

Step 1 | Plan & Strategize:

Establish an account map and journey

“AMB helps shift the advantage away from digitally empowered buyers by reapplying fundamental marketing principles like segmenting, targeting, developing rich customer insights, testing, aligning across channels, and acting in response to results.”

– Forrester

Identify and Prioritize Target Accounts

The first step in rolling out an ABM program involves Sales and Marketing defining which companies to target and engage. This list is based on a comprehensive combination of factors, including the perceived difficulty of breaking through to engage with decision-makers at a particular company, and the anticipated account value. This initial identification and ranking ensures the most desirable accounts float to the top, and also clarifies their distinct attributes so effective strategies can be employed across the lifespan of engagement.

Due to the high level of investment, ABM initiatives should focus on accounts that have the potential for the greatest return, but are the hardest to penetrate. Your company’s revenue team should collaborate to group your target accounts into three tiers, based on priority.

As your ABM strategy matures over time, your company will want to consider investing in a system that is capable of analyzing Salesforce (or the like) to identify target accounts with a high degree of accuracy based on historical performance. This task can be completed manually, or through the use of MarTech options specifically dedicated to solving for ABM models.

Develop Your Ideal Customer Profile (ICP)


Identify which industries or verticals best align with your overarching business development and growth goals.

Company Size

Research ideal companies or accounts by size that would be a good fit for your marketing efforts and sales cycle.


Uncover key revenue requirements for your ideal-fit customer. For instance, a prospective organization could be an excellent fit by industry and company size, but if they don’t have the revenue to support your technology solution you will end up draining time, money, and resources moving them down your ABM nurture path.

Customer Base

Understand your ICP’s customer base and how it could help your own product offering evolve and grow. Make sure you have a strong grasp on how your prospect’s business could impact your own business. This will affect how you create ABM content for a particular subset of accounts or industries.


Is there a specific region where your ideal customer should be located? It’s important to identify this parameter as early as possible so you are allocating the proper non-virtual ABM resources appropriately.

goTransverse XaaS ICP Sheet Design Mockup

Outline Marketing Initiatives by Tier

Consider the resources available for your ABM program and assign budgets to each tier of target accounts. It’s helpful to document all known constraints upfront to set expectations with all stakeholders who will be impacted. This will also guide parameters for the program as a whole, including an implementation timeline with milestones, goals and KPIs used to track success, and deliverables needed to launch.

Take time to think through what the account journey should look like. The account journey takes into consideration the experiences of multiple stakeholders at an organization instead of focusing on a sole individual. This journey should document and map out each touchpoint and opportunity you have to engage your targets.

Graphic outlining marketing initiatives by tier for account based marketing strategies

– Adapted from DemandBase

Select Channels & Personalization Activities

With a clear understanding of the types of marketing initiatives used for each account, choose the channels that will best deliver the content and drive action at each point in their journey. Determine the appropriate balance of paid and owned channels based on budget, available tools, timelines, and goals.

Uncover opportunities to personalize each element of the account journey for top tier accounts. Don’t underestimate the power of a unique, customized experience. Given the resources and opportunity, when you take the extra step to personalize, you have a chance to delight your target, and earn their attention (and business).

Ideally, your target account will strongly sense that you are already a part of their world. You’re not outside the velvet rope trying to bribe your way into the party. You’re already there, mingling with people who matter in their industry. Position yourself to be seen as an insider.

Graphic showcasing various works done by PMG for Gooddata's marketing campaign

Content Customization

Content customization has been known to terrorize teams because of the threat of resource drainage. While this absolutely can occur, it can also be avoided with proper planning. This is where the earlier exercise to assign accounts to tiers becomes really useful to ensure your resources are directed at the right accounts.

Pyramid chart showcasing different tiers of content investment per account for account based marketing strategies

Points of Customization


  • Titles
  • Cover pages
  • Background images
  • Industry jargon

Digital advertising

  • Targeting parameters
  • Ad creative
  • Offers
  • CTAs

Web content

  • Hubs
  • Headings
  • Images
  • Conversion points

Landing pages

  • Copy
  • Images
  • Testimonials
  • CTAs

Create an ABM Playbook

An ABM playbook is the end deliverable of strategic exercises that direct the overall efforts of your program. A robust and meaningful playbook is comprised of layers of strategy and tactics developed in partnership by Sales and Marketing. Using tiered target accounts as the base, you can overlay marketing initiatives, channels, and personalization to get a detailed, yet complete view of your program.

Graphic showing arranged pages of an account based marketing playbook by PMG

Step 2 | Develop & Prepare:

Create and execute the components of the program

77% of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience.


Implement the Tech Stack

The right marketing technology stack is essential to developing and executing successful ABM strategies and programs. Begin by documenting your existing tech stack so you can pinpoint any gaps that need to be filled. Once you have selected the tools, you’ll need to establish your program and create an implementation plan to get the technology in place prior to launch.

There are literally hundreds of tools you can use to help execute an ABM program, but it’s important to try and at least cover your foundational needs to ensure success.

  1. Your first priority should be implementing a marketing automation platform that allows your company to become more organized and programmatic with its efforts.
  2. Next, consider an ABM orchestration platform to coordinate activities spanning Sales and Marketing within top accounts.
  3. Finally, layer account and lead insights and personalization (ad/web) on top of your company’s CRM for hyper-targeted programs.

To learn more about MarTech, check out the special bonus section.

Later, as you become more advanced in ABM, predictive analytics can be considered to expand your list of target accounts.
Graphic displaying a marketing technology stack for account based marketing strategies

Create & Personalize Content

With the account map and journey documented, it’s time to shift into execution mode and create the core suite of content and assets needed to launch your program. You’ll need to finalize your campaign messaging, then produce the content you’ll use to develop personalized iterations for your tiered target accounts.

Mockup of Crowdstreet Brand Campaign eBook by PMG

Planning a Phased Rollout

Depending on your timeline, a phased approach for production might ease strain on resources and create opportunities to learn and optimize early on. The approach you take can vary widely based on the complexity of your program and content library. Here is one potential approach:

Phase 1: Begin with the content and channels that will serve as first or early touchpoints for your targets. This content can include display ads, retargeting, social, and demand generation content (blog posts, videos, infographics and case studies), and the associated landing pages and email content needed to nurture these new leads.

Phase 2: The next wave of production is centered on content that will continue to push leads towards close, like white papers, ebooks, and webinars.

Phase 3: The most important area of focus is sales enablement. Your Sales team needs a robust library that speaks to each persona at each stage of the buyer’s journey so salespeople have a solution for every lead, regardless of where that lead is in their decision-making process. This area often doesn’t get enough attention as it’s easy to oversimplify, so we’re going to talk through this in more detail.

Graphical showcase of a content phased rollout for account based marketing strategies

Reconnect Sales & Marketing

Let’s hear it a little bit louder for the people in the back: There is no ABM strategy in existence that will net ROI without the support of an empowered Sales team.

According to the ABM Leadership Alliance, one of the common challenges that arises when implementing ABM campaigns involves the Marketing to Sales handoff. As target accounts move through the buyer’s journey and shift out of the top-of-funnel (TOFU) marketing campaign phase and into the more bottom-of-funnel (BOFU) positions, your ABM strategy needs to address how best to empower Sales with tools that assist in creating a seamless transition in communication.

This challenge is overcome by ensuring your organization’s Marketing team places a priority on developing the resources, training, and content that Sales needs in order to effectively assist their leads with making a final purchasing decision.

Marketers implementing ABM are about 40% more likely to report alignment with their sales team compared to marketers not doing ABM.

– Bizible

Graphic showcasing the harmony between sales and marketing

ABM Playbook Handoff

It would be such a shame to work hard only to trip just steps short of the finish line! To ensure a seamless experience for your target accounts, it is critical that your Sales team has a detailed understanding of all the touchpoints with leads and how they are expected to follow up. Don’t just hand them a set of enablement materials and check out.

Just prior to launch, provide Sales with the ABM playbook so they have an at-a-glance view of each campaign and any associated actions they should take (with corresponding materials).

“The best way to ensure your ABM campaign is successful is to coordinate Sales and Marketing activities, ensuring the buying process is seamless from start to end.”

Andrew Mahr, Triblio VP Client Success

Step 3 | Launch & Implement:

Execute outreach and promotion initiatives

“By delivering personalized ABM campaigns at scale, marketers can improve click-through rates by nearly double and improve cost-per-clicks by nearly 30%.”


Make Digital Advertising Personal

Although robust tools make targeted digital advertising easier, you can get started without a new ABM tool by taking advantage of basic opportunities, like loading a contact list into Twitter or LinkedIn for paid social, to reach precisely the people you want. This is an efficient use of your paid budget as you can filter reach to those who matter most to you. It also presents an opportunity for micro-targeted campaigns with customized content upon click-through. This is just one more way to extend the personalized experience for your target accounts.

Pre-target prospects with personalized ads

Targeted ads with messages customized to the account, use case, or vertical can be served up via display, mobile, social, or video. This limits marketing spend to its highest-value prospects, warming them up for Sales outreach.

Increase relevance with customized web experiences

Many engagement platforms include web personalization capabilities, enabling select incoming traffic to be segmented by account, use case, or vertical.

In a NewsCred experimentation with Sponsored Content on LinkedIn, they found that for every $1 spent on the program, they could expect $17.60 in new revenue.

– Marketo

Digital mockups for content created by PMG for Go Transverse

Incorporate Non-Digital Components

A true ABM campaign employs both digital and IRL (in-real-life) approaches to capture and hold the attention of target accounts. In conjunction with digital advertising outreach, your team will need to have plans in place to communicate in-person via tangible, non-virtual methods.

Direct mail

Direct mail is a fantastic way to introduce your company and start a conversation. The possibilities are endless, but the overall effort is rewarded with high impact and tie-in to your campaign.

Stakeholder outreach

While sales outreach is an essential element of any ABM strategy—other people at your company within roles that mirror those of your company’s target personas should also participate, particularly in outreach to the highest-value accounts.


Events come in all shapes and sizes. Consider high-touch events like a private VIP dinner or a thought leadership summit to provide value and create a deeper connection.


Roadshows are a compelling way to implement field marketing on the next level. You are able to meet your targets where they are and build momentum as you travel to each new city.


No more junky swag that will get dropped in the nearest waste bin. Armed with an attendee list, you can send personalized, high-value gift baskets to target conference attendees. Sending gifts straight to their hotel room will help break past the chaos of the tradeshow floor.


Yes, while technically a virtual tactic, webinars are included in this section lest you think you can’t host an event because of budget or logistical concerns.

Mockups of nondigital marketing components designed by PMG for GTT

ABM orchestration platforms such as Engagio can be used not just to map out “plays” but in some cases to track activity and engagement at the account-level, providing insight into when an account is “hot.”

Step 4 | Track & Optimize:

How to define and track success

97% of marketers surveyed said ABM had higher ROI than other marketing activities

– Alterra Group

Measure Success

In order to have a solid understanding of performance, it’s essential to have tracking in place that measures the right KPIs. ABM metrics will look familiar to other KPIs used by Sales and Marketing, but there are some important differences.

Make sure to account for the range of reporting needs in order to run and optimize an ABM program, and speak to its overall performance. We’ve separated metrics into two sections:

Companies that have implemented ABM experienced a 171% increased in their Annual Contract Value (ACV).

The ABM Leadership Alliance

Program Health

Program Health provides a detailed breakdown that shows whether the strategies and tactics are working. These metrics are most useful at the campaign and target account level. Look at these metrics through the lens of the entire target account as opposed to the level of the individual lead—in this case, quality trumps quantity. Account context is key to interpreting these metrics, as is setting a baseline to show relative progress.

Program Impact  

Program Impact shows a topline view that communicates the business impact of program results. These metrics are most useful at the aggregate program level and unlike Program Health, have a natural focus on quantity or volume.

Program Health Metrics

While campaign and pipeline KPIs are incredibly important, you’ll need to understand the health of your ABM program at the macro and micro levels. Looking at the data in this way can also help to quickly uncover weaknesses that can be corrected.

These KPIs are very granular and dissect each aspect of the program to uncover strengths and weaknesses, and reveal which strategies are working. Simply, this perspective looks at whether you have complete information and if your program is causing your target accounts to take the desired actions. These KPIs fall under five main categories: coverage, awareness, reach, engagement and influence.


How well do you know and understand your target accounts and the individuals you will be reaching out to? These foundational details have a direct impact on the success of your program.

  • Completeness of organization chart
  • Number of up-to-date contacts within the organization chart
  • Number of email opt-ins


Do your targets know your company and what you sell? For a more relative view, look for an increase of visits/interactions over time, which indicates a higher percentage of individuals at your target organization who are aware of your company.

  • Website traffic from target IP addresses
  • Number/percentage of individuals who have had interactions with brand and content
Graphic illustrating program health metrics for account based marketing strategies with emphasized elements


Is your program reaching your target? In this case, reach measures the effectiveness of your tactics.

  • Percent of target accounts that have engaged with your company (or have taken an action)
  • Percent of engagements that come from individuals at target accounts


Are your tactics causing individuals to take action? Measure total engagement with your company at the aggregate account level.

  • Website visits
  • Product usage
  • Social shares, follows, likes, and comments
  • Email open and reply rate
  • Content downloads
  • Event attendance
  • Sales interactions
Graphic illustrating program health metrics for account based marketing strategies with emphasized elements


Is your ABM program having an impact on sales outcomes? Look for correlations in your data to connect tactics to KPIs that are important to your company.

  • How X (engagement, content, channel etc.) affects:
    • Sales cycle
    • Contract values
    • Lifetime value
Graphic illustrating program health metrics for account based marketing strategies with emphasized elements

Program Impact Metrics

Beyond having a complete understanding of each component of your ABM program’s health, you’ll want to track KPIs that quickly and clearly communicate the business impact. Particularly for audiences outside of Sales and Marketing teams, focus on topline KPIs that are already established and familiar. These KPIs fall under three main categories: marketing revenue, pipeline influence, and campaign engagement.

Marketing Revenue – Measure Contribution

  • Marketing influenced and sourced revenue
  • First-touch/source campaign ROI
  • Last-touch ROI
  • Campaign influence

Pipeline Influence – Measure Impact

  • Visitors
  • Prospects
  • MQLs
  • SALs
  • Won opps
  • Conversion rate between stages
  • Velocity between stages

Campaign Engagement – Monitor & Diagnose

  • Impressions
  • Clicks
  • Reach
  • Form & landing page conversion
  • Paid advertising conversion
Graphic illustrating the steps in program impact metrics for account based marketing strategies
There are platforms that unify data from multiple ABM platforms to make your program tracking more intuitive and robust. Having all the data in the world is useless if you aren’t able to transform it into meaningful reports and recommendations.

Optimize Activities

Apologies upfront, ABM is not a “set it and forget it” program. However, by frontloading the work of establishing solid tracking for your metrics, you are empowered to continually learn and improve.

Review performance at the macro and micro level to gauge overall success and identify what to change or test. The simplest way to do this is to digest the entire account journey and look for outliers. Are there any elements that had an outsized impact, positive or negative? If yes, dig in to more deeply understand why.

Ultimately, once you have a good baseline for your ABM program, there are limitless opportunities to optimize.

Graphic of different activities for account based marketing optimization

Bonus: Basics of MarTech for ABM


It’s not an exaggeration to say that MarTech has quickly become a dense jungle to navigate. With new and old solutions alike making tempting promises, how do you even begin to wade through the confusion and decide what your tech stack should look like?

Let’s break it down.

Thinking broadly, MarTech generally falls into one of the following categories:

  • Infrastructure
  • Identification
  • Marketing
  • Sales Enablement
  • Measurement

While a thoughtful and effective ABM campaign can be run manually and managed piece by piece, companies that have chosen to invest a significant portion of their marketing budget into this highly-targeted and impactful marketing strategy will want to consider investing in ABM-specific MarTech.

Graphic of an account based marketing technology stack

– Adapted from DemandBase

Investing in ABM Tech

When reviewing ABM tool capabilities, there might be some crossover with your existing MarTech stack, but there are likely several weak spots that could be addressed with a new tool to improve your ABM program strategy, execution, and measurement. ABM tools are used to:

  • Identify targets and/or expand contact info for targets
  • Engage accounts through customized content and campaigns
  • Measure results and impact through attribution, and tie campaign results back to revenue and pipeline metrics

After compiling your company’s level of investment and priority, your team’s capabilities, and existing MarTech stack, make a detailed wish list that identifies tools that fill gaps. With your wish list in hand, revisit your ABM strategy and the account journeys you outlined. Are there any components you feel unsure about or would be overly challenging to execute without a tool?

Once you have a clear understanding of your working state, simply narrow your list down to “must have” and “nice to have.” At this point ensure that you go back and update your ABM strategy to reflect your updated MarTech stack, and any constraints that have been identified.

Knowing your company’s level of investment and priority, and your team’s capabilities and existing MarTech stack, make a detailed wish list that identifies tools that fill gaps. With your wish list in hand, revisit your ABM strategy and the account journeys you outlined. Are there any components you feel unsure about or would be overly challenging to execute without a tool?

Once you have a clear understanding of your working state, simply narrow your list down to “must have” and “nice to have.” At this point, ensure you go back and update your ABM strategy to reflect your updated MarTech stack, and any constraints that have been identified.

Graphic showing different ways to use account based marketing tools

ABM Tech We Recommend


Create coordinated plays between Sales and Marketing, and understand account engagement at the department and role level via a heatmap, so Sales can strike when the iron is hot.


Leverage multi-touch marketing attribution and revenue planning software to align execution and measurement of business objectives.


Fully automate the ABM process, including identification of target accounts with the greatest revenue potential, and tie results to revenue-based account analytics.


Scale one-to-one account targeting for high-pipeline impact with hyper-targeted advertising, web, and sales plays.


Use AI to analyze your Salesforce data and create personalized experiences for thousands of accounts with scalable one-to-one sales and marketing campaigns.


Discover companies actively researching your solution and utilize predictive models to prioritize your database at a global or hyper-segmented level.


Leverage sophisticated content hubs, lean forms, and data attribution to deliver integrated ABM programs across the entire funnel.


Deliver account-based digital advertising to provide essential reach and coverage, with the ability to track engagement and progression of target accounts.


Automated lead management that matches incoming leads against accounts to keep attribution clear and identify areas that need to be appended.


Improve Sales efficacy with mapped org charts, contact information, and organizational change data.


A successful ABM program requires a strategic approach and serious investment, but companies across all industries are witnessing that resource allocation to ABM can have tremendous ROI. If your team is able to reach higher quality leads within your most coveted accounts, and connect with them in a way that shortens the funnel, why bother with a “batch and blast” approach and a hyperextended sales cycle?

Are you looking for a strategic partner to help apply ABM to your business? Reach out to PMG to learn more about how we can help your team drive demand and activate growth.

Case Study

GoTransverse logo


goTransverse, a cloud-based billing solution for enterprise companies in IoT, media, utilities, cloud software, and more, was achieving accolades for its products but needed to increase market awareness and drive more leads, particularly in targeted verticals.

The company identified SaaS as a high-growth opportunity segment for their business and needed to define a programmatic method of ranking their top target accounts to drive demand within the vertical.

“PMG’s first-hand knowledge of the B2B tech landscape was invaluable in driving our transition to an Account-Based Marketing strategy.”

– Allison Dancy, VP Marketing

Solution & Results

goTransverse engaged PMG for assistance with defining an ICP for SaaS and developing a ranking system by which they could create three tiers of potential target accounts, based on that ICP.

Our team developed a comprehensive ABM strategy and campaign framework—including the development of a model to “tier” their target accounts—and performed a full gap analysis of the company’s MarTech stack including the recommendation of solutions.

We continued on to develop compelling B2B content and collaborate with their team on the launch of a demand generation campaign that resulted in a 23% decrease in CAC by the second month of the program—showcasing the power of a sound ABM strategy and well-executed plan.

From the development of an ABM framework and MarTech stack strategy, to the creation of a comprehensive B2B content marketing and demand generation campaign, our team collaborated with the client to reach SaaS leaders at high-priority accounts.

Showcase of different digital and nondigital content created by PMG for GoTransverse

About PMG:

Tech Titans and SaaS Disruptors Across the Ecosystem Trust PMG to Tell Their Best Stories

We craft powerful narratives that help you build brand, expressing your story in your buyer’s language.

We create captivated audiences that drive demand across diverse marketing mediums and channels.

We, combine creativity and subject matter expertise to communicate the value of your ground-breaking technologies.

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