Account-based marketing
Account-based marketing (ABM) is a B2B approach where sales and marketing choose a defined list of priority companies and coordinate content, advertising and outreach to their buying groups. The account plan connects those activities, with progress measured through account engagement, qualified conversations and sales acceptance alongside pipeline and wins.
Account-based marketing (ABM) is a B2B approach where sales and marketing choose a defined list of priority companies and coordinate content, advertising and outreach to their buying groups. The account plan connects those activities, with progress measured through account engagement, qualified conversations and sales acceptance alongside pipeline and wins.
The three types describe how much activity is tailored to each account or group. Account economics, shared buying problems and delivery capacity help decide the approach.
| Type | Approach | Planning focus |
|---|---|---|
| One-to-one | Tailored activity for a strategic account | The specific buying group and account context |
| One-to-few | Shared activity for a group with similar needs | A common buying problem, with relevant account detail |
| One-to-many | Shared content and targeting across a wider named list | Account criteria, audiences and relevant follow-up |
A shared target list helps sales and marketing focus their effort, connect their messages and assess account progression together. Salesforce's introduction to ABM explains the role of personalised engagement and sales alignment. Readiness and delivery still determine whether the programme is worthwhile.
Account-based marketing, or ABM, coordinates sales and marketing around an agreed set of named companies and the people involved in their buying decisions.
A named account is a company selected before campaign delivery. The account plan identifies relevant buying roles, problems, messages and ownership rather than treating every enquiry as equally useful.
ABM starts with named accounts and their buying roles. Broader demand generation builds interest across a market or segment; the two approaches can work together.
Account selection
Sales and marketing agree which companies matter and which should be excluded.
Buying roles
Content and outreach address the technical and commercial people involved in the same decision.
Measurement
Account coverage, relevant responses and sales acceptance sit alongside campaign engagement and spend.
D&G scopes Australia and New Zealand first. Additional Asia-Pacific and Japan markets require a separate feasibility, permissions and capacity review.
A market name does not establish delivery experience or local operations. Expansion needs its own account priorities, approved channel arrangements and sales follow-up ownership.
D&G assesses a proven enterprise offer, meaningful account economics, an addressable ANZ account pool, a sponsor, available experts and sales ownership, approved access, and agreed measurement.
Offer and account economics
A proven enterprise product and a workable commercial reason to invest in priority accounts.
Territory and accounts
An agreed ANZ territory and an addressable priority-account pool.
Sponsor
A named commercial sponsor with budget authority confirmed.
People
Available experts, an approver and a sales follow-up owner.
Access and permissions
Feasible approved outreach and media arrangements, with the access needed to deliver them.
Measurement and decisions
An agreed baseline, meeting definition, scope and pilot-end decision.
D&G primarily serves technology vendors with a proven enterprise offer and an ANZ growth mandate. Technology, cybersecurity and AI-native vendors are assessed against the same readiness requirements.
A vendor's headquarters, funding stage or company size does not establish fit on its own. The decision depends on the offer, account economics, people, permissions and funded scope.
D&G connects Employee-Led Content, Account-Based Paid Ads and Outbound & Sales Calling through one shared account plan, with qualified handoff to the client's sales team.
Account-Based Strategy establishes the accounts, buying roles, messages, owners, exclusions and measurement before channel work. The client owns later sales conversion unless closing support is separately scoped.
The managed programme brings expert content, account-based paid campaigns and human outreach together against the same account plan. The engagement defines deliverables, volumes, fees and responsibilities.
Employee-Led Content
Capture approved expert knowledge and produce useful content for buyers in the target accounts.
Account-Based Paid Ads
Distribute relevant content and resources to agreed account and role audiences, with explicit advertiser permissions.
Outbound & Sales Calling
Research relevant contacts, follow up through approved channels, qualify meetings and record the sales handoff.
Review account and role coverage, relevant responses, booked, held and qualified meetings, sales acceptance and stage costs with attribution. A booking is recorded separately from a held, qualified meeting.
Agree the baseline and qualification definition before launch. Reporting should show the evidence for each stage and any limits in the available attribution, rather than imply that every interaction created pipeline.
D&G agrees readiness, launch and review milestones in the engagement. The pilot starts at a readiness-approved kickoff; meeting and revenue timing are not guaranteed.
The closing evaluation reviews account engagement, meeting quality and delivery economics before a decision to continue, adapt or stop. Ongoing work needs a separately agreed scope and fees.
AI supports research, production and coordination. Actual experts supply the subject matter, people approve the work, and human follow-up connects account interest to the client's sales team.
The core offer is a managed account-based marketing programme. Enterprise AI deployment is outside its default scope.
D&G scopes ANZ first. Additional APJ markets need a separate review of feasibility, permissions and delivery capacity.
Australia and New Zealand
D&G's core scope is technology vendors selling into ANZ enterprise accounts, regardless of where their headquarters are based. Territory, accounts, permissions and delivery readiness are agreed before launch.
Account-based marketing coordinates sales and marketing around a defined list of target companies. The team identifies the buying roles, problems and messages inside each account, then connects content, advertising and outreach. Progress is assessed against those accounts and their buying groups, with agreed qualification and sales handoff rather than a count of enquiries alone.
A one-to-one programme can tailor content and outreach to a strategic account. A one-to-few programme can group accounts with a shared buying problem. A one-to-many programme can use shared content and account-based audiences across a wider named list. These are educational patterns, not claims about D&G client results or a prescribed account count.
Costs depend on account coverage, personalisation, content, channels and the contribution of your internal team. D&G agrees delivery scope and fees for the engagement; media spend and tool budgets are separate items to define. The pricing guide explains the cost drivers and which boundaries to confirm before comparing proposals or committing to a programme.
Agree the enterprise offer and account-selection criteria, choose priority companies and map their buying roles. Allocate expert, approval and sales follow-up ownership, then plan coordinated content, paid distribution and outreach. Before launch, resolve permissions and agree a baseline, meeting definition and review milestones. The fit check identifies which inputs are ready for discussion.
ABM stands for account-based marketing. It describes a B2B approach that starts with selected companies and coordinates activity around their buying groups. The acronym alone can have other meanings outside marketing. In this guide, ABM means the account plan, content, advertising, outreach and measurement used to support enterprise buying conversations in those named accounts.
ABM gives sales and marketing a shared target list, a view of buying roles and a consistent plan for engagement. It can help teams focus resources on accounts that match their offer and commercial priorities. Those benefits depend on readiness and execution; the approach does not itself guarantee meetings, pipeline or revenue, and broader demand generation can complement it.
ABM agency in Australia
Review services, fit and the delivery approach.
ABM pricing
Understand delivery fees, media and tool budgets.
ABM readiness check
Review the approved programme inputs before a conversation about fit.
Managed Account-Based Marketing Programme
See the delivery approach, pilot readiness and scope boundaries.
Employee-Led Content
Turn actual expert knowledge into useful content for your target accounts.
Account-Based Paid Ads
Connect relevant content and paid distribution to the account plan.
Outbound & Sales Calling
Connect human follow-up, qualification and sales handoff.
How to measure ABM
Explore account coverage, buying roles and progression.
Our programme and service pages set out D&G's current approach and scope. External category context: Salesforce: Account-Based Marketing.
An external introduction to the category and coordination between sales and marketing. This does not validate D&G's client results.
Bring your offer, ANZ objective and account priorities to a free account-fit review. Agree the right next step before committing.
Review your priority accounts