Account-based marketing / ABMA short list.A bigger opportunity.
Get the right people talking about you.
You probably know the companies you’d love to work with. We help you get on their radar—and give the people inside them a reason to pay attention.
customer.
What we do
Account-based marketing starts with the companies you want to win. Carbon’s ABM services bring research, messaging, creative and media together around those accounts, with a clear plan for sales follow-up.
Companies don’t buy things. People do.
Know the account.
Understand the people.
There’s rarely one person behind a B2B purchase. There’s the person using the product, the person checking the numbers and the person who has to get everyone on board.
Good ABM gives each of them a reason to care. We start with what they’re trying to do, then connect your story to their needs.
It works best when you can name your priority accounts and the opportunity is worth a focused effort. Still working out who your best customers are? Let’s start there.
From the list to the conversation
Here’s how
the pieces connect.
Open a step to see what goes into the work.
1Choose the accounts.
Sales and marketing get on the same page about who to reach, why they’re a fit and which people matter in the buying decision.
Audience research & analytics ↗2Give them a reason.
We build messages and creative around their challenges. A relevant customer story beats a generic “just checking in.”
Content that earns attention ↗3Show up in the right places.
Paid social, programmatic and supporting search activity lead to useful content and landing pages. The experience should pick up where the ad left off.
Media strategy & activation ↗4Keep the conversation going.
We agree on the sales handoff and track what happens next. Reach, engagement, meetings and opportunities each tell a different part of the story.
Plan the scope and budget ↗
ABM in action / UFP Technologies
Four accounts.
A focused approach.
For UFP, we targeted key people at four priority OEMs. Paid social and programmatic creative showed work UFP had done with the target company and led to a meeting-scheduling experience.
It gave the audience something specific to respond to—and a straightforward way to start a conversation.
See the UFP Technologies work ↗Audience reach during the campaign period. The case study also reports qualified meetings and leads, without a numeric total.
Let’s put the plan together
Bring your list.
And your sales team.
A few things help us get started: your target accounts, your strongest customer stories, current sales materials and what your team considers a qualified opportunity.
Then we can talk through the research, creative, media and follow-up. Our pricing guide explains how we scope a project or ongoing partnership.
The detail behind the decision.
Know what you’re
putting to work.
Good chemistry matters. So does seeing how the thinking becomes something your team can use.
Need to reach active searchers as well as selected accounts? Explore B2B PPC services. For a broader market-building program, see demand generation.
Good work starts with a clear scope.
What are we
building together?
An account list is a starting point. The scope also needs to connect the buying team, the reason to pay attention, the content and the sales follow-up. We agree on those pieces with you before activation.
| The work | What you can put to use |
|---|---|
| Account and audience planning | A prioritized account brief, relevant buying roles and input from the people who know the sales opportunity. |
| Account-relevant creative | A message and asset plan tied to the selected companies, their needs and available proof. |
| Activation and destination | An agreed channel plan and website or meeting path, with campaign responsibilities defined. |
| Sales alignment and reporting | A follow-up process and review of reach, engagement, qualified conversations and opportunities where data is available. |
Bring us the starting point.
Bring your target-account thinking, sales priorities, relevant client proof and the systems that record follow-up. We will work through what can be targeted and measured before promising a program.
A project or a partnership.
We work on a project or retainer basis. Projects receive a custom quote based on your needs and timing. Retainers start as low as $5,000/month; the agreed scope determines the final fee. Your proposal will clarify deliverables, responsibilities and any media, production or technology costs.
Explore pricing and engagement optionsPut the thinking to work
A useful place to start.
ABM vs. demand generation: when should you use each?
Choose between focused account-based marketing and broader demand generation using account fit, sales capacity, evidence and opportunity value.
ABM metrics that matter from first engagement to sales conversation
Build an ABM scorecard with defined account coverage, engagement, meetings and opportunities. Includes an editable measurement worksheet.
What an ABM campaign actually looks like: the decisions behind UFP’s program
Explore the audience, message, proof and channel decisions behind Carbon’s UFP Technologies ABM work—and what another B2B team can learn.
Good questions. Clear answers.
You might be wondering.
Here’s how we think about the work.
How is ABM different from lead generation?
ABM starts with specific companies you want to win. Broader lead generation starts with an audience or offer and finds people who are interested. They can work together, as long as sales and marketing share the same priorities.
What would Carbon handle in an ABM program?
We can help with account strategy, audience research, messaging, creative, media, landing pages and reporting. We’ll agree on the scope together and make sure it connects to your sales process.
Does ABM work for manufacturing and technology companies?
It can be a strong fit when you know your target accounts and the buying process involves several people. Our UFP Technologies program, for example, focused on key roles at four OEMs.
How quickly should we expect results?
That depends on the starting point and your sales cycle. Getting the audience, assets and approvals in place takes time, and a meeting isn’t the same as a closed deal. We set launch milestones and track early engagement separately from longer-term opportunities.
What should ABM reporting tell us?
Who we reached, which accounts engaged and what happened next. We separate reach from qualified responses, meetings and opportunities, so you can see where the program is helping and where it needs work.
How do you price this work?
We work on a project or retainer basis. Projects receive a custom quote based on your needs and timing. Retainers start as low as $5,000/month; the agreed scope determines the final fee. Your proposal will clarify deliverables, responsibilities and any media, production or technology costs.
How long does an engagement take?
Timing depends on the deliverables, research or content needs, integrations and approvals. We build the schedule around your needs and timing and agree on milestones when we define the scope.
Keep exploring
Make the next connection.
Manufacturing & industrial marketing
Manufacturing marketing, with people at the center.
B2B technology marketing
Make people care about what your technology can do.
Agency pricing & engagement models
B2B marketing agency pricing, without the awkward part.
Create a reaction
Who’s on your wish list?
Let’s give your next great customer a reason to meet you.