CAPABILITIES / ABM
Account-Based Marketing for B2B Tech
Digital Strategist
Director of Digital Strategy & Client Solutions
Project Manager & Operations
TRUSTED BY B2B TECH COMPAINES FROM $50M TO $500M IN REVENUE.
- Award-winning since 2020
- Avg. client tenure of 3+ years
- $2B+ in pipeline influenced
INTEGRATION STATEMENT
ABM as precision orchestration, not a standalone platform license.
THE PATTERN
Most ABM strategies operate as standalone initiatives, with account lists, creative, and follow-up owned by separate teams that don't share engagement data in real time.
HOW WE'RE DIFFERENT
At Somebody Digital, ABM is integrated with your paid media, content, SEO, and analytics.
WHY IT COMPOUNDS
When your ABM program knows which accounts are already engaging organically, which paid campaigns resonate with target segments, which prospects show buying signals across channels, every touchpoint builds on the one before it.
THE PROBLEM THIS SOLVES
You invested in ABM. Results don't reflect the investment.
01
An expensive ABM platform with generic execution.
Your ABM platform license costs six figures annually, but the campaigns running on it use the same broad messaging as your general demand programs. The targeting is precise, but the creative and content aren't tailored enough to justify the personalized approach. You're paying for ABM infrastructure and getting programmatic advertising with better targeting data.
02
Account lists are static and disconnected from sales.
Target account lists are refreshed annually instead of continuously because the intent data, CRM signals, and engagement data needed to update them sit in four different tools that nobody has connected. Sales has its own target list. Marketing has another. Neither is based on the same criteria, and neither updates in real time based on the other's activity.
03
ABM engagement doesn't translate to pipeline.
Your ABM dashboard shows account engagement scores trending upward, but sales can't confirm that those same accounts are entering meaningful conversations. The disconnect exists because ABM engagement metrics (ad impressions, content views, website visits) don't map to the sales signals (meeting and demo requests, RFP activity) that indicate buying intent.
04
Coordination between ABM and other channels is manual.
When your ABM team identifies a high-intent account, someone manually notifies the paid team to adjust targeting and the content team to create personalized assets. By the time manual coordination occurs, the buying window has closed. Real-time orchestration requires shared data and tools, which a multi-team setup structurally cannot provide.
ARE YOU MAKING
Decisions in the Dark?
WHAT'S INCLUDED
What B2B ABM looks like inside an integrated operation.
01 Account Intelligence & Selection
Account selection informed by intent data, CRM signals, engagement history across all your channels, and sales team intelligence. Target lists are living documents that update based on real buying signals rather than annual planning assumptions. Accounts are tiered (strategic one-to-one, one-to-few cluster, programmatic one-to-many) based on deal potential and engagement readiness.
02 Multi-Channel ABM Orchestration
Coordinated campaigns across paid media, content, email, and sales outreach that deliver consistent messaging to target accounts across every touchpoint. When a target account engages with your organic content, the paid campaigns, email sequences, and sales outreach adjust automatically rather than continuing to deliver generic messages.
03 Personalized Content & Creative
Content and creative tailored to account segments and individual strategic accounts, produced by the same creative team that handles your brand content. This ensures personalized ABM materials are on-brand, on-message, and informed by the same data that drives your broader demand generation strategy.
04 ABM Analytics & Pipeline Reporting
ABM performance is measured against pipeline outcomes: meetings booked with target accounts, opportunities created, and revenue influenced. Account engagement scores serve as leading indicators, but the ABM program is ultimately accountable for the same pipeline and revenue metrics as every other marketing investment.
HOW IT WORKS
How we build your ABM program.
PHASE 1
Account Strategy & Selection
We work with your sales leadership to define account selection criteria, build tiered target lists, and map buying committees within priority accounts. The strategy is grounded in your CRM data, intent signals, and sales team intelligence rather than just firmographic filters from an ABM platform.
KEY OUTPUT
Tiered account list with buying committee maps and engagement strategy per tier
PHASE 2
Multi-Channel Program Design
We design coordinated ABM campaigns across paid, content, email, and sales enablement, with specific messaging and creative for each account tier. The program connects to your broader demand generation efforts so that ABM amplifies your organic visibility and paid campaigns rather than operating as a parallel initiative.
KEY OUTPUT
Multi-channel ABM program plan with creative briefs, channel strategy, and orchestration logic
PHASE 3
Launch and Engage
ABM campaigns launch with cross-channel orchestration active from day one. Target account engagement triggers coordinated responses across paid media, content delivery, and sales outreach. Initial focus is on building engagement with your highest-priority accounts while establishing pipeline-connected measurement baselines.
KEY OUTPUT
Active ABM campaigns with real-time orchestration and engagement tracking
PHASE 4
Optimize and Expand
Ongoing optimization based on pipeline data rather than engagement scores alone. Account lists are updated continuously based on intent signals and sales feedback. Campaign creative is refreshed based on what’s resonating. New accounts are added as they enter the buying window, and closed or disqual
KEY OUTPUT
Monthly ABM report with pipeline contribution by account tier, engagement-to-pipeline conversion, and account list updates
CASE STUDIES
How We Build Predictable B2B GROWTH
The shift from chaos to clarity, measured in pipeline, revenue, and board confidence.
Appriss Retail
ABM CASE STUDY
Vice President of Marketing | Appriss Retail
6.8X
Return on ad spend
80.5%
Improvement in lead to MQL CVR
42%
Faster sales cycle
Two-Factor Authentication Client
PAID MEDIA CASE STUDY
Senior Manager, International Paid Media
8.73x
ROAS
60%
CPL Reduction
+124%
conversion increase
Upcloud
ANALYTICS CASE STUDY
We’ve been incredibly impressed with how rapidly we’ve seen results. Somebody Digital’s use of experimentation and data-informed decision making has been invaluable in helping UpCloud see significant improvements in our media efficiency and toward our ambitious growth targets.
“
Chief Commercial Officer | Upcloud
68%
CAC Reduction
250%
CVR increase
264%
New customer increase
HOW THIS CONNECTS
ABM delivers the strongest results when connected to paid, content, organic, and measurement systems.
Paid Media & Demand Capture
When ABM and paid media share account intelligence, paid campaigns prioritize budget toward your highest-value target accounts, and ABM leverages paid media's targeting precision to reach the buying committee across platforms. The result is higher engagement rates from accounts that matter.
Content & Creative
ABM requires content that's tailored to account segments and specific buying committee roles. When content production sits inside the same operation as ABM, personalized materials are produced faster, stay on-brand, and are informed by the engagement data that tells your creative team what resonates with each account tier.
Analytics & Attribution
ABM without pipeline attribution measures accounts for engagement rather than account revenue. Our analytics capability connects ABM engagement data to pipeline and revenue outcomes, so you can see which accounts progressed through the funnel and which campaigns influenced the deal, not just which accounts visited your website.
Demand Generation
ABM is the precision layer within your broader demand generation program. When ABM is integrated into your demand-creation efforts, target accounts are warmed through thought leadership and organic content before the first personalized ABM touchpoint, increasing engagement rates and shortening sales cycles.
FREQUENTLY ASKED
Common questions about ABM
What types of ABM do you offer?
We design and execute ABM programs across all three tiers: strategic one-to-one ABM for your highest-value accounts with fully personalized campaigns, one-to-few ABM for account clusters with shared characteristics, and programmatic one-to-many ABM for broader target account lists. Most clients use a combination of tiers based on deal potential and the accounts’ position in the buying cycle.
Do we need an ABM platform to work with you?
Not necessarily. If you already have a platform (Demandbase, 6sense, RollWorks, or similar), we work within it and connect it to your broader marketing operation. If you don’t have one, we can recommend and implement the right platform for your needs and budget, or we can build an effective ABM program using your existing marketing and sales tools, depending on the scale and complexity required.
How is ABM performance measured?
We measure ABM against pipeline outcomes: meetings booked with target accounts, opportunities created from ABM-engaged accounts, and ABM-influenced revenue. Account engagement scores (website visits, content consumption, ad engagement) are tracked as leading indicators. Still, the ABM program is ultimately accountable for the same pipeline and revenue metrics as every other capability. If engagement scores are high but pipeline isn’t growing, the program adjusts.
How long before ABM generates pipeline?
Programmatic one-to-many ABM can produce measurable engagement and initial meetings within 30 to 60 days. Strategic one-to-one and one-to-few ABM programs typically require 90 to 120 days to progress target accounts from engagement to qualified pipeline, depending on deal complexity and sales cycle length. The compound effect, where ABM-warmed accounts convert faster and at higher values, becomes clear over six to twelve months.
Is ABM a standalone service or part of a wider program?
You can start with ABM as your first engagement. Even standalone, our ABM work connects to your paid media, content, and analytics capabilities from day one. Most clients who start with ABM expand into additional capabilities as cross-channel data shows that integrated programs deliver higher engagement rates and better pipeline outcomes for target accounts.
Director of Digital Strategy & Client Solutions
Head of SEO
READY TO OPTIMIZE?
Focus your marketing on the accounts that matter.
We’ll review your current ABM approach, identify where account targeting is disconnected from your other marketing programs, and show you what coordinated ABM looks like when it’s part of a single integrated operation.
- Real people, not automations
- Honest if it's not a fit
- No commitment required
Director of Digital Operations
Senior CRO Manager